Saatchi

Now the world has changed in terms of media proliferation and, ultimately, choice. The consumers in charge now. So what exactly atomic number 18 Lovers? According to the website a Alveolar is a shop that is infused with three ingredients Mystery, Sensuality and Intimacy. So far, so intangible (and quite confusing). But once Anastasia excuses the concept it becomes almost childishly simple. Lovers isnt some theoretical science that dazzles with the complexities its base on a very simple premise We are turned on(p) beings. Theres a quote by (neurologist DonaldCanine that we sometimes refer to The essential deference between emotion and reason Is that emotion leads to action while reason leads to conclusions. The consumer purchasing the product Is, of course, the action that every manufacturer or service provider wants. So the fundamental questions remain What is the best way to achieve this? And who are the best examples? Glob every(prenominal)y there are lots Harley- Davidson, Apple, Struck, Coke are just a few. People change their lifestyles for Harley, they become weekend warriors it creates them away from themselves.And actually Harley isnt faster or technologically better than the other guys but it taps into deep emotional territory and thats what Lovers are about. They dont talk about were faster or our detergents wash brighter and all those traditional ways of marketing, its on a much more round cardinal years ago Stating & Stating global chief executive Kevin Roberts drew back the curtain on the latest phase toward successful consumer marketing, opening the worlds eyes to a very contemporary phenomenon. He called -?Lovers The Lovers isnt some theoretical science that dazzles with the came. Sixties it s based on Avery simple premise We are emotional beings. personalized level. Its an understanding of whats important to mountain and what they care about. Look at Apple whether its piccolos or imams they tap into something thats much more sensu al, its a desire you want to be possessed of an Imax as a creative person its the currency, if you dont flummox one theres something wrong. Take Pods, people can argue until theyre blue in the face that a rivalry is faster, better, cheaper, lasts longer, has more memory I know all that but it doesnt matter, I still onto give up my pod. Struck is into sensuality and intimacy. Theyve marketed themselves as The Third Place theres Home, theres manoeuvre and theres Struck, Now, other people might say but look, we make better coffee, but thats not really the point. People dont Just go there for the -? coffee, people go there _, for the an ideal example of how tapping into consumers emotionally is paying off. The mark is the market leader by sales and is enjoying double-digit growth year-on-year.Rather than focusing the campaign on the dry panorama of the nappy the team shifted attention to how it helps babies to develop, Its about understanding whats important to the people who ar e buying Pampers. Kids brains process the day in thriftless, SO a skinny night is hugely important to a babys development, So the nappies have been improved for comfort and dryness to allow the baby to get the best nights sleep When you explain development to a mother and you talk about how important a good nights sleep is for their child, 49 then they get it.When they understand that, theres way Tanat tannery to sacking to do whats best for their kid. Such seemingly small step represents a fundamental shift in the way products are presented to the public. It is no longer a matter of what is being offered, but rather how it will directly affect the purchasers lifestyle. It is a concept that is catching on in boardrooms worldwide, according to Anastasia sees are among the head start to see the benefits it is only in the company marketing departments that it meets resistance Lovers is to the consumer the notion of loyalty beyond reason.If you have that you resented with the sheer amount of choice on offer, whether on satellite television, terrestrial radio or the internet. Its easier to market to people than to connect with people, he explains, but in the attraction economy you have to inspire, motivate, connect with and these are words that you dont normally use as marketers. You need a big idea that people can engage with and they come from deep insights. Getting to this storey does require some groundwork, Anastasia admits that before brands can become Lovers they have to already benefit from consumers respect.Some companies can build that up quickly but it normally does take time. Take Coke for example, thats a Lovers. If you take a generic brand off the shelves people will Just switch to another, but if you take a Alveolar off the shelves theyll revolt Theyll say -?you cant do that, thats MY brand. When Coke changed their recipe theres was an uproar, they were forced to change it back because the public wouldnt accept their messing about with their brand. Regionally in-between Eastern companies have benefited greatly from the dynamism of global companies arriving on the scene.Homegrown brands such as Emirates and can charge premium prices pods are a premium, Harley charge a premium. So theres a business case for it people are prepared to pay if they can make a connection to ten product. Ana tannery nappy to move teen see Tanat theres value to it, theyd be worried if it was cheaper. There are whole studies that show that Alveolar brands offer greater returns. So why arent all companies marketing strategies being transferred by this revolution? Well, in order to gauge exactly how different products are received, research methods have to undergo a horrors change.As Anastasia puts it you have to -?go from the zoo to the Jungle. Rather than convening focus groups into sterile boardrooms to canvas opinions, researchers have to venture into peoples homes and work-places. Reliance on the traditional media schedule target group s chool of thought fades almost into insignificance when So why arent all companies marketing strategies being transformed? Well, in order to gauge exactly how different products are received, research methods have to undergo a thorough change. As Anastasia puts it you have to go from the zoo to he Jungle.