Any
great campaign starts with a raw idea that needs transformation that comes from
curtain done by experienced and creative hands. In order to create magic to
mesmerize and capture the interests of the customers, innovative and
distinctive ideas are needed but is that all? Does a single idea has the
potential to create a brand and build a lasting impression?
The
truth is, a good idea is like a good seed, even though it has the potential of
growing into a big tree that provides shade, it needs help getting there. It
needs someone to sow it in the field and provide it with water and care.
Similarly, a great idea can only provide benefits if it has caretakers, a team
to simplify it and create a conceptualized representation.
What is conceptualization?
Technically,
it is the process of development and clarification of concepts. In regards to
marketing campaigns, it can be understood as a process of creating an idea and
working towards incorporation of the same in a campaign. Features forming steps
that can help understand the process of conceptualization are as follows:-
Stating
the marketing goals for the product or the brand
Understanding
the target audience, its needs and preferences
Comprehending
geographical and regional differences
Matching
the use and needs to find the link between the two
Listing
out the requirements
Drafting
a strategy to accomplish the said goals
Taking
assistance from past experiences, examples and market trends
Consideration
of cost and social benefit
The
theory of conceptualization is an adamant supporter of development of a concept
which is an abstract idea. Instead of going head on into it, it begs the use of
a more effective way of designing a campaign. It is distinct and unique to
every single campaign. It can be utilized as a special purpose framework
intended to result in the fulfillment of the marketing objectives of the
company. Benefits of conceptualization reaches deeper than the surface and are
seen as essential when it comes to being creative.
Why
conceptualize?
Effectiveness
and efficiency are qualities that need no advocacy or explanation but those are
not the only reasons marketers are attracted towards it. It is because even
though the process is long and road rocky, it gives the competitive edge the
brand craves. We all keep talking about how important marketing is but how
would you stand out when there are thousands other who agree with the same
point?
That
is where Conceptualization comes to focus as it helps to create a campaign that
is not only based on a powerful idea that appeals to the masses but also
executed in the correct way. For example, use of Swachh Bharat Abhiyan to
market cleaning products- every other cleaning product will tell you that it
removes all stains and gives shine etc. but we have all heard that so we don’t
bother but when they start with telling us the importance of cleanliness in our
schools, streets and country as a whole, we listen.Why?
Is
it that “Daag achhe hote hai?” No, it is because we have never seen the link
between a central government project and a cleaning product.
When
you base your campaign on an idea instead of basic instincts of revenue
maximization, it creates a more lasting impression on the target consumer.
Everyone is aiming to fit their needs but is that enough to last the
elimination round and thinning of the herd? No, for that your campaigns need to
break barriers of communication and reach out to the sensibilities of the
customers that do more than satisfy their needs. Conceptualization of marketing
campaigns is the best way to leave lasting imprints on the customers and the
most effective way to do so.
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