SANJEEV RANJAN

FreelancerI write for advertising agenciesand help in marketing campaignsEmail:- sanjeev@pvresumes.com, Website:- www.pvresumes.com

ULTIMATE ADVERTISING GUIDE FOR ADVERTISERS

Time is great for business! Isn’t it? Yes, you hear it right, time is right for advertisers with economy getting on track after that dreadful recession of 2008. With huge advancement in production, companies and business houses are looking more ways to attract customers. Not only established companies are looking for great advertisers, but also thousands of other start ups are looking to make their first move in the market. So, Cheers Advertisers! It’s your time.

But………..CAUTION…….COMPETITIVE ROADS AHEAD……….

With huge competition between advertising houses, how will you prove your worth? How will you differentiate yourself among others? How will you assure your customers that it is only you in the market who is capable of doing miracle with proven advertising professionalism? Answer of all of these questions can be “A Million Dollar Answer”. If I can answer all these questions that too, mugged up in a single sentence, I can say that “With impressive slogan and tag lines”. Now, the next million dollar question is “How to make an impressive slogan and tag lines that can catch attention.” Let’s discuss in detail:-

Know the Customer’s Psychology

It’s simple and already proven that advertising companies tend to focus on customers they are targeting. But the missing factor is that, they forget to study the customer’s psychology. I have been worked with lots of advertising professional who thought that spending too much time on R&D (Research and Development) on Customer’s Psychology kills time and it has nothing to do with the ultimate success of advertising. Here, at this point AVERAGE advertising companies are different from the companies who boast themselves as LEADER. Top level companies follow the 80:20 formula which clearly states that, in order to make a successful advertising campaign, companies need to spend 80% of allotted time in studying the customers psychology whereas 20% time can be devoted to designing. Let’s have an example of shoe company NIKE which

followed the slogan of Just Do It (stylized as JUST DO IT). It was coined in 1988 at an advertising agency meeting. Founder of the advertising agency Dan Wieden acknowledged that it was careful study of psychology of targeted customers made real difference.

Know, how to touch the Emotion

People Buy Emotions. Yes! You hear it right. People buy Emotions or feeling. People buy things which can give them a sense of achievement and satisfaction. People buy things which can make them feel that Yes, they are different from others. Tony Ribbins shared this very core philosophy of successful marketing campaigns that top companies follow. There was a very successful lady CEO who attended Tony Robbins’s special seminar of “UNLEASH THE POWER WITHIN” at San Jones, USA. The lady CEO was having a GUCCI purse with her and she admitted that though she can consider cheap purses too for herself, it is GUCCI which made her feel that, she is successful. It was GUCCI which successfully convinced her that how successful people are different when it comes to looks and personal branding. Story is same with APPLE with tagline of “THINK DIFFERENT”. Crazy long lines for Apple Phone Buyers on its first launch prove that Apple knows how to touch the emotions.

Know the Time Factor

Recently I was contacted by founder of a company with huge customer base in online education sector having over a million subscribers. His company was shifting gears with new markets. Though, the company well known for its quality online education up to senior secondary level, its founder wanted to penetrate the market of online education of competitive exams but at bad times. He wanted to make a lasting impression on students much before the commencement of real exams and it was the factor of concern for me. I advised him to focus on his core sector as of now and try to expand at right time. To know when it is right time to expand is much more essential than a great advertising. A great

advertising company is more than just an advertising firm. It’s your duty to give best possible advice to the prospective, even if it mean to temporary business loss. For a great advertising professional, counseling is highly profitable. That founder, not only came to me at right time as advised by me, but also brought more business for me (more than I expected).

Make a Memorable Tagline

If I have to choose best tagline ever created by any company, I would have chosen NOKIA’s “CONNECTING PEOPLE”. I have seen numerous companies who opt for some technical taglines which suits them but not customers. Making a tagline which is hard to pronounce may prove suicidal in many cases. Here the boss is customer or end buyers. I still remember the marketing advice by Dale Carnegie in his bestselling book “How to make friends and influence people” that think from receiving end. Think like a customer. This is the formula to make a lasting and memorable impression.