Creating Demand
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The document discusses what makes certain brands highly desirable to consumers and causes them to develop strong cravings for those brands. It argues that superior products that truly meet consumer needs and anticipate their desires are the key driver of brand craving, rather than marketing or advertising alone. It also emphasizes the importance of connecting emotionally with consumers and creating an element of delight or surprise in order to develop strong brand loyalty.
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Creating Demand
- 2. WHY DO PEOPLE CRAVE SOME BRANDS AND IGNORE OTHERS?
- 3. 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 the first to buy it.
- 4. SO, WHAT TURNS IT ON? IS IT BETTER BRANDING? MORE MARKETING? SMARTER ADVERTISING? MORE AGGRESSIVE SELLING? IT ALL STARTS WITH A BRILLIANT PRODUCT.
- 5. ANTICIPATE NEEDS • Demand creators start by understanding people. They know our aspirations, needs, what excites us and what frustrates us. •They observe behavior and then innovate to make our lives easier, more productive, and more fun. •They know what we want before we do. This enables them to create things we can't resist and competitors can't copy. From Demand, Creating What People Love Before They Know They Want it, by Adrian J. Slywotzky, Crown Business Books, New York.
- 6. DEMAND CREATORS KNOW WHAT MAKES US LOVE A PRODUCT …OR NOT.
- 7. ART & SCIENCE •Brand craving comes from making the right connections between evolving consumer needs and your product. •Instead of trying to convince people to buy what you have, it requires seeing things through their eyes and creating something that will delight them. From Demand, Creating What People Love Before They Know They Want it, by Adrian J. Slywotzky, Crown Business Books, New York.
- 9. CONNECTION • Gallup attributes the difference between mere satisfaction and delight to the customer's emotional connection. • When customers are delighted, they become advocates and sources of new ideas for improving your product. • Brands that achieve this emotional engagement enjoy an average 46% sales advantage over other 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.
- 11. STEPS to CRAVE: 1. Find and capture the emotional space in your category 2. Fix the things that annoy people 3. Create a compelling backstory 4. Find the action triggers 5. Constant improvement 6. Exploit market niches 7. Create a revolutionary launch From Demand, Creating What People Love Before They Know They Want it, by Adrian J. Slywotzky, Crown Business Books, New York.
- 13. FIT IN TO AVOID OR STAND OUT CRITICISM? TO GET NOTICED?
- 14. STAND OUT: “Stand out or fit in. Not all the time, and never at the same time, but it's always a choice. “Those that choose to fit in should expect to avoid criticism (and be ignored). Those that stand out should expect neither.” Seth Godin
- 15. THE SECRET INGREDIENT: “Creativity is overtaking capital as the principal elixir of growth.” Thomas Petzinger Jr., Wall Street Journal
- 16. UNIGNORABLE “The old rules no longer apply when it comes to building a brand. They were created for another era when there was less noise, less hype, less technology; a time when people were easier to reach and influence – before they developed advanced mutant powers enabling them to sort, filter, manipulate, or just ignore information.” Alex Bogusky, CP+B
- 17. TODAY IT’S NOT THE VOLUME OR FREQUENCY OF YOUR MESSAGE. IT’S THE CREATIVITY AND RELEVANCE OF YOUR BRAND.
- 18. SURPRISING “In the new media landscape, surprise is more important than repetition. “To purchase awareness now, it’s not enough to buy more airtime. It’s critical to invest in creative ideas. And the return on that investment will depend on their ability to surprise, intrigue, engage, and stir conversation.” Alex Bogusky, CP+B
- 19. THE EQUATION Out of the 5,000 or so product messages you’re bombarded with every day, why do so many fail to leave a mark on your brain? Not interesting. Not relevant. + = We combine dead-on, kill’em between the eyes strategy with jaw-dropping creative. Strategy plus creative – kinda like Batman and Robin, they work best together
- 20. THE PROCESS First, we put ourselves in your shoes (after a quick spray of disinfectant – no offense). If it was our money paying for that prime space in your target’s crowded psyche, we’d feel cheated if our message looked the same as everyone else’s. Been there. Done that. It’s a little thing we call ignorable advertising. And it bears a striking resemblance to those 3,000 messages you ignored, say, yesterday.
- 22. STICKY IDEAS Instead, we work to create marketing as sticky as the proverbial ball of duct tape. We build strategy + creative as a one-two punch that your target can’t help but notice. Work that’s good enough to create a buzz around the office cooler (and not just the usual four-cups-of-coffee-before-breakfast buzz). Work that gets noticed and talked about.
- 24. MEMORABLE Is this approach easy? Hey, do the caped crusader and boy wonder have it easy? Of course 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 a few more belt accessories, but otherwise it’s virtually identical.)
- 26. COURAGEOUS And as a client, you won’t have it easy either. Because great marketing and crime fighting demand the same bottom line personality trait: courage. Be brave enough to do something that stands out. Brave enough to make a difference. Brave enough to wear tights…wait, not necessary. Anyway, you get the point.
- 28. Grey Matter Group We’re a group of West Michigan marketing and design fanatics who help brands find their voice and then reach through the blaring noise and visual clutter of today’s frenetic marketplace to touch their audiences with a bit of truth, humor, and beauty so they can’t help but respond. Remarkably, we make all this magic happen within the constraints of your down-to-earth deadlines and budgets.
- 29. Grey Matter Group Our philosophy can be summed up in one word: Respect. We treat your target audience as real people with a brain. You’ll also find that we respect your viewpoint and knowledge. And we achieve a unique creative/strategic synergy because our left brain strategists respect the viewpoint of our right brain creatives, and vice versa. We also respect the power of good ideas and the process required to make them happen.
- 30. Grey Matter Group You’veheard the claim that “genius is one percent inspiration and 99% perspiration.” Some might argue over the actual percentages, but we know that smart strategy and stand-out creativity takes a lot of hard work. The big, game-changing ideas don’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 up with more fresh concepts for your brand.
- 31. Grey Matter Group Capabilities: branding, marketing, advertising, strategic planning, creative development, direct marketing, graphic design, website/app design and development, video, collateral, media planning/placement, logo/identity, promotion, product development, p.o.s., package design, and production.
- 32. Grey Matter Group Since 1991, we’ve been helping good clients create and launch products and services with dramatic results. We love the magic that happens when the chemistry is right, the strategy is dialed in, and irresistible creative splashes into the community consciousness. It’s rewarding, and if done right, fun too. Let’s talk about how to make your products Brandelicious. Contact John Sawyer at john@greymattergroupcom or 616-458-8750.