Promotional Strategy (Group 7)Manil (PGP30031)| Sudha (PGP30052)| Ankita (PGP30185)| Nikita (PGP30211)

Do your ads

STAND OUT

your customers’ mind??

to make you

STAND IN

Audi says “Your move BMW”

BMW’s response

“You can make ubiquitous advertising acceptable – even

welcome – to consumers”

- Jeffrey F. Rayport

Today, consumers are

BOMBARDEDwith advertisements through all

possible media

It is a MEDIA-SATURATED world!!

ADVERTISEMENTS in today’s world have become

IRRELEVANTREPETITIVE

INTRUSIVE INEFFECTIVE

…and MORE on what it DOES for their target

Marketers must focus LESS on what

advertising SAYS…

SHOUTINGout loud

will not help!!!

HUMAN EXPERIENCE will

BUT…

Human experience, as an advertising medium, is divided

into FOUR SPHERES

SOCIALPUBLIC

TRIBAL PSYCHOLOGICAL

THE PUBLIC SPHERE

Message ALIGNS with the consumer’s experience

Bins atthe US airport

security

HELP people reach

personal objectives…

Building Goodwill

Celebrity Endorsements

Branded Interventions

Entering people’s lives when

needed

THE SOCIAL SPHERE

Friends’ social activity

used to make

PERSONALIZEDgift

recommendations

ENGAGE a

demographic that pays a

little attention to your product

THE TRIBAL SPHERE

Advertising must address desires of…

IDENTITY

SELF-EXPRESSION

MEMBERSHIP

STATUS MARKER OR

SOCIAL IDENTITY

EMPOWER THE

INDIVIDUAL

How areMarketersdoing this?

Brand name DETACHED from product

Signals inclusion in the tribe

Award Status Markers

Strong Affiliation

Powerful Brand Ambassadors

Positive WOMUSER GENERATED CONTENT

THE PSYCHOLOGICAL

SPHERE

Language to establish

COGNITIVE BEACHHEAD

for a brand…

Engender

HABIT Formation…

Connect Brand to an EMOTION…

Are you reminded of

CONVENTIONAL ADVERTISING??

Try understanding it from

CUSTOMER-CENTRIC

approach

Instead of focusing on ADVERTISING MEDIA,

Focus on ways to INTEGRATE your advertising into your consumers’ lives

In ways that

DELIVER VALUE

But to do it??

Follow these 5 steps…

DEFINE OBJECTIVES

first from a consumer’s,not an advertiser’s,

point of view

Ask yourself - What is the

PRIMARY GOAL

of your ad campaign?

TARGET CAMPAIGN

to create value for the consumers

Each sphere has different

STRENGTHS

Choose the

RIGHT SPHEREto achieve your goals

TEST, LISTEN & ADJUST

ads to improve thecustomer experience

LISTENto your intended targets!!

Ad campaign may be

INEFFECTIVEfor a variety of reasons

EVALUATEan expansion strategy

If needed,

WITHDRAW FROMor

EXPAND TOother spheres

Constantly look for ways to

REFRESHthe message

Consumer preferences are DYNAMIC...

…so must be your AD CAMPAIGN

Lets RECAP!!!Advertisements have become:

1. Intrusive

2. Ineffective

3. Irrelevant

4. Repetitive

Focus on HUMAN EXPERIENCE

4 spheres:1. Public

2. Social

3. Tribal

4. Psychological

5 steps to integrate advertising in customer’s lives:1. Define objectives first from consumer’s point of view

2. Chose the right sphere

3. Listen to your consumers

4. Evaluate an expansion strategy

5. Be dynamic