Tis the season – for 2016 expectations, reveals, predictions, and anticipated trends. Pantone revealed that the 2016 colors of the year will be Rose Quartz and Serenity. Predictions are already unveiling for the Summer Olympics in Rio, Oscar winners, the Presidential candidate, which of the Kardashian sisters will wear the new color blocking trend first?! People always want to say they were the first to know. So what is EXIT Marketing researching tirelessly to try and predict, you ask? The 2016 Branding Guide, of course! It contains predictions, stats, and examples of brands that are leading the way into 2016 and ones that we have already left behind like a wagon full of families with cholera on the Oregon trail.
Here’s what we found to be interesting and helpful information.
First and foremost, consumer happiness and consumer trust should always, always, always be at the beginning, middle, and end process of a campaign. Today, consumers are less concerned with price (although it’s still important) and more concerned with how the product or service you’re providing will benefit them and specifically how it will be benefit them more than your competition. How easy and convenient are you making their shopping experience? Will be they be happy enough with their product/service that they come back for more and review it on their social media pages for their friends to see? Basically, whatever you’re selling has to make the consumer think his life will be easier and more fulfilled. Along with their happiness, trust has to be built. With each and every ad and marketing technique you use, either trust or suspicion is built, which is why branding consistency is one of the most important things you can invest in with your company. If your brand is not represented in its entirety, trust is lost. And as we are all consumers, how many positive experiences do YOU need to make up for one unresolved negative experience? It may be different for everyone, but I can assume the answer is never one- or even two.
When advertisers lose sight of these things, “Ship My Pants” happens. K Mart achieved the shock effect they were wanting for this campaign, but shock doesn’t bring in the sales. The campaign received a very negative 2.9 out of 5 stars from consumers and ultimately lost their brand trust as a wholesome family store.
On the flip side, Levi’s “Go Forth” campaign has been hailed as a huge success. They donated more than $1 M into an impoverished town in Pennsylvania and cast residents of the town to be in their ads. With taglines like “Ready to Work”, “Everybody’s work is equally important”, and “We are all workers”, the campaign really reached out to the “everyday man” consumer. Gone is the day of hiring a celebrity or model as a spokesperson and letting their look or voice do all the work. Consumers want genuine, not red carpet; real, not plastic; gritty, not fluffy.
So put away the Photoshopped eye twinkle effect, push up bras, and whitening toothpaste. It’s time to be honest.