When it comes to marketing and advertising there is a certain protocol to follow when promoting high & low involvement products. The same goes for high end and low end products. For example, when you pin a commercial for a McDonald’s sandwhich vs. a Lexus SUV commercial the consumer will expect different types of information to be provided along with a certain level of respect and dignity in the advertising. For example, you won’t find any humor or “Give me that filet-o-fish…” jingles in a commercial for a luxury vehicle.
To advertise any type of product means to begin looking outside of the box as viewers are becoming more resistant to traditional advertising. This can mean using social media websites, product placement and of course more celebrity endorsement. Consumers need a reason to NOT want to TIVO past the ads. How will we convince them?
In terms of advertising luxury goods you need to go beyond simply displaying the product and mentioning the name — you need to create a emotional connection. For this reason advertisers are turning to extended commerical or movie shorts to connect with consumer and help build that emotional connection.
The video below is a Chanel No. 5 extended commerical that was introduced back in 1995 and featured then No. 5 spokesmodel Nicole Kidman. Although the ad does not display the actual product, it does show a story consistent with the Chanel brand image – luxury, beauty, romance & desire. Assuming this is a product you would consider buying, do you think this 2 minute commercial began building an emotional connection with you?
