Graeme Newell

what is customer focus: cutting through the clutter and get noticed

What is Customer focus? The answer is cutting through the ad clutter in order to reach a target market. Commercials must be able to startle and surprise in order to do this. However, current marketing trends show that too many marketers start building campaigns with the same tired imagery and messaging that is common to the category. In this presentation, emotional marketing expert Graeme Newell examines some of the best advertising campaigns to show how to make ads revolutionary.

Graeme uses the best television ads from Call of Duty: Modern Warfare 2 and from Sony’s PlayStation 2 in order to get his point across. What should a video game promo look like? Current trends in marketing show that they have a lot of action, hint at a story line, and have some music in background. The Call of Duty promo included music from Eminem in the background. However, any video game can be plugged into this particular promo. This goes to show that when positioning a brand, most video game promos are redundant and fail to break through the clutter. Sony decided to solve this problem by breaking through the clutter when marketing the PlayStation 2. They started with the emotional driver of connectivity, with the goal of positioning a brand to make the customer want to be a victor among their tribe of friends. The message was to get on board the PlayStation 2 train and to come together and compete through video games. What Graeme is trying to show is that in order to break through the clutter, risks need be taken, and innovations need to be made that’s different from what everyone else is doing.

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