Monday, March 12, 2012
Saudi Advertising: The advertising arena in Saudi Arabia today needs ...
Saudi Advertising: The advertising arena in Saudi Arabia today needs ...: The advertising arena in Saudi Arabia today needs to be revolutionized. It needs to move out from the conventional to the unconventional, fr...
Sunday, March 11, 2012
The advertising arena in Saudi Arabia today needs to be revolutionized. It needs to move out from the conventional to the unconventional, from the norm to the disruptive. Saudi advertising is lagging behind while consumers are moving fast…very fast with the help of modern-day communication. Consumers today are not ignorant as we once thought they were. Many Saudi companies today still believe that they need to communicate with consumers in a direct and obvious way…why? They believe that Saudi’s are not intellectually refined enough to understand CREATIVE advertising, they do not understand ads that are conceptually crafted unlike their counterparts in Europe and the US. As a result of this fixated belief, companies refrain themselves from taking risks in accepting CREATIVE advertising to help their brands. They fear that such a decision could jeopardize their marketing budgets so they choose to go with something too simple and idiot-proof thinking that this is the best approach to convince consumers into buying their product. These companies need to wake up and smell the CREATIVITY… they need to realize that CREATIVE ads are the best method to selling brands when done in the right way!
Lots of companies in Saudi, before even airing their ads on TV, conduct research studies with potential consumers to check whether the CREATIVE idea is clear and engaging enough. To many companies’ surprise, people do get the idea and appreciate the CREATIVE work in its disruptive nature. So it is fair to say, consumers do understand and enjoy CREATIVITY, ultimately change their behavior and driving them to buy.
So after receiving great results from the research, you’d expect this CREATIVE idea to start manifesting into a commercial…right?!... Shockingly, the company’s answer is NO, it’s too risky…..WHAT! HOW!, WHEN!, WHY!. Yes, it’s too risky…because we have never advertised this way in the past… what if it doesn’t work? Are we sure we are doing the right thing? And the mother of all excuses is, our management will not approve because it’s just too CREATIVE!
Final word on the subject, I believe the problem with advertising today does not lie within the brain of the Saudi consumer but these companies’ lack of confidence in the power of CREATIVE advertising.
That’s it.
T
P.S. check it out, it's happening in Hollywood too...thank you George Clooney
http://www.youtube.com/watch?v=BMppw16dv48&feature=share&fb_source=message
Lots of companies in Saudi, before even airing their ads on TV, conduct research studies with potential consumers to check whether the CREATIVE idea is clear and engaging enough. To many companies’ surprise, people do get the idea and appreciate the CREATIVE work in its disruptive nature. So it is fair to say, consumers do understand and enjoy CREATIVITY, ultimately change their behavior and driving them to buy.
So after receiving great results from the research, you’d expect this CREATIVE idea to start manifesting into a commercial…right?!... Shockingly, the company’s answer is NO, it’s too risky…..WHAT! HOW!, WHEN!, WHY!. Yes, it’s too risky…because we have never advertised this way in the past… what if it doesn’t work? Are we sure we are doing the right thing? And the mother of all excuses is, our management will not approve because it’s just too CREATIVE!
Final word on the subject, I believe the problem with advertising today does not lie within the brain of the Saudi consumer but these companies’ lack of confidence in the power of CREATIVE advertising.
That’s it.
T
P.S. check it out, it's happening in Hollywood too...thank you George Clooney
http://www.youtube.com/watch?v=BMppw16dv48&feature=share&fb_source=message
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