In today's rapidly changing digital world, brands face the challenge of staying relevant and competitive. But as much as businesses want to stay ahead of the curve, staying ordinary isn't going to cut it. Instead, disruptive brands are breaking the usual pattern and changing how business is done. These companies boldly challenge existing conventions, taking risks and pushing boundaries to stand out. Imagine taking a traditional approach and turning it on its head – this is the heart of disruptive brands. From innovative products and services to creating marketing strategies, these companies are transforming how their respective markets operate. Nevertheless, if you're not disrupting, you stay caught up. As such, disruptive brands are having a significant impact on the business world. They are reshaping how we think about industry standards, inspiring entrepreneurs, and pushing the status quo. So how can you become a disruptive brand?Here are some brands to look to for inspiration:
Brands of Yesterday
In the words of the late brand expert Wally Olins, brands were merely symbols of product consistency. In other words, branding used to be all about the product. In today's world, however, brands have evolved into something much more powerful that can influence people's feelings and thoughts. That said, brands must now strive to be more than just symbols on the outside of a product. Disruptive brands of the 21st century must be built upon community, values, and belonging. Businesses can create strong customer relationships and establish a distinct identity by investing in branding initiatives. From designing a logo to creating engaging content, businesses can leverage branding strategies to build long-term relationships with their customers. At Wizard of Ads™, we create disruptive brands by engaging customers emotionally. Backed by our data-driven approach, we develop unique branding campaigns that capture customer attention and make persistent connections. We understand that in today’s competitive market, businesses must deploy proactive strategies to remain ahead of their competitors. Book a call with Ryan Chute today to learn how our team can help build your brand.
What are Disruptive Brands?
Alongside offline marketing and branding techniques, disruptive companies offer customers a new level of engagement. They create innovative campaigns that challenge traditional assumptions and inspire customer loyalty through an emotional connection. By creating memorable experiences and connecting with customers, disruptive brands stand out from their competitors and build long-lasting relationships. So what does this mean for your business?Unless you disrupt the status quo, you risk becoming stagnant and irrelevant. That means you can still abandon traditional marketing and branding methods. For example, you can still use media outlets like TV, radio, and print to reach your target audience. However, you should also explore more innovative approaches to build customer relationships and give them something unique. This could include using interactive and personalized content, bold and daring visuals, and leveraging technology to capture customers' attention. These efforts will enable you to stand out from your competitors, create a lasting impression on consumers, and increase loyalty. If done correctly, you can start conversations with potential buyers and open up opportunities for new business. Ultimately, it's essential that you interpret the needs of your target audience and create content that resonates with them. With a combination of creative strategies, you can take control of the conversation and become an industry leader.
Disruptive Products and Companies
With all this talk about disruptive brands, you're probably wondering what it looks like to be disruptive. I mean, it's not like there's a magical formula for disruption. However, no matter what your product or service looks like, there are certain traits that disruptive companies and products share. Here are disruptive brands to look to for inspiration in 2023:
The sim card, first developed in Germany in 1991, is a revolutionary product that has completely changed how people communicate. In fact, there are more sim cards on Earth than humans. And while sim cards have become a staple of everyday life, there was a time when the idea seemed outlandish. That said, in order to become a disruptive brand, you must be willing to take risks. Think about it, if sim cards had never been developed, the world of communication would look very different today. Nonetheless, don't be afraid to challenge the status quo. And if you're lucky, you may develop the next revolutionary product.
Mcdonald's, also known as the fast food giant, has also mastered the art of disruption. In the 1950s, McDonald's introduced fast food to America and changed the restaurant industry forever. However, as the fast food giant grew, so did its innovative approaches. From the United States to China, McDonald's has rapidly adapted its menu and services to fit into the local culture. For example, the company introduced a Karubi Burger in Japan and a McSpicy Paneer in India. These strategic moves not only allowed McDonald's to survive the competition but also made the brand a global success. The most important lesson from McDonald's journey, however, is that they utilized the same branding despite their menu changes. This consistent branding allows their customers to easily recognize the company no matter what country they are in.
With customer experience on the rise as a differentiating factor between companies, GAP's logo change in 2010 sparked considerable debate. Unlike McDonald's, GAP didn’t introduce new items or services but instead introduced a new, unrecognizable logo. The goal was to make the logo look more modern and young, in order to better reflect its brand image. However, the move backfired immediately, with customers and the media taking to social media in droves to express their disapproval. GAP was quick to respond and revert back to its original logo. While the company may have lost money in the process, showing that they take customer feedback seriously drove consumer respect. That said, the incident serves as an important reminder that your consumers are in the driver's seat. If you aren't appealing to your target audience, there is no way to succeed in the long run.
Nike has been an industry leader in the realm of branding for years. Through cleverly designed advertisements, catchy slogans, and celebrity endorsements, the company has built a strong reputation for disruptive innovation. That was, until Nike’s 1985 release of their new Air Jordan sneakers. Although the shoes were a massive hit, they also sparked a debate about the NBA's uniform regulations. At the time, the league had a policy prohibiting players from wearing shoes that did not match their team's colors. That said, the NBA charged a $5000 fine every game that Michael Jordan was found wearing the Air Jordans. How did Nike react?They paid the fine and encouraged Micheal Jordan to continue wearing the shoes. The move paid off in huge dividends for the company. In fact, the controversy surrounding the shoes made them even more desirable, and people were lining up to buy them. The lesson we can learn from Nike can be applied to everyone, whether you have thousands to spend or not. That said, don't be afraid to push the boundaries. You never know what kind of success you could find.
Uber is another company that has used a daring strategy to great success. In the face of existing taxi companies and regulations, Uber pushed ahead with its innovative ride-sharing platform. Combining transportation and technology, Uber offers customers a safe, convenient way to get around. It didn't take long for Uber's services to become popular, and it now operates in thousands of cities worldwide. Like Nike, one of the keys to Uber's success was that it wasn't afraid to challenge the status quo. Their willingness to put two industries together and develop a whole new business model has been extremely successful.
Finally, Credit Karma, a financial technology company, is an excellent example of how a business can revolutionize an industry. Before Credit Karma's arrival, consumers had limited options when it came to understanding their credit scores. Falsely advertised as "free", many services charged hidden, recurring fees. Credit Karma challenged this by providing consumers with free access to their credit scores and valuable financial advice. They also made it much easier for consumers to compare different lenders, such as credit card companies and banks. This allowed for more transparent and competitive rates. Because of this, Credit Karma has become a trusted source worldwide for those who need help with their finances. As a result of their innovative approach and willingness to fix broken processes, they have become a leading financial institution.
What Makes a Company Stand-out From the Crowd?
