Friday, April 06, 2012

The Job Of Advertising Is No Longer To Sell. It’s To Help People Buy.

Semantics?

No, not really.

It’s a difference in mindset.

Let’s take a look at what Ron Johnson, now with JC Penny, but who originally helped create the Apple store, had to say about the future of retail stores.

“A store has got to be much more than a place to acquire merchandise. It’s got to help people enrich their lives. If a store just fulfills a specific product need, it’s not creating new types of value for the consumer. It’s transacting.”

Don't you love that last line? It’s transacting. Not that transacting's bad. But, it's no longer enough.

Now what if we slightly changed what Mr Johnson said so that it refers to advertising rather than retail stores.

A commercial has got to be much more than just a way to sell merchandise. It’s got to help people enrich their lives. If a commercial just sells a specific product, it’s not creating new types of value for the consumer. It’s transacting.

The job of advertising is no longer to sell. It’s to help people buy.

The end result is the same.

But how we do it today, versus how we did it yesterday, has changed.

Some people realize this better than others.

2 comments:

  1. I want to thank you for this great information!! I definitely enjoyed every bit of it and I have bookmarked your website to see the new stuff you post in the future.
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    ReplyDelete
  2. Interesting post and thanks for sharing. Some things in here I have not thought about before.
    Regards,
    MCIPL

    ReplyDelete