In the ever-evolving landscape of advertising, the challenge of proving the effectiveness of ad spend remains as relevant today as it was over a century ago when John Wanamaker famously lamented the inefficiency of his advertising dollars. Today, the digital age has intensified this challenge, with the rise of online and performance marketing competing with traditional brand advertising for budget and attention. However, a recent study leveraging a vast database from the World Advertising Research Centre (WARC) provides new insights into what makes brand advertising most effective, particularly in attracting and retaining loyal customers.
The Power of a Clear Customer Promise
The cornerstone of successful brand advertising is a clear and verifiable promise to the customer. This study analysed over 2,000 advertising campaigns, distinguishing between those that made an explicit promise and those that did not. The findings were telling: campaigns with a clear customer promise (CP) outperformed others in several key performance metrics, including brand perception, purchase intent, market penetration, and market share.
Types of Promises in Advertising
The study categorized the promises made by successful campaigns into three primary types:
Emotional Promises: These promises focus on the emotional benefits that customers will gain from using a product or service. Examples include Mastercard’s “Priceless” campaign and Coca-Cola’s invitation to “Have a Coke and a Smile.”
Functional Promises: These are based on the functionality or utility of the product or service, such as Snickers’ promise that “You’re not you when you’re hungry,” which assures customers of the bar’s ability to restore their normal selves.
Experience Promises: These promises assure customers of a pleasant purchasing experience. An example is Sherwin-Williams’ innovative tool that allows customers to choose paint colours through voice description.
The Three Pillars of an Effective Promise
For a promise to resonate with customers and lead to successful outcomes, it must be:
Memorable: It should stand out and be easily recalled, often by going against conventional expectations.
Valuable: The promise must offer something that customers genuinely want or need, setting it apart from the status quo.
Deliverable: The company must be able to fulfil its promise consistently, ensuring that customers’ expectations are met.
Implementing the Customer Promise Strategy
Implementing a customer promise is a strategic endeavour that involves several key steps:
Understanding the Customer: Deep insights into customer needs and preferences are crucial for crafting a promise that resonates.
Designing the Promise: The promise should be clear, compelling, and aligned with the brand’s capabilities.
Issuing the Promise: Publicly committing to the promise holds the company accountable.
Projecting the Promise: Effective communication strategies ensure that the promise reaches the intended audience.
Delivering on the Promise: Consistent fulfilment of the promise builds trust and loyalty.
Conclusion: The Strategic Value of a Customer Promise
A well-crafted customer promise not only enhances advertising effectiveness but also serves as a strategic framework that aligns various functions within the company, from marketing to product development. By focusing on creating and fulfilling meaningful promises, brands can build lasting relationships with their customers, leading to sustained business success.
This approach to brand building through customer promises offers a robust solution to the age-old challenge of advertising effectiveness, providing a clear path for companies to secure a competitive advantage in their markets.