Todays Customer - How to impress!!

Customer these days are not only well informed but also know exactly what they need. This era will witness the development and birth of innovative ways to impress consumer. The trend says it all.
Now if you see successful advertisements you will feel the touch of emotions.
S-Kumar was one of the first to start with its communication being targeted to Family of S-Kumar.Everyone in family wears S-Kumar.

Now a days . Airtel is the frontrunner's in such advertisements, recent communication of them which shows how a father at work helps her daughter to draw signifies the relation that a customer shares with Airtel Network.. In whole advertisement Airtel comes at the last. This is where world is heading today.

Customer will not get impressed by the technical accomplishment of brand as all the brands will offer same but the connectivity to customer emotion is very important.I personally admire the creativity that has to do with emotions.

Now as coming from the consumer durable marketing background i feel lot of it is still not harnessed in proper way.There was a time in india when Whirlpool title song of ''whirlpool whirlpool '' was every home rhyme but now the instant impression and connection has become the rule of game.

Few suggestions can be :

1> Setting : Home
key players : Mother , Daughter
Script : Mother when comes from office see all her clothes washed and tries to find how it is possible and finds out that her daughter has done it for her.
Impression : Product - Washing Machine

2> Setting : Home
Key players : Father , Son
Script : Father is taking his son to school and tries to shield him from all the dust so that he is safe .When he comes home he is comfortable .
Imprssion : Product Ac , Message - New abc AC takes care of all the dust in the home and you need not worry about the health of your loved ones.


There can be numerous advertisements like this and can create all the impression that is required. Although the Market also defines the nature of communication. For example in a very price sensitive market for short term goals the communication can be fully pricing communication. But one must not forget that the brand image and the value that a brand add to a customer has its own importance and can not be ignored.
Lot of the times we only concentrate on the pricing differential which can be detrimental for a brand in ling run.

This is important that marketers think about it and make their decisions not only based on short term goals but also looking at the total future of the BRAND.