Every businessman will sign off on this: the essence of running a company is making money. Even if someone wants to save the world through their business – without money, they can't do it. It's like oxygen masks on a plane – you put yours on first, and only then can you help others.
A company's "breath" is regular, profitable sales. So you could say that every marketing activity really has one task: to convince people that we satisfy their needs better than others, so that they willingly buy our products. It's a simple relationship of consequence. Means and end.
Image that builds sales
The best do it best.We understand how important ease of use and the look of a computer are to you THEREFORE you buy our hardware [Apple]. We know that in your world coffee is an experience of emotion and meetings THEREFORE you gladly order it from us [Starbucks]. We see that the point of parenting is care. We appreciate that and genuinely support you in this difficult task THEREFORE you choose Pampers diapers. Sales are a natural consequence of fulfilling important consumer desires. The right "image" encourages purchase because it touches the most sensitive strings in our hearts and plays on the most important values. Splitting this story into an "image" part and a "sales" part is one of the greatest marketing absurdities. Unfortunately, many people fall for it.
Image without sales
Image activities stripped of "sales" are a business shell. Advertising "artists," jurors of "creative" competitions, and participants of "advertiser nights" often get excited about them. It's easy to recognize the ideal "image campaign": everyone talks about how cool it is, witty, surprising, and unusual. No one bothers with something as banal as benefits. Everyone admires impressions, likes, and mythical "reach." Not long ago, Lidl was tormenting people with a textbook image campaign. The problem with the creative featuring Wellman, Okrasa, and guests was too much focus on itself and too little on the real and important needs of consumers. There was a lot of fun, laughter, and wit – little sense. A few weeks ago, the world breathed a sigh of relief. The bizarre concept was abandoned in favor of the "Traditionally and Modernly" campaign, which at first glance is based on strong insights and in a perverse way refers to the most brilliant "Lidl" campaign of all time – "Pascal and Okrasa."
Sales are not what you think
Every "image" communication should encourage purchase. But it's not about pushily accosting people with loud "bold" text and bribing them with a price cut. That's a misunderstanding. It's enough to reach for the classics – practitioners from 100 years ago, such as F. Bettger, to see that sales is not shouting at people: "buyyyy!" but responding to their needs, desires, problems, and deficits. You can do it subtly and unobtrusively. You have to do it precisely. Is Coca-Cola's "Taste the feeling" an image campaign? No way! It's sales in its purest, most perfect form. Every second of the campaign is living proof that the brand understands what excites consumers and gives it to them through its every action. Consumers "buy" this story, and with it the product. You don't have to shout at them or grab attention with pleading slogans. Consumers buy because they want to.
Sales without image
If image without sales is a business absurdity, then sales without image is like letting "steam go into a whistle." We empty warehouses, but we don't build a bond with the consumer, loyalty, or willingness to buy again at a "normal" price. The test for a "sales campaign" is simple: we take out the logo and put in another. Any difference? No? Great, we've found a textbook example. What's the point? After all, even if we only want to hit a sales plan, we have a unique opportunity to say something important to the consumer and build a relationship with them. That doesn't have to mean a mess in the message. Nałęczowianka's "Wyskocz z kapci" campaign shows how to reconcile water with fire. Supposedly a promotion, encouraging purchase, one of many contests with prizes. Is that really so? What is being sold here? Water? Never in a million years! By buying Nałęczowianka and taking part in the action, the consumer buys something that is very important to them – an active life, energy, vitality, and motivation to change. That is Nałęczowianka's "image" story. You can't put another brand here.
Image and sales in every campaign
Every sensible communication should be both image and sales at the same time, because its task is to convince people that the brand understands their needs and desires, and thereby persuade them to buy. Escaping into "image" is turning away from business. Instead of doing something that makes marketing sense, we play with "pretty pictures," "positive emotions," and original creative. We don't provide benefits, we don't tell a story unique to the brand, we throw money down the drain. On the other hand, making strictly "sales" campaigns wastes an opportunity. The consumer gives us their time, and instead of saying something exceptional to them, we serve them a banal freebie and a price cut. We do what anyone can do. Let's throw "image" and "sales" campaigns in the bin. Let's only do activities that show consumers that we know what matters to them and want to give it to them. The consequence will be sales, which is the essence of every business.
Author: Maciej Szaroleta
Marketing strategist with 12 years of experience in advertising, PR, interactive agencies, and "on the client side." He specializes in the FMCG industry, marketing for small and medium-sized companies, and new technologies. He currently works at Albedo Marketing, where he heads the strategy department. In his free time, he helps small companies organize their business and create marketing plans. Previously, he led the Marketing Communication Department at H+K Strategies, built interactive communication strategies at Galileo Interactive, and looked after the Warka brand at Grupa Żywiec. In his work, he places special emphasis on understanding the real needs of the consumer and the measurable effects of marketing activities.
