Simplifying Complex Marketing Messages
SURT : Simple – Universally – Recognisable – Truth
SURT + Brand truth = product sentence / proposition (i.e. ‘Dry babies are happy babies’)
SURT and Glaxo Smith Klein
|People are frightened of disease|
|Glaxo spends the most of R&D – fighting disease|
|Glaxo is diseases’ greatest enemy|
SURT and Whiskas
|Whiskas understands cats|
|Whiskas is your best chance of satisfying your cat|
SURT and TFL (Transport for London)
|Teenagers believe they can be famous one day|
|2 teenagers are killed or seriously injured everyday|
|Don’t die before you have lived|
Action: Think about how you could take your complex sales issues and reduce them.
The digital native (all before 21 years of age)
|200,000||emails and instant messages|
|10,000||hours on cell phone|
|20,000||hours watching TV|
|15,000||hours on the internet|
I.e. the under 21 has a completely different way of thinking. ‘Their brains have literally been re-wired’.
Advertising Recall Scores Declining
Recall scores collapse (% day after recall of advertising message) across the population sample.
- 1965 – 35%
- 1974 – 25%
- 1981 – 15%
- 2000 – 8%
Therefore the only thing that can get through are brutally simple ideas – keep it simple to get it through.
The Benefits Of Simplifying Your Marketing Messages
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Thanks to M&C Saatchi for the inspiration to this many years ago