Today, disruptive brands have a lot to offer consumers and the business landscape. From breaking the status quo to challenging existing conventions, companies that stand out from the crowd are doing something right. But how can you follow in their footsteps?What sets a successful brand apart from the rest?For starters, you must set yourself apart from what everybody else is doing, even if it is considered unconventional. Companies that offer unique products, experiences, or innovative services, often have a distinct edge. It’s also important to fully commit to sharing something that no one else can offer. If a company is passionate about its product or service, that enthusiasm will show. Finally, don't be afraid to take risks and be creative. Copying or imitating others will only make it harder for you to stand out. To truly succeed, a company must create something authentic, innovative, and inspiring. And we can help you do just that. At Wizard of Ads™, we help businesses create unique, customized marketing plans that help them stand out from the competition. Through ad and content marketing strategies, as well as data analysis and other methods, we help businesses reach their goals. So when you’re ready to take your business to the next level, we’re here to help. To learn more about your one-way ticket to industry disruption, book a call with Ryan Chute today. Together, we can turn your business into a force that stands out from the crowd.
With the influx of content flooding the internet, creativity is a must to stand out from the crowd. Creative disruption is taking a traditional approach and turning it on its head. Think wild, unexpected ideas that are not just entertaining but eye-catching, thought-provoking, and different. Disruptive advertising puts you in the driver's seat for getting noticed in an increasingly noisy market. By perfecting this creative, you can engage passive viewers and convert them into active participants. But what does it mean to be creative? What if you aren't blessed with the creative gene?In any case, it's good to know that disruptive advertising can be simple. In its simplest form, it's just about asking the right questions. Whether you reframe your audience's perspective through storytelling or provoke a reaction with bold visuals, creating dialogue is vital. By taking risks and pushing boundaries, you can ensure that your message stands out in an increasingly crowded marketplace. So why not give it a try?Here are some tips to help you get started:
Disruptive Ad - John 3:16
Whether you are a Christain, a sports fan, or both, you likely have heard of John 3:16. As it turns out, this famous bible verse has been used to create a genuinely disruptive ad. Rollen Stewart, also known as Rock'n Rollen, was an evangelist who attended many professional sports events around the country. In the mid-1970s, he began to display signs with John 3:16 printed on them. This raised awareness of the bible verse and uniquely captured people's attention. Not to mention that aside from the cost of the sporting event, it cost him nothing to share this message. Unfortunately, Rollen's efforts to grab the attention of the masses with his John 3:16 signs were short-lived. The events following his fame lead many to believe he is not a Christian. In fact, due to his childhood traumatic events, he was considered an attention seeker. In the early 1990s, Rollen was found setting off stink bombs around LA and sending threatening letters signed “the Antichrist.” Later, in 1992, he was arrested for holding three people at gunpoint and demanding a 3-hour televised press conference. It is unclear whether Rollen's criminal activity was an act of rebellion against Christianity or a plea for help. Either way, his stunt with John 3:16 remains one of the most famous forms of disruptive advertising today. Brands globally have adopted a similar approach without criminal offense. The key to success with disruptive advertising lies in understanding your target audience and what will make them pay attention. It's not about being outrageous for shock value; it's about creating something meaningful that stands out from everyday noise. By challenging the norms, disrupting advertising can be used as a powerful tool to draw attention and create conversation. And if done correctly, you can do more than just draw attention. At Wizard of Ads™, we have mastered the art of disruptive advertising to create campaigns that drive results. By breaking conventions and challenging the status quo, we achieve client objectives while creating something worth discussing. Say goodbye to boring advertising that gets lost in the noise. With disruptive advertising, you can make a statement that will be remembered and talked about for years. Ready to create an ad campaign that disrupts conventions and drives results?Book a call with Ryan Chute of Wizard of Ads™ today.
Taking Advantage of Disruptive Advertising
Thanks to people like Rollen Stewart and the internet, disruptive advertising is more important than ever. Why?Well, the why comes from consumers having an endless number of choices. A lot of noise and competition can make it difficult to stand out. That’s why it’s crucial to create an ad campaign that breaks through the clutter. Your marketing campaign must capture your target audience's attention and encourage them to take action. But how can you create an ad campaign that disrupts conventions and drives results?Here are a few tips to get you started:
Thinking like a Customer
Throughout my career, I have encouraged business owners to take a walk in their customer’s shoes. Why?They are the ones who determine the success and the ones who will ultimately buy your products. It’s essential to get inside their heads and understand what makes them tick. By understanding what motivates them and drives their behavior, you can craft a campaign that resonates with them emotionally. So, to begin building an effective ad campaign, start by asking yourself the following questions:Who is your audience?What are their needs and wants?How do they feel about your industry or sector when interacting with it?When you find the answers to these questions, you’ll be on your way to delivering disruptive marketing that resonates.
Keep Updated on Emerging Trends
It's no secret that technology and consumer preferences are constantly changing. To stay ahead of the curve, you must research and keep up with industry news regularly. This means staying in tune with trends such as the latest technology, popular solutions, and more. You have a lot on your plate. Let me suggest some terrific resources to help you stay on top of the latest industry trends.
Social media is your friend. You can use Facebook, Twitter, Reddit and other platforms to stay clued into the conversations that matter. Plus, you can join relevant groups in your industry and follow influencers who may have an edge on what’s hot.
Many professionals are sharing their insights on the web in various forms. If you are still getting into social media, look into industry publications, newsletters, and magazines. Sign up for a few subscriptions to stay ahead of the curve. By keeping your ear to the ground, you can quickly capitalize on any emerging trends your target audience is interested in. This will also come in handy while deciding where to advertise your disruptive campaign.
Understanding Your Target Market and Customers
While disruptive advertising can sometimes be controversial, it is essential to understand how your message will be received. Take the time to research your target audience and learn what kinds of messages will resonate with them. Do they prefer humor, or are they more serious? What is their age range? Will they even understand the message?Knowing the answers to these questions can help you craft a compelling message that your market will welcome. Because while advertising has evolved, one thing that has yet to change is the need to understand your target audience.
Utilize Marketing Tools
To be frank, we are lucky to have all-powerful tools such as the internet and CRM systems. Using these tools, you can reach your target market quickly and easily. You can also track your campaigns to determine which messages resonate with your audience and which ones need to be reworked. This will help you refine your message and ensure maximum reach–without wasting time or money. If you ignore these tools, chances are your precious marketing budget will be spent in vain. Therefore, your message will go unread and have no impact.
Experiment with Different Tactics
Being tactical in your marketing efforts is another way to ensure business success. And luckily for you, there are several different tactics that you can use to reach your target audience. Here are some of the most effective:
Guerrilla marketing is about experimenting with different tactics to find what works best for you. It often uses unconventional methods, such as street stunts or social media campaigns, to grab attention. And because it’s unexpected, it can effectively get people to notice.
Another great marketing tactic for disruptive marketing is experiential marketing. This involves creating unique experiences such as pop-ups or flash mobs. Experiential marketing is also a great way to involve your customers in your product. By directly engaging with consumers, it can create a powerful connection that resonates and is memorable.
