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

Do your adsSTAND OUT

your customers’ mind??

to make youSTAND IN

Colgate Dental Floss

IT’S SUGAR FREE!

“You can make ubiquitous advertising

acceptable – even welcome – to consumers”

- Jeffrey F. Rayport

Today, consumers are

BOMBARDED with 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

HELP people reach personal objectives…

Building Goodwill

Celebrity Endorsements

Branded Interventions

Entering people’s

lives when needed

THE SOCIAL SPHERE

Where consumers INTERACT & RELATE

to one another

ENGAGE a demographic that pays a

little attention to your product

CADBURY DAIRY MILK

THE TRIBAL SPHERE

Advertising must address desiresof…

IDENTITY

SELF-EXPRESSION

MEMBERSHIP

STATUSMARKER

ORSOCIAL

IDENTITY

EMPOWER THE

INDIVIDUAL

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 HOW 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?Build Awareness

Drive Purchase

Reinforce

Loyalty Customer

Satisfaction

TARGET CAMPAIGNto create value for the

consumers

Each sphere has different

STRENGTHS

Choose the

RIGHT SPHERE

to achieve your goals

TEST, LISTEN & ADJUSTads to improve the

customer 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

REFRESH the message

Consumer preferences are

DYNAMIC...

…so must be your AD CAMPAIGN

Lets RECAP!!!Advertisements have become:1. Intrusive2. Ineffective3. Irrelevant4. Repetitive

Focus on HUMAN EXPERIENCE

4 spheres:1. Public2. Social3. Tribal4. Psychological

5 steps to integrate advertising in customer’s lives:1. Define objectives first from consumer’s point of view2. Chose the right sphere3. Listen to your consumers4. Evaluate an expansion strategy5. Be dynamic