Advertising…part four – Tapping into recognition
So you are going to be spending some money on advertising for your products. Where do you start?
Actually, you are starting from the same place that your audience is. A blank slate. Nada. Nothing. And you are trying to get their attention, have them understand what you promoting, providing them with a value proposition and then hoping that they will buy your product or service.
Is there a way to short circuit to success?
I think there is. And it may not be as difficult as it seems. But it does take some cleverness.
Let’s go back to our first installment of this series and see what we can pilfer from those big budgets.
How about pimples?
If you are looking to promote your product for pimple reduction, maybe it’s worth tapping into the product recognition of an established product. ProActiv (TM) spends GOBS of money creating a brand recognition. When people see ProActiv (TM) name, there already is a ton of information conveyed to them. Pimples. Cleanser. Clearer skin. Better looking. Social acceptance. Premium price. I think you get the idea. If there is a way to ethically and legally include that brand recognition into your pimple product ads, then you have captured some benefit from their ginormous ad budget for your own benefit. Maybe it’s something like “The same active ingredient as ProActiv”. Or “Less expensive than ProActive”, or other factual uses of the name. You have to be creative to capture that connection in a positive way AND be legally compliant. (Disclosure: This site does NOT provide legal advice and anything you do, ANYTHING you do, is your own responsibility.)
But maybe there are other ways that this can also be achieved.
Using the familiar to promote your product
Ever notice that the Rock music of the 60’s and 70’s is being used in commercials for cars that would appeal to older individuals? There is a reason that the Who songs are for used in car commercials that appeal to that generation that grew up in the 60’s and 70’s. They bring back that feeling of youth. What it was like 30 or 40 years ago to be young. They are “connecting” the feel of the song to the product. They want you to create a subliminal connection between that feel of the song and how you think you will feel when you buy the car. Listen to the music used in ads. Other ads for autos that appeal to younger individuals have more contemporary music. Era of target audience = Era of music used.
Other associations can be used too, even without brand names. For example, if you are looking to sell a sports watch, you might display it on a concrete surface with a tennis racquet (obviously an expensive one). Message? Buy this watch and play better sports. Maybe even send the subliminal message that you will be richer. How about a great looking person of the opposite sex? Message: Buy this watch and have an attractive mate.
Not to be crude, but it even works with toilet paper. There is a toilet paper company that uses illustrated bear family to pitch their product. Why a bear and not an opossum or raccoon? Did you ever hear the expression, “Does an opossum sh*t in the woods?”. Nope. Me neither. But a bear? “Does a bear sh*t in the woods?” Yup, now that’s familiar! As funny as it sounds, creating an association will improve name recognition and get their attention.
Who can YOU piggyback onto?
So who is your major competitor or what product is similar to yours that has already established itself in the marketplace? Stop and analyze what they have done, then see if there is an angle that you can use to magnify your ad budget by tapping into the marketplace recognition that they have already established.
What ideas do you have about this topic? Share with us below!
NOTE: The use of other product information in your ads, if done improperly, may result in you getting in trouble with the parent company. Do it at your own risk!
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