Finally, digital marketing, such as email campaigns, social media ads and SEO, can help you reach your target audience. However, beware that digital marketing comes with much higher competition than other marketing methods. To stand out from the competition, you must understand your target market and keep up with the latest trends. You can effectively build lasting relationships with your market by leveraging a combination of guerrilla, experiential and digital marketing techniques.
Consistency is key when it comes to marketing in two ways. First, your message should remain consistent. You don’t want to be sending mixed signals to your audience. A strong, unified message will help you build brand recognition and trust. Second, you need to be consistent in terms of the frequency of your campaigns. Customers are more likely to remember a brand if they see it often enough. Make sure your campaigns are running regularly and don’t be afraid to mix things up a bit. By following a consistent approach, you can build a strong relationship with your audience and keep them engaged. You’ll also be able to measure the success of each campaign so you know what works and what doesn’t.
Track the Results of Your Experiments
By tracking metrics like engagement, conversion rates and sales data, you can determine which parts of your campaign were successful. Additionally, you'll be able to identify any areas that need to be improved, allowing you to develop more effective strategies. You can use data analysis tools like Google Analytics or create a spreadsheet to begin tracking your results. This will help you make the necessary adjustments to ensure that your disruptive marketing efforts are successful. In conclusion, with creativity and careful tracking of your results, you'll be one step closer to market disruption. And, if you're lucky, your campaigns will be the ones that set the trends for others to follow.
The Beauty and the Best of Disruptive Ads
Standing out from your competition is a rewarding task. Who doesn't love a bit of recognition when their campaigns are noticed?But with all this talk about disruptive advertising, what makes disruptive ads so appealing?Here are the two key elements that make up a genuinely successful disruptive ad campaign:
The Emotional Connection
Remember when you used to turn on the television, only to be left in a pool of tears by the ASPCA commercial? That’s the power of emotion in action. Creating an ad that’s connected to people’s emotions and tapping into their needs automatically becomes more appealing. Think about it, when's the last time you did something that made you feel great? Chances are, it connected to your emotions and gave you a sense of satisfaction. The same goes for disruptive advertising. Now, that doesn’t mean you have to make people cry. It’s about connecting with people emotionally and providing them with engagement and fulfillment. It's this emotional connection that makes disruptive advertising so powerful. It's not just about getting people to buy your product or service but getting them invested long-term. By tapping into the emotional power of disruption, you can create ads that inspire and engage your customers emotionally.
While emotional connection can be a one-time thing, disruptive advertising is created to make lasting impressions. You can establish an ongoing relationship by creating advertisements encouraging customers to interact with your company. In other words, brand loyalty is a phenomenon. If you can create content that resonates with people deeply, it will lead to repeat purchases. Customers will become engaged by creating advertisements that challenge the status quo rather than just listing features and benefits.
Guilty But Unashamed: The Boy Who Shouted, “The King is Naked!"
The Emperor's New Clothes, by Hans Christian Andersen, is a timeless tale that emphasizes the importance of disruptive advertising. The story is about two weavers who promise the emperor clothes that are invisible to those who are not intelligent. The weavers, however, have deceived the emperor. Of course, no such suit exists, but all of the emperor’s advisors pretend they can see the claim. That is, until one young boy shouts, “The King is naked!”This brave act of defiance is an excellent example of how one can take action in the face of conformity. In other words, it takes courage and boldness to tell the truth. People are afraid of change or doing something different from everyone else. In advertising, however, you must be brave enough to stand out from the crowd and disrupt the status quo. By being disruptive, you can capture people’s attention and make them stop and pay attention to your message. I think that’s worth the risk. Sometimes, it just takes one bold statement to set the wheels of change. So like that boy and the most significant advertisers of our history, be brave. Don’t let fear stand in your way of creating something powerful and memorable. Be bold, take a stand against conformity, break the rules and create something iconic. That is how you can make your mark on this world. Of course, no one expects you to do this alone. Luckily, that's where we come in. At Wizard of Ads™, we generate disruptive branding backed by data and insights. We don't just stick with the status quo; we push boundaries and strive for greatness in our projects. We have an incredible team with decades of experience ready to get the wheels of change in motion. Together, we can make something special happen. And as long as you’re willing to learn and take risks, we can help you achieve your version of greatness. So what are you waiting for?Book a call with Ryan Chute today to start your journey to disruptive success!
In a world filled with countless ads competing for attention, it's no surprise that many admen are turning to fraud. From empty promises to outright scams, ad fraud is creating a huge problem for brands and advertisers. And it's only getting worse. In fact, in 2019, about 20 percent of ad impressions served programmatically in the United States were fraudulent. And that number is only expected to grow. False advertising can take many forms, from bots that click on ads, to false traffic generated by hijacked apps. Ad fraud can also include redirects and malware-infected ad networks that siphon off money without delivering any real results. That being said, brands must be proactive in their efforts to protect themselves and their brand from fraud. If not, the costs of ad fraud can add up quickly, resulting in revenue loss, damaged reputation, and decreased trust. But what is false advertising really? And what are its consequences?Here is a quick breakdown of ad fraud and how brands can guard against it.
How Much Is the Cost of Ad Fraud?
There is no doubt that the cost associated with ad fraud is no small change. According to the Statistica Research Department, ad fraud costs in the United States are believed to reach 81 billion dollars. Unfortunately, this cost isn't just limited to the United States. In fact, because ad fraud is most prevalent on smart devices, false advertising has a global reach. However, money is not the only cost associated with ad fraud. Brands can also suffer reputational damage, as well as lost trust and loyalty from customers. In other words, rebuilding customer relationships after being a victim of ad fraud is no small task. In fact, it can be more difficult to do than building them in the first place. In light of these facts, what should you do with them?While digital media fosters an incredible opportunity for businesses to grow, it also puts your brand at risk of ad fraud. That being said, when choosing a marketing partner, you should ensure they have a reputation for security and trust. At Wizard of Ads™, our team takes the security of our clients very seriously. Built on trust and transparency, we use factual data and validated information to win your customers’ confidence and drive sales. Your business deserves the peace of mind of knowing that you are working with an experienced team that understands trust. To learn more about how we can protect your brand, and increase your ROI, book a call with Ryan Chute.
