IU Marketing Communications and Personal Selling Discussion
ANSWER
- Identifying and Defining a Product’s Personality:
a Customer Research and Insights: One way to identify a product’s personality is through thorough customer research. Conduct surveys, interviews, and focus groups to understand how your target audience perceives your product. Analyze their emotions, values, and attitudes towards your product. This information can help you define the personality that resonates with your audience. For example, if your research reveals that your audience values eco-friendliness and sustainability, you can define your product’s personality as environmentally conscious and responsible.
b. Brand Archetypes: Another approach is to use brand archetypes to define a product’s personality. Brand archetypes are universal characters or symbols that help convey a brand’s personality and create emotional connections. Examples of archetypes include the Hero (solving problems), the Sage (providing wisdom), or the Explorer (seeking adventure). By aligning your product with a specific archetype, you can create a clear and relatable personality. For instance, if your product is a rugged outdoor gear, aligning it with the Explorer archetype can emphasize its adventurous and daring personality.
- Important Considerations When Developing Visuals:
a. Consistency with Brand Identity: Visuals should align with your brand’s overall identity, including logo, colors, fonts, and messaging. Consistency in visual elements creates a coherent and memorable brand image. Deviating from established brand guidelines can confuse consumers.
b. Relevance to Target Audience: Visuals should resonate with your target audience’s preferences, values, and interests. Consider demographics, psychographics, and cultural factors when choosing visual elements. What appeals to one demographic group may not appeal to another.
c. Clarity and Simplicity: Visuals should convey your message clearly and concisely. Avoid cluttered or overly complex visuals that might confuse or overwhelm your audience. Simple and intuitive visuals are more likely to grab attention and communicate effectively.
d. Emotional Appeal: Visuals have the power to evoke emotions. Consider the emotional response you want to trigger in your audience and choose visuals that align with that goal. For example, if you want to convey a sense of nostalgia, use visuals that evoke feelings of the past.
e. Adaptability: Ensure that your visuals are adaptable to different marketing channels and formats, including social media, print materials, websites, and mobile devices. Visual consistency across various platforms strengthens your brand’s presence.
f. Legal and Ethical Considerations: Be mindful of copyright and trademark issues when using visuals. Ensure you have the necessary permissions to use images, graphics, or videos in your marketing materials. Also, consider the ethical implications of the visuals you choose to avoid offending or alienating your audience.
By carefully considering these factors when developing visuals, you can create marketing communications materials that not only grab attention but also effectively convey your product’s personality and resonate with your target market.
QUESTION
Description
DISCUSSION-MARKETING COMMUNICATIONS AND PERSONAL SELLING
Often the most exciting and creative ads fail to actually make the sale because they’re not simple and clear enough. Being noticed, grabbing attention, being persuasive marketers need to remember these important priorities. Yet, grabbing attention can distract you from the essential need to be clear in making your case.
Giving your brand a personal identity, as if the brand were a living thing, can create a lasting impression. The best way to think about it is to imagine that you are bringing that brand to life, particularly with an emotional appeal, because a compelling personality always attracts emotional buyers.
Read Chapter 10
Discussion Questions
Every successful product has a personality. It may not be easy to create but it is vital if you want your brand and product to successfully appeal to your target market for a long period of time.
1. Describe two ways of identifying, defining a product’s personality.
Visuals are a vital part of your marketing communications materials.
2. Discuss some of the important considerations you should keep in mind when developing visuals.
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