Wednesday, July 12, 2006

Incorporating your Brand into Everyday Lives

How is it that only now, companies are beginning to think, “Hey, maybe our audiences don’t want to be bombarded with advertisements?”

With TIVO, the Internet, and the mute button on the remote control, it’s easy for marketers to be very afraid that the largest consumer base is looking elsewhere. But, in the midst of all the booming technology, marketers are retreating to the more simple concepts that are less “in your face.”

In this week’s The Wall Street Journal, executive vice president and director of integrated marketing at TM Advertising James Hering says, “People are just tired of being yelled at.”

The newest trend in advertising is trying to fuse into people’s daily lives.

That's why we use our C.H.E.M. tool:
* Connecting -- fit in their world, not try to disrupt it
* Honest -- utilize your best data, not distort it
* Easy -- simplify communications, not make it more difficult
* Motivating -- show customers how to take action, not demand it

If you can become part of people’s everyday scenery, they are more likely to study the “ad” and be open to seeing and hearing what it is about. If you think that maybe people who like flavored coffee will like your newest flavored cereal, make that their newest breakfast.

Put the cereal next to the coffee. Grocery stores are now the biggest place to sell. It’s the last place of decision-making. Put the Oreos next to the tampons, your newest juice flavor next to the alcohol or the bagels. It’s simple. Fit into people’s lives. Make connections for them. Certain things just go together. Put the breath mints next to the Doritos. Maybe these companies need to merge.

Can you imagine if Lays marketed a new brand of breath mints that specifically cut the lingering stench that the Cool Ranch, or Spicy Cheese chip causes, then put them next to each other in the grocery store aisle?

All I’m saying is that, advertisers are making a great move by being less bombarding, but maybe some research needs to be done in the grocery stores.

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