In the fast-paced world of marketing, crafting the right advertising angle can make or break a campaign. An advertising angle is the unique feature or aspect of a product or service emphasized in an ad campaign to make it stand out and resonate with potential customers. It’s the creative hook that differentiates your product from the competition and connects emotionally with your audience.
In this article, we’ll explore how two powerful frameworks the SONCAS model and Maslow’s hierarchy of needs can be used to develop effective advertising angles. We’ll also delve into the importance of testing multiple angles to find the perfect fit for your audience, sharing insights from real-world campaigns that demonstrate the impact of getting the angle just right.
The SONCAS Model: A Foundation for Diverse Advertising Angles
SONCAS is an acronym that stands for Security, Orgueil (Pride), Novelty, Comfort, Argent (Money), and Sympathie (Sympathy). This model provides a comprehensive approach to understanding consumer motivations and crafting advertising angles that resonate with these motivations.
Breakdown of the SONCAS Model
- Security: Emphasizing the safety and reliability of a product.
- Example: “Feel secure with our robust and dependable home security systems.”
- Target: Consumers prioritizing safety and stability.
- Pride: Highlighting the prestige and status associated with a product.
- Example: “Show off your success with our luxury watches.”
- Target: Status-conscious individuals.
- Novelty: Focusing on innovation and new features.
- Example: “Stay ahead with our cutting-edge technology.”
- Target: Tech enthusiasts and early adopters.
- Comfort: Stressing ease of use and convenience.
- Example: “Experience ultimate comfort with our ergonomic furniture.”
- Target: Consumers seeking convenience and comfort.
- Money: Emphasizing value for money and cost-effectiveness.
- Example: “Get the best deals with our budget-friendly products.”
- Target: Cost-conscious consumers.
- Sympathy: Creating an emotional connection and emphasizing customer care.
- Example: “Join our community and feel the difference with our caring customer service.”
- Target: Consumers looking for trust and empathy in their brand interactions.
Integrating Maslow’s Hierarchy of Needs
Maslow’s hierarchy of needs is another essential framework for understanding consumer behavior. By aligning advertising angles with different levels of Maslow’s pyramid, marketers can tap into fundamental human needs and desires.
Maslow’s Hierarchy of Needs Levels
- Physiological Needs: Basic survival needs such as food, water, and shelter.
- Example: “Our nutritious meals keep you healthy and satisfied.”
- Target: Consumers focusing on essential needs.
- Safety Needs: Security, safety, and protection.
- Example: “Protect your loved ones with our reliable insurance plans.”
- Target: Individuals prioritizing safety and security.
- Love and Belonging: Relationships, community, and social connections.
- Example: “Connect with loved ones effortlessly with our communication tools.”
- Target: Socially-oriented consumers.
- Esteem Needs: Prestige, recognition, and accomplishment.
- Example: “Achieve your dreams with our top-notch professional training programs.”
- Target: Ambitious individuals seeking self-improvement.
- Self-Actualization: Achieving one’s full potential and creative fulfillment.
- Example: “Unleash your creativity with our premium art supplies.”
- Target: Individuals seeking personal growth and fulfillment.
The Importance of Diverse Advertising Angles
In my experience as a Growth Marketing Manager, I’ve observed that the success of campaigns can vary significantly, even when targeting a broad audience with seemingly similar advertisements. The key differentiator often lies in the advertising angle. By adapting the product’s narrative to align with users’ desires, the campaign becomes more relevant and compelling.
Case Study: The Impact of Ad Angles
When launching campaigns for various clients, I noticed that results often differed extensively due to the advertising angle. For instance, a campaign emphasizing security (from the SONCAS model) for a financial product resonated more with older adults, while a campaign highlighting novelty appealed to younger audiences. This differentiation underscores the importance of testing multiple ad angles to identify the most effective approach.
Testing and Iterating: The Path to Success
Testing different advertising angles is crucial for campaign success. Approximately 70% of the work is done if you start with strong, creative ad angles to test. From the first campaign launch, you’ll notice a gap between how you see the product and how customers perceive it. This gap, which is subjective and unique, can be managed by developing future cohorts and adapting the customer journey based on user perception.
