What do you need for the promotion of your product on the market? How to succeed and what is the secret of success of the great brands?
Certainly, to give complete answers to these questions, it will take reading many pages of many books. It is absolutely impossible to do within the limit of one article. Evidently, the success of a product or a brand depends on many things. Nevertheless, you may be sure that the success is not luck. The success of a product is the result of a thorough planning, diligent work and good funding.
One of the product's success components is a successful advertising campaign and promotion on the market. The foundation of the advertising is the knowledge of your target consumers and their strict segmentation. Add messages should be well thought over and addressed directly and clearly to the people, who are likely and have the possibility to buy the advertised product.
One of the segmentation criteria is the consumers' personality type classification.
The well known psychologist and the founder of the teaching about the personality types, Jung, divided people into extroverts and introverts. The first ones are aimed at the surrounding world and people, and that is where they find the motivation for their emotions. The latter are focused on their inner world, thoughts and feelings.
Understanding of this distinction is vital for the advertising design. The same advertisement may motivate some people of a certain personality type to make a purchase, while it may leave the others indifferent or even irritate them.
Obviously, it is impossible to find out the percentage of introvert and extravert personality types among your target market segment. However, some products, such as accessories for extreme sports may be demanded rather by extroverts, who need stronger outward motivators. This is the reason why some companies make ads, intended for different customers.
Moreover, within these two personality types, Jung divided people into four subtypes. Let us take a closer look at each of them.
These people reason about things with a logical approach. For these customers it is better to use advertisements, which describe the qualities of the products. They are good at finding out the advantages of the products, their modifications and the ways of their utilization.
Choosing the products, they are directed by terms of feelings, such as pleasant-unpleasant, good-bad. Sometimes, in order to please their feelings, they may sacrifice their reasoning of benefit and advisability; this type prevails among women.
People of this type percept the world and make their choice, based on its physical qualities: the taste, smell, warmth, cod, etc. Ads with the smell are made for these types of customers. This personality type consists more of men, than of women.
They rely on premonitions and percept the world through their filter. They are sensitive to subconscious symbols and images. The design of ads for this type of people is the most complicated task. They are not likely to become loyal consumers. Having learned all the qualities of one product they switch to another one.
The pure personality types are rare. However, when designing ads, it is crucial to keep them in mind, as the messages, oriented on certain psychological types, are more comprehensible and convincing for these consumers.
Applying all the information, mentioned above, the promotion of your products will be more successful.