"I WANT THAT!"
12th Nov 2009
Marketing and advertising can be tricky. Looking at your target audience and making sure your product reaches them on a level that warrants a sale can be complex at times. However, by stripping your marketing right back to its basic roots you can gain a clearer and more concise picture of your strategy.
Inside each consumer is a little child having a tantrum about whatever product they have their eye on, the little voice inside is simply screaming “I want that!” I know this because after reading a magazine full of ‘Autumn Handbag Trends’ my inner child starting screaming about the latest Mulberry handbag.
Making your consumer scream “I want that!” is the trick. Every sale starts with this emotion and the rest of the advertising platform is simply making sure they want yours the most.
Making sure you create a good foundation for your marketing is as essential as anything else. There are three simple tiers that should be adhered to in order to get that inner child worked up.
The bottom tier of your marketing and advertising can make a massive difference if not considered. Without knowing what your customer wants you can leave your whole marketing strategy open to collapse. Understanding your target audience inside and out and getting into their mindset will form a strong and substantial base.
The second tier is honesty. With the rise in social networking and the communication between consumers growing rapidly companies can no longer white wash their products with snappy ads and fancy marketing. The truth is spreading faster than ever. Make sure your strategy is telling the truth about your product.
The third tier is association this is perhaps one of the newer tiers, although just as important as the other two. Celebrity endorsements have a lot to answer for, and many consumers would like to believe that their purchasing decisions come down to more than who’s carrying the latest Mulberry handbag or which sportsman is wearing that overpriced aftershave, but essentially it comes down to the association factor, whether it fills you with comfort, delivers feelings of aspiration or delivers the ‘just how mum makes it’ feeling, the association is always there.
Making sure you understand your customers on these basic levels can provide the perfect marketing cake, your product is simply the icing.
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