<>AdvertMania Gazette - Issue # 808
Copyright (c) 2009 - All Rights Reserved
Published by: Gracina Fulcher<>
http://tinyurl.com/dmrtc
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<>IN THIS ISSUE<>
<>Sponsor Court
<>Article Highway:
Signs And Symbols Can Sell
When Other Efforts Fall
Flat--John DeLaVera
<>Free Ad Terrace
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<>ARTICLE HIGHWAY<>
Signs And Symbols Can Sell When Other Efforts
Fall Flat--By: John DeLaVera
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Marketing is a very tricky game that most people
tend to prefer to play safe. While tried and
tested efforts can gain results, they generally
will not turn companies into household names
on a national or international level.
When something more is desired, companies can
learn a thing or two from the ancient and not
-so-ancient past.
Consider some of the most successful companies
in the marketplace today. No matter the type
or types of products these companies offer,
they all tend to have something beyond
their powerhouse status in common.
So, what is that thing?
It happens to be the use of signs and symbols
in their marketing campaigns.
Think of any company that is at the top of its
field and chances are strong that it will be
readily identifiable by its symbols alone.
Companies that enjoy success on a major level
do not necessarily have to have their names
stated in commercials and other marketing
efforts, their signs and symbols speak for
themselves. Anyone who doubts this need
only consider the companies that are
recognizable to toddlers.
Toy companies, cereal brands and even sandwich
and French fry joints will all make youngsters
who cannot even read jump up and down for
joy when their symbols are seen.
The proiducts might not even be a child’s favorites,
but a response will be elicited nonetheless.
Why is this?
Long before there was written language, there
were symbols. Humans have moved in a world
where certain symbols stand for specific
things.
In many cases, symbols are also tied to strong
emotions or subconscious responses.
When companies capitalize on the use of the
right symbols in their own marketing people
tend to take notice without even noticing
they are doing so.
Consider the many symbols out there that elicit
positive responses in people.
A checkmark, for example, is a sign for a job well
or completed. It makes people happy done and
gives them a sense of accomplishment.
Olive branches and doves are signs of peace. An
image of a lion stands for strength and loyalty.
The examples go on and on.
When companies take familiar symbols that have
positive meanings in the eyes of clients, alter
them and make them their own, they can
reach out to consumers on an emotional
level.
Some companies have also managed to create their
own unique symbols and give positive meaning to
them through tactical marketing campaigns.
Regardless, the symbols, just like a checkmark on
a homework assignment, have come to represent
certain emotions and elicit specific reactions
from consumers.
While not all highly successful companies have
learned to tap into the power of symbols and
their ability to say more without actual
words, many have.
When logos, product packaging designs and advertising
efforts use the right symbols and manage to attach
the right meanings to those symbols, household
name status can follow.
Standard marketing efforts can can go a long way in
helping companies enjoy modest success.
When going beyond is the goal, marketing needs
to take on a different strategy.
Reaching out to customers through symbols and
speaking to them on the subconscious level
can provide the impetus needed to turn a
good company into a great one.
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AdvertMania Gazette - Issue #808
Copyright (c) 2009 - All Rights Reserved
Published by: Gracina Fulcher 10/18/09
http://tinyurl.com/dmrtc
*September 11, 2009*
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