One of the most important things any marketing professional can do is make the abstract concrete. The meaning comes from the salespeople showing customers that the roll cage will keep the people in the car safe – more so than other cars lacking the same feature.
This is a great feature, but it is meaningless. Take Volvo for example the Swedish car maker has a steel roll cage in its cars. The mental block that may occur with marketers here is ‘what I understand, the consumer will understand’ which, may not be true every time. It may be not that difficult to answer this, however, many a times the consumer may get confused if it is not 100% clear and simple. Where is your consumer and what will make him spend loyally are the two questions that needs to be answered every time, with a combination of mind and heart.ĭifferentiating between Features and Benefits Understand the Mindshare before Marketshareīe it any business, one needs to also pay deeper attention to the dynamic consumer mindspace. Best part- applies well in both professional and personal life. The mantra that has worked for me all these years is under commit and over deliver.
Making a commitment is also an art and needs to be dealt with care. I have come across many instances where the commitments go simply overboard or maybe it is not the best commitment. What we commit forms the basis of what expectations we need to fulfill. This is the first main mantra I learnt way back in year 2000 and till date, the essence of this means deeply to me. Some may be old gold approaches but still works really well. Today I will talk about five essential aspects of ‘showing’ what we tell. To me, Brand is a living thing and Marketing supplies oxygen. Each block needs careful attention, in this case – for the consumer to unmask the messaging. We see this day in day out, don’t we? Many a times the real picture is masqueraded with a lot of hooks which later on is realised to be unfruitful by consumers of various products. the claims by every other entity for being No.1 where no one is actually informed about against what is it No.1 and on what parameters. The gap where things tend not to work in order is the root intent and many a times creating a mirage. That in turn builds the perception and customer loyalty. Marketing and Advertising in its essence boils down to a promise that we make and how best we deliver on that promise, every time. There is a great underlying power in a ‘promise’.
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