Skip to main content

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

Unknown 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?
Unknown said…
i think, hide hidden charges upto certain limit only.
because customer attitude already build up so he will buy .
but not this much.
Unknown said…
thats why icici is sucessful.
they hide hidden charges upto our patience limit only.

Popular posts from this blog

Situational Involvement of Consumers

There are two types of involvement that consumers have with products and services, Situational and Enduring. Situational involvement as the term suggests, occurs only in specificsituations whereas Enduring involvement is continuous and is more permanent in nature.

Decisions to buy umbrellas in India are driven by the onset of Indian monsoon. Monsoon rains arrived in India over the South Andaman Sea on May 10 and over the Kerala coast on May 28, three days ahead of schedule. But then, after a few days of rain, South India is witnessing a spate of dry weather. Temperatures are soaring in the north of India. The Umbrella companies in the state of Kerala are wishing for the skies to open up. So is the farming community and manufacturers of rural consumer products whose product sales depend totally on the farming community. The Met. department has deemed this dry spell as 'not unusual'.

India's monsoon rains have been static over the southern coast since last Tuesday because of a…

Prior Hypothesis Bias

Prior Hypothesis bias refers to the fact that decision makers who have strong prior beliefs about the relationship between two variables tend to make decisions on the basis of those beliefs, even when presented with the evidence that their beliefs are wrong. Moreover, they tend to use and seek information that is consistent with their prior beliefs, while ignoring information that contradicts these beliefs.

From a strategic perspective, a CEO who has a strong prior belief that a certain strategy makes sense might continue to pursue that strategy, despite evidence that it is inappropriate or failing.


Ref : Strategic Management : An Integrated Approach, 6e, Charles W L Hill, Gareth R Jones

Wearing Cuba means Walking Cuba

There's something ethereal about wearing 'Cuba'. Suddenly its the streets of Havana, smoke filled and lit by the groovin', more than the lights. The bars are packed to hilt and dreamy women seem to glide by. The feeling's beyond magical.

How did I get there?

Before I explain, I gotta tell you about the power of brands to take you places. Brands bring with them an ability to prompt you to conjure up the unreal. They can transform your reality into fantasy. And consumers are more than willing partners to brands as the drudgery they face in everyday life begs an injection of fantasy. Brands that operate in a zone of the unreal do the conjuring act as there's nothing else that consumers can call for, while making judgements. For instance, what should I be judging the lip paint on? Its colour and tone or its ability to turn me into a diva?

Cuba's a perfume. The moment I wear it, I am traipsing the streets of Havana. Its smoke filled bars I see. Its music I hear and…