metal confusion 1 by shho at sxc.hu
Connecting is easy, but does it cause more problems than it solves?
This is all opinion here, so maybe it will help. If not, tell me I’m wrong…
There is a popular admonition in advertising: If you cannot describe a product without referencing another product, your idea isn’t going to work.
Referencing another product is something I like to call Anchoring.
If what you’re trying to promote isn’t much different from what’s out there, perhaps it’s a product creation problem and not a marketing problem?
Sometimes though, cannot make that choice. You’re an advisor, copywriter, or account executive hired by someone else who hasn’t gone through the product generation process with your level of clarity. If your product is just like another, more popular product, it’s going to be hard to promote it in a unique way.
So you have to find an answer and can’t tell them to choose something different. If that’s the case, is it a bad thing to reference another product? Is it a sin 100% of the time?
Let’s go to the movies…
It’s like this, but with [Unique Twist]
Movie lovers do this constantly.
- What is Avatar? Pocahontas in space.
- The Last Samurai? Pocahontas in Japan.
- Dances With Wolves? Pocahontas, but with Sioux Natives instead of Algonquians.
Some of these examples are spot on, some only contain a few major plot links. Oddly enough, I love all three of those movies, but dislike Pocahontas (not the person, though she always cheated me at Bridge).
You’re opening yourself up to a great risk with movies by presenting them like this.
The Real Risk in Anchoring your Idea to Another Idea
Where is the risk? Whether or not the development executive or audience member LIKES the referenced product.
If a development executive lost 50 million dollars marketing Pocahontas, and you were trying to get Avatar made, Avatar would not get funding if you pitched it as Pocahontas, but with a larger production budget.
If you promoted it as The Last Samurai – in space, and an audience member loved The Last Samurai, and science fiction, then he’ll see the movie.
This risk is removed if you know beforehand if your target audience likes similar ideas and products. If they do, you can take advantage of that mojo. Especially if the product is not a physical thing, but an experience.
Experience-based products and services can benefit a lot by anchoring.
- Lotion makes your skin feel like silk.
- Vacationing in the French Riviera is reserved for only the most noble of royal families (and we welcome you and your sweet tourist money).
- Pierogies are as decadent as a fine alfredo pasta, but with potatoes and cream added in.
Other Foreseeable Risks
Homogenous Market Products – Products that exist solely for practical reasons, are best presented without referencing a competitor that the target audience already uses. Now you’re trying to convince them to switch, and that’s not easy – why make it harder by reminding them of what they already use?
The Different / Dependable Conundrum – If you rely on something, and have for a long time, why take a chance on something new?
Is this helpful? I wanna know! Let me know your thoughts in the comments.
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