The new model of marketing is to do stuff for people and then tell everyone else about it with advertising (solutions, not propositions). Advertising used to tell you how brands could solve your problems. Now it needs to solve problems and tell you about it because everyone knows how most products work.
One example of this way of thinking is Domino’s ‘Turnaround’ campaign. The campaign starts with real customers expressing why they don’t like Domino’s pizza. This leads to a new pizza recipe and an advertising campaign centred on finding the original research attendees and taking them the new recipe for their honest response. While obviously a staged experiment, it is a dramatisation of a reverse polarity approach.
This spread to the packaging, where pizza proverbs from customers were inscribed on the boxes and the menus, which incorporated pictures submitted by customers, rather than staged food shots. The critical thing is for brands to listen to what people are saying and then incorporate what they say, and solutions and surprises to delight them, into content and behaviour.
It raises the question, how do we create value? How do we understand participants and passives, actions and channels? How do we inspire brand behaviour, not just brand utterances? We must remember that all aspects of brand behaviour are communicative, and human communication is always about relationships, and less about message transmission than we believe.
Remember, people are not merely customers or prospects because customers are not the same as people. Customers are to people as waves are to water. ‘Customers’ are a repeating pattern of behaviour that expresses itself in people. Successful ideas create customers by modifying behaviour. Conscious or subconscious attention, therefore, needs to be aggregated at scale to change enough behaviour to create significant commercial impact. Ideas spread or die in the attention market.
So, do things for people – solve a brand problem by solving consumer problems. Introduce intermediate behaviours for imitation. Create content that people find valuable, give them tools they can use. Leverage advertising creation and distribution to help disseminate – ‘ideas that can be advertised’, not just advertising ideas.
THE SCIENCE OF BRAND ENGAGEMENT
A brand, from the point of view of a person, may be considered like a memory: every brand experience builds to develop a specific and evolving pattern in a person’s mind called a ‘brandgram’ (also called a somatic marker.)
This ‘brandgram’ is triggered by encountering additional brand cues, and these cues combine to create a new experience. This final experience at point of purchase, when the cue of the product itself combines with the brandgram, will ultimately drive a purchase decision.
Procter & Gamble, for example, calls this the ‘first moment of truth’: the three to seven seconds when you first see a product on the shelf in the supermarket. This instant is one of its most important marketing opportunities as it is at this moment that the totality of all previous brand interactions either pay off or don’t.
So, the nature of the experience is what needs to be considered – what does the consumer require when making this purchase decision? Consumers need different brands to do different things. The vast majority of purchases do not adhere to a purchase funnel at all – they are made impulsively.
When confronted by innumerable choices while shopping at the supermarket, we use brands as heuristics to shortcut decisions. Heuristics are a problem-solving method that uses shortcuts to produce good-enough solutions given a limited time frame or deadline.
Since there is, or there is perceived to be, functional parity among the primary competitors, we need to have only a very slight preference for a brand to aid the decision. Other purchases may have different contextual needs that brands help to fulfil. High involvement purchases, such as consumer electronics and cars, have a longer purchase cycle, although there are indications that it is decreasing thanks to better access to information.
There are always a combination of rational and emotional needs that brands satisfy. Engaging communication that helps to build stronger brand affiliations, a more developed sense of the brand, can help to provide the consumer reassurance, both pre and post-purchase. The needs of consumers and the drivers of their behaviour are variables. Ultimately, by looking at some of the veiled aspects of attention and cognition, we can begin to better understand people and brands, and how they interact.
LUBRICANTS OF REASON
It’s not emotion or reason, but always both. We like to think of ourselves as rational beings, but without the heuristics of emotion to help us, we would never be able to decide anything. So, it is not that there are emotional and rational sides pulling us in different directions, but that emotions are the ‘lubricants of reason’ – we can’t think without them.
Real-life decision making usually involves assessment, by cognitive and emotional processes, of the incentive value of the various actions available in particular situations. However, often, situations require decisions between many complex and conflicting alternatives, with a high degree of uncertainty and ambiguity. In such situations, cognitive processes may become overloaded and be unable to provide an informed option. In these cases (and others), somatic markers can aid the decision process.
This suggests that the role of communication could be simply establishing or reinforcing the somatic markers in association with brands so that when consumers encounter the decision of which toothpaste to buy, the somatic marker’s kick in and lubricate the decision. Savvy brands take away the consumers need to choose by covertly biasing cognition, thus making consumers lives easier.
To succeed in marketing, we need to:
- Win prospects’ attention (point A)
- Help prospects create a memory and form an intention
- Get them to act on their intention when decision time comes (at point B).
(Or, Pain Point > Solution > Call To Action)
Note: It’s hard enough to win buyers’ attention with content at Point A. However, it’s much harder to get buyers to remember your content when they make a decision at Point B.
Great marketing helps buyers identify their own intentions or clarify new intentions at Point A. Make your messages repeatable and frequent, filled with strong emotions, short and simple, and able to easily roll off the tongue.
