WHY DO PEOPLECRAVE SOME BRANDSAND IGNORE OTHERS?
CRAVE:1. to long for; want greatly; desire eagerly; to yearn for; hunger for.2. to require; need.3. to wait all night in line so you can be thefirst to buy it.
SO, WHAT TURNS IT ON? IS IT BETTER BRANDING? MORE MARKETING? SMARTER ADVERTISING? MORE AGGRESSIVE SELLING? IT ALL STARTS WITHA BRILLIANT PRODUCT.
ANTICIPATE NEEDS• Demand creators start by understanding people.They know our aspirations, needs, what excites usand what frustrates us.• They observe behavior and then innovate to makeour lives easier, more productive, and more fun.• They know what we want before we do. Thisenables them to create things we cant resist andcompetitors cant copy.From Demand, Creating What People Love Before They Know They Want it, by Adrian J. Slywotzky, Crown Business Books, New York.
DEMANDCREATORS KNOWWHAT MAKES USLOVE A PRODUCT …OR NOT.
ART & SCIENCE• Brand craving comes from making the rightconnections between evolving consumerneeds and your product.• Instead of trying to convince people to buywhat you have, it requires seeing thingsthrough their eyes and creating something thatwill delight them.From Demand, Creating What People Love Before They Know They Want it, by Adrian J. Slywotzky, Crown Business Books, New York.
THERE’S A HUGEDIFFERENCEBETWEENSATISFACTIONAND DELIGHT.
CONNECTION• Gallup attributes the difference betweenmere satisfaction and delight to the customersemotional connection.• When customers are delighted, they becomeadvocates and sources of new ideas forimproving your product.• Brands that achieve this emotional engagementenjoy an average 46% sales advantage overother products in the category.From Demand, Creating What People Love Before They Know They Want it, by Adrian J. Slywotzky, Crown Business Books, New York.
STEPS to CRAVE:1. Find and capture the emotional space in your category2. Fix the things that annoy people3. Create a compelling backstory4. Find the action triggers5. Constant improvement6. Exploit market niches7. Create a revolutionary launchFrom Demand, Creating What People Love Before They Know They Want it, by Adrian J. Slywotzky, Crown Business Books, New York.
FIT IN TO AVOID OR STAND OUT CRITICISM? TO GET NOTICED?
STAND OUT:“Stand out or fit in. Not all the time, andnever at the same time, but its always achoice.“Those that choose to fit in should expect toavoid criticism (and be ignored). Those thatstand out should expect neither.” Seth Godin
THE SECRET INGREDIENT: “Creativity is overtaking capitalas the principal elixir of growth.” Thomas Petzinger Jr., Wall Street Journal
UNIGNORABLE“The old rules no longer apply when it comesto building a brand. They were created foranother era when there was less noise, lesshype, less technology; a time when peoplewere easier to reach and influence – beforethey developed advanced mutant powersenabling them to sort, filter, manipulate, or justignore information.” Alex Bogusky, CP+B
SURPRISING“In the new media landscape, surprise is moreimportant than repetition.“To purchase awareness now, it’s not enough tobuy more airtime. It’s critical to invest increative ideas. And the return on thatinvestment will depend on their ability tosurprise, intrigue, engage, and stirconversation.” Alex Bogusky, CP+B
THE EQUATIONOut of the 5,000 or so product messages you’rebombarded with every day, why do so many failto leave a mark on your brain?Not interesting. Not relevant. + = We combine dead-on, kill’em between the eyesstrategy with jaw-dropping creative. Strategyplus creative – kinda like Batman and Robin,they work best together.
THE PROCESS First, we put ourselves in your shoes (after aquick spray of disinfectant – no offense). If itwas our money paying for that prime spacein your target’s crowded psyche, we’d feelcheated if our message looked the same aseveryone else’s. Been there. Done that. It’s alittle thing we call ignorable advertising. Andit bears a striking resemblance to those 5,000messages you ignored, say, yesterday.
STICKY IDEAS Instead, we work to create marketing as stickyas the proverbial ball of duct tape. We buildstrategy + creative as a one-two punch thatyour target can’t help but notice. Work that’s good enough to create a buzzaround the office cooler (and not just the usualfour-cups-of-coffee-before-breakfast buzz).Work that gets noticed and talked about.
MEMORABLEIs this approach easy? Hey, do the capedcrusader and boy wonder have it easy? Ofcourse not.But they have a mission just like us: to do great,memorable work for clients we believe in.(Actually Batman and Robin’s mission involves afew more belt accessories, but otherwise it’svirtually identical.)
COURAGEOUSAnd as a client, you won’t have it easy either.Because great marketing and crime fightingdemand the same bottom line personality trait:courage.Be brave enough to do something that standsout. Brave enough to make a difference. Braveenough to wear tights…wait, not necessary.Anyway, you get the point.
Grey Matter GroupWe’re a group of West Michigan marketing anddesign fanatics who help brands find their voiceand then reach through the blaring noise andvisual clutter of today’s frenetic marketplace totouch their audiences with a bit of truth, humor,and beauty so they can’t help but respond.Remarkably, we make all this magic happenwithin the constraints of your down-to-earthdeadlines and budgets.
Grey Matter GroupOur philosophy can be summed up in one word:Respect. We treat your target audience as realpeople with a brain. You’ll also find that werespect your viewpoint and knowledge. And weachieve a unique creative/strategic synergybecause our left brain strategists respect theviewpoint of our right brain creatives, and viceversa. We also respect the power of good ideasand the process required to make them happen.
Grey Matter GroupYou’ve heard the claim that “genius is one percentinspiration and 99% perspiration.” Some mightargue over the actual percentages, but we knowthat smart strategy and stand-out creativity takesa lot of hard work. The big, game-changing ideasdon’t just come floating along through the ether.Of course we know that other guys work too. But,we dive deeper, stay down longer, and come upwith more fresh concepts for your brand.
Grey Matter GroupSince 1991, we’ve been helping good clients createand launch products and services with dramaticresults. We love the magic that happens when thechemistry is right, the strategy is dialed in, andirresistible creative splashes into the communityconsciousness. It’s rewarding, and if done right, funtoo. Let’s talk about how to make your productsBrandelicious. Contact John Sawyer atjohn@greymattergroupcom or 616-458-8750.