The purpose of business marketing is to connect and communicate with your customer base in a positive way that encourages them to buy your products or services. Businesses reach out to their customers by advertising on the Internet, television, radio and in magazine and newspaper print campaigns. Sometimes they use promotions to attract customers by giving away a prize or a product. One strong creative strategy businesses often employ to connect with their target audience begins with developing a marketing campaign centered around a theme that appeals to the consumer's needs, wants or desires.
Across all types of industries, and especially during difficult economic times, consumers care about prices. It isn't surprising that marketing the affordability of your product stands a good chance of attracting positive attention from the target market. But the affordability theme doesn’t work in all circumstances. If you compete in the luxury goods market, promoting your product as affordable might actually alienate consumers who purchase items for the status that high prices imply.
The theme of exclusiveness appeals to consumers’ desires to belong to a special club. Exclusiveness appeals to people who want to associate with like-minded people of similar -- and presumed better -- tastes. Companies marketing with the theme of exclusiveness do not expect to take the lion’s share of a market, at least not in the short term. The true success of an exclusive-themed marketing campaign reveals itself when the number of consumers reaches a critical mass well beyond the very-important-person crowd. Marketing to a self-styled, exclusive audience has its disadvantages. Brands that fashion themselves as better than others may face the wrath of masses associating your goods or services with snobbery.
You’ve seen the urgency theme: You have to buy this now because it won’t last. A lot of marketing happens in this time-sensitive context. The day after Thanksgiving -- known as Black Friday -- inspires an annual marketing and shopping frenzy. Other holidays, such as Valentine’s Day and Mother’s Day, bring consumers similar urgent calls to action. Often, the urgency theme relates to the theme of affordability by advertising special sales. Savvy marketers can learn to use many types of events, and even to create them, to inspire consumers to buy products or, at least, to build brand awareness.
The theme of anxiety relies on consumers’ insecurities and sense of vulnerability. The storyline for an anxiety-oriented marketing campaign typically begins by identifying a threat and resolves itself by providing a solution in the form of a product or service. Often, these types of marketing campaigns use subtle messaging to tap into consumers’ desires to feel safe, clean and sexy or to be a part of something larger. These types of campaigns thrive in many industries, especially hygiene and cosmetics. The main risk for an anxiety-themed marketing campaign is alienating consumers who may feel offended by implied messages of inadequacy.