HOW TO GRAB YOUR CUSTOMER’S ATTENTION When it comes to creating a marketing campaign, you can take a million different routes. You can try to be informative, bold, or even humorous in your advertisement, but you have no guarantee it will stick with viewers. If you’re trying to make an impression on your audience, your best bet is to be relatable. By relating to your audience in an advertisement, you’re telling them you understand how they feel, which helps create a connection. Take the current Progressive ads with Dr. Rick, for example. The Dr. Rick campaign focuses on a man who claims to specialize in preventing people from turning into their parents. The advertisement attempts to get viewers who recently bought a home to buy their home insurance through Progressive while also validating a common fear that one day we will become our parents. The Dr. Rick ads do not appeal to viewers through deals and gimmicks. Instead, they focus on areas that people find relatable. We all see a little bit of ourselves or our parents in these ads, and their humorous antics only draw more attention. Progressive has successfully taken the relatively uninteresting topic of home insurance and made it relatable and fun.
Relatability in Advertising
In order to make your marketing campaign more relatable, you first need to understand your audience. If you don’t know your target group, it’s impossible to make your advertisements relatable. Unfortunately, you can’t make ads that resonate with everyone, so you need to focus on your clientele base and make your ads directly for them. From there, create a story that stays true to your brand. You can make it fun and humorous, but the general idea still needs to connect to your brand to draw audiences to your business. They don’t want to see one thing in your campaign and then something completely different when they walk through your doors. Everything needs to connect to maximize the effect of your marketing campaign.
If you want to make a successful campaign, you don’t have to break the bank. Instead, try to make something relatable for your customer base.
TAKE A BREAK
IN REMEMBRANCE
JEFF STEWART
Pop-A-Lock had not had much success with hiring tow truck drivers/ owners. Jeff Stewart’s persistence made Doug Barnes, the owner, “take a chance” on him. Eleven years later, he was still employed by Pop-A-Lock of Lexington and had also earned the title of Roadside Assistance Manager! Jeff had a very kind heart and would do anything for others without hesitation or without anything in return. He also loved his Pop-A- Lock family and insisted on being in a Pop-A-Lock shirt and overalls at his viewing. His interests included four-wheeling, spending time with family and friends, and most importantly being with his Chihuahua, “Petie,” who is now being cared for by Jeff’s brother, Dwayne.
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