WHY DO PEOPLECRAVE SOME BRANDSAND IGNORE OTHERS?
CRAVE:1. to longfor;wantgreatly;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 WITH A 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 consumer needsand your product.•Instead of trying to convince people to buywhat you have, it requires seeing things throughtheir eyes and creating something that willdelight 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 for improvingyour product.• Brands that achieve this emotional engagementenjoy an average 46% sales advantage over otherproducts 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 comes tobuilding a brand. They were created for anotherera when there was less noise, less hype, lesstechnology; a time when people were easier toreach and influence – before they developedadvanced mutant powers enabling them to sort,filter, manipulate, or just ignore information.”Alex Bogusky, CP+B
TODAY IT’S NOT THEVOLUME ORFREQUENCY OFYOUR MESSAGE.IT’S THE CREATIVITYAND RELEVANCE OFYOUR BRAND.
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 in creativeideas. And the return on that investment willdepend on their ability to surprise, intrigue,engage, and stir conversation.” Alex Bogusky,CP+B
THE EQUATIONOut of the 5,000 or so product messages you’rebombarded with every day, why do so many fail toleave a mark on your brain?Not interesting. Not relevant. + =We combine dead-on, kill’em between the eyesstrategy with jaw-dropping creative. Strategy pluscreative – kinda like Batman and Robin,they work best together
THE PROCESSFirst, we put ourselves in your shoes (after aquick spray of disinfectant – no offense). If itwas our money paying for that prime space inyour 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. And itbears a striking resemblance to those 3,000messages you ignored, say, yesterday.
STICKY IDEAS Instead, we work to create marketing as sticky asthe proverbial ball of duct tape. We build strategy+ 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). Workthat gets noticed and talked about.
MEMORABLE Is this approach easy? Hey, do the capedcrusader and boy wonder have it easy? Of coursenot.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 and visualclutter of today’s frenetic marketplace to touch theiraudiences with a bit of truth, humor, and beauty sothey can’t help but respond. Remarkably, we makeall this magic happen within the constraints of yourdown-to-earth deadlines 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 we respectyour viewpoint and knowledge. And we achieve aunique creative/strategic synergy because our leftbrain strategists respect the viewpoint of our rightbrain creatives, and vice versa. We also respect thepower of good ideas and the process required tomake them happen.
Grey Matter GroupYou’veheard 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 takes alot of hard work. The big, game-changing ideasdon’t just come floating along through the ether. Ofcourse we know that other guys work too. But, wedive deeper, stay down longer, and come up withmore fresh concepts for your brand.
Grey Matter GroupSince 1991, we’ve been helping good clients create andlaunch products and services with dramatic results. Welove the magic that happens when the chemistry is right,the strategy is dialed in, and irresistible creativesplashes into the community consciousness. It’srewarding, and if done right, fun too. Let’s talk abouthow to make your products Brandelicious. Contact JohnSawyer at john@greymattergroupcom or 616-458-8750.