Advertising Angles for Watches: A Practical Example
Here’s a table with a list of different advertising angles along with a short description and example:
| Advertising Angle | Description | Example |
|---|---|---|
| Price | Emphasizes the affordability or value of the product or service. | “Get more for less with our budget-friendly products.” |
| Quality | Focuses on the superior craftsmanship, materials, or design of the product. | “Experience the luxury of our premium quality products.” |
| Convenience | Promotes how easy it is to use the product or service and how it saves time and effort. | “Make your life easier with our hassle-free products.” |
| Innovation | Highlights the cutting-edge technology or unique features of the product. | “Get ahead of the game with our innovative products.” |
| Sustainability | Emphasizes the eco-friendly or socially responsible aspect of the product. | “Do your part for the planet with our sustainable products.” |
| Social Responsibility | Promotes the company’s commitment to making a positive impact on society or the environment. | “Join us in making a difference with our socially responsible products.” |
| Health & Wellness | Focuses on the health benefits or natural ingredients of the product. | “Take care of your health with our all-natural products.” |
| Personalization | Promotes the ability to customize or tailor the product to meet individual needs. | “Make it your own with our personalized products.” |
| Expertise & Trust | Highlights the company’s experience, knowledge, and reputation in the industry. | “Trust the experts with our industry-leading products.” |
| Emotion & Lifestyle | Taps into the emotions and lifestyles of the target audience. | “Live life to the fullest with our products that reflect your passions.” |
Knowing the different angles of your product can give you a global understanding of the overall perspectives your clients see your products with, still, sub-angles give you a precise idea about what makes them see the product for themselves.
Sub-Angles for Watches
| Advertising Angle | Sub-Angle | Example | Potential Target |
|---|---|---|---|
| Emotional Appeal | Family | “Keep your family close, even when they’re far away with our watches.” | Consumers who attach sentimental value to time and family |
| Love | “Express your love with a timeless gift, our watches.” | Consumers who see a watch as a romantic or meaningful gift | |
| Tradition | “Carry on a timeless tradition with our classic watches.” | Consumers who value tradition and heritage | |
| Functionality | Professionalism | “Make a professional impression with our precise and reliable watches.” | Consumers who value accuracy and efficiency in the workplace |
| Productivity | “Maximize your productivity with our organized and efficient watches.” | Consumers who prioritize productivity and organization | |
| Efficiency | “Never waste a moment with our fast and accurate watches.” | Consumers who value speed and efficiency in their daily lives | |
| Status and Prestige | Success | “Celebrate your success with a watch that reflects your achievements.” | Consumers who seek recognition and status symbols |
| Luxury | “Indulge in luxury with our high-end, premium watches.” | Consumers who value luxury and exclusivity | |
| Exclusivity | “Make a statement with our exclusive and limited edition watches.” | Consumers who seek exclusivity and uniqueness | |
| Sport and Adventure | Sport | “Stay on top of your game with our high-performance sports watches.” | Consumers who engage in athletic or competitive activities |
| Adventure | “Explore the unknown with our rugged and reliable watches.” | Consumers who engage in outdoor or adventurous activities | |
| Toughness | “Take on any challenge with our durable and rugged watches.” | Consumers who value toughness and durability | |
| Personalization | Creativity | “Express your creativity with our customizable watches.” | Consumers who value self-expression and individuality |
| Self-Expression | “Make a statement with a watch that reflects your personal style.” | Consumers who seek to express their individuality through their accessories | |
| Uniqueness | “Stand out from the crowd with our unique and personalized watches.” | Consumers who value uniqueness and originality |
Adapting to User Perception
While these frameworks provide a solid foundation, it’s important to remember that crafting the perfect advertising angle is not an exact science. It’s a combination of empathy, creativity, and an eye for Choosing and interpreting KPIs. Understanding the subjective and unique perceptions of customers allows for the development of future cohorts, adapting the customer journey based on their responses.