EDWARD S. SUCHERMAN & ASSOCIATES LTD.

Here is the payoff from my last blog “Share of Soul (1).”

One of my former blogs gave an example of a painting company along Chicago’s north shore.  Assume that we have done the research, analyzed it, and set our campaign strategies.  We are ready for our emotional message, our share of soul (not just market share) among the wealthy residents of the area – especially the women, who tend to make such interior decorating decisions.

Here is where science stops and creativity and experience kick in.

Now, you might think that we should be talking about an artist’s pallet – that’s creative, right?  Here is where experience comes in.  The pallet would be talking about the product. In other words, it would be feature driven.  (In fact, a pallet is too trite and artsy-fartsy – forgive the stinky reference, but this approach smells like fake creativity, and the modern consumer will sense it immediately.  Also, we are talking about painting walls, not fine art.) We want to talk to the customer and make the message benefit driven.   We don’t want to talk about the paint, we want to talk about the customer, and we want to talk on an emotional level.

Now, creativity alone is not enough.  You need to mix in (forgive the paint pun) experience.

What does a perfectly painted interior mean to the consumer?  It is the background color for the place that your family will live, your kids will grow up, you (the female consumer) and your husband will share your life and hopefully grow old together, the place where your parents and relatives and friends will visit – the center of your emotional life.

The Colors of Your Life.

Think of beautiful family portraits, of children playing, of young parents and their children interacting, of family Thanksgiving dinners, etc., each scene placed in front of a different solid background color.  Suddenly, the paint becomes your home, your sanctuary, your very private moments, your joys, your celebrations.  It is the background for everything you love.

Now you have a marketing message (and a series of visuals to go with it) that cannot be forgotten, are totally positive, and are warm and wonderful. 

If you used “Our colors become you,” it feels like it might be too stuffy, too stuck-up, and too expensive, especially in this economy.  We want to take price and all other considerations out of the message. We want to reach beneath the current situation and any current events.  And we have, with “The Colors of Your Life.”

This one message needs to be implemented and applied to every facet of your marketing tactics.

Ed Sucherman

THE MARKETING MACHINE

www.edsucherman.com

http://www.edsucherman.com/edsblog/

Tags: Marketing Strategy, marketing message //