Since the dawn of the so-called Advertising Age, marketers have sought to create connections with consumers. Sharing a company’s story and message with others is the foundation of any advertising strategy, and the goal is to help consumers identify a specific need in his or her life, then present a solution that meets that need. The business world is a highly dynamic and competitive place, and only the companies that can stand out will achieve success. In this guide, we will explore the concept of creating connections, then present tips to maximize the potential of any marketing campaign.
Connecting with Consumers
In advertising, it is no longer as simple as presenting information about your company’s products or services. While this simple strategy has worked and continues to work, the most successful businesses went the extra mile to leverage strategies that resonated with consumers, and an entirely new toolkit for marketers was born. Today, creating a connection with existing and potentially new consumers is the key to business growth.
What does “creating a connection” mean? In simple terms, it is the concept of making your advertising pitch relatable and resonant with customers. This can mean sharing details beyond the product’s features, or the service’s benefits – details can include how it can improve one’s life or how the product/service was created to address a unique challenge. The goal is not only to get the attention of ad viewers but to present the details those viewers need to move and inspire them. With inspiration and these all-important connections, consumers will make the purchasing decisions you need to grow your operation.
How to Create Consumer Connections
There are three major concepts at play in an advertising campaign that creates connections with customers. These are:
- Storytelling
- Simplicity
- Emotions
As mentioned earlier, storytelling is a powerful tool used by ad agencies and marketing professionals for decades. The trick in storytelling is to go beyond presenting information solely about the product or service you are trying to sell. Focusing only on the product details isn’t a story. Instead, marketers need to use text and images that give consumers something to relate to, such as showing the product being used in a real-life scenario. If consumers can imagine your company’s product as a part of their lives, you will be well on your way to success. An alternative method is to do something unexpected to not only catch the attention of consumers but to share stories. This can mean using unusual or clever images in ad copy, showing consumers that although you are serious about your products or services, you also know how to have fun.
Simplicity has long been a tactic to cut through the clutter in the advertising world. Sometimes, the simplest ads are the most relatable. They also showcase the product or service you’re offering in a way that is clear, concise, and to-the-point. To achieve this facet in an ad campaign, it can be a good idea to use images instead of text wherever possible. Introduce a product with a catchy headline, then let the images tell the story. This is an incredibly effective way of creating connections with consumers.
Finally, emotional aspects of an ad campaign can provide that final “push” that brings customers to your door. The goal here is to put yourself in consumers’ shoes: why do they need your products or services in their lives, and why should they choose your company over your competitors? Whether we make potential customers laugh or cry, our ad messages have the power to influence emotion, and that builds connections effectively. To add emotion to your ads, it can be a good practice to study the efforts of other companies; for example, if you want to make your customers laugh, watch humorous videos to gain inspiration.
With these three concepts, you can take your advertising efforts to the next level. Creating connections will always be your marketing campaigns’ greatest achievement, and if done correctly, these connections will help build your company in footprint and in revenue.
