The threatening steps of the concurrence, the legislation vortex, the alignment at the European standards and the wish to grow our business send us into a crazy race in the searching of creativity. We want that our promotional ideas of our brands to be innovated and to see in them essential and decisive factors of growing. The televisions, the radios ,the newspapers ,the indoor and out commercial elements are the channels that we assault trying to communicate more and better about our products and services. In the end everything seems easy and we smile preparing the champagne: the equation is simple ; with a small effort look how high the firm raise! But after a couple of months we notice than the products and the services aren’t sold so good, more they are in a staggering decline. Then we start again to send money to mass-media for more and more publicity.
If this is how it works…..what can we do? We don’t want our business to go wrong!?

Lets look the things like that: in the last 15 years, the level of communicated information through various channels of publicity had increased over 20 times. This doesn’t mean that the capacity of storage and analysis of the target audiences who we address the products and services had increased in the same way. Being bombed with such many types of messages through so many channels, the target audiences had built themselves a pretty good resistance .Almost every family from the Romanian urban environment has a TV and access to 24 channels, listen the radio FM or AM ,has access to various magazines and newspapers and when they walk on street are assaulted by outdoor publicity ,by promotions ,by sampling and tasting. Lets go on: into a supermarket we can find over 15000 products; At OSIM are few thousands registered marks; on the medicine market from Romania we can easily count over 1000 products and the automobiles market is in a continuing development. In all this madness we encounter very many types and methods of communication, all the firms trying to occupy a definitive place in the mind of the buyer. This context impose that every firm to find a inedited, innovative and full of resources method for the construction of the communication strategies. The scientists discovered that the human can accept just a limited quantity of information and sensations. After a certain point the brain forgets the all stored information and creates barriers and filters. So ,in natural way is born the question :how we get inside of the buyer’s mind?

For these campaigns to have long term effects, we must have contact permanently with our target audience, to know very well the perception transformations upon our brands and mostly to have the shape and the measure of their needs. In addition, is good to be aware how precious is the material which is already stored in the buyers’ mind: information, concepts, perceptions, convictions, social economic and cultural elements. It is very hard and in the same time very risky to try bomb always the target audience with new information. It’s much more easy to find out information about the needs, the perceptions and the conviction of the buyer and to use them for shaping the products and to build the brands’ communication strategy, then to push the customers to perceive, to understand and to acquire unfriendly new information. We must get to them through a natural process (actually, which to be perceived most simple and naturally). The more we try to push, more higher number will appear in the balance of expenses and payments and the process will loose its capitalization and efficiency.

Beyond Creativity: when we wish to build the success and the profit of a brand, we must know to look beyond creativity, innovation and products quality; we must know to build the context in which our products and services will sell.

Ciprian Dron
Manager Media Factory