💡 A common mistake made by novice advertising planners is executing marketing strategies solely from the creator's perspective. Planning that is easily relatable and actionable from the customer's perspective should be prioritized.
The ultimate goal of all business sales and marketing is to maximize revenue. Incurring various costs for employees to perform their duties is ultimately aimed at generating profits, which is the purpose of a company's establishment. However, focusing only on immediate "sales" and messages that are biased towards the company's perspective can make it difficult to secure customers.
Ultimately, it is the customers who purchase our "products," and depending on the characteristics and life cycle of the product, customers vary and their purchasing patterns differ. Therefore, we need to understand our customers and find ways to empathize with their thoughts and emotions.
The message focused on delivering spec can be suitable for customers? 🤔
Advertising planners and marketers tend to try to extract positive differences from competing brands or products. Therefore, they often tend to think in terms of specifications. Of course, depending on who the customer is who will use our product, focusing on professional knowledge and specifications may be effective. However, in cases where this is not the case, customers may find it difficult to understand how much difference there is in terms of quality and performance in terms of function and effectiveness based solely on specifications.
Therefore, it is necessary to clearly identify the reasons why potential customers would use our product and what value they expect from it. It is also recommended to deliver this message in a way that is closely aligned with the customer's situation.
For example, let's assume there is a childcare service A for children from 0 to 5 years old. This service has established a systematic early childhood learning program and has a great advantage in helping to form the correct habits of children safely by deploying professional sitters. Therefore, various marketing strategies can be performed with the key marketing message of "Form the correct habits of your child.”
However, such messages are not clear enough, making it difficult for customers to empathize. Even if our child develops good habits, it is very difficult to confirm whether it is thanks to the childcare service. In that case, it is better to focus on the situation of mothers who entrust their children to sitters from a different perspective. If it is a working mother, there may be cases where she combines work and childcare, or cases where she has to wrestle with her child all day and fight the war of childcare. For those people, If you deliver a message like “Let’s get off work with A”, it can make them feel the direct utility value of using the service.
We know our products very well and are aware of their various advantages quantitatively. However, the benefits or value that customers feel can come from different aspects. Therefore, our marketing message should be designed to communicate directly with customers who are willing to pay for our products. Considering this, how about restructuring your message and creating a video to start marketing?