How do you get noticed in a crowd of millions?
Display ads are everywhere these days online, on every website banner and sidebar. Being one of many is like a flock of seagulls waddling along the beach; nothing out of the ordinary, nothing to remember, and certainly nothing compelling.
How do you make your display campaign stand out from the rest?
To transform your display ad seagull into a pronounced peacock follow these 3 steps:
Start by observing your client pool, their lifestyles and personalities. All purchases are made when a feature lines up with a benefit your target audience finds valuable. To learn what your target audience finds important, use market research to observe what cars they drive, the people they associate with, or the things they find interesting.
These overarching characteristics will help entice your target consumer by aligning your product with their lifestyle. For example, a soccer mom might buy a particular phone because it serves as a better organizer for her children’s busy schedule.
Since people buy products with a benefit linked to their daily activities, match a feature of your product with an aligning benefit. Consumers are more likely to splurge on a premium product if they know they are going to use it every day, or if it has a feature that fits with who they are.
Apple’s 2014 Emmy Award winning commercial “Misunderstood” masters this alignment. Misunderstood follows a family-oriented teen who doesn’t quite fit in. Touting its camera and innovative film features, Apple helps the teen create a Christmas surprise that brings the family together.
Lifestyle characteristics of your current customers will represent who your target audience is, and therefore your message.
When crafting ad copy, those that create an emotional response lead to the most heavily ingrained messages. Establishing a relationship between a benefit and an emotion is the best way to have your ad remembered, cultivating a brand loyalty that can last forever. Your audience will remember ad copy more when it creates a feeling of excitement, joy, or fear.
Budweiser’s Emmy runner-up, “Hero’s Welcome” identifies with the values of their patriotic Middle American target audience. Using values of community and national pride, Budweiser shows it’s America’s hometown brewery by throwing an extravagant welcome home parade for the community’s military heroes. Using a heartwarming parade to showcase the camaraderie sharing a tasty beer can offer, Budweiser aligns their values with the consumer’s.
Knowing and speaking to your target audience is paramount when boosting product awareness. Engage with your consumer emotionally, connect a feature to a benefit, and tie that benefit together with an emotional ad, harmoniously embedding your product in their memory.
An ad campaign that tugs at consumer heartstrings, or connects with them on the deepest level, is much more effective than one that ignores consumer values.