Be Rebellious
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In order to intend consumers (whether they are retail or service customers or business-to-business audiences) to notice an business message, some companies resort to loudness and one-upmanship. Neither of these tactics works in the long run.
If your competition is talking loudly and you decide to yell louder, what do you think they module do? Yep. They’ll start to scream. Nobody wins a outcry match when it comes to advertising. And usually you’ll find you even retrograde a few customers in the process because they can’t stand the noise.
It’s the same with one-upmanship. If you have to compete on more and better coupons or more and better discounts, giveaways or incentives unconnected to your core product, your revenue per sale decreases as well as your number of sales.
Customers wager these types of games as gimmicky, imitation and disingenuous; and they leave. The ones who do stay now view you and your competitors as commodities with no disagreement eliminate your price. That is a dangerous place for a consort to find itself.
The answer to muddle is not more clutter; it’s finding who wants to hear you and speaking to them. So how do you compete if you can’t out shout or out discount your competition? You intend rebellious and immoderate with your advertising.
Do those words scare you? That’s okay. Remember, you’re being courageous now. You crapper appendage it. Besides, rebellious and immoderate aren’t dirty words. They module help you draw attention away from your competition without resorting to screaming and scornful your customers.
It’s not most being outrageous just to intend attention; it’s most being remarkable. An business crusade with a strong rebellious strategy is, by its very nature, different from anything your audience module find from your competitors’ marketing efforts. It’s unexpected. It’s surprising. It’s effective.
There are two keys to creating a successfully rebellious business campaign. The first is the bounteous idea. This idea comes from a strategy that is derived directly from your customers and their relationship with your brand. You arrive at this idea finished a discipline called account planning. We’ll intend into the details of both the bounteous idea and account planning in later articles.
The second key to a successfully rebellious business crusade is attention. You can’t gain attention if you don’t see to refer and then steer clear of the norm. It doesn’t concern how great your product or service is or how large your possibleness market, if your target audience doesn’t pay attention to your message, your ad budget has been wasted.
Think most these two keys patch you flip finished the newspaper or a magazine. Ponder them patch you watch TV. You should notice something almost immediately. Most ads today don’t seem to be based on any bounteous idea. Many are so boring that you flip right time them without noticing them. Others intend your attention but the ads don’t have much to do with the product so you quickly forget the brand the ad was questionable to sell you. What an opportunity for your brand!
Now, there is a caveat to being rebellious. Your ads should never be different just for disagreement sake. The disagreement should be derived from your brand’s uniqueness.•
This article introduced the second of dozen steps. Challenge yourself, your body and your ad agency to indoctrinate your business program. If you missed the first step, contact the author for a complimentary copy. And, remember, every revolution begins with just one step.
Jeff Berney is a freelance idealist, brand evangelist and writer. He crapper be reached at jeff@jberney.com.
© 2006
