Successful companies understand this
and have this invariably as a part of their proposition to customers..
Marketing is
all about attracting the customers to the company’s products and service.
While target
marketing is about reaching out to the right customers in the right place, the
brand should have strong hooks to catch the customers, engage them and draw
them its net.
IN 1993, BPL launched Car Stereos at BPL in 1993 in Delhi. The sales head at Delhi was the best and the brightest with a
track record of being a star sales manager.
Once the briefing on the product pertaining to the launch was completed, the USPs, the
competition, the pricing and the positioning etc., the sales requested for the 3 compelling things
that he can tell the trade to convince them about our proposition to ensure a great launch’. Once the team could brainstorm on this, prioritize the
communicable benefits regarding the product and zero in on 3 USPs of the
product, the field was in a much better
position to launch the product and could indeed do a great job.
In 2001, the National Marketing at RayBan Sunglasses, was into a
brainstorming session with the account director at the advertising agency. While
working on the campaign creative, the account director mentioned, ‘Can you please
tell 3 distinctive and desirable features of RayBan that would attract the
consumers?’
The team could
figure out that, the requirement for a healthy & safest gadget for sun
protection, the prestige value associated
along with a favorable value for money trade off and the strong perception of
being the highest quality and durable product are strong hooks for the consumers
to patronise the brand. This insight invariably
formed the cornerstone for all communication campaigns of RayBan which
continues to the best choice in its category for discerning customers globally.
It is indeed
relevant even today, when observe our own actions, it generally takes atleast
3 parameters
to stand out from the rest in our mind and perception, for any product or
service to be adopted.
Why 3 ?
Because human minds finds it difficult to register more than 3 items in any
attribute at the same time. Outclassing the competition on 3 items will
indeed represent a good barrier to competition and seems no flash in the pan!
This also has the ability to attract a wider range of audience for which the
relative importance of the parameter may wary from item to item.
For example
for those who travel by air, the 3 must have hooks would be Convenience, Safety
and Time saved and for those using Google, they would be, Speed, Relevance and Simplicity of search.
While there
could be more hooks ( more the better), 3 strong hooks covering the most
desirable features of the product or the service as differentiated from the
alternatives will go a long way in attracting the target customers.
What are the
various aspects of these hooks and how do we communicate them to the
prospective customers?
For maximum
effectiveness,
A) The hooks have to be universally
appealing and make strong sense for majority of the consumers as a major factor
affecting the purchase. Ideally these hooks have to encompass the most sought
after needs meant to be addressed by their consumption.
B) The target consumer should be able to
immediately able to understand how the hook is indeed relevant to his needs
personally and how the brand, the product or the service stands out on these
features w.r.t competition and his/her needs.
C) The hook should be visually
communicated to the target consumers for establishing the relevance.
D) The communication of the hook to lead
to a curiosity buildup in the minds of the consumers for maximum effectiveness.
Remember, Onida ad 'Don’t envy it, Buy it!.
E) The hook can work if the product is in immediate
reach of the target consumer and hence take care to make the product accessible
in an easy manner. The hook should not be in a place that is out of reach for
the targets or in a location that is not frequented by the targets.
F) There should be a call for action and
an associated trigger for the target to come and try out the product.
With the above strategy we can come out with
compelling marketing programs to attract the target consumer, engage them and
get hooked on for ever..
Please follow us at http://www.linkedin.com/company/master-mentors-advisory-pvt-ltd
Please contact me ms@mastermentors.in
No comments:
Post a Comment