Although there are no foolproof guidelines, it is a good idea to pay attention to some rules. It’s weird. Place two nearly identical marketing campaigns side by side and you will find that one is successful and the other is not. It’s as if they’re making fun of the effort to make marketing a scientific discipline, where the right actions give guaranteed results. But we know from practice that there are some mysterious forces that decide what suits them and what suits them. The problem is that despite all those heaps of marketing literature, we have no idea how it works.
Lehits entrepreneurs don’t have the money to get rid of it (and if they do, they’ll save it anyway). Therefore, they are interested in what works in marketing.
Or is he? Can we name the factors that influence the success of an advertisement?
It occurred to me when I ran into some successful campaigns and caught the attention of the unconventional approach to car rental in Costa Rica Nelka. What was briefly here: The local car rental company has no clients. It was not able to compete with international competition, which had already attracted applicants at airports. The locals showed no interest. So I first created a site similar to the Czech Vymoly.cz, where I sent people Photos of the largest holes On the roads of Costa Rica. When it gained popularity, it turned the page over to its official website and came up with a suggestion in a large-scale campaign: If you really have to destroy your car on domestic roads, don’t make it yours. The success of the campaign was that the loans covered 100% of the vehicle fleet.
The magical blueprint for a successful marketing campaign
An interesting scheme appeared before my eyes. But what if it was just a coincidence? You have dealt with a similarly successful Czech Bardell beer campaign. Let’s remember once again what was happening. Bodvar invited beer lovers from all over Southern Bohemia to send their representatives to the committee, which not only tasted the best beer prepared according to samples, but also chose the name. Loser actors later enthusiastically cooperated in the promotion.
“And he was here again. Same scheme, same procedure.”
He was here again. Same scheme, same procedure. Of course, to talk about some of the laws, I’ll need to study a whole bunch of successful campaigns, not two. But since my findings are in line with other insights into how customers interact and how they make decisions, I think it would be best if we all test them well in practice in new cases.
Real need first
To not tire you out anymore, let’s take a look at what a “magic” scheme actually looks like. You need to create it first The primary stimulus of instincts. It must come from an existing problem, need, or situation. You can properly exaggerate it, but it cannot be completely invented.
The car rental company Nelka has raised concerns and concerns about the condition of the roads in which people could destroy their cars. Note that she did so “objectively.” The Holes in the Roads page had nothing to do with it officially at first, it only described reality. So she chooses from reality what is needed to create an impression and strengthen it. To be sure, there are a lot of roads in Costa Rica that are not dangerous at all. Pay attention only to negative phenomena.
But where is this element in the Bardell campaign? Perhaps the ability to participate in beer-making is not the primary instinctive motivation. However, we must be aware that the event came at a time when Czech beer lovers expressed serious concerns that they would have a uniform taste that dictates us from the outside. The feeling was that consumers had nothing to say and could not influence anything. Bodvar did not raise these concerns, however He used them perfectly.
Then the emotions
In the second stage We add feelingsHooray, what worries us, we have a solution! We will not destroy our cars. We can decide what our beer will be like. Emotions are very important because they encourage action. A client may perceive the instinctive stimuli, but they may not be so strong and urgent until he responds to them immediately. However, when we add an emotional charge to the solution on offer, it increases the need to “do so.”
But for a campaign to really succeed, we need it After the third component. This is the role. It is imperative for the company to design itself in modular fashion. For example, Nilka is a “savior.” The moment we see my beloved tin destroyed, he comes up with an idea and rescues us. Bodvar “editor”. The Czech Patriot releases the outlawed Czech drinkers who were enslaved by the Europeans.
Notice, after all, that Bernard beer campaign, Also directed against europiv, did not achieve such success. There is an element of threat, and there is a style in the role of “guardian”, but a greater dose of feelings is missing. And since I was already at this brewery, his fight against plastic beer (“Today from PETka, tomorrow from a bag”) wasn’t particularly interesting. We can ask ourselves whether bottling beer in plastic is viewed by consumers as a primary quality threat. Or how the campaign would have succeeded if the brewery had created or reinforced that feeling first.
Although in the case of instinctive stimuli I am primarily speaking of feeling dangerous, there is a wider range to choose from. We also have areas such as “hunting and gathering”, “preserving the family”, “space” and “gang.” The last category is especially important because it often affects others ( More in the article Instinctive Marketing: It is important to target properly).
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