There is nothing different about my product. How am I going to sell it?
Between the product and the consumer there is the vital differentiating element; the advertising agency and its creative and marketing capacity. The product, no matter how uniform, can be managed and propelled towards the consumer market with the expert hand of the agency. If the market is very well researched and there is a considerate and inquisitive approach on the part of the agency, certain knowledge and complexities about the product and the market can be discovered. Essentially, the agency deepens its knowledge of the product and its environment and can then explore for a differentiating feature that can be exploited; even twins have different fingerprints, so a good agency can find a unique selling point. With knowledge comes the ability to create in a concerted way communications that have not been done before and therefore can be original, attractive and have a persistent aftertaste with consumers. For example, in the automobile market, where many products are similar in price and quality, people recognize and desire certain automobiles because of the effectiveness and creativity of advertising. VW, Toyota, Alfa Romeo, Honda and Mitsubishi are similar in price and in their advertising activity, but VW are the most recognized and popular.
By having a highly motivated and inspired approach, other avenues and markets that produce great results can become apparent. For example, if your competitors are marketing a product in a certain market, it can be fruitful to search for other markets and categories of potential people. Regarding the deodorant market, Lynx / Ax has clearly identified and executed announcements that have exhausted certain markets. However, sports brands such as Physio Sport and Adidas, which sell a similar product, have turned their attention to the sports-minded market, attacking their consumers through men’s health and lifestyle magazines, for example, Men’s Health.
Consequently, it is clear that the possibilities to reach consumers are innumerable and therefore other forms of media that are not used by competitors should also be explored. If the competitor uses only a few means of communication, such as television and print media, the search for posters, radio, sponsorship and promotion can generate greater recognition. For example, N-Power Cricket coverage and Ford Super Sunday Sky football allow products and brands to directly enter people’s homes and lifestyles. These different approaches can quickly differentiate a product from similar competitors and make it more prominent and desirable, thereby increasing sales.
Creating a more integrated solution, such as having a website and developing good customer relationship marketing, can solidify the relationship between brand and consumer relative to competitors. Therefore, a website, call centers and direct mail that can offer product advice, product warranties and efficient after-sales service can be the persuasive element for consumers looking for a reliable and safe purchase and allow the brand stay longer in the market. the memory of consumers.
In some cases, the history and reputation of the brand may be the most effective route to take, as a reliable, efficient and historically quality brand can sell the product through its brand personality. Hitachi can produce a DVD player with more capacity than a Sony DVD, however highlighting the continued reliability of Sony products can sway consumers.
Certain advertising techniques that use creative ideas, such as Coca-Cola, which persistently pursues color, logo and word association through semiotics, where red and white and ‘enjoy’ are Coca-Cola, have differentiated them Pepsi-Cola and have allowed them to dominate the market and sales. . Also the use of famous personalities can increase the saturation of the image of the product in the market, this has proven to be very successful for the identification and instant popularity of the brand, for example, Vinny Jones and Bacardi, David Beckham and Vodafone and Michael Jackson / Britney Spears for Pepsi.
Finally, the most integral element in the sale of a product of this type is the way in which the agency uses all its arsenal and creative potential. If the agency creates a campaign that understands the product and communicates it in an original, imaginative, thoughtful and thoroughly engaging execution that inspires and persuades consumers and is also considerably better than the communication of the competition, then selling the product does not become so hard.