The Big Short: “Figures don’t lie”
As far as fraudulent activity is concerned, this is not our first time facing this issue. In fact, in 2008, when the United States was hit with a subprime mortgage crisis, many people suffered significantly. After the stock market plunged dramatically, investors and consumers were left in a state of panic and seeking answers. The question is, how does all of this relate to protecting your brand?Let's quickly allude to "The Big Short" - a movie that details the events that led up to the mortgage crisis."The Big Short", directed by Adam McKay, follows a group of investors who replay the events of the mortgage crisis. In this movie, the characters are portrayed as financial geniuses who have a knack for understanding the economy. One scene in particular, however, can closely relate to the unregulated world of online marketing. In this scene, Mark Baum and Vinnie Daniel visit Georgia Hale, an employee of the ratings agency Standard and Poor’s. Vinny opens by questioning why the ratings agencies haven’t downgraded subprime bonds since the underlying loans are clearly deterioratingGeorgia responds, " Well, the delinquency rates do have people worried but they’re actually within our models."Mark and Vinnie proceed to ask Georgia if they've looked at the loan-level data. Georgia annoyingly responds, "Excuse me, sir. What do you think we do here all day?"To clarify the situation, Mark asks Georgia to recall a time when the banks didn't receive the Triple-A percentage they wanted. In response, Georgia replies, "If we don’t give them the ratings, they’ll go to Moody’s, right down the block. If we don’t work with them, they’ll go to our competitors. It’s not our fault. It’s simply the way the world works."Vinnie and Mark are left speechless as both of them recognize the greed, shadiness of the situation. Utilizing this scene, we can confidently conclude that like the unregulated world of subprime loans, ad fraud cannot be regulated. Thus, we must work to become more aware of the situation and recognize the attributes of fraudulent marketing. We must also ensure that all ad spend is being used efficiently and effectively.
What Is Ad Fraud?
Beginning in the mid to late 20th century, fraudulent marketing practices became more prevalent as digital advertising platforms emerged. In fact, in 1970, Campbell's soup was approached by the FTC for deceptive advertising practices. The FTC, however, did not have the tools nor staff to regulate the growing digital ad market. As a result, fraudulent marketing practices continued to grow in prevalence over the years. To better regulate the market, the National Advertising Review Board (NARB) was created in 1971. The NARB is a self-regulating body that works to ensure that all marketing campaigns comply with the FTC's guidelines. They review ads and remove any false or misleading claims, as well as any other violations of FTC regulations. In spite of the NARB's efforts, however, it wasn't enough to prevent marketing fraud on its own. In the late 20th century, ad fraud started to become a major problem. This was due to the rapid growth of digital advertising and fraudsters' ability to exploit its global nature. This made consumers weary of the truthfulness of advertisements and put brands’ credibility at risk. From half-truths to blatant lies, fraudsters were taking advantage of the lack of oversight in digital marketing. To combat this, consumers can bring legal action regarding false advertising under the Lanham Act. This act states that any "unfair or deceptive acts of commerce" are unlawful. If the false advertising is being perpetuated, those who are affected may sue for an injunction or monetary damages. Alongside the Lanham Act, several states enforce the Uniform DeceptiveTrade Practices Act. This act creates a standard by which states enforce false advertising laws. The Act applies to all goods and services, including digital marketing. In order to protect consumers from false advertising, digital marketers must be aware of all relevant laws and regulations. This includes developing a better understanding of the FTC’s endorsement and testimonial guidelines, and the provisions of the Lanham Act. Additionally, it is crucial to note that while these acts are in place, not all fraudulent ads are found guilty. In fact, if the false claims are not damaging to consumers or competitors, they may escape legal consequences. Thus, it is important to take necessary precautions when promoting or purchasing a product or service online. It's also crucial to understand just how much of the internet is fake.
How Much of the Internet Is Fake?
To answer the question above, I want to first establish what we mean by "fake."The internet is a vast platform composed of billions of websites and pages, some of which contain false information. However, what about the engagement itself?Sites like YouTube, Twitter, and Instagram have been known to use bots to simulate engagement on their platforms. These bots can be used to generate "likes" and comments. The purpose of these is to falsely inflate the number of followers or engagement around a page or video. This can lead to consumers being misled by seemingly high engagement when in reality, the level of interest is low. That said, how much of the internet is fake?In general, it has been found that less than 60 percent of web traffic is generated by humans. So what does that mean for metrics?Unfortunately, this means that many of the metrics used to measure engagement are less reliable than we think. From fake people and businesses to fake content and clicks, the prevalence of fake interactions can be incredibly damaging. In fact, some of our most beloved social media platforms are rife with false information and false metrics. Facebook, for example, has been accused of covering up significant overstatements of user engagement on the platform. In fact, in October, small advertisers filed suit against the social-media giant. The company was accused of covering up significant overstatements of its watch time. According to Facebook, the user engagement metrics were overstated by 60 to 80 percent. The plaintiffs, however, suggest that it was more. The problem with user engagement metrics is that they can be manipulated by bots and fake accounts. And this isn't just limited to Facebook. Twitter, Instagram, and other social networks have also been impacted by false accounts and metrics. In fact, even the cell towers that measure mobile engagement miscalculate the amount of traffic they generate. So how do we prevent user engagement metrics from being manipulated?The first step is to be extremely diligent when it comes to reviewing accounts and metrics. Next, you must accept that the media supply chain, in itself, is fraudulent.
A Fraudulent Media Supply Chain
Whether you're a business owner, an adman, or a consumer, you have been subject to fraudulent media supply chain manipulations. To prevent these manipulations, brands, consumers, and admen must first accept and understand the reality of the situation. In fact, Marc Pritchard, CEO of Procter and Gamble and world-renowned marketer, has a few choice words regarding the issue.“We have a media supply chain that is murky at best and fraudulent at worst. We need to clean it up and invest the time and money that we save into better advertising to drive growth…”To further discuss his point, Pritchard criticized the industry for its lack of transparency, and the need to fix it.“Adopt one viewability standard. Implement accredited third-party measurement verification. Get transparent agency contracts and prevent ad fraud. Yet, for many reasons, we haven’t taken enough action to make a difference.”To close, Pritchard stressed the disgust and frustration of the consumers, admen, and brands in the industry's current state.“We’ve come to our senses. We realized there is no sustainable advantage in a complicated, non-transparent, inefficient, and fraudulent media supply chain.”That said, like in The Big Short, Pritchard identified the industry’s current “big short” and called for urgent action. What is the action that Pritchard is calling for, you may ask?Certainly, we can't all just log off our computers and stop using the Internet. Instead, we, as a collective group of industry stakeholders, must be proactive in spending our ad dollars responsibly. The question is, how would this work in practice?
Online Marketing vs TV Ads vs Radio Ads
To some of you, it may seem like the answer is obvious- quit digital/online marketing. However, I am not suggesting you cut digital ads. In fact, online marketing has generated immense value for businesses over the past two decades. Rather, I am suggesting that we need to be more mindful of where our ad spend is going. Are you receiving qualified, profitable leads from your marketing efforts?Do the costs of running these ads outweigh potential profits?Is digital marketing really better than offline advertising such as TV ads and radio ads?These are all valid questions that need to be answered before making an informed decision. And for those of you who think traditional marketing is dead, you may want to think again. In fact, in 2020, studies suggest that 83 percent of Americans listened to the radio every week. And if you still don't believe me, consider this: adults watch TV between [13 to 23 times longer](https://onlinebusiness.umd.edu/blog/are-tv-and-radio-still-effective-for-advertising-and-marketing/#:~:text=In fact%2C TV advertising displays,as on their mobile devices.) than PC and mobile. Not to mention the significant decrease in bots and fraudulent activity. So while digital marketing is an effective way of reaching consumers, offline advertising still has a lot to offer. There's a reason why large, successful companies still opt for offline marketing. It's because it works. Not to mention the fact that many offline methods have lower costs compared to digital campaigns. So the next time your metrics start to drop, don't forget the tried and true methods of offline marketing. You might be surprised at what it can do for your business. And if you're looking for a data-driven, trustworthy partner to help you get started, look no further. At Wizard of Ads™, we specialize in offline and online marketing, including radio, television, and digital media. Backed by knowledge and experience, we have the expertise to help you propel your business forward. With our data-driven approach and decisive analysis, you can count on us to deliver results quickly and effectively. We know that the needs and requirements of businesses can vary drastically. That's why we tailor our campaigns to meet your specific needs and goals. Whatever your marketing needs may be, our team of ad wizards are eager to help you reach your objectives. No longer do you need to worry about wasting time and resources on ineffective marketing methods. Book a call with Ryan Chute today to get the help you need in taking your business to the next level.
