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Genius Ways to Get Audience to Memories Your Video Ads

August 14, 2019
Commercial Ads

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Genius Ways to Get Audience to Memories Your Video Ads

Are these advertising techniques will do wonders for your brand and products?

There are a lot of best practices, tips,and tricks when it comes to advertising. It’s an art that’s been perfected over the years, and with the rise of modern advertising and new media, best practices continue to manifest.

In this section, though, we’re going to cover five famous advertising concepts that still work today — regardless of what advertising method or medium you’re using. When used correctly, these advertising techniques will do wonders for your brand and products.

1. Appeal to Emotions

For most of us, the images in that commercial are hard to watch — we may even turn away. But since it tugs at our heartstrings, we’re more likely to donate to animals in need after seeing the horrors they’re going through. Sarah McLachlan commercial is the perfect example of using emotional appeal to entice people to take action.

Studies show that people rely on emotions, rather than information, to make brand decisions. Emotional responses to ads influence a person’s intent to buy more than the actual ad content. Whether you try to evoke happiness, sadness, fear, or anger, appealing to emotions can help your target audience feel your message — not simply read or hear it.

Sarah McLachlan commercial ad

2. Create Positive Associations

You’ve probably been on the receiving end of this before without even realizing it. Have you ever seen your favorite celebrity or Instagram influencer posing with a product or brand and found that you wanted to be, do, or look the same? Companies create this subconscious connection in advertising hoping that you associate your positive feelings with the product or service they’re promoting.

Catchy songs like “Nationwide is on your side" is an example of helping people associate friendliness with the Nationwide brand. Coca-Cola has a brand advertising campaign that associates their product with friends, family, and fun. When you consider what refreshments to serve at a party or bring on a picnic, Coca-Cola wants you to think of them.

As you create your advertisements, consider what feelings, desires, or goals with which you want your brand to be associated. Weave these feelings or goals into your advertisements through stories or videos. Look for influencers who align with your brand’s core values and demeanor and include them to promote positive association.

Coca-Cola has a brand advertising campaign - "TASTE THE FEELING"

3. Establish a Bandwagon Effect

People want to fit in. It’s human nature. Neither you nor I are immune to it. It’s this base human desire that makes the bandwagon effect so effective. People don’t want to be left out. They find value in their peers’ opinions, and they certainly don’t want to be the only ones not using the latest and greatest product.

Brands like Maybelline understand this concept well and use it to their advertising advantage. One tube of their top-selling mascara is purchased every two seconds, a statistic that establishes social proof and further supports their claim of “America’s Favorite Mascara.”

Use customer testimonials, survey data, or shareable content to advertise your brand as one worth following or buying into. Take another approach by promoting a discount for sharing your brand with a friend or family member — so your audience will do the selling for you. Either way, use your advertising to create an inclusive environment people will want to join.

Maybelline advertising of its top-selling mascara - “America’s Favorite Mascara”

4. Focus on Benefits Over Features

Advertising should focus on the benefit your product or service brings, not explain what you’re physically selling. Consider how Southwest Airlines advertises. Instead of explaining, line by line, what a Business Select ticket offers, Southwest paints a picture of what life would be like if you made a purchase. In this advertisement, they focus on the benefits.

Rather than wasting precious ad space on your product specifications or service details, talk about the ways a purchase might positively impact your customers. If you do it right, your creative, benefit-packed advertisement would then inspire them to research the features on their own.

Southwest Airlines advertisment

5. Use Storytelling

Storytelling helps paint a bigger picture of a brand or company, not simply promote a single product or service. Also, when stories resonate with someone, it’s far easier to motivate him or her to take action. Research shows that stories that illustrate a brand as “necessary, believable, and integral” are the most effective for engaging and influencing consumers.

Dove employs storytelling in its campaign partnership with Operation Home front. The videos feature real stories of military men and their families being reunited. The advertisements don’t directly promote Dove products but instead tell the Dove brand story (and pull on a few heartstrings, too).

Dove employs storytelling in partnership with Operation Home front.

To best connect and engage with your audience, speak your customer’s language, appeal to their emotions, and tap into their desire to be a part of a community, create a clear and authentic brand story to illustrate how your brand aligns with their values.

Do this and your brand will grow into a household name that stands the test of time — just like advertising itself.

Source:Advertising Guide in 2019 by Allie Decker

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