This Year, We All Need to Find a Need
If you read any marketing textbooks, you’ll hear that the success of a product depends on finding a consumer need and filling it.
Yet, when it comes to advertising, some find it hard to find the consumer need and then fill it in the messaging. Instead, people want to feature their kids, brag about their businesses, use hyperbole and/or just talk price in their ads. It’s all done in the name of “creativity.”
Most of us view advertising as disruptive or annoying, but Journal of Advertising research states that “high quality advertising can deliver utility.” Ads that address a “pressing need of the ad viewer” are viewed positively. This seems to over simplify the process, but if you don’t want/need a new car, no ad or sales pitch is going to work.
Once you define the need, it is time to use creativity to deliver the right message. I’m not totally against using your kids in your advertising, but if it doesn’t fill your customers’ needs, just make a fun YouTube video of your kids and post it there.