idea > logic > magic

CRS Technologies develops Human Resource software. And their products are meant to simplify a host of daily, routine administrative tasks within any business.

The challenge here, is how to make this offering appear immensely attractive beyond merely the mechanics that are offered? And this in the face of major competition in this space.

It’s all about the emotional outcome your product offers the market. Given that these packages would obviously provide streamlined systems to process HR administration from the completion of leave forms to a host of other mundane but necessary tasks, the solution was simple.

The creative strategy here was presented as ‘what if your human capital is given the time to…’ This manifested the premise that, when freed up from basic time-consuming tasks by using CRS’ products, the people within your business would have more time to actually get on with what they’re employed to do: i.e. ‘Discover’, ‘Deliver’ and ‘Create’ etc.

This talks to both a human and a business outcome and places the offering in a context where the results can be measured, justifying the investment…

The ICC Cricket World Cup was hosted in South Africa back in 2003. ADT Security (generally perceived as a grudge purchase in the prevalent economic and sociological climate), decided along with almost every other local business, that they wanted to tie their marketing drive into this international sporting event.

So, how does one convincingly convey this connection to your market? Well, security and cricket (like just about anything else) can actually be linked if you’re prepared to think innovatively and look for the connection. ‘Securing All Boundaries’ and ‘Silly point, but how’s your security’ are examples of bridging this gap creatively and effectively.

This campaign managed to strike the right chord with their prospective market, by leveraging a headspace that was currently top of people’s perception at the time. It’s all about the current emotional environment and how you, as a business manage to identify and leverage the connection…

Where else do you have the CEO of an iconic brand and international company prepared to meet you on the runway after your flight has been delayed? By doing this, Richard Branson backed up his brand proposition with personal delivery and redress to customer disappointment.

‘If my company has let you down in any way, I am personally prepared to offer you redress in the form of a free flight as compensation for your inconvenience’. Offered Branson to disgruntled travelers on his airline.

This need only have happened once to evince a real understanding of customer needs. An innovative approach to a negative experience with your business is worth absolute gold in marketing terms…

A diamond is traditionally accepted as a means of expressing commitment, manifesting the physical fact that this gift is an indestructible metaphor for a committed relationship.

Way back in 2003,  De Beers decided to communicate a new message, this time targeted specifically at women only: the right-hand ring as a symbol of independence, as opposed to the ring on the left hand, which is generally accepted as a symbol of commitment. This created a symbol of another kind, and enabled the (female) consumer to make a very specific statement and express a very powerful emotion.

Here we see an understanding and application of innovation with regard to the unexplored potential of  the existing market – turning around centuries of tradition and creating a new aspiration, one that appeals directly to a much broader target market of proudly independent women, and not just the men they feel they’re no longer dependent on to shower them with gifts.

However, traditions exist because they’ve evolved over a long period of time , so don’t stop now guys…

The University of Cape Town is a tertiary educational institute that already has world-class standing in the international academic community. The decision to approach their prospective undergraduate student market through an innovative print campaign was also supported by a 60 second television commercial that conveyed the history and achievement of the university. This created the opportunity to select the very best from the rest.

To attract the best people into your world, be it business, academia or whatever, you have to appeal to your prospective target market at a purely aspirational level – paint the picture of experiential fulfilment, excellence and achievement and be prepared to convey this in an unconventional way that cuts through the clutter of your competition.

This approach still holds good for every institution and business out there, regardless of the market niche you’re operating in…

When their biggest competitor Hertz, coined the slogan: ‘We’re number one and it Hertz’ what did Avis do? They immediately responded with ‘We try harder’. This conveyed an ethic of commitment to delivery from a company that would go the extra mile in servicing the needs of their customers beyond just their ordinary expectations and tackled the issue of market leader complacency.

The lesson here is simply that sometimes being perceived as number one or market leaders, can sometimes create the perception of apathy – the one thing no business wants to create in the minds of their clients and prospects. And in order to reinforce their message, Avis then actually had to try harder – anything less would have seen them lose even their second place.

The most powerful marketing tool that any business can lay claim to is delivery. It’s all about the experience a client actually has with your brand – This creates committed brand ambassadors who will go forward and tell the world about your business, products or services.

In the 1950s the Jacuzzi brothers invented a whirlpool bath to treat people with arthritis. Although the product worked, it was a sales flop. Very few people in the target market, sufferers from arthritis, could afford the expensive bath. So the idea languished until they tried re-launching the same product for a different market – as a luxury item for the wealthy. It became a huge success.

So what happened here? It’s simple – the trick is to correctly identify your market demographic. And this should always be your absolute beginning point. Remember, it’s not good business to have a product that,s unaffordable to your prospects.

Thinking marketing innovation here, the success was not in redefining the product, but redefining the target market…