In 1966 there was a game introduced that may have been the
greatest boy’s toy ever invented: the Rock-em Sock-em Robots. The game was
simply a boxing match between two plastic robots: Red Rocker and Blue Bomber.
Their fists were controlled by a thumb lever, with their heads on a spring held
down by a latch. The object was to land a punch with your robot on the other’s
chin to release the lever and "knock his block off” as the advertising slogan
went. I am old enough to remember when the game came out. I will tell you,
every boy dreamed of having Rock-em Sock-em Robots to play with on Christmas
Day!
What is it about your brand that appeals the most to your target
market? To answer that question, you have to know your consumer market very
well. What will they just give a passing glance to and what will stop them in
their tracks for a long gaze? In marketing, we want to associate our brand with
the things that will cause that longing look. There are many ways to do this,
such as tying your brand to a positive emotion, happy times, humor, celebrity
endorsements, cute animals, etc. However, in appealing to a target market,
there are three components to catching their attention and holding it long
enough to get them to remember your brand.
Media
The images you use should make an instant connection with your
target audience. A picture paints a thousand words, but your marketing imagery
needs to say just three words: Look at me! You have to appeal to the emotional
side of your customers with photography, video and design. But media doesn’t
just mean you have notable imagery, it also includes pleasing audio. Make sure
you know what appeals to your customers in terms of music. What makes them stop
and sing along? Audio can have just as powerful an impact on your target market
as visual imagery does.
Marketing
slogans
The phrases you use to market your brand can have an immense
impact on the long-term memory of your customers. When you use marketing
slogans correctly, the words will become so engrained in their minds that they
will automatically think of your brand when they hear the phrase. For instance,
the slogan, "Knock His Block Off!” will always be associated with the Rock-em
Sock-em Robots to any kid who ever heard of the game. Here are some other
examples of marketing slogans. See how you do (answers are below).
1.
Zoom Zoom
2.
I’m Lovin’ It
3.
Think Different
4.
What’s in Your Wallet?
5.
Think Outside the Bun
6.
Taste the Rainbow
7.
Because You’re Worth It
8.
The Happiest Place on Earth
9.
Expect More, Pay Less
10. It Keeps
Going, and Going, and Going!
What makes a good marketing slogan? It has to be short. Keep it
seven syllables or less. It also has to be catchy. You have to know what your
customers are looking for from your brand. Do they want great value at a cheap
price? Do they expect luxury? Are they looking for a thrill or for your products
and services to fix their problems? Your slogan needs to appeal to their
expectations of your brand.
Catch them
immediately
The speed at which you make the connection with your customer is
the most important. You need to gain their attention in the blink of an eye.
Marketing is not like writing a novel. No one has time for that. Your media and
your slogans have to be the type that jumps on the customer. We are bombarded
with so many marketing messages, if you don’t make a sudden impact, you will
get lost in the noise of all the others. I go back to my boyhood fascination
with the marketing of the boxing robots. All it took was one second for me to
be sold.
What is the difference between selling a game to a child and a
much bigger item to an adult? Nothing! Your media, slogans and timing all have
to work together to catch your consumers’ attention and sell them.
How did you do on associating the slogans with their brands?
Here are the answers.
1.
Mazda
2.
McDonald’s
3.
Apple
4.
Capitol One
5.
Taco Bell
6.
Skittles
7.
L’Oreal
8.
Disney World
9.
Target
10. Energizer