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?
What is the key to your marketing persuasion? We feel emotion is the most critical element of persuasion. That is a hands down fact in our minds. Is it a secret? We hope not, or we have had it wrong for all these years. But it seems like a hidden truth for many businesses. Or camouflaged. Certainly, Leo Burnett understands what is needed, though. Certainly something we should learn how to apply well. The Lego blog marketing campaigns surely have.
It is a simple concept. People don’t read ads, they read what interests them. So if you are going to generate marketing campaign designs, you are going to have to create an interesting copy.
And, oh, by the way, it must be more interesting than the millions of other advertisements out there. Now that is a daunting task, isn’t it?
According to Nielsen, there are 27,000,000 pieces of content are shared each day. And Statistic Brain says that our average attention span has dropped from 12 seconds in 2000 to 8 seconds – one second less than a goldfish!
We check our phones 150 times per day. We check our email up to 30 times an hour. And the amount of information in the world continues to double every 18 months.
All this available information and data is creating a battle for customer attention between brands, publishers, and every one of us who creates content. But more importantly, its forcing businesses to think and act like publishers and creative designers.
I have to admit. I am a big fan of the Lego company. We have done several analyses of their marketing and innovation activities.
So it is time to evaluate Lego marketing campaigns. A great competition going on within the creative toy industry. Lots of great products? Yep, no doubt. And some even better marketing and advertising campaigns.
Have you seen the recent Lego TV ad promoting the Lego movie in the UK?
If not, you should invest 3 minutes now and check it out. It will prove beneficial in reviewing our ad analysis.
Let’s examine this commercial and what contributes to its strengths and weaknesses as a component of an effective marketing campaign. And its ability to influence or persuade.
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. Let this community know what you think.
Do we believe this is such an effective advertising campaign and if so, why?
Lego blog … strong value propositions
If you have a product that truly discriminates you from your competition, build your messages on these. Give your customers reasons to select you. This movie ad grabs you with 4-5 short excerpts. Each excerpt having an element of music and great use of visuals.
No between your eyes value proposition, but just great examples from the movie. Good strategy.
Customers and particularly the target customers are looking for entertainment using new technology, Lego products, and the application of imagination and emotion.
No reason to view the movie without these and the marketing strategy certainly is addressing this end state in our opinion. The most important value points.
Be relevant to your target market
Keep in mind that one message does not fit all. It starts with knowing your target market. Here the target markets are families and young people and they are featured prominently in all of the movie components.
Most of the movie components, and there are many good ones, are written for sharing with young audiences and their family members.
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, cool Lego products, and a great soundtrack. Letting the visuals totally carry the messages.
Simple messages
Superb visuals and visuals so simple that you quickly grasp them and don’t lose interest. Keep in mind that pictures are far more valuable than words. And the music has a way to keep you tied in.
Creating customer interest does get any simpler than this, does it? A very simple, yet entertaining design, don’t you think?
Make your ad a component
Always make your ad part of an integrated marketing campaign. There are a series of similar ads in this campaign … all geared to address the Lego movie in a similar vein to target customers.
All follow the same theme … simply shine a light on the value of the products and the use of great imagination. Great visuals. Entertaining music. Little talking. Definitely no selling. Taking a page from the past Lego marketing strategy.
Influence and persuasion
There are no better means of influence or persuasion than emotion. Hands down the best, in our opinion. The higher the degree of emotion creates the more differentiation and makes it easier for your brand to project uniqueness and its word of mouth messages.
Emotion is the secret language of the brain … Lego knows that working on emotion will improve their persuasion or influence.
This commercial focuses on emotional appeal in grand fashion, in all components of the movie excerpts. It is the secret of this commercial’s success.
Lego’s imperial domination isn’t complete without its core message, the religion of “play,” which binds this multifaceted movie together. “Play is an absolutely essential need, not only for children but also for grown-ups,” Mads Nipper, the chief marketing officer of Lego, says.
Sounding more like new-age gurus than businesspeople, Nipper and other Lego executives repeat the word “play” over and over, reverently, taking a basic source of human happiness and placing it at the center of their brand.
Remember, it is not what marketing campaigns do with the consumer; it is what the consumer does after viewing the marketing.
We believe the Lego marketing strategy is a winner. Simple, yet interesting. Not selling, but focus on play. What do you think?
Does this commercial persuade you?
If you are looking for additional resources on digital marketing, one of my favorite experts is Jason Falls. You’ll find lots of good stories and examples to learn from his blog.
So what’s the conclusion? The conclusion is there is no conclusion. There is only the next step. And that next step is completely up to you. But believe in the effectiveness of word of mouth marketing created by remarkable customer service. And put it to good use.
It’s up to you to keep improving your creative marketing strategies. Lessons are all around you. In this case, your competitor may be providing the ideas and or inspiration. But the key is in knowing that it is within you already.
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.
Try. Learn. Improve. Repeat.
Are you devoting enough energy to improving your marketing, branding, and advertising?