Consumer behavior plays a significant role in marketing. After all, marketing is about understanding what consumers want and then finding a way to give it to them. And while various marketing strategies have been developed to influence consumer behavior, operant conditioning is one of the most effective. Operant conditioning is a type of learning based on a behavior's consequences. For example, if a behavior results in a positive impact, it is more likely to be repeated. On the other hand, if a behavior results in a negative consequence, it is less likely to be repeated. In marketing, operant conditioning can be used to influence consumer behavior in several ways. One common way is through the use of rewards. For example, a company might offer a free product or service in exchange for brand awareness. Another way that operant conditioning can be used in marketing is through the use of punishments. For example, a company might charge customers a higher price if they want a Technician outside of normal operating hours. This punishment will then motivate the customer to complete the job to avoid paying the higher price. Operant conditioning can be a powerful tool for marketing professionals, as it can influence customer behavior. However, using these techniques ethically and responsibly is vital, as they can be used to manipulate customers. So, how can you use operant conditioning in marketing ethically?Let's first go back to the basics of operant conditioning and how it works.
What Is the Origin of Operant Conditioning?
Dating back to the end of the 19th century, the concept of operant conditioning was heavily influenced by Edward Thorndike's Law of Effect. Derived from Thorndike's research on animal behavior, the Law of Effect suggests that positive outcomes increase the likelihood of repeated behavior. Conversely, negative outcomes decrease the likelihood of repeated behavior._Behavior is influenced by its consequences._Driven by Thorndike's Law of Effect, American psychologist, B. F. Skinner developed the operant conditioning theory while studying rats in 1937. Built upon Thorndike's research, Skinner showed that animals (and humans) could be trained using reinforcement or punishment. Since Skinner's time, however, this theory has evolved and expanded. Today, psychologists and marketing experts alike use operant conditioning principles to describe and influence human behavior. This is because marketing relies on creating desired behaviors in consumers, which operant conditioning can explain. Using B. F. Skinner's operant conditioning theory, business owners and marketing professionals can more effectively influence customer behavior. However, it is essential to note that better marketing tools exist than operant conditioning. At Wizard of Ads®, we research and utilize the best marketing strategies for our clients and their industry. Book a call with Ryan Chute today to learn more about operant conditioning and how it can benefit your marketing.
Operant Conditioning vs. Classical Conditioning
While operant conditioning can be a powerful marketing tool, it’s essential not to confuse it with other marketing tactics. Classical conditioning, for example, is another marketing tool that can be used to influence behavior. Classical conditioning occurs when a person or animal associates a particular stimulus with a desired response. For example, if someone hears a song on the radio and feels happy, they may associate it with happiness. As a result, they may start seeking out that song more often to experience joy again. This can be closely related to how energy drinks make consumers feel energized or how coffee makes consumers feel awake. In marketing, classical conditioning can create positive associations with a brand or product. For example, if a consumer sees a commercial and then likes that product or service, they have been classically conditioned. Classical conditioning can also create negative associations with a brand or product. For example, if a customer has a negative experience with a commercial or ad, they may have poor sentiments. As a result, they may be less likely to purchase that product in the future. It is crucial for marketing professionals to understand classical conditioning and how it can impact customer behavior. By creating positive associations with a brand, businesses can encourage customers to keep coming back. On the other hand, if companies create negative associations, they may scare customers away. Like classical conditioning, operant conditioning can easily cause businesses to lose consumers and profits if used incorrectly. Here are some key things to keep in mind when using operant conditioning in marketing:
When is FREE bad?
So, is operant conditioning suitable for every industry?Unfortunately, no. While operant conditioning is excellent for consumable goods and services, it is less effective for one-time products. This is because operant conditioning relies on customers returning to purchase more of the product or service. If a customer only needs to buy the item once, then there's no opportunity for operant conditioning to take effect. For example, if an HVAC company offers a "free" air conditioning unit, it will lose a significant amount of money. This is because the customer will only need to purchase the unit once. In other words, there's no way to ensure that they'll continue using the company's services in the future. For example, offering loyalty programs or discounts for repeat customers is a great way to encourage repeat business. Operant conditioning, however, is not an effective strategy for companies that don't rely on ongoing services. So how can industries that can benefit from operant conditioning profit from it?Here are a few examples:
Daily Operant Conditioning Examples
When it comes to psychology, reinforcement is often divided into four main categories:
- Positive reinforcement rewards a behavior in exchange for the desired behavior being displayed.
- Negative reinforcement removes an unpleasant condition after the desired behavior is displayed.
- Punishment involves bringing an unpleasant consequence after a behavior is displayed.
- Extinction is when a behavior stops occurring after it is no longer consistently reinforced.
When it comes to operant conditioning, we all experience it on a daily basis, even if we're not aware of it. Think about it: Why else would you brush your teeth every day?Because if you don't, you'll have to face the unpleasant consequences (punishment) of bad breath and tooth decay. And, if you're anything like most of us, you probably learned this lesson through operant conditioning. Here are a few more operant conditioning examples at work:
Positive Reinforcement Examples
Positive reinforcement is a very common operant conditioning technique. In many cases, it is the most effective way to shape behavior. One example of positive reinforcement is when a parent gives their child a toy after they eat all their dinner. The child is being rewarded (with the toy) for displaying the desired behavior (eating their dinner). In marketing, an example of positive reinforcement would be giving a discount to customers who make a purchase. The desired behavior (in this case, making a purchase) is reinforced with the reward (the discount).
Negative Reinforcement Examples
Negative reinforcement is when a desirable behavior is increased by the removal of an unpleasant condition. In other words, it is a way of incentivizing someone by taking something away. A common example of negative reinforcement is when a dog is given a treat after it has stopped barking. In this case, the dog is rewarded for the desired behavior (stopping their barking) by having the unpleasant condition removed. In marketing, a popular example of negative reinforcement is the use of coupons. In this case, the desired behavior (customers making a grudge purchase) is reinforced with the reward – a coupon. Negative reinforcement can effectively increase desired behaviors, but it should be used with caution. Too much incentive can lead to customers being conditioned only to purchase when there is a discount. This will hurt your bottom line in the long run.
