The consumer is king: have advertisers realised this yet?
No, quite the opposite. Their disregard, disrespect and thorough dismissal of the consumer is obvious by their tactics and mentality and it has grown exponentially. The lack of customer loyalty isn't because of an ad agency, it is because the brands are disingenuous to start with. The agency takes the hit because brands will never admit that they do anything wrong, therefore the culture does not exist for them to learn from it, so they perpetually repeat their mistakes!
Consumer is the king because sales depend on him or her. Nevertheless, is not true that the consumer is always right, sometimes consumers don’t know what they want or simply are not prepared for a specific product or service. Many times is necessary to filter the consumer response or to know in advance whom to ask.
Mostly not at all.
The mass market is dead and is beginning to really stink.
I, for one, am really happy about that.
Not many, but as an author myself and freelance grant writer/researcher I know what the needs and expectations are and I plan to surpass.
I sure hope so! Last time I checked, it was the consumer who was forking out the money, not the other way around!
I spend a great deal of time identifying and illuminating all the benefits of whatever it is I'm selling. I care very much about my clients and about their customers as well. If we can't offer value, ultimately we have no business.
Yes and No. All too often advertisers tell customers only about the features of the product or service, rather than the benefits. It is the benefits that will make the customer buy e.g. the feature of a vaccum cleaner is a large bag. So what? The customer wants to know the benefit e.g. it will save them time by not havng to empty the bag as often. Benefits and the word You are key in an advert headline.
Most have. I still run across businesses who think they are doing their clients a favor.
Yes, but not all. If they haven't then they are wasting their time and money.
Not all
Yes and No. You have to sell the sizzle not the steak. A lot of advertisers only promote the features of the product or service, rather than the benefits. It's the benefits that make the customer buy the item. It's something that either makes their lives easier or better is some way. It has to be a solution to a problem.
Advertisers (or at least the characters in advertisements) realized this at the dawn of the age of advertising. The ones who have not always realized it are the companies themselves in conducting their day-to-day business. The charter member in this hall of shame is SOUTHWEST AIRLINES, which continues to spend untold millions hammering us all over the head for years with its "No Change Fees" mantra...yet in actual practice has charged travelers, including our own organization, change fees. That's where the rubber meets the road (or where the metal meets the sky) for Southwest and every other air carrier. "No change fees"? Don't you believe it for a second.
No
I think so
yes,they have
I've been out of the loop for a while but I do see particularly commercials on TV that seem to have little relevence to those they're trying to capture. I think consumers can be 'swayed' by advertising but as I said before, the product must stand up. Under promise and over deliver. |
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