Writing Appealing Marketing Concepts
A lot has been said about developing innovative and appealing marketing concepts. Among all the steps to develop one such concept, testing the concept is an important step in identifying the most appealing concept among all available alternatives.Here are the basic steps in writing a winning concept.
Define the concept properly: Define the concept in a way that sells the product. It should attract attention of customers, should be long lasting and ultimately should sell the product. Describe it in form of promise to meet the desire.
Think the way consumers think: Place yourself in the shoes of the customer. The first thing that grabs attention is Visuals – marketers tend to spend least on this. Consumers then look for other things like the headline, the price and the flavors. The whole should be included in the concept statement.
It’s worth understanding the above process through an example. Let’s take ice-cream as an example.
Market Demand: Mothers want to include calcium in their children diets. They are looking for simple ways to do that.
Concept: What they want?
Yes, Mothers are looking for Ice Cream with calcium.
Target Audience: Mothers
Point of Difference: Include extra calcium in the ice cream product.
Reasons to Believe: Calcium is essential and good for health.
Rational Benefits: Healthy, good taste and easily available.
Emotional Benefit: Feel good factor as I am taking care of my family’s calcium requirements.
Provide a mix the all the important ingredients to generate a selling message!
Visuals: Design it to illustrate the product. Include colors and photographs.
Headline: Grab consumer’s attention. Make a clear point across to the reader. Create the distinction.
Varieties: Include the various options and flavors.
Final Touch: Don’t forget to include logos.
Length: Maintain word count of around 130 words – shorter is always better.
Thus we have developed a well defined concept on Ice–Creams. Here we go…
XYZ Presents’...
Ice Cream with Calcium...the healthy choice for your family
Helps your family to gets required calcium dosage. XYZ Ice Cream is a simple way to give you and your family a healthy and nutritious diet. XYZ Ice Cream is available at your nearest grocery stores in 3 delicious flavors:
• Chocolate
• Vanilla
• Butterscotch
$1.60 for a half gallon
©2008 Awaneesh Shatmanyu
Reference : www.ipsos.ca
