Post by account_disabled on Mar 6, 2024 4:40:44 GMT
We live in a time of emotional consumption. Consumers share new aspirations that, evidently, translate into new forms of business. Just a couple of samples are enough: on the one hand, ethical or sustainable consumption is gaining ground and up to 10% of Spaniards say that they do not mind paying more for their purchase if the items are respectful of the environment; On the other hand, a certain luxury is being democratized and they want consumption associated with a certain pleasurable and belonging experience. supermarket product choice For example, 33% of European consumers recognize that they can afford a luxury from time to time, an experience that is becoming close to everyday life. Ramón Sánchez-Bayton, general director of Experian Business Strategies, explained to Expansión that "the concept of luxury has changed, and no longer refers only to exclusive material items, but to activities that involve personal enrichment and an increase in the quality of life. "Luxury is associated above all with experience." Experiential marketing is breaking out with force, a way of promoting a brand in a way that a few years ago seemed impossible: now brands are introduced into scenes of everyday life in demonstrations, street marketing, road shows.
According to Daniel Llano, director from Ogilvy Action , "the saturation of conventional media forces us to look for ways to contact our target directly." Consumers have changed: consumption in much of Western countries has become a form of leisure with increasingly emotional and less rational attributes (especially in the age group between 15 and 24 years). As Asier Pérez stated a few days ago in Tallerd3 from the words of Xavier Oliver: «Advertising, for me, is nothing more than emotions. "I think the rational arguments for selling a product when we can find a hundred others on the market with the same Industry Email List characteristics have ended." Meeting needs is not so important (i.e. certain functionality); the key is the emotional component (especially in countries like Norway, Ireland, the United Kingdom and Sweden according to a report on consumer trends in Europe carried out by the Experian Group). For Luke Sullivan, there are 50,000 competing in the market that aspire to attract the attention of consumers. One of the keys to achieving this is to simplify the message: «Find an adjective and stick to it. But it’s the sticking to it that so many brands seem to have trouble with.
The problem may be that, from a client’s perspective, there are many things to admire about the product. ‘How can we narrow down our brand’s value proposition to a word? Our product lasts longer, it’s less expensive, it works better. All that stuff’s important’. Yes, those secondary benefits are important, and, yes, they have a place: in the brochures, on the packaging, or two clicks into the web site. All those other benefits will serve to shore up the aggregate value proposition of a brand, once customers try it. But what they’re going to remember a brand for, the way they’re going to file it on their desktops, is with a word. Find that word». Some will say that we are more post-materialist. Others claim that we are increasingly more informed and more demanding (a transformation where the Internet has a crucial relevance because it provides tools to be better informed and more demanding: for example, 42% of Europeans consult online the characteristics of the products they intends to acquire). Furthermore, in a more interconnected society, the consumer trusts more in the advice offered by other people (a person like me who describes Edelman's annual report), with ratios far above advertising or traditional corporate messages.
According to Daniel Llano, director from Ogilvy Action , "the saturation of conventional media forces us to look for ways to contact our target directly." Consumers have changed: consumption in much of Western countries has become a form of leisure with increasingly emotional and less rational attributes (especially in the age group between 15 and 24 years). As Asier Pérez stated a few days ago in Tallerd3 from the words of Xavier Oliver: «Advertising, for me, is nothing more than emotions. "I think the rational arguments for selling a product when we can find a hundred others on the market with the same Industry Email List characteristics have ended." Meeting needs is not so important (i.e. certain functionality); the key is the emotional component (especially in countries like Norway, Ireland, the United Kingdom and Sweden according to a report on consumer trends in Europe carried out by the Experian Group). For Luke Sullivan, there are 50,000 competing in the market that aspire to attract the attention of consumers. One of the keys to achieving this is to simplify the message: «Find an adjective and stick to it. But it’s the sticking to it that so many brands seem to have trouble with.
The problem may be that, from a client’s perspective, there are many things to admire about the product. ‘How can we narrow down our brand’s value proposition to a word? Our product lasts longer, it’s less expensive, it works better. All that stuff’s important’. Yes, those secondary benefits are important, and, yes, they have a place: in the brochures, on the packaging, or two clicks into the web site. All those other benefits will serve to shore up the aggregate value proposition of a brand, once customers try it. But what they’re going to remember a brand for, the way they’re going to file it on their desktops, is with a word. Find that word». Some will say that we are more post-materialist. Others claim that we are increasingly more informed and more demanding (a transformation where the Internet has a crucial relevance because it provides tools to be better informed and more demanding: for example, 42% of Europeans consult online the characteristics of the products they intends to acquire). Furthermore, in a more interconnected society, the consumer trusts more in the advice offered by other people (a person like me who describes Edelman's annual report), with ratios far above advertising or traditional corporate messages.