Know what happened last Wednesday?

Did you know that in Spain, strict privacy laws prohibit you from taking the President's daughters' pictures and publishing them, in print or online? Did you also know that last Wednesday, the Obamas hosted a reception at the Metropolitan Museum of Art in New York, during which they stood for 130 photographs with visiting foreign dignitaries in town for the UN meeting, and it included a photo with the Spanish president's family, that had his daughters allegedly dressed as Goths (in baggy black dresses and chunky boots)?

If you didn't and want to know more about what happened, read the Telegraph's report on the incident and its aftermath here.

OK, so what's the point? Read on.

The typical consumer's reaction to claims (conveyed through an Ad) by a brand? 'Oh, so you're the best thing that could happen to me? Tell me something I don't know'.

That's where brands miserably fail. Because they can't articulate what the consumer doesn't know, and is dying to. I bet you read about what happened in the Obama photo session because you were curious to know what happened, how the girls looked, dressed as goths. You were curious, because you didn't know.

Most brands bandy about what's common knowledge. That they (brands) are consumer salvation material. The consumer's heard it so many times, the next repetition is seen as an interruption. For brands to get consumers to respond, they must tell them something they didn't know. Something that's out of the ordinary and different, that consumers are willing to want to know. If information's out there that consumers don't know, they may even seek after more, to satisfy their curiosity. Like, you may have even googled more info. on the Obama-Spanish PM family photo session. Beyond what the Telegraph article told you.

Brands must learn to tickle consumer curiosity and lead them on, in a search for information. Of course, this wouldn't be easy. But if brands can prompt searches, the knowledge consumers encounter may well go past their sensory store to the short term store. If brands then reinforce and bait further searches, tell you what, they will move from short term to long term memory of consumers. As a result, the brand will be recalled at the time of consideration of purchase.

How does that help? With a probable purchase that follows.

Comments

nikhil said…
tata indicom to create curiouslty advertise that talk unlimited on STD at just 1RS.

as you said, after seeing their ad i searched on internet, because i was sure there must be some hidden charges as these telecom companies always do.
and i was right it was 3RS for 10 minute.
with 1RS rental daily.
so i think just to create curiosty you should not lie in ad because now, i will never beleive in tata indicom ad and in other telecom companies ad.( your competitor will also pay your sins).

what you say ,it is right to use these type of stratgies in ads?
nikhil said…
i think, hide hidden charges upto certain limit only.
because customer attitude already build up so he will buy .
but not this much.
nikhil said…
thats why icici is sucessful.
they hide hidden charges upto our patience limit only.

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