Do you have a lesson about making your marketing strategy better you can share with this community? Have any questions or comments to add in the section below?
Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency. With 40 years of business experience, he writes about topics to help improve the performance of small business. Find him on G+, Facebook, Twitter, and LinkedIn.
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. You will be amazed at how reasonable we will be.
More reading on marketing strategy from Digital Spark Marketing’s Library:
Emotion is the key to persuasion. Is that a secret? Probably not. But it seems like a hidden truth. Or camouflaged. Certainly, Leo Burnett understands what is needed, though. Certainly something we should learn how to apply well. The Apple marketing strategy certainly has.
The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
– Leo Burnett
Remember this: My Top SEO Strategies for Content Marketing Success
Apple does what it does so well that there are whole websites out there devoted to nothing but Apple products and Apple marketing. Even high-end journalistic publications like The Atlantic write endlessly about the company, dissecting what it does and how it does it.
I have to admit. I am a big fan of Apple. We have done several analyses of Samsung’s smartphone products.
So it is time to evaluate an Apple ad and marketing strategy. A great competition going on here with two of the world’s heavyweights. Are they great products? Yep, no doubt. Both are even better advertising campaigns.
Have you seen the recent Apple iPhone5 TV ad?
If not, you should invest 1 minute now and check it out. It will prove beneficial in reviewing our ad analysis.
Let’s examine this commercial and what contributes to its strengths and weaknesses. And its ability to influence or persuade.
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. Let this community know what you think.
Let’s evaluate whether we believe this is such an effective advertising campaign and why:
Apple marketing strategy … define your positioning
Your frame of reference. Make comparisons to your competitors if you can. Apple certainly knows who its major competitor is … and it is subtly taking on Galaxy in this campaign and this ad. A good move we believe, as there is nothing to be gained by hammering such a great competitor too directly or too hard.
If you have a product that truly discriminates you from your competition, build your messages on these. Give your customers reasons to select you. New features to this phone … technology is moving at warp speed, isn’t it?
But not so many compared to Galaxy products. So don’t push. A simple conclusion about a number of customers will suffice. It is here that they are very subtly taking on Galaxy without saying it. Good strategy.
You can also implement this winning Apple strategy by creating more case studies. Nielsen research on consumer trust in marketing shows that 92% of consumers trust recommendations they get from friends and family, while 70% of shoppers trust opinions from other consumers that are published online, such as reviews.
Be relevant to your target market
Keep in mind that one message does not fit all. It starts with knowing your target market. Here the target markets are families and young people and they are featured prominently in all of the ads. Most of the messages, and there are many good ones, are written for the family members and sharing.
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 a great soundtrack. Letting the visuals totally carry the messages.
Simple messages
Superb visuals and visuals so simple that you quickly grasp them and don’t lose interest. Keep in mind that pictures are far more valuable than words. And the music has a way to keep you tied in. Creating customer interest does get any simpler than this, does it? A very simple, yet entertaining design, don’t you think? And the real message at the end that is very soft not selling.
Make your ad a component
Always make your ad part of an integrated marketing campaign. There are a series of similar ads in this campaign … all geared to address the iPhone5 value to target customers. All follow the same theme … simply shine a light on the value of the product. Great visuals. Entertaining music. Little talking. Definitely no selling. Taking a page from the Galaxy marketing strategy.
Apple Marketing Strategy … consider the end state values
Customers and particularly the target customers are looking for new technology features. No reason to buy without these and the marketing strategy certainly is addressing this end state in our opinion. The most important value points.
Influence and persuasion
There is no better means of influence or persuasion than emotion. Hands down the best, in our opinion. This commercial focuses on emotional appeal in grand fashion. It is the secret of this commercial’s success.
The bottom line
Remember, it is not what advertising does with the consumer; it is what the consumer does after viewing the advertisement.
We believe the Apple marketing strategy is a winner. Simple, yet interesting. Not selling. What do you think?
Does this commercial persuade you?
Need some help in capturing more customers from your marketing strategies? Creative ideas to help the differentiation with potential customers?
Call today for a FREE consultation or a FREE quote. Learn about some options to scope your job.
Call Mike at 607-725-8240.
All you get is what you bring to the fight. And that fight gets better every day you learn and apply new ideas.
When things are not what you want them to be, what’s most important is your next step. Call today.
Test. Learn. Improve. Repeat.
Are you devoting enough energy to improving your marketing, branding, and advertising?
Do you have a lesson about making your marketing strategy better you can share with this community? Have any questions or comments to add in the section below?
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. You will be amazed at how reasonable we will be.
More reading on social media marketing and advertising from Digital Spark Marketing’s Library:
19 Top Marketing Initiatives We Should Be Discussing
Press Coverage … 9 Actionable Ways to Get Good Coverage
Mike Schoultz is a digital marketing and customer service expert. With 48 years of business experience, he consults on and writes about topics to help improve the performance of small business. Find him on G+, Facebook, Twitter, Digital Spark Marketing, and LinkedIn.