Punishment is the opposite of reinforcement; it is a way of discouraging someone by making something unpleasant happen. A typical example of punishment is when a child is scolded for misbehaving. The child is less likely to repeat the behavior because they associate it with the unpleasant consequence (being scolded). Other examples of punishment include:
- Jail time
- Loss of privileges
Extinction is when a behavior is no longer reinforced (rewarded) and eventually goes away. For example, if a child anticipates getting candy when they cry, when the parent stops, the tantrums will eventually cease. This is because they are no longer being reinforced. Extinction can also be used with punishment, where the punishment is no longer given after a particular behavior is displayed. For example, if a child stops misbehaving, they will no longer be scolded. Other examples of extinction include:
- Withholding attention
- Withholding compliments
- Withholding rewards
And more. Whether using operant conditioning or another marketing strategy, it's crucial to identify how that tool will impact your business. What are the risks and rewards? What could happen if it's not used correctly? What could happen if it's used too much?At Wizard of Ads™, we don't believe in one-size-fits-all solutions. Backed by our marketing experts, we'll work with you to find the best tools for your business goals. And, as always, we'll be there to help you every step of the way. If you're ready to take your business to the next level, book a call with Ryan Chute of Wizard of Ads™ today.
Why do advertisers use vivid imagery and sensory vocabulary in their ads?Simple. Because businesses want to associate their products with positive emotions and experiences in the consumer's mind. As a result, whenever customers come across those products in real life, they will recall the feelings behind those ads. This process is called classical conditioning. Classical conditioning is a form of learning introduced by Ivan Pavlov in his famous psychological experiment. In Pavlov's dog experiment, he trained dogs to express a conditioned response using a conditioned stimulus. In the same manner, your goal in your advertising is to get people craving, longing and itching for your solutions. That’s possible when you drizzle a dose of classical conditioning in your advertising. There's just one problem: it takes more than flowery words and cognitively stimulating imagery to get there. Here, we'll discover how you could integrate classical conditioning in your ads to make your market respond in your favor. Keep reading.
Pavlov’s Dog and the Birth of Classical Conditioning
Pavlov's dog experiment ultimately paved the way for understanding how canine learning works. While your target market is not dogs, classical conditioning is applicable and relevant to humans. Specifically, classical conditioning is a powerful agent in the world of advertising. Before connecting the dots between classical conditioning and advertising, let's first learn about Pavlov's dog. Ivan Pavlov, a Russian Psychologist and behavioral scientist, had the inkling that salivating is natural among dogs. It is not a learned behavior but an unconditioned response to an unconditioned stimulus — food. When dogs see food, they naturally salivate in anticipation of eating. However, before going over the experiment, he realized something else. The salivation process occurs not when the food is available but even before the food’s in sight. Dogs begin to salivate as soon as they hear the footsteps of the assistant that serves the food. This incident triggered Pavlov's interest in neutral stimuli. For some reason, Pavlov was interested in eliciting a response among dogs using a conditioned stimulus. That means getting the dogs to subconsciously react (salivate) to an action that is not associated with food. As a result, he conducted an experiment where he played with a metronome before giving the dogs their food. Over time, the clicking sounds of the metronome caused salivation even in the absence of food. In other words, Pavlov's dog theory figured out how to induce a conditioned response to a conditioned stimulus. This type of learned behavior is called classical conditioning. Now, how does this relate to advertising?In business and advertising, entrepreneurs want to elicit a conditioned response from their market. To some, that response might induce a strong brand awareness. On the other hand, other visionaries want to get the target audience to buy their products. Use classical conditioning techniques to control how customers react to your products and services. In advertising, your advertisement is the conditioned stimulus, while how your customers feel is the conditioned response. The goal is to emotionally connect with your customers through the ads for customers to respond desirably. You leverage the value of your solutions when you associate them with pleasurable experiences and desirable qualities in your advertising. In other words, speak to the dog in the language of the dog — that's how classical conditioning works in advertisements. More importantly, that is how you get customers to drool over your products and services. Here's the rub: we can do that for you. At Wizard of Ads™, we always make sure to infuse the Pavlovian theory into the advertising strategies of our clients. Classical conditioning is a powerful weapon when harnessed correctly, and we like your business to wield it victoriously. Book a call with Ryan Chute of Wizard of Ads™ today, and we'll arm your business with the Excalibur of classical conditioning.
Classical Conditioning Daily
Marketing and advertising are not the only aspects where classical conditioning is relevant. Classical conditioning is actually more common than we can ever imagine. In fact, most people are not aware, but classical conditioning is pulling the strings behind their lives. Creepy, isn't it? Do not worry. While the dog bell experiment may be relevant to people, classical conditioning is not a negative principle. Below, we'll look at the most common classical conditioning examples that people experience daily:
Have you ever walked by a hotdog stand and suddenly felt hungry, even though you weren't feeling it before? Eventually, it became your daily habit to walk by the stand and grab yourself a hotdog. This is classical conditioning at work. As the hotdogs’ smell wafts through the air, your brain associates it with the positive experience of eating delicious food. The unconditioned stimulus is smelling the scent and seeing the sizzle of the hotdog, while the unconditioned response is hunger. Sooner or later, just the smell or sight of cooking hotdog alone triggers your cravings and makes you feel hungry.
While classical conditioning can be associated with everyday responses, a negative stimulus can also trigger this behavioral learning. One example is the development of PTSD or post-traumatic stress disorder. In the face of a traumatic event, the unconditioned response may be an adrenaline rush to panic and go hysterical. This is a common problem among vets who have experienced the horrors of war. Worse, it may lead to flashbacks, nightmares, and anxiety. As a result, conditioned stimuli like fireworks or loud banging noises may trigger PTSD symptoms and intense feelings of fear. This is the foundation behind fear-based marketing. Companies exploit classical conditioning by adding negative stimuli alongside their products. This includes showing gruesome images, negative imagery, or fear-inducing words. Consumers associate this inherent fear with the product and feel a sense of urgency to buy it to escape harm.
Toy advertisement/Window display
Another example of classical conditioning in advertising can be seen in toy advertisements or window displays. Think about a toy store with a display featuring the latest and greatest action figure or doll. The display is often surrounded by bright lights and flashy signs, creating a positive association with the product. You'll see kids with wide-open eyes drooling over the displayed toys. But what if the store decided to change the display and make it more subdued? Perhaps even adding an unpleasant scent to the mix? The product may elicit a different positive response from customers. This is the work of classical conditioning. The toy acts as the unconditioned stimulus because it naturally evokes a positive response. Conversely, the flashy lights and pleasant smells are conditioned stimuli that reinforce children's affinity to the display. That's why toy ads feature kids playing with toys, buzzing and booming sounds, and colorful and vivid lights.
