The Benefits Of Simplifying Your Marketing Messages
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
| SURT | Brand Truth | Proposition | ||
| People are frightened of disease | + | Glaxo spends the most of R&D – fighting disease | = | Glaxo is diseases’ greatest enemy |
SURT and Whiskas
| SURT | Brand Truth | Proposition | ||
| Cats unpredictable | + | Whiskas understands cats | = | Whiskas is your best chance of satisfying your cat |
SURT and TFL (Transport for London)
| SURT | Brand Truth | Proposition | ||
| 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)
| 10,000 | hours gaming |
| 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