Miss Marketing

 “Capturing minds is one thing, capturing hearts is quite another.” (More Guerilla Marketing research- Robert Kaden)

Have you ever watched an advert and found yourself reaching for the Kleenex?

(If you haven’t watch http://www.youtube.com/watch?v=O5NKYKE6U2c and let me know if you welled up…even a bit)

Take the John Lewis 2011 Christmas advert. Suspense builds as the young boy (as you would expect) is anxiously counting down the days to Christmas. The day arrives finally, and the young boy jumps out of bed to pull out a large gift from his wardrobe. Then the MAGIC MOMENT- he proceeds in giving the gift to his mum and dad, (puppy dog eyes in full force) and topped off nicely with the nifty slogan.

“For gifts you can’t wait to give...John Lewis” ....Cue the tears.

Emotions are often powerful motivators to do, or not do, something. Therefore inevitably marketers are striving to appeal to consumer emotions in a way that will motivate them to purchase a particular product, use a particular service or believe in a particular brand. Emotion sells.Therefore the challenge in Magic Moment marketing is to create moving moments that allow your target audience to relate with your brand on an emotional level.

Magic moments are a useful tool in adverts to create that emotional connection…

…So here is 5 tips on creating those magic moments-

1. Think about how your customer will be feeling- Ask yourself, what will my customer be thinking when they watch this? If it is not the emotion you want, adapt your ideas.

2. Suspense- Lead up to the magic moment and build excitement, anticipation and curiosity, this will make the magic moment even more effective.

3. Focus emotion- Once you have decided on an emotion you would like your customer to feel, focus everything in the advert on it. Everything matters, from music to colours to concept. E.g. note the cute, soft music in both the John Lewis ad and the Google chrome ad… effective? I think so.

4. Don’t drag it on- The aim of the game is to avoid that “Moments gone” feeling. Once you have created that magic moment. Leave it.

5. Be creative- The more creative and ‘surprising’ the magic moment is, the longer it will stay imprinted in the consumers mind.

Other examples of brilliant ads containing magic moments are-

·         Nolan's cheddar extra strong – a LOL magic moment

                          http://www.youtube.com/watch?v=F7XbtbQfM3k

·         Google chrome email daughter- a ‘Reach for Kleenex’ magic moment 

                          http://www.youtube.com/watch?v=O5NKYKE6U2c  

·         Nike Men Vs Women Challenge Ad – a Motivator magic moment

                       http://www.youtube.com/watch?v=Cs3JlQ4r3G4

·         Coco cola Happiness Machine- a Pleasant Surprise magic moment