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We all know that marketing is a brain game and there are several different ways to engage the mind. Some marketers use fear, uncertainty and doubt to connect with their audience. Others leverage (especially in these times) our need to "get the best deal possible." And yet many campaigns play off the aspiration consumers have to "be the best that they can be".
With that being said, this week we wanted to share a recent campaign for iBraces™ Appliance System from 3M Unitek. Take a look at how they tapped into the aspiration of their target audience (people young and old) to have a beautiful smile without living through the "not so great look" of traditional braces — especially when it comes to certain situations when you really want to look your best.
What are the deepest emotions and secret aspirations of your target audience? Are you truly engaging their minds with your messaging, creative and brand?
Make sure you are... after all, the mind is a terrible thing to waste.
Tags: emotional / positioning