Let’s visualize the below product communication for a moment.
Condition 1) Here’s an LED Television that is Full HD, slim, stylish and comes with 3 USB inputs.
Condition 2) Here’s an LED Television that immerses you in truly inspiring colors and surround sound. It ultimately transports you to a different world, which is magically far from where your are sitting.
When are you most likely to buy? Most of us will get swayed away by any pictorial representation or a commercial depicting above Condition 2.
In fact, that’s what most of the leading companies do. Transport a prospect effectively and your job (at least as a marketer) gets done. In an increasingly crowded market, simply showing features won’t be enough. The transport has to come by showing the full benefits of the product.
A lot of us have read a book titled 22 Immutable laws of marketing. Well, I do not have any background research to prove it, but I believe it is absolutely essential to “transport a prospect” to show the real benefits of your solution. As a 23rd law, it may be dubbed the Law of Transport. There are 3 further rules that apply for your “transport strategy”. This stays relevant across colas, cars, alcohol, beverages, consumer electronics, apparels, government institutions, confectionery, airline, insurance etc.
Rule 1: Transports that involve multi-sensory appeals have greater brand recall
Usually most form of advertisements have strong stimuli for our sight and sound powers. Brands that integrate touch, smell and taste into their marketing strategy and prospect transport have greater brand recall. All efforts by a lavender fragrance brand should immediately take us to lavender farms through a creative use of sound, smell, touch and sight by advertisements and offline activation. A gaming console advertisement should take the player into the game as a player and promise that he won’t feel as if he is just sitting on a couch. A super premium Tech-phone should immediately take the prospect among a group of elite and tech-savvy customers.
#Samsung has brilliantly done this by communicating in below commercial where they also emphasize on the “feel” sensory element,
Customers want to get transported where they would find the product, an ultimate solution to their unexplained/hidden needs. Check this advert from Honda City where they clearly explain where one can reach after owning a #Honda City car or how does it feel like being in one.
Or this #Paperboat animated advertisement that take us back to our childhood memories where we cherished hope and lived our dreams. Remember Paper boat knows, there’s a child in all of us who only needs to be transported in the past and Paperboat becomes that vehicle/medium/solution.
If you can take the prospect back to childhood and create nostalgia through carefully crafted olfaction appeals, also, called Proust Phenomenon, there’s nothing like it as it generates instant impulse buys. That’s how Crayola crayons are bought by adults for their children because it transports them to childhood.
Rule 2: Do not transport beyond a certain point where your brand promise gets too stretched
In 2008, #Snickers took this failed attempt with Mr T. With their “Get some nuts” communication, they got it all wrong by targeting or I should say shooting men who would race/speed walk. They not only humiliated their current customers (or even prospects’ friends who speedwalked) but also the prospects by transporting them to an extended, illogical base. Clearly, there was a thin line between being humorous and humiliation here and Snickers crossed that.
Remember, energy can never be created nor be destroyed, but brands can. So be careful. Push your brand beyond limits only when you have that Iron Man suit and Jarvis or when you can fulfill that promise
Rule 3: Brands that promise this “transport” to prospects better than competition, stand a chance to appear in consideration set
In an ever-lasting fight, #Pepsi took this shot over #Coke to promise the transport of current customers and prospects to an altogether different level of energy that was both rugged and masculine by appealing to fans of music stars and football. Through such smart communication and effective transportation, Pepsi always remain in consideration set of cola brands. Somewhere on some corner of the globe, customers would be cheering like a gladiator after drinking a Pepsi.
A similar strategy is displayed by another car brand, Swift, by Maruti Suzuki. Here, they promise the prospect an enthralling experience and also create an urge to do things they have always wanted. The swift becomes the medium of gathering that power and pushing oneself beyond the limits. Again, transporting a prospect to a state where he/she can take all the chances and experience the adventure. This promise has helped them stay in the consideration set for a long time in their segment of cars
A recent Samsung C9 Pro smartphone commercial displays that same “transport” a prospect wants by before a solution.
Remember, all customers (in any industry) look for a solution. The solution comes wrapped as a product. The product’s features and benefits need to be communicated effectively with the prospects through advertisements/any depiction of product. If a customer gets transported completely, he/she either buys your solution or generates a positive word-of-mouth.
Finally, when you want to see some of the best examples of Law of Transport, just see below commercials.
#Playstation – A customer gets transported in gaming world
#BritishAirways – A prospect will get transported to home
Seagram’s Royal Stag – A prospect gets transported to a state of relentless hardwork, dedication and popularity.
Published with permission from Author.