- Published on Monday, 17 November 2014 16:39
- Bob Cannon
- 3 Comments
There are many aspects to marketing a new product but success demands that there be a congruent offering. All of the elements of the product, plan and execution must be in agreement or harmony. Any conflict between the different parts will create a dissonance in the mind of the audience and limit the ability to connect with the intended target.
A great example of an offering that is not congruent is shown below:
Do they really expect us to believe that the skinny model in the ad actually eats one of those on a regular basis. The sex presented in this ad may attract a certain audience, but they have to be brain dead to believe that this gal actually done this.
Marketing a new product is enhanced when the product and marketing fit together in a congruent offering and present an agreement of parts or a harmony of presentation that will resonate with the target audience and not cause a dissonance that fights in the mind of the consumer.