References and recommends:
- Claude Hopkins - Scientific Advertising
- Ian Ogilvy - Ogilvy on Advertising and Confessions of an Advertising Man
From "Confessions":
- "You cannot bore people into buying"
- "Committees can critcize advertisements, but they cannot create them"
- "Compromise has no place in advertising. Whatever you do, go the whole hog"
- "The consumer is not a moron. Don't insult his or her intelligence."
Ogilvy Philosophy: Research. Results. Creative Brilliance. Professional Discipline.
Codify experience into principles.
Strategy:
- What is our objective?
- What action do we want consumers to take?
- Who are we talking to?
- What is the key consumer benefit or core idea?
- Why should they believe what we say?
- What should our tone and manner be?
- What is the personality of the brand?
- Don't give up the high ground. Why people ultimately buy the product.
- Don't labour the obvious
- Don't use price as a strategy. provide value.
- Don't use popularity as a strategy. popularity is a result not a reason why.
- don't confuse attributes with benefits e.g. fast (attribute), saves time (benefit)
Strategy Checkpoints:
- Be single minded. give up some points to make the important ones stand out
- Make it fit an overall plan
- Keep objectives reasonable
- keep strategy short and easy to understand
- Decide where your business will come from - e.g. new or existing customers?
- Make a meaningful promise to the consumer
- set yourself apart
- relate the unknown to the known - what does your product replace? why is it better?
- keep your strategy up to date
Execute
Promotion
- Make them strategic - grow organically from the marketing plan and brand
- look for big ideas you can repeat year after year
- pretest promotions
- track the results
- keep it simple
The product. Not the display. Is the hero. Can the product sell itself when shown in use?
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