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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

What Sticks – Chapter 10

Consumed => “What Sticks – Chapter 10 (Messaging and Advertisements That Stick)” by Rex Briggs and Greg Stuart.

— Why do many marketers get messaging wrong? This is, one one hand, very perplexing, and on the other, it demonstrates the real state of advertising today.

— Everything about the brand communicates meaning and should be managed as a message. Value add: Capitalize and bold “Everything”, please. If the consumer soaks it up then it leaves an impression.

— Research confirms that that way messaging works is more complex and varied than most of us were taught.

— Many marketers assume that consumers actively process ads in “high-attention” mode.

— However, the evidence suggest most processing is done in “low-attention” mode. Value add: In short, for example, no one is going to stop to read your uber detailed print ad, or mail piece. Stick to the the main ideas and motivators. Save the details for the second date.

— Marketers see their own marketing messages differently from consumers. Value add: Insert “a lot” before differently, please.

— Meaning starts with our frame of reference. A marketers frame of reference is not the same as a consumer’s. Value add: Everything has context. The message and medium needs to match context.

— Therefore, try to focus on what the consumer is going to hear, and not on the marketer’s understanding of the message being sent.Value add: Sounds a lot like Luntz’s “Words That Work”, eh?

— We need to recognize that coming into work for a brand causes us to lose perspective.

— Realize that the marketer’s brand is most likely not at the top of the consumers’ list of things to think about.

— Consumers are notoriously inaccurate in reporting why they did what they did. Value add: Never trust a survey. They are often good starting points but in most cases the process is too flawed – sometimes purposely to influence answers – and therefore the conclusions unreliable. Again, a “Word That Work” lesson.

— Too often the marketing process is focused on meeting deadlines rather than quality and results.

— Marketers who measure the wrong thing get faulty answers. Value add: It’s not just marketers who fall into the trap of superstition and myth.

— Whether consumers remember an ad or not has little relationship to the actual impact that that ad has in influencing their attitudes.

— Asking consumers directly if  they bought something or felt differently because 0f advertising has proven fault and problematic.

—In summary, ad recall measures don’t equate to whether the ad worked or didn’t work – period.

—The scientific practice of design of experiments can and should be applied to advertising. Value ad: Google’s AdWord seems to be built on this concept. They constantly churn parameters in order to uncover what combination of parameters might produce the most desired results.

— Marketers who reply on self-stated recall of ads by media, or who rely on consumers’ self-stated answers to which media made them buy the product, are likely to draw incorrect conclusions about what is truly influencing consumer attitudes and behaviors.

—The right insight comes from measuring the meaning and the action the marketing stimulates.

What Sticks – Chapter 10
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