Product Benefit vs Emotional Messages
Procter & Gamble’s Chief Brand Officer, Marc Pritchard made a few interesting comments in a teaser article on Ad Age recently. One in particular got me thinking about the pet owner experience before and during a veterinary exam: It’s not “either” product benefit “or” emotional messages — it’s “and.” Mr. Pritchard was talking about the need for marketing campaigns to be more entertaining in the digital/social media marketing landscape because viewership of the message is volu
Consumerism & the Unusual Quote on Our Website
At the Western Veterinary Conference (WVC) last week one of the presentations by Zoetis raised the issue of consumerism as one of three key drivers influencing pet owner decision-making. One of several definitions of consumerism from Dictionary.com is “a modernmovement for the protection of the consumer against useless,inferior, or dangerous products, misleading advertising,unfair pricing, etc.” This boils down to pet industry consumers trying to help each other make the “ri
Content is NOT King!
The oft-repeated phrase, “Content is king” does not apply to digital education technology in veterinary practice waiting rooms. Sorry, it just doesn’t. In reality, it doesn’t apply to any digital signage system, but we specifically support the veterinary industry here so we’ll focus on that. Why People Think Content is King The intent of the phrase is to emphasize that poorly-designed content is ineffective, and well-crafted content delivers results. Well, these statements
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