This ad that Ron and Alexandra Seigel mention sure does do a great job of conveying a strong identifiable message with just what they are trying to sell. Now, if I could only figure one out like this for my real estate business:
Great websites, marketing materials and ads tell a compelling brand story at first glance. With millions of dollars riding on the outcome pay attention to the effectiveness of global brand marketing and advertising. You will glean insights that can improve your own local marketing initiatives and help you stand out in a crowded field.
Here is our test for effective ads:
1. Does the ad capture your attention, immediately?
2. Does it hold your attention?
3. Do you instantly understand the marketing message?
4. Are you able to easily grasp the extraordinary promise of value the product or service offers?
5. Does it use emotions to make an indelible impression?
6. Does it spark the impulse to share the ad with others, i.e., is it remarkable?
7. Does it tell a compelling story about the brand?
Perfume and cosmetics are among the highest profit margin products in the world. There is fierce competition in this field. Check out the ad for Homme Idéal (Ideal Man). The French cologne by Guerlain gets an A+ from us for its print ad display that we found when visiting La Rinascente, the famous department store in Italy. We were able to answer YES to all 7 test questions.
In a Nano-second you get the entire brand story. It is one of the best illustrations that we have ever seen of how branding works through story telling. The scent of the cologne itself may not be anything special. But, give it the right name, wrap it in a fun story, which gives the brand a personality, and voilà, it sells!
The target market (single men) will reach for this brand over others because of its EXTRAORDINARY PROMISE OF VALUE. They are enticed to believe that it is the answer to their prayers, and remedies their most pressing needs: to be the ideal man and attract more women.
Does your marketing tell a compelling story about your brand?
Written by Ron & Alexandra Seigel-
ABOUT: Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry. Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.