The vast majority of advertising in 2014 revolves around sales. You can’t listen to the radio, watch TV, read a newspaper, or go online without being bombarded with sales. Car dealers with no interest and terms up to 96 months, furniture stores with Boxing Day sales before Christmas, fashion retailers at 50% off. The problem is that every product or service has now become a commodity and the lowest price is the winner. The value proposition is missing. Every car dealership ad talks about the lowest price and does not take the time to establish the unique value of the dealership. One flooring retailer actually told me that his revenues were up but his margins were down.
So what is the solution?
We must begin the process of creating a compelling unique selling proposition for our business. What do we do as a company for consumers that nobody else does. Sometimes this unique selling proposition does not exist and must be created. Some examples include a gym that is open 24/7/365 and can cater to its customers outside of normal business hours. Another example is a Canadian bank that is now open on Sundays, again to cater to its customers. Perhaps a car dealership that will pick you up your car at your home for service wash it, and return it on the same day. Or a cemetery company that offers burial rights in perpetuity as opposed to the competitors who have 99 years terms. And finally, Tim Hortons campaign which said that their coffee was fresh because they marked the carafe brewing time and threw it out after 20 minutes.
When you are developing your creative approach, consider the following:
1. What is your USP
2. Make that the main focus of your advertising
3. Add emotions if possible
4. Craft your story
5. Have patience
6. Stay the course
7. Make certain that your marketing efforts are universal
8. Make certain that everyone in your company is aware
9. Don’t deviate from the plan
10. Build your brand
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