Slogan:
Zuzana Light Workout Videos "It's Time You Bloom Like a Rose"
“Integration is never an afterthought. Forcing together disparate
parts and shoehorning creative doesn't make a campaign ‘integrated.’ Instead,
strive for ideas that are integrated at the core and work gracefully together
between platforms.”(p.192)
This quote from Daniel Stein on pg. 192,
makes perfect sense to me on finding the right idea or slogan for the product I
am going to be marketing to. I decided to go with the slogan, "It's
Time You Bloom Like a Rose" because there is a large percentage of women
out there who are not happy with the way their bodies look.
With my slogan it speaks to woman that now
with this workout training, they can now bring out their inner beauty to be
shown like the beauty of a Rose. For example if you look at rose bush
before it blooms you will just see the green leaves and stems with thorns
sticking out. With care and hard work that rose bush will bloom with the
most beautiful roses that any eyes has seen.
That is where the story will begin on an
adventure to transform that body into the most beautiful creature any eyes have
been laid upon. It's time to build that confidence, to be admired, and to
walk like a goddess amongst men. It's time to bloom like The Rose.
“Story itself becomes proof of the premise,”(p.193) When we read a story we want to
be a part of that world or be the hero who saves the maiden or be the princess
that everyone loves for her kindness and her beauty. That's what we want
our consumer to feel like they are part of our story and together we can grow
and bloom like a rose to be beautiful. That's where the interaction
begins and we now have a followers of faithful consumers.
When we look at our product, we just
don't assume that it is the only product out there from it's niche. In
the field of exercise, health, and nutrition, the competition is high and we
must think to ourselves, "How is my products and services better than my
competition?" “We are given a voice, and we have to be responsible in how we use
that voice.” (p.13)
Our voice can reach many of our new prospects by the
use of many different styles of advertizing. Some of these styles are at
no cost and can be very effective if used correctly. YouTube is one great
example to advertise your product and build a following like here:
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“In focus group after focus group, someone who had never
considered the magazine to be ‘for them’ would become engrossed in an article
relevant to them. So how do you convert the people who aren't in focus
groups"(p. 20)
This quote was amazing because it hits
it right on the dot on how am I going to get people to buy my product or become
a follower? This area is where we really have to put on our thinking hats
and come up with a creative content. Mostly we have to focus on what
brings us pain and how it makes us feel. We follow it up by what we can
do to make it go away and feel better. We show the consumer the cure to
their problems.
The
Big Idea
Every product to have it launched and be successful
has to have a great idea to make it sell and want people to want it. So
how do we achieve that success without failure? We use what Rudyard Kipling
used called,
“Six honest serving men”(p.68) These six honest serving men were the
Who?, What?, When?, Why?, and How? By using these six words it helps you
determine who will you be marketing to. Not only will it help you market
it but also the question,"is there a market for my product?" We
all know that there is a market for Health and Exercise here in America since
we are already known around the world for being overweight. What we do is
target these overweight women and show them how miserable their life is and how
sick and tired do they feel by living this way?
So how do we target these women? we use the,
“sweet spot”(p.68)
We give the consumer a little bit of Honey and make them want
more. We show them how beautiful they can look when they workout using
our product and the attention that they will be receiving. Every woman
loves attention and our product is the only one that is guaranteed to give them
that satisfaction. Not only do you show them how great it feels to be
beautiful, but you tell them. You tell them that it is their right to
look as beautiful as The Rose, that there is no second best when it comes to
their beauty. We tell them that now is the time to get started, now is
the time to take the first step.
Promotion plays a big part in getting our product seen and bought
by consumers. The question is how do we differentiate from our
competition and make ours more successful? The first thing we do is
research what the top product selling in our niche is doing and apply that
method with a style of our own.
“The difference between bad and good
creatives is that they both come up with the same pedestrian solutions, but the
bad creative stops there and the good creative keeps working toward a more
unique and interesting solution.”(p.21)
We all have seen those hamburger commercials on T.V.
or online and they all focus on one thing. The hamburger companies show
that their burgers are the best out there and they all show it in their
commercials. The question is how does one know that they are the number
one burger place out there? They get creative with their marketing
techniques by not just sticking to one idea but with many ideas and thinking
outside the box.
“The loud and repetitive,” “the tasteless
innuendo,” “the self-absorbed and self-important.” Now picture the kind of
person you would want to get to know. When you make your ads in this way, you
are far more likely to create effective and original advertising. (p. 25)
Let your promotion scream that this is the only
product out there for the consumers! Nothing can compete with our product
and give you the maximum effect you are looking for. You want them to feel like
they are a part of the product and the product is there to transform them into
the most attractive female in the world! With the Call To Action, let's
bring out their inner beauty and motivate them to take action now.
Creative
Content
The creative content of the product is where we will
hook the consumers. This is the area that will help us position our
product as the leader and expert in this field of Health and Fitness.
“We
felt that the time was right for the brand to not tell people that it made you
feel good—but to elicit that feeling,” (p.127)
Here we begin to brand our product like it's something that the body doesn't
want, but needs like water and food. This product needs to be the drug
that will cure this disease that infects our beautiful bodies. The
content that we need to focus on is the pain that we are living in. How
unhappy we are at the conditions we see ourselves in the mirror as it doesn't
resemble the beauty inside of us. That's where this product comes into
play by taking you by the hand and guiding you day by day to bloom like a rose
and bring out that inner beauty. So how can online marketing help us in
this department?
“The great subjects of online video are stunts,
pranks, violence, gotchas, virtuosity, upsets and transformations."
(p.127) In today's society we are now moving so much faster than in
the past. Technology and media has moved way beyond from the traditional
advertising methods of T.V. and Billboards to online media marketing, lead
capture generation, list building, and consumer interaction, and branding.
We are no longer limited to a single time spot on T.V. or a certain location on
Billboards. We now have ways to capture consumer information by using
lead capture generation where they enter their information to be in our
emailing list and keep them up to date on any new products that are coming out
or you can show them how they can benefit from their current product.
To make a product sell or to make a big impact we
must have some advertizing tests. Here we will market the product in two
different directions and split test them and watch them carefully to see which
one works. From there we will take the one that makes more of a profit
and figure out what went wrong with the one that wasn't profiting.
“There are two important things to know before positioning
a brand or product. Consumers see a product as an extension of themselves.
Purchasing decisions are often motivated by a desire for self
expression.”(p.70)
Here we see that the product is just not a
materialistic item to just purchase and shove to the side. Here we have created
an extension to bring out your inner beauty for the world to see and this
product is the cure to your happiness.
“To portray possible ideal futures.” The if-only
game “can help you break out of [an] overly constrained view of the product,
service, or group, and [it] is a “way of tying values to action.”
With this product we want to take away all the negativity
and create only positive outcomes for our consumer. We want the consumer
to look at the product and only know that is they try it their dreams will come
true to bring out the beauty in them like the Rose.