By Cheryl Hayman, Hayman Strategy
In the next series of my blogs I thought I’d run a series called Tips of the Trade.
This first tip is for those people thinking about their next piece of advertising or similar marketing collateral. This might take the form of a print ad, a radio spot, some local press, a newsletter, or even the front of your new brochure.
AIDA stands for- Attention. Interest. Desire. Action.
The Attention part is the banner or headline that makes an impressive benefit promise.
Interest builds information in an interesting way, usually meaning that this must relate closely to the way that the reader thinks about the issues concerned.
If you seek a response you must move then to create Desire, which relates benefits to the reader so that they will want them.
Finally you must prompt an Action, which may be to call a telephone number or to complete and send of a reply coupon. Advertising that does not prompt action is a wasted opportunity.
Do not be tempted to devote 50% of the space to a striking picture or a quote from Shakespeare. The biggest part of the advert must be your main benefit statement. This is the part that entices the reader to read on.
Offer a single impressive benefit, quickly and simply. Research proves that where responses are required, the best adverts are those which offer an impressive, relevant benefit to the reader.
Think about the vocabulary and language you use; know your target audience: a simple test is to avoid any words or grammar that would not be found in the newspaper that the target group would read.
Your message must be quick and easy to absorb.
Be new and original with your offer and set yourself apart from your competitors. Emphasise your point of difference. This means you must know who these competitors are, and objectively analyse their techniques and offers to set your brand or business apart from them.
If you think about these things the next time you’re drafting copy then you will end up with a special piece of marketing material that will make you proud and, more importantly, provide some traction for your business.
Off soon to a Club Med I was reflecting on why Club Med had been such a successful brand for so long, and what sets it apart. It occurred to me that Club Med has the right mix of experience for its customers and has evolved with time to profitably meet the changing needs of those customer’s.
So, what precisely does it have? What makes a brand like Club Med so successful and what can we learn for every brand?
Club Med has a specific and replicable set of values and processes brought to life wherever a customer goes. This is much like McDonald’s where people have reliable and constant knowledge in a brand’s product that is trustworthy worldwide;
employees who ‘walk the talk’ and deliver the ultimate experience their customer’s seek; and
the ability to suggest and solicit loyalty and return purchases by always delivering the promise.
Similarly this week in Professional Marketing Magazine I read about the success of Berkelouw Books, a family owned business spanning six generations. Built by Solomon Berkelouw from Rotterdam he had a passion for books and a focus on his customers experience from the start. Unfortunately his bookselling career came to a sudden and unfortunate end. On a late winter’s afternoon, with snow falling thickly all around, Solomon attempted to cross an icy plank that connected a customer’s ship to the wharf. Halfway up, he lost his footing and fell into the freezing water. Before anyone could fetch help he drowned, his jute-bag full of books sinking with him to the bottom of the icy harbour.
Today Berkelouw Books is Australia’s largest rare and antiquarian, secondhand, and new bookseller and they have evolved to me even more. They talk of experience, presenting wine bars, cafe lounges, and other in-store experiences including selling other, related items such as candles to fulfil their customer’s needs and provide the ultimate fulfilling experience.
They reflect on themselves as follows; ”Books are our passion as well as our business and it is always a pleasure to meet customers who share our love of books. Come in, meet with friends, soak up the atmosphere, and spend as much time as you like browsing through the collection. Thus the romance of books is engendered. Thus too, the association of books and Berkelouw continues. An old and fruitful tree of Rotterdam, Holland, now firmly planted in the soil of Australia.” The feeling of pride and emotion is evident.
Bain & Company reveal just how commonly companies misread the market. They surveyed 362 firms and found that 80 percent believed they delivered a “superior experience” to their customers. But when they asked customers about their own perceptions, they found that they rated only 8 percent of companies as truly delivering a superior experience.
So what sets the elite 8 percent apart? They take a distinctively broad view of the customer experience. Unlike most companies, which reflexively turn to product or service design to improve customer satisfaction, the leaders pursue three imperatives simultaneously:
They design the right offers and experiences for the right customers.
They deliver these propositions by focusing the entire company on them with an emphasis on cross-functional collaboration.
They develop their capabilities to please customers again and again—by such means as revamping the planning process, training people in how to create new customer propositions, and establishing direct accountability for the customer experience.
These are great planks for all marketing folk to consider for their brands. What are you doing today for your customers, because as ever, it’s all about the customer and their experience of you. As the saying goes, brands are built in the minds of the customer.
Strategic Marketing and Planning: -
- Huggies (Kimberley-Clark Australia) with Ogilvy & Mather team.
- Cerebos planning involvement with brand team on Riva, Gravox and Fountain brands.
- Nutricia Australia and New Zealand with Fame Advertising team.
- Morton Design & Brand Consultants on a Swift & Moore NPD
project and Sanitarium core product redesign.
- The Mary Aikenhead Ministries-development of brand positioning and overall brand strategy for TMAM as the master brand in this large health,education and welfare group.
Communcations Strategy: -
- Development of the internal communications plan for Douwe Egberts Coffee & Tea
Strategic Marketing in an Advertising Pitch: – Multi-national brand advertising pitch with Singleton Ogilvy & Mather.
Govt advertising pitch.
Strategic Senior Marketing Resource: -
- The Sweet William Soy Chocolate Company.
- The Kitchens Group : Sydney Kitchens and Freedom Kitchens.
New Product and Brand Development Strategy:
- Arnott’s Snackfoods: working as part of the Red Spider strategic
- Sanitarium: as part of the Red Spider team, provided intellectual
prowess in an NPD workshop.
Developing Strategic Promotions Platform: – Nu-Mega: commissioned by Clover Corporation (an ingredients organization) to assist in developing a stronger added value proposition for their client, Bird’s Eye (Simplot).
Marketing Excellence Training:
- TwiningsOvo : developed and delivered Brand Positioning and
Differentiation module to marketing team and their advertising
agency, Clemenger Melbourne.
Marketing Plan Development Workshops:
- Logistics Bureau: a supply chain organization. Provided
facilitation and guidance in a 2day workshop.
Global Brand Presentation Development:
- George Weston Foods, Baking Division for the CEO.
Strategic Plan Development:
- Go Grains: guidance on the development and execution of 3 year plan.
St. George Bank: mentoring of a Divisional Marketing Director.