If music be the food of customer experience, play on. That's the tune hummed by a rising chorus of marketing and advertising experts. Instead of an afterthought to the visual and written parts of a branding campaign, sound has become central.
The rules were drawn up to inspire advertising creatives (writers, art directors and designers), but they are useful for clients, as they focus the attention on what's really important: getting your message through to your customer.
Whether it's a poster on the high street or a page on the web, the challenge of standing-out from the crowd and being clearly understood, remain the same. The keys to successful brand writing like these steps: first, Find out what your customers are saying about you. Bad ads are filled with phrases you like to say about yourself. Good ads are filled with what your customers say about you when you're not around. To be successful, your branding ads must sharply echo "the word on the street" about your company. Jeff Bezos, the CEO of Amazon, got it right when he said, "It has always seemed to me that your brand is formed primarily, not by what your company says about itself, but what the company does." You'll discover the truth behind your brand when you can explain why customers come back to you.
Double the verbs, whack the adjectives. Search for evocative words. Sniff out overused phrases. Stimulate customers' minds with thoughts more interesting than the ones they were previously thinking. For example such as the indomie ads in Indonesia television, the jingle is very easy listening and with the catchy tagline, “Indomie is my favorite”. Viewers saw and remembered the tagline and the jingle melody from this ads is so easy listening. Even the melody from this jingle is used for television ads of one candidate for the presidency election in Indonesia. Due to its strong position as a factor in the product Indomie noodle was first present in Indonesia, as well as advertising strategies and effective marketing.
Promotional methods used are mainly through advertisements in electronic and print media, sponsoring various events, as well as the installation of billboards advertising widely. In 2008 Indomie to innovate in the campaign by holding events Indomie jingle Dare, a competition for high school students to make a jingle for the Indomie ads.
The new version from indomie ads is contain with a new catchy tagline like,” ini ceritaku apa ceritamu”. The phrase is so simple and easy to remember. Indomie try to get closer to the consumers by its consumers to submitting stories about the experiences of consumers with indomie noodle, then the selected stories will then be used as indomie ads “This is my story and what is your story?”.
Link your "first mental image" and "last mental image." The psychological principles of primacy and recency mean that in any list, the first few words and the last few words will be the easiest to remember. Great ads focus on a single point and contain that point in both the opening and closing statements of the ad. When possible, link your last mental image to your first mental image, and you'll elevate customers' ability to recall your ad.
Be consistent. The consistent use of the same colors and fonts is often called "branding," but true branding extends far beyond a visual style signature. The brand essence you've translated visually must now be translated into an auditory style signature in your radio and TV ads, as well as throughout your store. Does the auditory style signature of what your customer hears while "on hold" agree with the balance of your brand essence?
Brands are built on consistency, and the roots of consistency are patience and attention to detail. It's going to take a lot longer to build your brand than you feel it should. Here's the bottom line: If you think you're going to be able to measure brand progress at the end of 12 short months, you're dreaming. Brand development isn't measured in months, but in years. Twenty-four months is the soonest you can hope to begin seeing fruit from any brand orchard you might plant today.
And in the end look at your policies, procedures and daily management practices: What behaviors are you measuring and rewarding? Examine your purchasing and pricing practices; these impact your brand far more than anything you might say in your ads. Finally, look at your décor and lighting through the eyes of your customers, and listen to the sound of your store through your customer's ears--you'll begin to glimpse the truth of your brand. Examine the soul of your company through your daily actions, not your beliefs, and you'll soon write branding ads that will ring like a bell.
http://www.inc.com/guides/201104/how-to-add-sonic-branding-to-your-business.html
http://www.northstar-website-design.com/resources/advertising_rules.html
http://www.chiroeco.com/chiropractic/news/11617/1578/write%20it%20down/
http://www.youtube.com/
No comments:
Post a Comment