A Lesson for Marketers in Video
Fab Has a Challenge
Fab is a relatively new e-commerce site having been launched in 2011. Although they are strongly defined (Everyday Design) and different from the competition, not everyone knows about them. They do not have a lot of brand equity versus Amazon or eBay. So how do they create brand awareness and differentiate themselves from other established e-commerce brands?
Check Out this Commercial:
http://www.youtube.com/watch?v=m2yeQ3MbI20
What’s the Problem?
Our protagonist has a problem. His girl is coming to his apartment and it’s a drab mess. He discovers a very fascinating power; the ability to call upon any houseware he chooses. This presents two messages; buying from Fab is simple and fast and it is empowering.
The ultimate marketers dream is to be able to provide product to their customers with the least amount of barriers. How much more simple could it be for a consumer to simply touch their environment and have it change merely at their whim? This commercial shows exactly that.
Also, smart marketers know that a customer who feels empowered is a customer who is loyal. Fab does a wonderful job at displaying this. Although it is perceived power because this commercial does not reflect reality, but who cares? This is fun!
Bringing Home the Message
Our hero begins running around his apartment painting his surroundings almost at the speed of thought. The commercial is fun, exciting and emotional. An emotional connection with an audience is the strongest bond you can have with them. And best of all, the hero’s problem is solved, thanks to Fab.
Remember:
- Know and Relate with Your Audience
- Empower Your Audience
- Show the Ease of Using the Product
- Solve Problems
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