Spotlight Communication

The Power of Simple Visual

The Power of Simple Visual

A picture is worth a thousand words. And these pictures or visuals become of prime importance when you use them for advertising purpose, more specifically print ads. We at Spotlight Communication believe if your visual is simple then your ad or brand stands at a better chance of recall.

Taj_Mahal_2012 1When we try to recall something, most of the time search engine of mind starts scanning images for corresponding word or experiences. Suppose someone asks you a question, have you been to Taj Mahal at Agra? The very moment your mind will produce images of Taj Mahal which you had seen or various locations of Taj Mahal where you had captured photographs during your visit or some of those photographs which you had seen on internet or on greeting cards or in form of gift articles etc if you have not visited Taj Mahal. In both the case simple visual of Taj Mahal is reproduced and recalled but hardly anything else is recalled for Agra! This happens because Visual of Taj Mahal is very simple. The same thing happens in advertising.

The simple the visual it stands a better chance of recall. We used the same principle to solve problem of Krupal The Freedom City. It’s a residential plotting project by Narayankrupa Infra on the fast developing Ahmedabad-Bagodara highway. It’s NA, NOC and Title Clear residential plotting project. So customer can have ownership of plot from the very much first against full payment of plot. When compared with competing projects in surrounding areas Krupal The Freedom City emerged as one of the most affordable projects of residential plotting. Plots are starting from 1062 sq. ft., costing Rs. 3,18,600/- that means only Rs.300/- per sq ft.  But the big question was how to communicate this affordability part very effectively?

When you think of three hundred rupees what comes to your mind. May be three notes of hundred rupees? What else can be the best visual apart from three notes of 100 rupees? So we created print ads and other collateral materials with same image. This ad with simple visual got better recall and response. Because it helped in strengthening the perception that plots in Krupal The Freedom City are really very much affordable. Even a young corporate executive can also afford to have a plot in his initial salary. Further flexible payment plans add to the convenience of buying a plot. So affordability was communicated very effectively and it helped in gaining preference by target audience. All in all success of campaign is dedicated to simple visual.

Rs 300 Ad 2

In support of print media extensive use of Radio channels at Ahmedabad helped reaching the target audience. It helped in communicating the part ‘Plots are very much affordable”.

In brief, if your visual is simple it helps your brand get register in minds of prospect and will help in better recall. Remember 90% of information transmitted to the brain is visual and visuals are processed 60,000X faster in the brain than text. And simple visuals make this process even easier.  So don’t under estimate the power of simple visual. Spotlight Communication advise go for simple visuals in your ads.

Customer Testimonial – An authentic way to convince your prospect.

For each product and service provider day by day it is becoming difficult to come out with something really different. Even if you propose something different then there many are ‘me too’ brands ready to copy and implement your idea. Obviously, this calls for an extensive sales effort. In such a competitive scenario use of ‘Customer Testimonial’ in your marketing material turns out to be really very effective.

Bhagirath Lake City  Doctor  AdSuppose you want to buy a mobile handset. To conclude on which brand to go for you initiate the process by gathering details about various brands, may be from internet. You start paying extra attention to mobile handset ads on television and start reading the details of feature and apps in Newspaper, Magazine or Outdoor advertisement. There are higher chances you get confused which brand to opt for with such a bombarding of marketing messages. But you want to buy a mobile phone, your need has not been satisfied. You start observing which brand of mobile is preferred by your friends, family member, colleges or may be boss. At right time you ask them, ‘how is your handset performing, as you are using since long time?’ As an answer if you get to know it is Good, Very Good or Excellent then that answer will be more effective in decision making than your past visit to store or going through various advertisements.

Customer Testimonial becomes of high importance when the nature of investment is capital intensive. Let’s say you want to buy a piece of land to construct your home, weekend home or you just want to invest from future perspective. There are many property portals available which gives you ample of information on all type of properties including plotting projects. Specifically Sunday being weekly off, for most of the people, major projects target you through their Radio and Print advertisement in various Newspapers. Apparently each developer will says their project is one fo the bests. However when you inquire on telephone and ask for status on NA, the answer you may get is, ‘NA is in process and we may get approval in coming few months’. On the other hand you read in newspaper, ‘Construction activities banned by forest department in Nalsarovar Area, many investors money at stake’ this increases concern as you are going to invest your hard earned money.

Bhagirath Lake City  Professor AdAt this point of time if you are exposed to a print ad where a satisfied customer is saying why he made a decision to invest in a particular project, let’s say Bhagirath Lake City, you tend to believe him or her. This happens because the ad features an identifiable character from routine life. With some basic investigation it becomes easy to reach such person and re-confirmation of the fact about project is always possible so the advertiser would not take risk to publish dummies in testimonial.

We, Spotlight Communication, as an official creative agency of Bhagirath Lake City selected to use customer testimonial in print ad campaign. Under this entire ad campaign Spotlight focused on one thing and that was visit of Bhagirath Lake City. Content of ad was prepared around the basic words and experience of existing customers. Customers had been selected from all strata such as Businessman, Professor, Government Employee, Doctor and Retired Bank Officer. We summarized their experience of first visit to site of Bhagirath Lake City in headline. These headlines communicated, all necessity of life is in proximity, the growth prospect is high, there is a good connectivity with major points of city and its strategic location at bank of Soyla Lake (Natural Lake) adds to the beauty of project. In each ad a single customer was featured with his plot number in project, his profession and crux of his first experience of visiting Bhagirath Lake City. The campaign did wonders as visit to site increased by many folds.

Bhagirath Lake City  busi. man AD

Bhagirath Lake City  Bank Officer   Ad

This campaign succeeded because testimonial added authenticity to the information. When rest of the competitor were praising their own offerings, Bhagirath Lake City was endorsed by their satisfied customers. When customer’s image and name gets published his reputation also comes at stake if he is just making puffing statements. This helped in building confidence in prospect and it really inspired the ones who were stuck in decision making and waiting for some believable push.

Spotlight Communication suggest marketers to come out with customer testimonial ad campaigns to increase authenticity but advise not to use it too frequently.