May
07
Make the Consumer Feel Special
Posted in: UncategorizedCategory: Beyond Madison Avenue
Summary: When forming advertising strategy, regardless of the good, service, or idea, the center subject of the campaign must be the consumer. If we do not take into account their wants and needs, then the ad is bound to fail.
That much is clear.
In what way should the consumer take center stage? In several circles — including ours, to a point — the WIIFM (What’s in it for me?) reigns top of mind. It is true; consumers are a selfish bunch and will only approach a brand if there is something that benefits them.
But there’s more to that.
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