Give us a kiss!

Finweek English Edition - - ADVERTISING&MARKETING -

SIM­PLIC­ITY AND CON­STANT in­no­va­tion are at the core of three tips for brand own­ers that come out of re­search com­mis­sioned by Ads24, a space-sell­ing arm of the Me­dia24 group:

Con­stantly rein­vent new cre­ative brand per­son­al­i­ties for a di­verse mar­ket.

The KISS prin­ci­ple: Keep it sim­ple, stupid! Guard against com­plex prod­uct of­fer­ings; sim­plic­ity is the key dif­fer­en­ti­at­ing fac­tor in buy­ing de­ci­sions. Con­sumers pre­fer to en­gage with brands that fit neatly into daily rou­tines.

En­sure cus­tomer loy­alty by pro­vid­ing up­dated brand in­for­ma­tion through­out the life cy­cle of the prod­uct.

“The re­sults of this re­search (con­ducted by Ask Afrika) should rev­o­lu­tionise the way brand own­ers ap­proach their mar­kets,” says Ads24 mar­ket­ing ser­vices man­ager Dus­tine Tobler. Ten “truths de­scrip­tors” char­ac­terise the needs and mo­ti­va­tions of to­day’s con­sumer: con­nect­ed­ness to like-minded peo­ple; hap­pi­ness and joy; well-in­formed; small in­dul­gences in tough times; sim­plic­ity; re­spect for di­ver­sity; qual­ity of life; value rather than price; and na­tional pride.

And re­mem­ber the Lao-tze prin­ci­ple: “If I keep from med­dling with peo­ple they take care of them­selves; if I keep from preach­ing at peo­ple they im­prove them­selves; if I keep from im­pos­ing on peo­ple they be­come them­selves.”

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