EVOLVING BRAND CONSUMERS Into Advocates


“Te breakfast of champions.” “You are now free to move about the country.” “Made from the best stuff on Earth.”


Each year, brands around the world spend billions of dollars together crafting catchy and memorable taglines and jingles to achieve two primary goals:


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Convince you that their product or service is better than the competitions’


Appeal to your aspirational, better self; that you can achieve who you really want to be by using what they’re selling


A century ago, these strategies simply aimed to entertain and entice potential customers to become buyers, and make the sale. However, as time’s gone by, marketers are far savvier, trying to lead consumers to identify personally with their products and services, to create relationships. Do any of these ring a bell? (Have it your way | What’s in your wallet? | Shouldn’t your baby be a Gerber baby?)


Tese statements actually aim to have consumers define themselves by what products and services they buy (like your mother used to tell you, “You are what you eat”). And many companies take it a step further,


and up front tell you that they want a relationship with you forever!


Love it for life. | Volo A diamond is forever. | Debeers Amazing yogurt, amazing life. | Dannon Yogurt


But there’s a way far more effective, immersive, and memorable way to create that emotional bond with your target audience than a catchy tagline or this year’s AM radio jingle.


EVOLVING YOUR PRODUCTS AND SERVICES INTO DESTINATIONS.


PGAV Destinations partnered with H2R Market Research and conducted a nationwide study of destination guests regarding their perceptions of attractions which celebrated and promoted a specific brand’s product or service. Te findings were thrilling, enlightening, and greatly encouraging. One thing is absolutely certain:


Consumers who visit brand destinations are


42% MORE LIKELY


to use that brand’s products and services, as opposed to competitors’ products that can only be found on shelves.


Is your brand a Destination yet?


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