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POWERFUL MESSAGING

What does it take to send across a powerful message to the consumer?

  • Sentiments
  • Desires
  • Message Placement
  • Aspirations
  • Guilt
  • Belonging

How about a cocktail of all the above mentioned elements?

Marketing efforts have to leave a positive impression on the consumer’s mind on the very first contact. It’s no surprise that the fate of most products or services are written on the very day, they are launched.

I wish to share one of the striking examples with our readers. Each day I use the Metro to commute to office. On my way, I pass by an alley with numerous automobile showrooms with cars from all passenger segments including basic to super luxury. As I pass by one showroom after another, the usual messages shout out at me to get my attention. These would include ’15 Kmpl’, ‘Easy instalments available’, ‘Drive in comfort’, ‘Pocket Friendly’ and so on. However, at the end of the alley, I see something different (See picture below).

With powerful messaging like the one above, a couple of striking features can be observed:

(1) Sentiments: Imagine yourself in the shoes of the person who is travelling the Metro train. He is cramped among a bunch of co-passengers and in a way jostling for space. What’s the only thing in the traveller’s mind? ‘I wish I could ride back home in comfort’

(2) Belonging: The moment a brand places itself alongside such a strong statement, it instantly associates itself with a particular value. The first thing that would rub into the consumer’s mind is that – ‘This product is going to take me into the elite few who can own it. I belong to the group of people who are envied upon by the rest of the world. I have arrived.’

(3) Placement: This message is being read by almost a million commuters who take the metro to work daily. Just by its sheer location – the impact of the advertisement gives an instant connection that turns it into a lead generating engine.

The new age marketer needs to put some thought into; not only how the product or service will be positioned but also where will it be placed and what emotion should it invoke. So ask yourself, ‘How am I going to plant a powerful message?’

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June 23, 2011 at 1:38 pm 1 comment


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