Remind the audience about the problems that your product can handle. – this is a fairly simple way to increase the effectiveness of any advertising integration, regardless of its form and content. You’ll be surprised how noticeable the changes in conversion statistics will be. And if you show several copies of the product at once, the growth will be even more significant.
Examples of the correct content of advertising materials:
- A bottle of detergent next to a sink full of dirty dishes.
- Medicines next to a sick person.
- Antivirus software next to computer infection messages.
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- Why does this work
- Restrictions
- Who is already actively exploiting this strategy
- How to implement this principle in practice
Why does it work
Users react differently to the product, depending on the environment in which they see it. In the course of a number of studies, it was found that:
- the physical proximity of the product to the problem affects the subconscious of the audience, which begins to perceive it as more effective;
- painkillers are perceived by 21.4% more effectively if they were shown next to personal hygiene products were chosen by respondents 26% more often if they saw them next to a clean and smooth face;
- the effect of such manipulations is noticeably lower if the materials are shown to an audience already familiar with the product;
- this effect does not apply to the long-term benefits of the product.
By placing objects next to each other, you can create a sense of connection between them. Therefore, the closer the product is with the image of the effect or problem that it is designed to solve, the better the advertising is perceived by the target audience. This is because users believe that your brand specializes in the specific problem they are facing.
This works great in both classic advertising and traffic arbitration!
Restrictions
It should be understood that the study was not comprehensive, which means that questions remain about the effectiveness of this method in more exotic situations.
For example:
- It is unclear whether such a strategy will work with products that are designed to have an intangible impact on the customer. It is unlikely that efficiency is maintained when demonstrating a well-fed person against the background of a gourmet restaurant.
- The visual component was an integral part of the research. That is, the effectiveness of the images was checked. It is unknown whether similar text advertising will be equally effective.
- Products that solve one specific problem have been investigated. It is unknown how this approach will work for general-purpose products that do not have one specific purpose.
Who is already actively exploiting this strategy
The effectiveness of this approach to the development of advertising materials has been known for a long time. Most of the video advertising is based on this principle. First, the problem is clearly presented, and then its solution is demonstrated in the face of the promoted product.
Today, this is actively used by companies engaged in cosmetics, such as Kiehls, Neutrogena Pantene and the like. With no less enthusiasm, the problems and solutions are exploited by manufacturers of detergents, washing powders, air conditioners for laundry and other household chemicals.
How to implement this principle in practice
First, add a visual image of the problem next to your product to the pages of the branded website. There can be many options. For cleaning products, it can be a clean carpet or clothes. As a rule, it is more effective to demonstrate the state of “before and after”, clearly indicating the high quality of the product.
It is equally important to use this principle when developing external advertising. Moreover, both for videos and for graphical integrations. Use headlines that emphasize the effectiveness of the product by placing them next to the image of the problem.
If there is still uncertainty about the evidence of your advertising message for the target audience, be sure to clarify it. For example, when selling baby food, you should talk about its benefits for a growing body.
Do not assume that users themselves know what a particular product is for. Explain the principles of its operation, demonstrate its advantages in practice in order to achieve a long-term positive effect from advertising.