The coffee aroma in an open café
The smell of freshly brewed coffee wafting through the air can act as a conditioned stimulus in classical conditioning. Imagine customers having positive experiences (such as enjoying a delicious cup of coffee) in the presence of the coffee's aroma. People may begin to associate the scent with pleasure and satisfaction. In this way, the smell of coffee can serve as an effective advertising tool for cafes. Enticing to the senses, customers will come inside and potentially make a purchase. However, there's a caveat. It is important to note that classical conditioning only works if the unconditioned stimulus remains positive. In this case, the actual taste and enjoyment of the coffee stay delicious as can be. If the coffee starts to disappoint customers, the pleasant aroma may no longer be enough to draw them in. Let's step back into Pavlov's dog bell experiment again. If Pavlov stopped giving dogs food at the sound of the metronome, the dogs would eventually stop salivating. It's the meat paste that dogs want, not the bell that rings along with it. Consistently give your customers meat paste, and they'll salivate all the same with your advertising efforts.
Product jingle/Theme song
Have you ever found yourself singing along to a commercial jingle or humming the theme song of your favorite show? What did it make you feel?If it was an 80s theme song, you felt nostalgic and wanted to watch the show again. On the other hand, singing along to memorable product jingles help greatly in brand recall. Like Pavlov's classical conditioning story, we have learned to associate certain sounds with products or shows. For instance, don't you crave a Big Mac whenever you hear McDonald's classic "I'm lovin' it" outro song? Or perhaps, Coca-Cola's "Taste the Feeling" jingle makes you want to reach for a cold can of Coke. That's classical conditioning at work. Repetitive exposure to branding elements like jingles and theme songs can condition consumers to associate those sounds with brands. This elicits a desirable internal reaction, if not outward, among the people listening to those branding elements. The thing is: it's not just jingles and theme songs that induce those actions. After all, not every business has a jingle, but what gives their ads the kick of classical conditioning? Below, we'll delve into how classical conditioning can be used in your residential home services ads.
Pavlov's Dog and Home Service Ads
Let's all agree people begrudge all types of residential home service purchases – roofing, HVAC, plumbing, masonry, lawn care, etc. All home services are on the, "I haven’t budgeted for you" list for your customers. It's the thought of calling your business up for a service people don't want to deal with. Sadly, many customers are naturally inclined to think that home service contractors are ripping them off. Your quote (any quote) leaves a bitter taste in their mind when they see the bottom line. It is because you are selling an externally triggered grudge purchase. Let’s break this down:
- "Externally triggered," meaning the purchase decision is motivated by an external event – something broke. This forces them to make a buy in response to a NEED, not a WANT.
- "Grudge purchase" because people love gratification. When they’re forced to buy something, this depletes their happiness with a negative situation. Now they have to spend money they don’t want to, take time away from their already busy schedules, and cope with the anxiety, frustration, and stress of the situation.
Your goal as a business is to bring calm back to your customer's life. To transform their buying decisions from negative resonance to positive resonance — that's where classical conditioning comes in. That's what you're selling when advertising AC unit diagnosis, plumbing repair, and roof replacement. How exactly do you make your advertisements positive in your customers' mind?Simple. Speak to the dog in the language of the dog. What does the dog like to hear?
Speak music in their ears
The key to successfully pulling off classical conditioning is to tell your target market what they want to hear. That is a partial list of your product features and benefits. Even if you repeatedly tell them how cold their AC is or how durable your plumbing pipes are, it won't work. Customers want you to meet them in their perceptual reality — the only reality that matters for businesses. Their perceptual reality hides in the advantages of your products, not in the benefits or features. Your target market will listen to your offer when you articulate the advantage they'll get from your solutions. For instance, imagine an air-conditioning unit:
- Feature: High-quality refrigerant inside indoor coils
- Benefit: Works faster in making the room cold
- Advantage: They don't have to wait before the cool breeze kisses them
Use vivid imagery and powerful sensory words
Advertising is more than speaking about the advantages that make your solution 600 ft above the competition. You need to articulate your advertisements to get the message across creatively. Poor advertisements get lost in the gray; your goal is to rise above obscurity and connect with customers emotionally. In this case, instead of boasting about how cold your air-conditioning unit is, say it creatively. For example, saying, "our cold AC is the coolest there is!" doesn't give off the factor that makes people imagine. Instead, you could say, "the refreshing kiss of cold air will cool the sweat on your brow."The point is to make people cognitively experience those advantages through vividly imaginative words.
Give them an offer they cannot resist
Like Pavlov's dog experiment, the metronome would eventually cease making dogs salivate if the meat paste no longer comes with it. In advertising, you must pair your desirable, creative, and vivid advertising with an offer that's truthfully worth having. Give them an offer they can't refuse, and they'll say yes every time. The key here is to create a perfectly fair competitive advantage. That means you must make an offer that outstrips your competitors. Speak about the value and benefit of having your product. What do you offer that others will not or cannot?Be bold and overarching while remaining realistic. Look at those small pizza businesses that give their products for free if delivery exceeds their promised time. That's a perfectly fair competitive advantage. A perceptually high-risk, high-reward offer that makes it hard to say "no" to. For example:
- A 50-year non-prorated warranty for the roof you install.
- Always on-schedule visits or the service call is free.
- One-year no-risk service warranty if your HVAC unit breaks after repair.
Whatever it is, customers should feel like they're getting more from you than you from them. That's the secret to creating an irresistible offer. Getting ahead in your advertising is all about classical conditioning. When you condition them to look at your business in a positive light, you win the business. So, are you ready to condition your market's mind?If yes, and you need help, we can support you. Wizard of Ads™ has been the number one partner of residential home service businesses in their advertising and marketing endeavors. Our team will ensure that all your ads and business touchpoints are geared toward classical conditioning. Book a call with Ryan Chute, and let's speak to the dogs in their woof-woof language.
One of the primary goals of businesses is to be memorable. You want to transcend being 'just another service provider' and be recognized as your category's go-to provider. Creating a memorable brand helps in achieving this goal. Companies use many tactics to attain this level of recognition. Two of the most standard strategies are using taglines (or slogans) and positioning statements. While they may sound similar, there are distinct differences between the two. How many taglines of products do you recall? Having a catchy tagline or slogan helps customers remember your brand in a sea of sameness. Positioning statements, on the other hand, focus on how your brand is unique and differentiates itself from the competition. Positioning statements help your team align their marketing and advertising efforts to your brand identity. But there's another tool that can help businesses establish powerful branding and stand 600 ft. above the competition: brandable chunks. You may have yet to hear of brandable chunks, which poses a huge opportunity. Why?If you want to lift your business up to be a household name, using brandable chunks is your ticket to greatness. In this article, we'll take a deep dive into taglines (slogans), positioning statements, and brandable chunks. We'll uncover the differences among the three and explain why brandable chunks should be at the core of your marketing. Keep reading.
