A recent Brandweek article (read the full article here) broaches a topic near and dear to our hearts.... "is advertising too emotional?" Author Picot-Zane suggests that, recently, agencies are setting their sights too narrowly on telling an emotionally compelling story, overlooking the opportunity to convince consumers of any real benefits of our product over the other guy's. She calls on us to strike a better balance.
She's right to remind us that it's not about pushing buttons, but more akin to find the right setting on a dial. Recent research we conducted for the hotel industry helped us better understand how btob customers evaluate properties and make decisions about where to take their business. Sure, brand matters, comfort is king, and yes, 'location' rolls off of everyone's tongues. But, when you dig deeper, you realize that it's never just about product (the bed, the gym, the lobby) or just about emotion (exhaustion, relief, relaxation). There's a balance we need to strike that lies somewhere in between and more accurately answers the customer's question "what do i get?"
Picot-Zane offers up three guiding principles for agencies and creative teams that are worth noting:
1) Shed the paradigm that advertising is either "emotional" or "functional." Business-building advertising is in most cases a blend of the two.
2) Integrate product information in new, more creative ways. The traditional package shot may register the brand but it may not stimulate a positive emotional response. In contrast, advertising that romances the product, includes an exaggerated demonstration or creates a virtual usage experience gives consumers the product information they need while appealing to their emotions. That mundane "product" may be much more exciting than you think.
3) Tell a good story, a tale in which the product is the hero. The product must be essential to this story—not an afterthought.
I'd preceed them all with a key foundational element missing in her suggestions: LISTEN to your consumers first... figure out what they need, and identify what they feel/believe/discover when they use your product. If you really understand them, you'll know when and how to turn the dials.
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