To get consumers (whether retail, service customers, or business-to-business audiences) to accept advertising messages, many companies resort to volume and dominance. None of these strategies work in the long run.
When your competitors speak loudly and you decide to shout, what do you think they will do? yes. They will start screaming. When it comes to publicity, no one is going to win a big battle. And you usually even lose some customers in the process because they can’t stand the noise.
The same goes for singles. When you have to compete for more and better coupons, or more and better discounts, giveaways, or incentives that are not related to your core product, your revenue per sale and number of sales decrease.
Customers see these types of games as grandstanding, fake and dishonest; they’re gone. The people who stay now see you and your competitors as commodities, with no difference other than your price. This is a dangerous place for the company.
A confusing answer is not more confusing. It’s about finding out who wants to hear you and talking to them. So how are you going to compete when you can’t outperform or outperform your competitors? Your ad becomes rebellious and aggressive.
Did these words scare you? It doesn’t matter. Remember, you are brave now. What you can address Also, rebellion and aggressiveness are not swear words. They will help you take your attention away from the competition without yelling and insulting your customers.
It’s not about being rude for attention; it’s about excellence. By their very nature, an ad campaign with a strong rebellious strategy is unlike anything your audience will find from a competitor’s marketing campaign. This is unexpected. Surprisingly. This works.
There are two keys to creating a successful rebel ad campaign. The first is the big idea. The idea stems from a strategy that stems directly from your customers and their relationship with your brand. You can get this idea through a discipline called account planning. We’ll go into the big ideas and client plans in detail in a later article.
The second key to a successful rebel ad campaign is attention. You can’t attract attention unless you learn to recognize norms and then avoid them. No matter the size of your product or service, or the size of your addressable market, if your target audience doesn’t pay attention to your message, your advertising budget is wasted.
Keep these two keys in mind as you flip through a newspaper or magazine. Think about it while watching TV. You should notice something almost immediately. Most advertising today doesn’t seem to be based on a big idea. Many are so boring that you scroll past them without noticing them. Others will grab your attention, but the ad doesn’t have much to do with the product, so it’s easy to forget about the brand the ad is trying to sell you. What a great opportunity for your brand!
Well, rebellion has a caveat. Your ads shouldn’t be different just for the sake of difference. The difference should come from the uniqueness of your brand. •
This article describes the second of the twelve steps. Challenge yourself, your employees and your advertising agency to revolutionize your advertising program. If you missed the first step, please contact the author for a free copy. Remember, every revolution begins with a step.