Details of Ad Concepts and Marketing — Marketing For Beginners — Session 7

Tools not Rules

As we started, it is always about the heart and soul rather than just the message. There is only one rule, ‘The Brilliant Idea’.

In today’s marketing landscape, simply conveying a message isn’t enough. It’s about connecting with your audience deeper, capturing their hearts and souls. Traditional marketing focuses heavily on the “what” — the features and benefits of a product. Modern marketing emphasizes the “why” — the emotional connection and the story behind the brand.

Basics of marketing:

What do you want say?

This is the most important thing to think about. Before you start working, the first thing you should think about is what you want to say to your customer or prospect.

An even clearer term for this would be proposition or promise or benefit (And not Benefits).

Clarity and Focus: Having a clear proposition ensures that your entire marketing message is focused and targeted. It prevents you from going off on tangents or trying to appeal to everyone at once.

Customer Centricity: By focusing on your customer's core benefit, you ensure your message resonates with their needs and desires. It’s not about you and your product; it’s about how your offering improves their lives.

Stronger Value Proposition: A well-defined proposition forms the foundation for a strong value proposition. This is the clear and concise statement that communicates how your product or service solves a specific problem for your target customer.

For example, Volvo is safe | FedEx is Fast | Duracell is long-lasting | Tata is dependable, etc.

Assignment 1: Rewrite any local brand proposition in the simplest terms possible.

Assignment 2: Turn on the TV, take every Ad and try and explain what they are trying to sell and what is their proposition

Who are you talking to?

This is where, as a marketer, you have to understand who you are talking to. (through the ad)

The persona you choose as the target, will be the springboard for your ideas.

How do you want to say it?

This is the hardest part. This does not mean the tone of voice or words/visuals you use.

KISS (Keep it Simple, Silly)

The best word to use here is to keep it Stupid. To talk in the words of Muhammad Ali (Me. We)

The Good Simple and the Bad Simple

Do not bore people in to buying your product. Dramatize the Simple.

SLIP IT. Smile, Laugh, Informs, Provokes, Involves, Think

A good ad will always communicate the following things — Clearly | Quickly | Simply | Relevantly

Why to?

Smile — Disarms you

Laugh — Really Disarms you

Informs — Tells you something you didn’t know

Provokes — there’s a reaction, a response

(makes you) Think

Your Idea in one sentence:

1. Kill your baby: Babies here mean ideas that you lovingly cling to. Cherished ideas can blind you. Release them to make room for campaigns that truly resonate.
2. The Overnight test: Sleep on your idea. Don’t rush with initial sparks. Let your ideas simmer overnight for a fresh perspective in the morning.
3. Write your idea: Don’t let brilliant ideas fade. Capture them in writing, solidifying them for further development.
4. Don’t Tell, Show: A picture is worth a thousand words. Ditch lengthy explanations. Craft visuals that captivate your audience, letting the message shine through imagery.
5. Imagination: Don’t Reveal, Imply — Your audience is not stupid. Leave a bit for your customer to figure out. Respect your audience’s intelligence. Leave room for interpretation, fostering deeper engagement and mental investment.
6. The Opposite Tool: Find a negative and turn it into a positive. Challenges can be hidden strengths. Flip negatives into positives, crafting unique selling points.
7. No Best: Seek the ‘Optimal.’ Ditch generic claims. Tailor your approach to specific needs for a truly impactful message.
8. Symbols: Utilize evocative symbols to convey complex ideas with emotional impact. A well-placed image can spark deeper understanding.
9. No Cliches: Forge fresh ideas. Avoid overused marketing tropes that have lost their power to connect.

Do I have to show my product?

Despite what a marketer might say, it’s not always necessary. But the ad needs to be memorable enough! If the ad is boring, then please add the product. Here are some strategies for creating memorable ads that go beyond the typical product push:

1. Embrace Emotion:

• Humor: A well-placed joke or funny situation instantly grabs attention and leaves a lasting impression.
• Inspiration: Ads that evoke positive emotions like hope, wonder, or nostalgia can connect strongly with the audience.
• Intrigue: Spark curiosity with a mysterious or thought-provoking ad that leaves viewers wanting more.

2. Tell a Story: Craft a compelling narrative that resonates with your target audience. Even a short story within an ad can create an emotional connection and make your brand more memorable.

3. The Power of Surprise: Unexpected twists or unconventional visuals can jolt viewers out of their complacency and leave a lasting impression.

Be careful, though: Surprise should be used strategically, not just for shock value.

4. Interactive Elements: Your ad should include interactive elements to encourage audience participation. These could include a QR code leading to a hidden message, a social media challenge related to the ad, or an augmented reality experience.

5. Leverage User-Generated Content: Feature real people using your product or service authentically. This builds trust and showcases the product’s benefits in a relatable way.

MothXX-XXXXING Plagiarism:

There are two types in this;

1. From other advertising but from other industries and
2. From non-advertising content. We should have a habit of mutual borrowing between arts. The key is understanding and acknowledging the difference between plagiarism and non-plagiarism.

Don’t Imitate, Originate