Fewer but Better Leads
Roy H. Williams was once asked by a marketer how to get fewer but better leads. After all, it's better to capture 10 percent of the audience 100 percent of the way, than 100 percent of the audience only 10 percent of the way. Like what every other marketer would suggest, Roy recommended targeting. However, he emphasized using broad targeting, not narrow. Here are the best 2 ways to perform broad targeting:
- Geographical. Target audiences based on your trade area.
- Psychographic. Target audiences based on "buyer personas" as suggested by their purchase history or affinity groups.
You may ask, isn't it counterintuitive to broadly target if you want fewer but better leads? The short answer is an enthusiastic “No”! Let me explain. The principal motivation behind every buying is to want— you want something, so you buy it. This is what you observe in the retail industry. That's why you can target customers based on niche interests and online behavior. However, you're selling an externally triggered grudge purchase for residential home services. That means people don't buy your solutions out of WANT (on a whim) but out of NEED. The only thing they really want in this situation is for the pain to go away. People don't wake up thinking, "today feels like a good day to have my toilet fixed." In other words, only when a problem arises. And these problems can occur randomly at any given moment; therefore, broad targeting is more logical in this industry. Having better leads means that people are coming to you for the RIGHT reasons. You want leads who believe you will deliver the service better than anyone else. Otherwise, low-quality leads will come to you, which means lower conversion chances. The secret to targeting then, according to the Wizard of Ads®, is through ad copy. Our exceptional track record would suggest we’re correct. Tune your ad copy to contain every possible detail your customers should know while keeping it tasteful and creative. Taglines, positioning statements, and, most significantly, brandable chunks can help. If you're looking for marketing experts to help elevate your advertising in a Sea of Sameness, look no further. Wizard of Ads™ is committed to helping residential home service businesses make the most of their advertising. If that's you, book a call.
Taglines/Slogans vs. Brandable Chunk vs. Positioning Statement
Let's discuss these three, how they're relevant in your ad copy and differentiate them from one another.
Taglines, also known as slogans, are catchy phrases used in advertising campaigns to attract customers. There need to be more formulas used to create taglines for businesses. Some keep it short, while other companies like theirs a bit longer. You can use the taglines to feature the main benefits or purpose of the brand or communicate your value proposition. A few tagline examples include:
- Nike's "Just Do It"
- McDonald's "I'm Loving It"
- KFC's "Finger-lickin' good"
Taglines and slogans can be powerful tools provided they're catchy, memorable, and induces a strong brand recall. However, the prerequisite of having such a privilege is establishing your business as a household name. Well, that's easier said than done.
Positioning Statement – What is your SKIMP?
Positioning statements are your brand's way of differentiating itself on the Sea of Sameness. They often describe your unique value proposition. In it, you also declare how your brand wants to be perceived by its target market. Unlike taglines and slogans, positioning statements are often internal guidelines for all the departments under your umbrella. While you can plaster your positioning statement on your website, it's more commonly an internal document. This enables your team to make advertising, marketing, and strategic decisions aligned with your positioning statement. Positioning statements answer the question:
- What is the SINGLE KEY INFLUENTIAL MESSAGE to PERSUADE (SKIMP) that we won’t skimp on?
The only problem is that positioning statements look at the big picture, which means it's too broad to clearly define every part of your business. You should not publish your positioning statement in your advertising and pray it converts. Simplifying positioning statements into smaller bits is the key; that's where brandable chunks come in.
Brandable chunks are micro-positioning statements that explain an aspect of your business. Unlike all-encompassing positioning statements, brandable chunks are small memorable lines that people distinctively associate with your company. In other words, when people hear your brandable chunks, customers know they're from your business. What's good is you can easily have a dozen brandable chunks that are meaningful and memorable. Why exactly do brandable chunks work?
"Brandable chunks are memorable, micro-differentiators."
Unless done by a household brand with a strong following, taglines and slogans remain white noise — Adspeak. They are lines you wish people would willingly believe in, but they usually don't. That's where brandable chunks are so much different and much more refined.
"Brandable chunks are refined from average advertising in the same way that hi-octane gas is refined from crude oil." — Roy H. Williams
Here are five reasons why brandable chunks work better than taglines:**1) Create vivid mental images.**Brandable chunks give off imagery that taglines simply can't. They paint a picture in the mind's eye and help potential customers remember your brand. For example, when I say, "stand 600 ft. above your competition," what do you think of it? Do you see your business elevated and all your competitors clawing their way up to share the top with you? How about when I say, "Sea of Sameness"? Do you imagine a sea of brands that get lost in obscurity because they're all similar?**2) Employ unusual word combinations.**Brandable chunks also use unique combinations of words, making them more memorable and catchy. Take "Sales is a dance and closing is jujitsu," for example. It's much more effective and attention-grabbing than saying sales is a long process and closing is sealing the deal. You create better imagery when unusual words are combined in perfect harmony.3) Communicate features and benefits succinctlyBrandable chunks often communicate the features, benefits, and advantages of a brand in a catchy manner. Look at Wizard of Sales® CORE Purpose: "to protect and defend a happy, healthy, wealthy culture." The line describes the Leader's purpose of integrating the CORE Principles into your business culture.**4) Have meter (rhythm) so they tumble off the tongue.**Brandable chunks must be accessible on the tongue and smooth to the ears. That's how you make them memorable.5) Have a pattern interrupt that doesn’t quite fit, but makes sense. One of our clients are “The Pros Who Knows”. While not grammatically correct, it fits. This breaks past Brocha, the gatekeeper of the mind, and shows up in your customer's imagination, ready to party all night long.
Brandable Chunks in Radio Ads
The best thing about brandable chunks is they're usable in every marketing effort. You can throw brandable chunks in your ad copy, home page, or social media post without remorse. People will not get sick of listening because it's not sales-y; brandable chunks are means to remember your business. That's why brandable chunks work wonders in radio ads, tv ads, and billboards. Since it rolls off the tongue easily, it can be quickly delivered through speech or copy. Moreover, unlike taglines, you can sprinkle various brandable chunks across a single ad. In Roy H. Williams' memo, he demonstrated how he simplified two radio ads and infused brandable chunks throughout.
Brandable Chunks are Never Predictable
Taglines are predictable. You usually say them at the end of an ad. Positioning statements are predictable. They remain the same throughout the lifespan of the company. Brandable chunks, however, are unpredictable. Why? Because there are so many things to choose from. You could use over 20 brandable pieces throughout your business touchpoints. What makes them more predictable is that there's no limit to their usage. For instance, here are ways you can use them:
- As headlines
- Scattered across your web pages
- A way to answer the phone
- Opening and closing statements
- Conversational tidbits
Can you imagine saying your tagline repeatedly when talking to your audience? Yuck. Having taglines and positioning statements is excellent for marketing. However, creating your own set of brandable chunks are better ways to attract the right people with your ad copy. Plus, they are great tools to help customers recall your brand whenever they hear them. Need brandable chunks? Wizard of Ads™ can help you. Book a call.
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