Wish you had a Crystal Ball? If you did, you might be able to predict what future consumers will respond to.
In the past, advertisers have tried to appeal to consumers with sales strategies that tout the merits of a product. But, the way that consumers respond to those sales pitches has evolved. Because some advertisers in the past have been less than truthful about the merits of their product, the consuming public has grown less trusting of the hard sell.
Also, the Millennium generation of consumers is more discerning about how they receive information. Using social media, blogs, etc. consumers are getting information from a dizzying array of sources. So, if you float a marketing message in front of them that they don’t want to take in, they’ll simply switch you off and move along to the next source.
So, what’s working now?
At DVI we’re on the front edge of the “Commercial-Tainment” trend. These are communications that are designed primarily to entertain the audience, allowing our marketing message to be heard. For our Audio-Technica video we developed a piece geared toward one of the most discriminating “anti-advertising” audience possible – young audiophiles. And judging by the comments they left on youtube, we were successful. The audience was entertained, intrigued, and converted by the video that we made.
Also, we’re seeing a trend toward “Service, Not Sell-Job.” Instead of touting product merits, advertisers are offering a “service” to their consumers. Blogs about healthy living, tips for making the most of work and play, these kinds of communications position advertisers as being on the “same side” as consumers. DVI created a series of videos like this for Murphy Oil Soap. Instead of shouting about “cleaner, better, brighter,” we give consumers practical advice about cleaning and identifying wood surfaces that helps them in their day-to-day housekeeping regimen. This video positions Murphy Oil Soap as a caring partner to consumers, instead of a company that’s just trying to sell their stuff.
Long story short, there’s no Crystal Ball that will tell you how your consumers are going to evolve. But if you want to know the best way to communicate your marketing message to your public, DVI is the next best thing.