Catching the Customers Eye

Attracting customers is what we need to do as marketers. However, it is not an easy job. Marketers need to emphasize the uniqueness of the product while convince the customers that the products also have similarities with others. KFC “Jagonya Ayam” or Nike “Just Do It” is amazing slogan that makes the customers instantly think of the products when they heard it. Regardless, sweat and tears are needed to create these two or three words slogan and a tailored marketing support to kick the promotion. So, the question is how to create kickass slogan that will imprint in the customers mind.

Slogan or brand is a product of positioning. As MBA students all of us should be familiar with the term. In short, it is where we want the put the product in the market and customers eyes. Having clear positioning will ease the marketing team effort to build brand awareness, shady one will not go nowhere even with a lot of financial support like old time saying we cannot have it all, so choose one.

Even though positioning is a part of marketing, it has the formula to make it easier for the marketers to create one. The formula is:

To – mention the target customers in the first few words to emphasize the position of the products.

Brand- mentioning the brand so the customer will be familiar with it. For Example: Orang Pintar minum Tolak Angin.

Frame of reference – this is the similarity of this product with competitors or in short it is point of parity.

Unique selling proposition – emphasize of what makes the product different. This is important to hit the target right to the point not walking around the bush.

Comparison – Comparing the product with competitors, not really important if the marketers already created creative unique selling point that hit the bull’s eye.

Reason to believe – Showing why the customer should believe what the product claimed it good to be.

By using this formula, marketers can depict the right words to lead the customer imagination of how the product should be perceived. Now, how about you all use this guidance to create your own unique slogan?

written by Claudya