Solving problems is what advertising and marketing is all about. Really it is. We market a product or service to a target market to solve some sort of problem; whether they are identifying their need for it as solving a problem or not. It may make their lives easier or give them a feeling that fulfills a need which is solving a problem. We look at brands and develop a loyalty to them when we like them.We like them for different reasons as some is physical like taste, functionality and results where other are emotional where it gives us a feeling of ease, time, accomplishment and in some situations, coolness. I know when I had my Miata it gave me that little jump in my step when I drove it or walked up to it.
Solving the Problem
Problems for consumers is not so easy to admit.Sure, when they purchase and the product fails or does not meet their expectations they report a problem but yet so many do not see purchasing as solving a problem. Problem is in many ways is a negative term as whether internally or externally it is associated with an inability to solve; but yet as marketers we are seeking to solve. Incredible power struggle that emphasizes the need for marketers to talk to and not at their target. We all have problems that are important to us whether it be in the now or in the long term and we seek a means and ways to solve it. Brands do solve problems as we buy them and stay loyal and avoid brand switching. They are known to us, comfortable and easy to grab which solves the problem of uncertainty, time and performance.
Compounding the Problem
We want to help and solve problems. Companies have long had customer service centers that were equipped to handle customer problems. Social media has helped with customer service but also has allowed people to speak out. Reality is that the have always spoken out but now they allow it to be very public. A brand that does not respond or fails to perform to the expectations only escalates the problem and when pushes the problem back onto the consumer, compounds it. Example of this is when I was standing in a long line to pay for my 44oz Diet Pepsi (aka my daily fix) I had no choice but to listen to a woman on the phone talking about her experience with the DMV.
She was loud but well spoken between her gum chewing and cracking. Apparently her car is not registered (which is a problem here) and when she was stopped and ticketed for it, she tried to register the car. She is on a limited budget and when she went online to get an “estimated” cost it was under $300 but when she got to the DMV it was over $500. From what she said it was fines and fees for not registering the car on time. Makes sense but what she said after was interesting. She tried to create a payment plan as she had $300 but was denied. She could do that but would not get the sticker that is needed to visibly show that the car is registered to the police when considering a traffic stop. She was willing to pay but yet the problem was not solved as she probably will get another ticket which she has to pay and restrains her from registering the car. See how the problem is compounded as I am guessing she will pay the ticket which is taking away from saving the extra monies to register the car.
This is an example that is showing how we can compound a problem. She is wrong to not have her car registered but at the same time admitted she was wrong and made the effort to rectify. As a brand we want to solve but yet sometimes we compound the problem. The customer is not always right but yet the solution is not always right. We cannot please everybody but when we look at the bigger picture, we want to achieve our ultimate goal. In Nevada if the problem is cars not registered, broadcast the fine is under $100 and if they do not register by X date then they will be find over $250. This way cars are registered, the need to threaten with a hefty fine is diminished. The goal is to have cars registered and threatening with tickets and fines is not achieving the goal of bringing in the revenue of registering a car. As a brand you have to create a solution to all problems which could be a “no questions asked” or more information needed. Either way, people will talk and are you ready for the talk -positive or negative?
What do you think?
photo credit: comatosed