Grip6Social Media - Essay for Marketing Management PDF

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Grip6 Social Media Advertisement

Department of Business, University of the People BUS 5112 - Marketing Management Dr. Dennis Medel December 22, 2021

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Grip6 Social Media Advertisement GRIP6. (2016, May 5). Minimalist interchangeable belts | GRIP6. YouTube. Retrieved December 18, 2021, from https://www.youtube.com/watch?v=n_sxAU1hTkA Introduction The Ad I chose for this paper is by a company called Grip6 they have a product called the “GRIP6 interchangeable web belt”. This product marketing strategy focuses on an emotional approcah while mentioning the rational side of the product. They focus on a general target audience that consists of a lot of people that may share the ad for other people. Emotional vs Rational Ad There are two types of advertisement, Emotional and Rational adverstiment. While they both work for their respective reasons they focus on targeting different customers mindsets. “The rational approach uses marketing to try to prove the product’s quality and usefulness by listing the product’s benefits,, or quoting facts or statistics. By contrast, emotive marketing instead appeals directly to a consumer’s emotional state, needs, and aspirations”(Antonio, 2015). This advertisement by Grip6 focuses on the emotional perspective of marketing. While the does show off the quality and usefulness of their products benefits, they focus more intently on appealing to customers needs, and using their solutions to those needs to convince them to buy their product. The ad is focused around solving three factors of belts that are annoying to belt users. There are so many holes in a belt but you only use one and sometimes you are in between holes, there is a big flap at the end of the belt once you secure it, and the fact that belts stick out from under a shirt. So they made a belt that has “No holes, no flap, and infinitely adjustable”(Grip6, 2016). By focusing on these problems, the ad appeals to the customers emotional decision making and the rational decision making as the quality and statistics are right there in fron of you

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as Dekker explains “We're both rational and emotional beings,... it's foolish to focus your marketing campaigns on one or the other. By that reasoning, the most effective campaigns deploy both reason and emotion to support your product”(Dekker, 2019). However “People decide emotionally and then justify it logically. But emotion comes first”(Tracy, 2017). By appealing to peoples emotions first in this advertisement but also giving rational evidence, Grip6 can get people to want to buy their product and then give them the justification of why its a good idea. Target Audience The target audience for this advertisement is social media users as they will be the ones who will see this advertisement. Youtube uses its algorithm to suggest certain advertisements based on your internet usage and previous view. This is why my wife and I receive different advertisements even on the same videos. The target market for this product is men who wear belts often and are sick of how normal belts feel, look, and function. The target market is also made up of individuals who want or should wear a belt, but don’t wear a belt because of similar reasons as before. Sharability of Advertisement People will want to share this ad because a lot of people know someone who doesnt like to wear belts and should wear them more, or someone who does wear belts all of the time and would like something more comfortable. By appealing to the emotional side of individuals you can elicit a reaction that might make them more likely to share that feeling with others, humans love to make others feel the way they do. “we’re positively affected by people who say and do things that make us feel important and valuable”(Tracy, 2017). Because of this people tend to share things that make them feel good or appeals to their emotional needs. Rational

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advertisements are good for justification of a product but emotional advertisements are good for getting people to act. As I said before, by including both rational and emotional advertising people will feel the need to share the ad and then get the justification of why they should in the same advertisement. B2B vs B2C The content I have chosen is much more suitable for Business to Consumer marketing. B2B marketers sell their products or services to other businesses, while B2C marketers sell directly to the individual consumers. As Turea mentions “The B2B purchase cycle is longer and often involves a longer chain of command than the B2C buying process. A buyer of a consumer product/service usually takes a short time before making a decision”(Turea, 2021). These advertisements are meant to invoke emotion from their customers. That is not something you would try with a B2B transaction. With a B2B transaction you would try to upsell your benefits and statistics rather than invoke emotion. The ad is directly focused on getting consumers to buy their product because of their personal experiences with belts. Likeness For Conversion Through Employee Social Marketing According to Raman and other studies “Leads developed through employee advocacy convert 7x more frequently than other leads” (Raman, 2021). The reason for this is that generating leads is only half of the total sales, the other part is getting those leads to convert into sales. Employee Advocacy helps to create a trusting relationship before the sales process has started. This means more of the leads are being tailored for conversion than those without these relationships through Employee advocacy (Sociabble, 2021.). 3 Social Medias For Testimonials I think the most suitable social media for a customer testimonial would be Youtube,

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Instagram, and Facebook. The reason I say Youtube is that Youtube is good for longer videos of people reviewing the product. This gives more potential customers the ability to check out other people talking about the product fully. Sometimes short clips and reviews are nice, but before purchasing a product many people are going to want to get a more complete opinion of a product or service before committing to it. Instagram is good because they specialize in pictures and videos. Having a set of people reviewing your product on Instagram would allow for their followers who are used to seeing shorter videos from them. This way they can see someone they trust enough to follow supporting a product that they could purchase. Facebook is useful as it may give customers that are a little bit older the opportunity to see it. While newer social media platforms like Instagram are very popular with younger audiences Facebook is still popular with a bit of an older demographic. “Although the majority of Millennials uses both platforms, Instagram’s user base decreases drastically after the 18-29year-old age group, while Facebook maintains a significant user base even with the 65+ age group”(Shumaker, 2021). My thoughts with including Facebook is that while it includes an older generation for a product like belts, they will probably have more potential customers in an adult demographic who is in the workforce already. Instagram is popular with the Under 18 age group but at that age there are not a lot of people wearing belts compared to the 18-49 age range. Conclusion This Grip6 Advertisement for their Grip6 Interhangable Web Belt is a very impactful advertisement. It is an emotional advertisement with rational statistics in it aimed directly at consumers. By having both emotional and rational advertisement in this ad they can create an action from the viewer while also giving them the justification as to why that action should be

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made. This can happen whether that action is buying the product themself or sharing it so that others may see it and buy it.

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References Antonio. (2015, January 27). Rational vs emotional marketing for international audiences. TranslateMedia. Retrieved December 18, 2021, from https://www.translatemedia.com/us/blog-usa/rational-vs-emotive-marketing-best-globalaudiences/ Decker, F. (2019, January 28). Difference in rational & emotional marketing. Small Business Chron.com. Retrieved December 18, 2021, from https://smallbusiness.chron.com/difference-rational-emotional-marketing-23661.html GRIP6. (2016, May 5). Minimalist interchangeable belts | GRIP6. YouTube. Retrieved December 18, 2021, from https://www.youtube.com/watch?v=n_sxAU1hTkA Raman, V. (2021, March 21). 10 stats that prove the importance of employee advocacy. Social Media & Influencer Marketing Speaker, Consultant & Author. Retrieved December 18, 2021, from https://nealschaffer.com/employee-advocacy-statistics/ Shumaker, R. (2021, March 9). Instagram vs Facebook: The main differences you need to know. Hearst Bay Area. Retrieved December 18, 2021, from http://marketing.sfgate.com/blog/the-main-differences-between-facebook-and-instagramyou-need-to-know Sociabble. (2021, October 19). 10 stats that prove the impact of employee advocacy. Sociabble. Retrieved December 18, 2021, from https://www.sociabble.com/blog/10-stats-impactemployee-advocacy/ Tracy, B. (2017, September 20). Why making others feel important will make you happier and more successful. Entrepreneur. Retrieved December 18, 2021, from https://www.entrepreneur.com/article/297772

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Turea, M. (2021, July 10). Differences between B2B and B2C marketing you should know. DAP. Retrieved December 19, 2021, from https://www.digitalauthority.me/resources/6-maindifferences-between-b2b-and-b2c-marketing/...