As consumers, we all share a common interest, a common need, and that, is to be reached out to. We watch a plethora of advertisements on TV, online, read dozens of magazines with ads. We are attracted to anything that talks about a discount or a SALE and our ears turn extra sharp when we tend to hear such announcements on the Radio or on TV.
One of the major problems or challenges associated with marketing is about reaching out to the consumers and making them feels connected. Connecting with the consumers on a certain level helps retain them and add news ones as well. The major target segments for advertisers is Women. There was a time when women were considered to be a ‘niche’ and now women are the primary consumers and also influence a lot of decisions in buying for their male counterparts too (Ellen 2016).
WHEN THE CONSUMERS WERE ‘TARGET’ED…..
Just when the world was gearing up for Valentine’s 2016, one of the Australian Retail giants, Target, had other plans. A particular ad that was released by the retailer created a buzz in no time (Carr Barraclough 2016).
‘Every Body’ campaign was started last year and in no time it was a huge success. The idea behind the campaign was to celebrate every body type using the real world models. It was a reassurance for the consumers that it is okay to embrace their bodies. There was a sense of confidence and happiness seen in the women who would earlier be afraid to or regret going shopping because of the unavailability of sizes. Facebook page of Target had seen happy comments for the picture, which was great to see (Chung 2016).
While consumers were feeling and celebrating their bodies, a year back women were choosing to be an average looking rather than beautiful.
I choose beautiful…do you?
In 2015, Dove started a campaign ‘Choose Beautiful’ yet again with non-models. Women around 5 global cities were showcased and asked to enter a building through two doors. One door had a caption ‘Average’ and the other was named ‘Beautiful’. Most women chose to walk through ‘Average’ lowering their self-esteem (Chomsky 2015).
The main motive of the advertisement was to make every women realise that they are beautiful. This campaign was quiet appealing to the women all over the globe. The sales of the Dove had reportedly boosted. There was a buzz in the media. Dove’s sole intention was to prove that beauty is a choice.
‘Every Body’ and ‘Choose Beautiful’ got the revolution much needed in the world of advertisements. It reached out to the masses. It targeted the psychological and sociological needs of the consumer. Furthermore, Consumers did not feel disconnected.
The need for every business to get into the skin of consumers to create brand salience which is directly related to its sales. Higher the satisfaction of a consumer higher will be the sale. The recent study conducted by White House Office of Consumer Affairs showed that a consumer dissatisfied with a product would further tell 9-15 people about their dissatisfactory experience, i.e., around 13% of consumers not satisfied will tell more than 20 people (Shaw 2013).
The level of cognitive activity and the level of interest influence the decision making process of a consumer. While marketing mainly dwells on studying Consumer Behaviour, it is also important to note advertisers’ behaviour as to how the consumer responds.
Food for thought – Do ad campaigns and their relatable social messages actually overpower a product’s quality and performance?
BLOGGER: SHIBANI KAPOOR (214255479)
Carr Barraclough, Edwina. “”I Opened A Target Catalogue Today And Saw Myself For The First Time.””. Mamamia. N.p., 2016, Retrieved, 3 April 2016 <http://www.mamamia.com.au/targets-new-valentines-day-catalogue-is-something-worth-celebrating/>.
Chumsky, Susan. “Why Dove’S ‘Choose Beautiful’ Campaign Sparked A Backlash”. Fortune. N.p., 2015, Retrieved, 4 April 2016, <http://fortune.com/2015/04/15/why-doves-choose-beautiful-campaign-sparked-a-backlash/>.
Chung, Madelyn. “Target Australia Demonstrates The Right Way To Sell Bikinis”. The Huffington Post. N.p., 2016, Retrieved, 3 April 2016, <http://www.huffingtonpost.ca/2016/04/01/justin-trudeau-pre-rolled-shirt_n_9586660.html>.
Ellen, Mary. “Consumer Behavior And The New Woman”. MarketingMel. N.p., 2016, Retrieved, 2 April 2016,<http://www.marketingmel.com/2012/10/02/consumer-behavior-and-the-new-woman/>.
Shaw, Colin. “15 Statistics That Should Change The Business World – But Haven’t”. LinkedIn. N.p., 2013, Retrieved, 3 April 2016, <https://www.linkedin.com/pulse/20130604134550-284615-15-statistics-that-should-change-the-business-world-but-haven-t>.