James wanted the shoes he saw in the online ad badly. He had a difficult time resisting because they were perfect for the occasion he had in mind.
He wore dress shoes to his job but when he went out at night, he wanted to look hip but not formal. The ritual of putting on his relaxing shoes mattered.
The occasion was clear in his mind, but the shoe marketing team behind the ad didn’t understand it.
When, not What
The shoe company’s marketing manager thought the Vibram sole was the most primary piece of info for the Facebook ad. She believed that her customers cared about durability.
She highlighted it and called it out with a circled enlarged photo. She focused her message around the features, not the occasion.
James cared about when he would wear the shoe, not what made the shoe special.
When you market to an audience, you understand, what’s important to them is clear so you can help them tell the story they want to live.
Lots of businesses forget that consumers buy things irrationally, not logically.
How the customer will feel is what’s for sales.
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You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. Visit my website at www.themarketingsage.com
The conversation is free, and we can explore working together.
