If you perceive your product as boring then your target audience will also. And if they perceive it as boring you will feel the same way. It’s a vicious cycle, really.
The only way to change how consumers view your product is to shift their perception about your industry or product from a boring or negative mindset to one that is more positive and upbeat.
For example, car insurance usually has a negative connotation and is perceived as a boring or dreaded industry—depending on your driving record, I’m sure. However, Geico decided to shift the way drivers (even bad drivers) viewed car insurance by creating a likeable representative: the friendly gecko who’s known for his cheesy one-liners. Soon, the cavemen joined the Geico scene with a popular response from consumers. In fact, the cavemen were so well liked that they even got their own spin-off series at one point (which was, much to no one’s surprise, canceled).
Consumers’ positive perception of Geico wasn’t a miracle or by chance; rather, Geico showed consumers how to view the company through likeable mascots and highly effective marketing campaigns, including gecko and cavemen commercials, and gave consumers something to laugh about. This, in turn, shifted how individuals perceived Geico: not merely as a car insurance company, but as an entertaining and personable brand.
What can you do to shift the way consumers perceive your company?
- Stop thinking your product is boring: You’ll never convince others that your product is exciting unless you believe it first.
- Give them something to smile or laugh about: What could make your product more exciting or personable? Consider putting a personality behind the brand whether it’s a human face and voice, or a lovable mascot. These representatives don’t have to be stand-up comedians, simply likeable.
- Personally engage them, and make them feel a part of your brand: Engaging your prospects can be done in a number of ways; however, one of the best ways to engage consumers is through social media outlets. If you’re interacting with them on your blog, Facebook, Twitter, or LinkedIn page, speaking with them allows them to perceive your brand as personable and shows that you are knowledgeable about their interests and needs. It also allows customers to focus on a face or personality as opposed to a particular product. So, when these customers see or hear about your brand in the future, they’ll think of the personable face or personality behind the company, not just a product.
So now, let’s put this all in perspective: Let’s say you have to choose between two brands of contact lenses, Brand A and Brand B. Both products are equal in terms of the benefit they provide for you. But Brand A is boring and lacks a face or personality. Brand B, on the other hand, has funny commercials and personable advertisements that make you smile and speak directly to your interests and needs. Which one would you rather purchase from? Probably the one you remember for making you smile—or in other words, Brand B.
What brands do you love for their marketing / advertising? We’d love to hear what they are in our comments section.