Four Steps to Building Br and Affinity

Terry Villines SVP PhaseOne

This week’s guest post is from C3Centricity partner PhaseOne. Terry Villines, their senior vice-president shares some of the learnings from their proprietary research, which identify the characteristics of br and communications that successfully elicit emotional responses. See how your communication compares.

There’s no question that the role br and-sponsored communications play in building br ands has changed drastically.  Remember when we were held to a benchmark of quant testing and getting a high Persuasion score or high Br and Linkage score on an advertisement?

Today, with the influx of channels, and having our customers and prospects in control of how and when they receive our messages, we have to think beyond the persuasiveness of any one message.  We have to build a relationship with our targets, participate in the conversation, elicit an emotional response, and ultimately build affinity for our br and.  Persuasion and motivation are so much more than any one communication.

But how do br ands build that affinity?  How do they elicit emotional responses?  It was only a year or so ago that br ands felt that if they could get their web-posted video to go viral that they were in some way building affinity for their br and.  But how many videos that you received or forwarded made you consciously aware they were br and sponsored?  In fact, one of the key attributes of a successful viral video is that it appears to be amateur and not sponsored.  Affinity is so much more than passing a video from one person to the next.  It’s about building an emotional connection, and there is a specific role your communications can play in building that connection.

In a recent study of 70 different advertisements covering 21 br ands and 7 product categories, PhaseOne identified 4 key characteristics of br and communications that were successful in eliciting emotional responses (getting consumers to say that they “liked” or were “engaged” by the communication).

1)      Entertainment – So what we always thought played a role in eliciting an emotional response holds true… the Entertainment value of the communication is the foundation.  Yet, entertainment on its own is not enough.

2)      Br and Integration – Believe it or not, building affinity for your br and requires your br and to be integrated into the entertainment; woven in like fibers of a rope.

3)      Meaningful Differentiation – giving your target a way to think about your br and in a way that sets it apart from other options they have is critical.  Just think about it: people become most engaged with messages that provide them with meaningful information.  Yes, it should be wrapped in an entertaining context, but without an underlying meaningful message, it is likely to go the way of so many messages our targets are exposed to – into the ether of our overcrowded minds.

4)      Absence of Issues – Because each and every one of us is bombarded with marketing messages day in and day out, the presence of any kind of issue (clutter, boring, unclear) gives us permission to drop out, not pay attention, and move on.

So the next time you see a br and-sponsored communication that you like (not just an ad that entertained you, but an ad that truly resonated with you), ask yourself if it contained these four criteria.  The same could be said for those advertisements or messages you simply can’t st and – where did they fall apart?  We know these principles hold true across platforms – do you see it when you engage with a br and online or out of home?

For more on communicating effectively with your target audience, don’t forget to check out C3Centricity’s website and contact us for an informal chat on how we can support the optimisation of your own communications.

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