Advertising's New Medium: Human Experience

1. Promotional Strategy (Group 7)
Manil (PGP30031)| Sudha (PGP30052)| Ankita (PGP30185)| Nikita (PGP30211)
Do your ads
STAND OUT
your customers’ mind??
to make you
STAND IN

3. Audi says
“Your move
BMW”
BMW’s
response

8. “You can make ubiquitous
advertising acceptable – even
welcome – to consumers”
- Jeffrey F. Rayport

9. Today, consumers are
BOMBARDED
with advertisements through all
possible media

10. It is a MEDIA-SATURATEDworld!!

11. ADVERTISEMENTS in today’s world have become
IRRELEVANTREPETITIVE
INTRUSIVE INEFFECTIVE

12. …and MOREon what it DOESfor their target
Marketers must focus LESSon what
advertising SAYS…

13. SHOUTING
out loud
will not help!!!

14. HUMAN EXPERIENCEwill
BUT…

15. Human experience, as an advertising medium, is divided
into FOUR SPHERES
SOCIALPUBLIC
TRIBAL PSYCHOLOGICAL

16. THE
PUBLIC
SPHERE

17. Message ALIGNSwith the consumer’s experience
Bins at
the US airport
security

18. HELPpeople reach
personal objectives…

19. Building Goodwill
Celebrity Endorsements

20. Branded
Interventions
Entering people’s
lives when
needed

21. THE
SOCIAL
SPHERE

22. Friends’ social
activity
used to make
PERSONALIZED
gift
recommendations

23. ENGAGE a
demographic
that pays a
little
attention to
your product

24. THE
TRIBAL
SPHERE

25. Advertising must
address desires of…
IDENTITY

26. SELF-
EXPRESSION

27. MEMBERSHIP

28. STATUS MARKER
OR
SOCIAL IDENTITY

29. EMPOWER
THE
INDIVIDUAL

30. How are
Marketers
doing this?

31. Brand name DETACHEDfrom product
Signals inclusion in the tribe

32. Award Status Markers

33. Strong Affiliation
Powerful Brand
Ambassadors
Positive WOM
USER GENERATED
CONTENT

34. THE
PSYCHOLOGICAL
SPHERE

35. Language to
establish
COGNITIVE
BEACHHEAD
for a brand…

36. Engender
HABIT
Formation…

37. Connect Brand to an EMOTION…

38. Are you reminded of
CONVENTIONAL
ADVERTISING??

39. Try understanding it from
CUSTOMER-
CENTRIC
approach

40. Instead of focusing on ADVERTISING MEDIA,

41. Focus on ways to INTEGRATE your advertising into your
consumers’ lives
In ways that
DELIVER
VALUE

42. But to do it??

43. Follow these 5 steps…

44. DEFINE
OBJECTIVES
first from a consumer’s,
not an advertiser’s,
point of view

45. Ask yourself - What is the
PRIMARY
GOALof your ad campaign?

46. TARGET
CAMPAIGN
to create value for the
consumers

47. Each sphere has different
STRENGTHS
Choose the
RIGHT SPHERE
to achieve your goals

48. TEST, LISTEN
& ADJUST
ads to improve the
customer experience

49. LISTEN
to your intended targets!!
Ad campaign may be
INEFFECTIVEfor a variety of reasons

50. EVALUATE
an expansion strategy

51. If needed,
WITHDRAW FROM
or
EXPAND TO
other spheres

52. Constantly look for ways to
REFRESH
the message

53. Consumer preferences are DYNAMIC...
…so must be your AD CAMPAIGN

54. Lets RECAP!!!
Advertisements
have become:
1. Intrusive
2. Ineffective
3. Irrelevant
4. Repetitive
Focus on HUMAN EXPERIENCE
4 spheres:
1. Public
2. Social
3. Tribal
4. Psychological
5 steps to integrate
advertising in
customer’s lives:
1. Define objectives first
from consumer’s point of
view
2. Chose the right sphere
3. Listen to your consumers
4. Evaluate an expansion
strategy
5. Be dynamic