Picture your television set as an outside window in your home. You would never allow a salesman to stand outside in the flowerbed and invade your serenity by pitching to you through the glass. Especially using that phony, artificial adrenaline found in so many retail and car dealer spots. It’s just rude. The police would be called.
Why do otherwise smart and savvy retailers persist in creating over-hyped messages in the face of over 30 years of consumer research that essentially says to them: “Knock it off!” How many car dealers, when sitting at home, do unto other spots (with the remote control) as others are doing to them.
Recently we helped a local furniture retailer break the pattern. With a tenth of the budget of those noisy large chains, we helped House Of Bedrooms build a campaign with a spokesperson unlike any other in Michigan.
If someone comes into my yard and entertains me first, I am less likely to call the cops. In a world of over-communication, reward the viewer for watching. Create the “spoonful of sugar that helps the medicine go down.” If it’s true that people tend to do business with people they like, then create likeable advertising. It’s a breath of fresh air, and who wouldn’t open a window to that?
“The word is feel, and how your customers feel about your brand isn’t a casual question. It is the crucial question.”
Daryl Travis
Emotional Branding
