Posts tagged ‘kellogg’

POWER PACKED ADVERTISING

While browsing through the shelves of the hypermarket to buy groceries for the next month, I came across at least a dozen different brands of corn flakes and its variants. On the insistence of my friend, I kept looking until I found Kelloggs placed at a shelf much below the eye level. While I did consider the other brands, I was urged to buy Kelloggs Corn Flakes by the argument “If it’s Corn Flakes, it’s gotta be Kelloggs!!”

Some of us might say that this is the power of a brand and emphasis on a well thought marketing mix. However, I feel that out of the marketing mix, advertising plays a major role in building the brand for the customer, much before the others of the 4Ps come into picture. Right from communicating the advent of the product into the market space to bringing it into our consideration set and thereafter making a loyal customer base,  good advertisements have the power to convince a customer into buying a product, leaving the onus of the final purchase on the effectiveness of the distribution channel. In the above case, the advertisements were successful in creating an image that Kelloggs stands much above the me-toos in the category.

A good advertisement should not be judged on the basis of the witty copy or the visuals of an ad, but on how effective it is in increasing the revenues of the company. While it is important to attract attention of the customers by standing out, the ultimate aim of advertising should be to make the purchase happen.

Sometimes, the presence of a celebrity in an ad can overpower the brand itself, making the customers remember the celebrity and not the product itself. As observers we might feel that black type on a white background, long copy giving exhaustive details about the product and discount coupons are clichéd, but we as consumers ourselves need to appreciate that these are the things that are of prime importance to the customer and are crucial to make a sale happen.

Testimonials from non-celebrities might sound boring but can actually convince the viewer into believing the claim. A four-colour ad is costlier than a black and white one but is more memorable as it stands out of the rest, hence more than makes up for the additional cost incurred. An ad spread over one full page in a newspaper is likely to generate more volume of sales compared to a smaller ad. The headlines must capture the essence of the value proposition that can urge the reader to go in for the details and the visuals in an ad must be what the viewers would like to see, so as to create more impact. These are the nuances of advertising that are often considered overused and hence ignored in order to differentiate.

So, as marketers we need to understand that it’s important for an ad to stand out and at the same time have the capability to drive sales. A short witty ad might capture the attention and admiration of the reader, but it’s only when the customer is influenced to make a choice that an advertisement serves its purpose.

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December 21, 2009 at 2:50 pm 2 comments

SENSORY BRANDING

Have you ever wondered what the aroma of popcorn at a movie hall, the texture and smell of cornflakes, the smell of a brand new car or the popping sound of a new can has to do with branding?

Most marketers today use sensory branding as a tool to stimulate a consumers relationship with a brand and to enable a long-lasting emotional connect and build brand loyalty on that.

sensory

Our senses (Sight, Sound, Touch, Smell and Taste) help build emotion and thus remain in our memory longer. Sensory branding may or may not be related with the quality of the product yet they play a vital role in customers purchase decisions

Companies like Kellogg, designs the sound of their cereals in the laboratory. Singapore Airlines is considered as the pinnacle of integrated sensory branding and has a consistent visual theme. The color of the uniform of flight attendants is coordinated with the interiors of the flight. Rolls Royce emits a scent called “Old Rolls” from under its seats of all its new cars.

All though sensory branding is not a new phenomenon, companies today are integrating two or more senses to gain brand dominance. The most commonly used senses for branding are Visual (sight) and Audio (sound) however with so many advertisement cluttered on television and radio it is losing its effectiveness.

Marketers are increasingly moving toward the sense of smell in addition to sight and sound. The smell of scent reduces anxiety, enhances mood, brings excitement and triggers memory hence companies like Singapore airlines use the same scent (Stefan Floridian waters) in the perfume worn by flight attendants to the hot towels as well as other elements of service. 7-11 (Seven Eleven) introduced the smell of freshly baked bread and noticed a significant increase in sales. Research states that people stay 40% longer in fragrant places and 75% of our emotions get formed by what we smell.

Thus companies using multiple sensory branding are likely to be more successful and I’m sure the wait isn’t long before we see all marketers attract their customers via similar neuromarketing. Now thats something that smells fishy.

November 3, 2009 at 1:53 am 1 comment


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