How to communicate superior value through your product claims
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More than ever before, brands rely on strong claims to convince consumers of their superiority. Marketing executives recognize this and send directives to their teams to create more hard-hitting claims. The most intuitive response is to do this by making comparative claims that directly claim superiority over competitive offerings. But is this really the most effective way to set yourself apart? We did a deep dive into this topic and are here to share our findings. Analysis of thousands of claims reveals how consumers really perceive value and the way it affects their decision making. By linking these insights to the everyday complexities clients face, we will bring you a set of actionable guidelines on how to maximize the impact of your product claims.
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How to communicate superior value through your product claims
- 1. December 3, 2015 How to communicate superior value through your product claims
- 2. Markets are getting more and more crowded both in terms of the number of options available and messages used
- 3. This is why many executives ask their teams to create hard-hitting comparative claims to help differentiate their brands
- 4. What is the fundamental reason consumers buy a certain product?
- 5. Because they have a need that the benefits of the product will fulfill Make Salads Tastier Get smooth skin Disinfect Surfaces
- 6. All else equal, they will choose the one with the highest perceived value (benefit) Perceived Value A Perceived ValueB Perceived Value C Cleans Best Cleans Well Cleans Better Consumer Choice
- 7. So comparing our brand versus the competition with the support of some numbers is the right way to go, no?
- 8. By leveraging positive associations consumers have with a more established brand, a brand can: Establish credibility for new entrants Help overcome specific barriers to purchase, such as quality concerns Brand comparisons can successfully contribute towards reaching certain goals
- 9. Is often judged negatively (bashing) Can remove focus from the key benefit Can undermine a brand’s credibility There are, however, also serious risks involved with using brand comparisons
- 10. Consumer Perception = Reality How do we communicate superior value without these side effects?
- 11. Which bar soap moisturizes better? ¼ In the end, a product offers as much value as the consumer perceives it does. By comparing against objective benchmarks a brand can portray a sense of superior performance that in the mind of the consumer will unconsciously transfer to its perceived value vs. competitors.
- 12. Always focus on the key benefits principles of creating superior value perception 3 Make your promise tangible #2 #1 Creatively define your benchmark #3
- 13. Always focus on the key benefits Position yourself on the basis of what matters to consumers 1
- 15. Make your promise tangible Be specific in how much value (benefit) you have to offer 2
- 16. Creatively define your benchmark It is not about comparing per se but about establishing a sense of superiority 3
- 17. However, keep in mind that consumers are skeptical and buy more into objective than subjective statements
- 18. So, what do we do when the primary benefit is experiential (subjectivity is the norm) and most of these principles don’t apply?
- 19. For instance, taste is not something you can claim, but it is something you can show...
- 21. Always focus on the key benefits #1 Make your promise tangible #2 Creatively Define your benchmark #3 Usecompelling tastedescriptorsto bringtheproduct experience tolife #1 Emphasizethe qualityororiginof theingredients, nottheprocess #2 Supportyour messagewith appealing visuals #3
- 22. Contact us Paul Janssen Vice President Based in New York p.janssen@skimgroup.com Scott Garrison Manager Based in London s.garrison@skimgroup.com
Hinweis der Redaktion
- Explain that hard hitting is often interpreted as brand comparisons + numbers
- So to answer the previous question, let’s take a step back and answer the question…
- Keep it simple, just stick with these three benefits THEY DON’T BUY DRESSING TO MAKE SALAD TASTIER WE DON’T BUY A SHAVER BECAUSE IT LOOKS GOOD IN OUR BATHROOM CABINET
- Value is related to the benefit they would like to obtain, the product that best addresses their needs has the most perceived value. If price is equal, and everything else, they will choose the one that DELIVERS THE MOST BENEFIT, the one that BEST ADDRESSES THE REASON FOR PURCHASING THE PRODUCT IN THE FIRST PLACE.
- So then it makes sense to position yourself versus the competition and show the consumers how they get more value out of you than the competition, or in other words, it makes sense to use comparative claims, no?
- We are already discussed how consumers choose the option with the HIGHESTE PERCEIVED VALUE, so how does this work?
- 10,000+ claims, meta-analysis
- Remember why consumers buy a product in the first place? Don’t forget this when we’re trying to sell them one. This is easily forgotten in our pursuit of differentiation and creativity, but key to CREATING A CONNECTION with a RECIPICIENT, this is the same for JOB INTERVIEW, or TRYING TO CONVINCE YOUR HUSBAND OR WIFE TO GO A CERTAIN VACATION SPOT BUTTER RE-IMAGINED great as a creative marketing campaign idea, but will not tell the consumer WHAT THE PRODUCT WILL DO FOR THEM.
- Need high res image
- Being specific allows people to get a better understanding of what the product will do for them, and helps them relate to it. You can be specific in NUMBERS, WORDS and VISUALS
- Here we go back to how perception is reality. By comparing against objective benchmarks a brand can portray a sense of superior performance that in the mind of the consumer will unconsciously transfer to its perceived value vs. competitors By being smart about the bench mark (REGULAR SOAP, BASIC CLEANSING, NON-CONDITIONING SHAMPOO ALONE) you can portray an image of superior performance without absorbing all the negative side effects of bashing or getting caught up in comparing on that one IRRELEVANT BENEFIT where you do outperform your key competitors
- FUNCTIONAL CATEGORIES it’s easier to prove in lab, but experiential ones not so much Consumers trust peers (fellow buyers, fellow restaurant goers) AMAZON, YELP, but don’t trust it if is coming from the brand: Examples: 4 out of 5 people prefer the taste of X maybe I’m the fifth? Company has paid for people to say that.. Experiential benefits (smell, taste, touch, hearing, sight) differ by person, so consumers tend to have an attitude of first try to believe it.
- 3X TASTIER 4X BETTER SMELL THESE DON’T FLY AT ALL
- #1 Use compelling taste descriptors to bring the product experience to life It will help consumers paint a mental picture of the delicious taste they are looking for. FRESH, CREAMY, FLAVORFUL, PURE, DELICIOUS, AUTHENTIC #2 Consumers look for FRESH, NATURAL, REAL, SIMPLE ingredients as they relay the impression of quality and a tasty product Consumers know that good quality ingredients result in a better, tastier product, so leverage this association (Consumers look for FRESH, NATURAL, REAL, SIMPLE ingredients as they relay the impression of quality and a tasty product HUGE TREND OF GOING BACK TO SIMPLER PRODUCT LABELS) Origin instills trust and triggers associations of quality that ladder up to better taste perceptions (Origin can be good because they trust LOCAL grown food (MADE IN USA) over imported NATIONAL PRIDE, NO LONG SHIPPING. UNLESS a region is really famous for a certain product: CHOCOLATE FROM BELGIUM, WINE FROM FRANCE, CHEESE FROM HOLLAND) #3 Appealing pictures are more powerful than words and help build mental models of what the text is all about a lot of claims that do well are very descriptive, they do a good job of helping consumers visualize the end results or workings of a product. This might have to do with the fact that in the end the consumer things in images and makes decisions based on the images that are formed, so the sooner you can get there in a positive way, the better. I don't mean necessarily a speed contest to getting to the images, but more like getting there at all. Some claims cannot be visualized and my hypothesis is that they are less effective because of that.