I remember vividly
when I was a manager in the strategy/account planning department of
Centrespread FCB, an advertising agency. I had the onerous task of
conducting consumer insights on lottery business operations for Lotto
Nigeria. The agency developed some brand slogans ‘Levels fit change’
and ‘Level go change’. These slogans were tested across the key
geographical regions in the country.
‘Levels go change’
was eventually selected based on consumer insights. Consumers believed
it was their own language and in line with their thinking. They
believed the slogan definitely inspired them, that with a new lottery
company, their lives would experience transformation, as they would
never operate on the same level again.
In essence, the
slogan captured their language because it resonated with what they
wished and desired. Consumers tend to respond to any brand that deploys
their language to communicate with them. They develop both emotional
and physical attachments to brands that speak their language. Times are
really changing, and consumers want to maintain a direct relationship
with brands. When ‘Levels go change’ was being tested, the consumers
were already desirous to know the company that wanted to change their
levels for the better. The name of the brand was not revealed then.
Despite this, there was an instantaneous connection because the brand
communicated the language of the consumers.
The only way to get
true connection with consumers is to develop real, long-term
relationships with them. A major way to achieve this is through
language. It has been revealed through several researches that
consumers want to be reached in their own ways. Their own ways revolve
round their language, culture, and thinking. The era of developing
sophisticated communication campaigns is gone. Consumers want simple
and direct communication, and when brands identify with this, it builds
positive perception and fosters relationships.
They are further
captivated and engaged when brands speak the language that aligns with
their yearnings. Brands that speak consumer language can never fade
from their minds.
Etisalat deployed
this tactic in the ‘one million dollar’ promotion campaign. “I don
hammer o” was the language of the winner on the billboards after the
promotion. This strongly sends a signal to others that they can also
“hammer” (which means hitting a goldmine) with Etisalat. Brands should
touch local sentiments and make messages more endearing to the
consumers.
Companies should
engage consumers, listen to them closely, and deploy the major way to
communicate in their language. Companies with consumer mass appeal
brands can also breathe a new life into their brands by speaking
consumer languages. The brand image can be revitalised by speaking
consumers’ minds. I believe Airtel achieved this in their outdoor
communication. One of such is “With Airtel, there is no congestion”. A
traffic jam was the image used to depict ‘no congestion’. This is one
that refreshes the brand in the minds of consumers.
Though the written
or spoken language can be powerful as the imagery deployed, language
also unlocks the values trapped within the brand that consumers desire
or long for. The time has come indeed for companies to make their
brands forward thinking by adopting a strategy to think and act like
the consumers.
This can only be achieved through a strategic deployment of consumer language.
Kudos to my lecturers
I had a chance
meeting with some of my lecturers after several years, in the course of
promoting my company’s writing academy. I was at Redeemers University
where my former lecturer, Bayo Oloyede, is currently the head of the
Mass Communication department.
Mr. Oloyede was the
one who taught me courses like Writing for the Mass Media and Editorial
Writing. I also visited Caleb University, where I met the big don, Lai
Oso, the professor who taught me courses on Theories of Communication,
Communication and Development, at the Ogun State Polytechnic.
They and their
other colleagues are noble men who have impacted lives .They have
laboured to train several successful professionals who now excel in the
marketing communications industry. Through the thick and thin of pains
and toils, they remain in the ivory tower, moulding lives.
I appreciate their unfavoured commitment to nurturing even the upcoming generations, despite the ingratitude of the society.
