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Great Advertising Is Key to a Product’s Success
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By Suzanne Grayson
Grayson Associates
While most would agree that great advertising is sine qua non, don’t you find it remarkable that so many companies still just don’t get it? That is, they don’t communicate new product benefits in an exciting, engaging and convincing way. Too many simply do not perceive the constant consumer angst… “there must be a product out there that is better than the one I am using. I just don’t know how to find it!” As examples, they always ask, “What’s the best moisturizer?”Or, “What’s the best makeup?” This is true even though the consumer’s current product is generally an improvement over the one before. The purpose of all new product advertising is to tap into her pre-existing belief that there must be a better product somewhere, then engage her, and above all…create that dissonance with the product she is currently using. Just answer her question, “What’s in it for me?”
e.sen.cia mandarin citrus, the second line from hairstylist Samy, certainly didn’t do it—although the headline “Sexy Just Went Natural” is a terrific start. Good consumer targeting, with some sexy support in visual impact, but nothing anywhere else in the ad relates to the headline for impact. Positioning the product as delivering sexy hair is a good idea, but then you have to tell/preempt/ romance the sexy story. What is sexy hair anyway? How can she get it? And do it all with permission-to-believe. The more you can link those “sexy” positioning benefits to an authority; i.e., specific ingredients, unique formulation, visible results and/or proof, the better the support for permission-to-believe. However, because “sexy” is such a throw-away line in the ad, the real positioning strategy must be “natural/organic.” But, the laundry list of general “natural” claims won’t cut it, especially without translation to perceivable benefits—its certification claim not withstanding.
Also, the product name, mandarin citrus, is not enhanced/translated to benefits, anywhere! That miss makes it just look like another botanical line. Where’s the news in that? Impact comes from the basic positioning reinforcement executed in all ad segments; headline, visual impact, copy and consumer appeal.
Mice-size copy indicates “a full line of shampoos, conditioners, and stylers, all formulated with at least 95% natural ingredients, that deliver professional performance results.” Where’s the star product to engage, tell the story of “sexy hair?” Permission-to-buy, a rarity in most advertising (usually big miss), is noted here with “Try this product free, full value rebate at Walgreens, Rite Aid, Kroger and other fine retailers.” I couldn’t find it at any of the retailers’ websites. The price is approximately $7.99 for 12oz.
Now, let’s look at theBrandAudit. Very ordinary/average scores in all of the segments. Yes, all the current natural catch words are present, but they are no longer new. Today, these words are virtually the price of entry in the growing category and the certified organic ingredients, 95% natural formulas, sulfate- and paraben-free mantra repeats itself as each new product is launched.
Plain Old Packaging Too
Nothing on the package relates to the product positioning, and/or echoes the advertising, and/or reaches out to the consumer. Yes, the ad came after the package, but there’s always an interim way to carry through potent positioning until a packaging change can take effect.
All the words on the package front, “e.sen.cia, mandarin citrus, horsetail & wheat, volumizing shampoo, 96.3% natural, with certified organic ingredients” are informational. But certified by what authority/organization? There are no words/graphics to stop, excite and engage, and no seal. Remember, “what’s in it for me?” The package is the in-store advertising for the brand. It must also stop, target, engage, persuade and convince.
Wendy’s “Where’s the Beef?” commerical is a mantra to remember when creating the product—and the ad itself. As for e.sen.cia mandarin citrus, there’s not enough beef to make a stew.
TheAdAudit presentation at our Green Beauty 2009 Conference in California, Oct. 14-16, discussed 10 ads in the natural/organic category. e.sen.cia ranked No. 8. To view the ads and scores, just drop me a line. Next month’s Grayson Report will cover strengths and weakness in natural/organic advertising.
