Why do we buy? And how can we use that knowledge to sell?

3 reasons why I love the Vision Express TV ad:

1. The theme is heart-warming and emotional

2. The soundtrack takes me back to when I was a teenager

3. There’s a cute baby in it

Vision Express may have a mere 11% of the optical market in the UK compared to Specsavers massive 42% (2012) but I think they’ve got it right with their current, beautifully executed TV ad. Have you seen it? There’s a close up of an eye with the pupil enlarging to the soundtrack of a song that was an international hit for Roberta Flack in 1972.

“The first time ever I saw your face. I thought the sun rose in your eyes. And the moon and the stars were the gifts you gave. To the dark and the end of the skies – my love”.

The image that appears next is a smiling baby and, as the camera moves back to the eye, you can see it is that of a woman in her 50s or 60s – the baby’s grandmother. You don’t see any more of the face than the area around the eye but the expression is clear to see – it’s love at first sight. OK, it’s sentimental, but it’s aimed at a demographic that recognises that emotion. Women like me can relate totally and instantly to that feeling and it’s women like me that the ad is targeting.

Compare this to the highly successful and memorable campaign by Specsavers – the shepherd who sheared his sheepdog, the myopic aerobics teacher with the pensioners and the naked sauna client who ends up in Gordon Ramsey’s kitchen. Hilarious all three. There was also a less memorable one featuring Postman Pat – the creative team lost their way a bit there. On the whole, eye problems are more common as we age and almost everyone is eventually affected. By focusing 🙂 on the age related aspects of short-sightedness, Specsavers strike a chord with the majority and raise the wry smiles that come from personal experience.

With a lower budget but creative filming the Dare Agency has produced an ad for Vision Express that evokes emotion and gently reminds the viewer that, by taking eye care seriously, she can safeguard it for a lifetime. Last year’s ad, also by Dare, was based on the fashion aspects of eyewear in Glasses for Life featuring Heston Blumenthal. By no means as memorable and minus the emotion.

How can owners of smaller brands use emotion?

1. Remember always that people buy for emotional reasons and then use practical reasons to justify the purchase. They don’t use logic, at least not in the first instance, and price is less of a motivator than many brand owners appear to think.

2. Use emotion with sensitivity as you develop your brand – whether it’s your own passion for your business or the feelings that your brand will evoke in the people who engage with it.

3. Remember too that you cannot be all things to all men, or all women. Select your demographic and talk directly to those people in a language they will understand.

We can help you to create brands that people will fall in love with. Give Amy or me a call on 01743 236631 or email elainenester@adm-group.co.uk.

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