FoSR: Primary Research

4-22

Advertisements or personal experience?

I asked the question; what defines your willingness to try a new brand?‘ My results showed a landslide of 22/4 in favour of experience.

Seeing tangible proof of quality or a product itself, even word-of-mouth from a friend…This is what would sell the majority of people in my survey on the chance to try a new brand (of something).

Experience and depth is what moulds brands. Theyre not built overnight. And my result proves this theory, first hand experience is what people in general build an impression from. This lead me to read the book: ‘Married to the brand’ by William J. McEwen where he says:

“I asked a customer to comment on a lengthy list of its [brand / store] features, ranging from the number of checkout counters. She responds:”

“Mainly, I like the atmosphere. A lot of the employees say, ‘Hi’…”

“[She] doesn’t comment on the number of spaces in the parking lot, the wide selection of yoghurt flavours, the five different types of lettuce…

…These features may support her choice, but they’re not what make her passionate about the store.”

William J. McEwen (2005). Married to the brand. New York: Gallup Press. 22.

From my research, which I can support with the above quote – I can start to draw up an idea in my head that emotion is what plays a key part within a person’s connection to a brand. If a experience is one of the most defining elements to someones willingness to try a new brand, we have to understand what an experience is:

  1. Practical contact with and observation of facts or events.
    “he had learned his lesson by painful experience”

    1.1 The knowledge or skill acquired by a period of practical experience of something, especially that gained in a particular profession.

    ‘you should have the necessary experience in health management’
  2. An event or occurrence which leaves an impression on someone.
    “audition day is an enjoyable experience for any seven-year old”

To leave an impression on a person the experience which does this needs to resonate with them in some way. Which means to evoke; memories, images or emotions. A brand that does an incredible example of this is Apple.

My question was directly experience or advertising…and this is obviously an advert…however, I can analyse how the theme of experience and emotion is harnessed in a way by Apple that resonates with people.

When they launched ‘FaceTime’ they released a number of ads that showcased an experience. A memory, something that we can all relate too. Big, meaningful life events – that carry a lot of emotion with them. Having a child, working away and graduation.

Apple understands that their target audience hold emotion around these events and throughout the advertisement we see how sometimes ‘life’ gets in the way from attending these important life events. Again, another theme that most people can relate too.

We start to notice that these life events are made possible with their new application, something that may not of been possible in the past has become possible – thanks to Apple. This starts to build positive impressions on FaceTime, FOMO [Fear of missing out] is relatable to a lot of people.

 

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