Jun
27
You Know Who You Are!
Filed Under Marketing | Author: Gerald Smith | Leave a Comment
One of the benefits of affinity brand marketing is that our work usually has less to do with actual products and more to do with the community or environment surrounding a brand; and that is where ‘affinity’ comes in.
For years I struggled with identifying Premier Studios as a marketing company for fear of anyone insinuating that we ‘prop-up’ brands or products. I have never been comfortable with the reputation many marketers have for ‘manipulating consumers’. You know the drill; presenting products as more than they really are. Okay… lying about them. I know you’re shocked and can’t imagine that such an honored profession would stoop so low.
Remember, affinity brands eschew quality! Customer service is usually exceptional, even sometimes legendary. Three certainties of affinity brands… quality, community, and timeless. So where does that leave us? Our expertise is about everything surrounding the brand. And those surroundings are what makes brands thrive.
If every brand were an affinity brand, we would live in an honest world. Affinity brands are usually those products and services that owners speak proudly of, and are eager to defend. Marketing for affinity brands is about creating community and a place for the brand to thrive, sometimes in the digital space, but not always.
But what about those other brands? Those that aren’t quality, and few people would admit to owning. Usually the lowest priced, and perceived as a bargain. You know who you are. Don’t call us and we won’t call you…
Jun
22
Marketshare is Meaningless!
Filed Under Marketing | Author: Gerald Smith | Leave a Comment
AFFINITY BRANDS = LIFESTYLE
We all have them. Those brands in our lives that reinforce our ideals of who we are. As a brand enthusiast, you belong and relate to a group of other like-minded individuals; earnestly blazing the trail, championing what? Affinity brands! The most elusive, yet lucrative, brand category today.
While Apple has only 8.1% of the market, it is those individuals that make up the 8.1% that matter. They are the ‘it’ crowd. They are 9 of 10 college students who carry laptops, and 40% of students planning to purchase a computer. Only 8.1% of the market you ask? But look at who the 8.1% are.
That is what makes an affinity brand so special. Market share is meaningless to affinity brands. In fact, a strong attribute of affinity brands is that they are sometimes perceived as having limited availability, or even exclusive in the market.
CONSPIRACY?
So imagine for a moment if Apple held more market share than any other computer manufacturer. How would that change your perception of the perceived cult following. I smell a conspiracy! Intentional? Absolutely not. Affinity brand marketing? You betcha.
Jun
14
Searching For People Still Spending…
Filed Under Marketing | Author: Gerald Smith | Leave a Comment
Microsoft and Essential Research recently completed a study finding that, “Luxury brands need to do a lot more than simply post their ads online if they want to get noticed on the Web. And they better quit using pop-up ads, too, because the rich find them annoying.”
Alex Charlton, a partner at Essential Research stated, “the three core purchase motivations are indulgence, exclusivity and status. Don’t just focus on the rational benefits, entertain them. Extend the in-store experience online and welcome them to ‘the club.’ You need to create a seamless integration of the physical and digital brand experience.”
He also said that just as consumers expect more from luxury brands, they also have higher expectations for their ad campaigns. “You need to raise the bar,” he said. “Use the latest tools and techniques, animation, sounds and new formats such as expandable banner ads.”
Jun
6
Sometimes Collected or Restored…
Filed Under Marketing | Author: Gerald Smith | Leave a Comment
MY AFFINITY BRAND
One of the most overlooked attributes of affinity brands is the fact that they are sometimes restored or collected. One of my most prized possessions is a 1967 Camaro SS Convertible. Several years ago, we did a frame-off restoration and it turned out really sweet. It was actually already in decent shape, however we had recently acquired one of the final 1000 production-run, 2002, 35th anniversary Camaros, and suddenly the old 67 just looked… well, old.
I can’t really say that I acquired an affinity for Chevy. Truth be told, I inherited it. Actually it was from my father-in-law. He’s a Chevy man. So I guess affinity for a brand can also be inherited?
Ultimately, it comes down to this question, “where are you easily influenced”?
Can you think of some affinities for brands that you inherited?
**EDITORS NOTE**
Camaro is returning in 2010 with the all new Camaro, most recently featured in the movie “Transformers”. Here is a sneak peak…
Jun
1
The Dumb Audience Doesn’t Exist!
Filed Under Marketing | Author: Gerald Smith | Leave a Comment
I have spent most of my career arguing against the existence of ‘the dumb audience’. The thesis for my graduate dissertation was on this very subject.
It’s similar to the stories of Big Foot except no one has been able to come forward with any evidence. Not even a blurry picture.
The temptation is to s-p-e-l-l -i-t- o-u-t for the audience. When in fact you should rely on the careful expectation of assimilation by the audience; relying on the audience ability to interpret and internalize a message uniquely within their own ‘psych’. Regardless of the message, the ability to apply it to ones own need to interpret is what usually makes a message significant and seemingly unique.
Always create the message for an intelligent audience, because that is who’s listening. The mind consumes even the most jumbled message…
NOT CONVINCED, TAKE THIS SIMPLE READING TEST… (just read it out loud)
I cna’t blveiee taht I can aulaclty uesdnatnrd waht I am rdgnieg.
THE PWEOR OF THE HMUAN MNID
Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn’t mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt thnig is taht the frist and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can stlil raed it wouthit any porbelm. This is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe.
Amzanig huh?