Stop interrupting what people are interested in, and be what people are interested in. FIOS Commercials?? Or other value proposition examples?
Just thinking about what it would take to illustrate your value propositions in a way that captures and holds the attention of your audience is difficult, isn’t it? Almost regardless of whom you are or what you do, you have competitors that seem to do it better. The market leaders. And if you have no competitive advantages, and no understanding of the secrets of unique selling propositions (USPs), you will really have a hard time with great value proposition examples.
Value propositions are of high interest to customers, more than many even realize. We have written a lot about USPs and value propositions. They are really the key to being on top of the competition pile, aren’t they?
We like to examine different advertisements as components of corporate marketing strategy and the use of the power of persuasion.
See: 9 Keys to Creating Effective Advertisements for more on this subject.
We recently viewed this FiOS advertisement that caught our eye for several reasons we will discuss. An effective TV ad that combined traditional advertising with emphasis on creative employment of value propositions and emotion with a little humor thrown in on the side. Something you don’t see very often.
In marketing or advertising, you need to create information that your customers find interesting and worth talking about and remembering. At the end of this article, please comment on whether this advertisement achieves this goal for you. Let this community know what you think.
Have you seen the FiOS commercial that illustrates their secrets? If not, check it out here.
They do the best job of illustrating value propositions we have ever seen.
The FiOS difference
Unlike many other similar TV and Internet services, FiOS from Frontier Communications is built on a state-of-the-art, fiber-optic network. This advanced network delivers High-Speed Internet, digital TV, and digital phone straight to your home. Since Frontier provides a direct fiber connection to your home, you will get a sharper HD picture, faster and more reliable Internet, and a clearer phone connection with no dropped calls.
And when you bundle all three services together, you will see firsthand the power, reliability, and speed. But this description is all about technology. That is the means and not what customers are usually interested in. They are much more interested in the ends. It is where the customer can see and feel the capabilities. The capabilities that enable the value propositions that are displayed in the commercial.
https://www.youtube.com/watch?v=0KSRb1OnsrQ
When you have value propositions as good as those of FiOS, you make a big deal about them, as FiOS has done. There are 5 critical reasons this commercial works so well:
Define your positioning
The frame of reference of the information in the commercial. In the case of the FiOS commercial, no one else in the industry has these capabilities Frontier is using for its value propositions. So FiOS subtly makes this point without naming its competitors. A good move we believe.
Grabbing attention
Interesting information, well presented, showing emotion, always holds attention, yes? Keep in mind that people don’t watch ads … they watch what interests them. Your ad messages must be interesting to your target communities.
This message certainly grabs and holds attention based on emotion, superb visuals, and great value propositions. Letting the visuals be the best influencer. People will watch, remember and most likely talk about it, won’t they?
Strong value propositions
If you have a product that truly discriminates you from your competition, build your story and messages on these discriminators. Several of the most effective value propositions we have seen in a while are shared in these 30 seconds.
As the child tries to do things with his TV, his uncle has to tell him that those things don’t exist in their system. But they obviously do in the system the little boy is familiar with at home. It’s just that the uncle is not aware that they exist, since his system doesn’t have them. Don’t need to say much as the visuals do much of the talking. Powerful.
Relevant to the target market
Keep in mind that one message does not fit all. It starts with knowing your target market. Here the target markets are the young, with a high interest in new technology. The young child in the commercial is a good representative of the target audience. Certainly very relevant and a good strategy for the characters used in the ad.
Influence and persuasion
There are no better means of influence or the power of persuasion than emotion. Hands down the best, in our opinion. This commercial focuses on emotional appeal in a grand fashion with the cool interaction and personalities of the uncle and nephew. It is one secret of this commercial’s success. The focus of the value propositions helps to create emotional support, don’t they?
Both the power of persuasion and excellence is certainly important to making successful advertisements. The FiOS marketing strategy certainly has figured this out.
Remember, stop interrupting what people are interested in, and be what people are interested in.
We believe the FiOS marketing strategy is a big winner. Simple, yet interesting. Not selling. What do you think?
Does this commercial persuade you to try this product?
What are some of your experiences with advertising as a component of an integrated marketing campaign?
It’s up to you to keep improving your advertising designs.
All you get is what you bring to the fight. And that fight gets better every day you learn and apply new lessons.
When things go wrong, what’s most important is your next step.
Test. Learn. Improve. Repeat.
Digital Spark Marketing will stretch your thinking and your ability to adapt to change. We also provide some fun and inspiration along the way. Call us for a free quote today.
More reading on advertising from Digital Spark Marketing’s Library:
The secret to the iphone5 TV ads …Effective Apple Marketing Strategy?
Another Effective Marketing Strategy for the Samsung Galaxy S4?
Do You Know the 9 Keys to Create Effective Advertisements?