Thousand Sales Promotions < One Interesting Advertisement

In today's world it is really rare to find a brand which has no competitor and are the lone ruler of that market. Globalization and Consumerism has made it more competitive. 

Any brand to succeed in this highly competitive market need to have a significantly high band awareness and equally higher brand relevance. Sales Promotions and Offers and other tactics will help the brand to boost up its sales for a certain period of time. But definitely they cannot go on spending money & other resources on throwing freebies to the customers. Especially if we analyze those customers buying behavior, we can see that, out of 10 customers around 4 customers might be the loyal customer of that brand. Rest of them might have bought that brand just for the freebie or the other push offers or discounts. For them this brand has less brand value, it is rather a product or a me too brand - which is nothing but just another option. Once the company closes the freebies or the offers, 3 out of that 6 customers might switch to some other brand who is offering something else free.

So we as a brand manager need to work on the brand awareness and the customer delight. I personally would rather concentrate on the consumers or the end users delight. Because not always the customers are the end users. If the users are happy with our product then they will compel the customers to pay and buy the brand. In kids products, kids and moms will be the hit audience. For home usage products the mother or the wife are the ultimate decision makers. The pestering power of these end users is the main driver for the customer behaviors.

In this globalized market of Gen Y customers we have no other strong ammunition except "Interesting and Engaging Advertisement". One single mind and attention capturing ad could be more effective and efficient than a thousand promotional tactics. If the awareness is higher then it will be much more easier for the marketing team to compliment the effort with some level of promotion approaches. One Visual image could say a thousand words. Sometime it says beyond the obvious.

An excellent example of such ad could be the below attached one:


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