The evidence of the growing competition in the current business environment demonstrates the task for companies to embrace strategies purposely to remain relevant and enhance their market share in their respective industries. In addition to the adoption of strategies elicited with the inception of advanced technologies, the rising needs of customers tasks marketers of these companies to develop and manage exceptional emotionally intelligent campaigns to achieve positive results. Therefore, this paper provides an analysis of three commercial campaigns by Mercedes, Allstate Insurance, and Prudential Financial companies.
When compared in terms of their target audience, the commercial campaigns pursued by both the Allstate Insurance and Prudential Financial tend to focus on general public particularly those individuals with families or those with such future plans ( Allstate Insurance, 2012 ; Auto Saigon, 2015). However, the insurance plans propagated by both companies targets the audience willing to insure their household goods against ‘mayhem’ and their future that includes financial components, such as education, mortgage, and healthcare. Contrastingly, the Mercedes commercial campaign targets the affluent because of its status and the costing that the brand attracts, which is considered as the world’s most luxurious automobile (Dawson, 2015; Loureiro & Kaufmann, 2016).
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In addition to their respective target audience, the other difference can be noted in the point of differences identified in the three commercials. Mercedes’s point of difference (POD) is the ability of the automobile intelligence system that recognizes pedestrians and warns on the oncoming traffic. This POD coupled with its braking system that prevents the automobile from crashing differentiates the Mercedes from other automobiles in the industry. In the case of Allstate Mayhem’s ‘Guard Dog’, the point of difference is evident when the company stipulates that they compensate by replacing stolen items when the dog at home fails to restrain his ‘friends’ burglars as he catches his favorite movie. The POD in this commercial is evident when the individual has a home insurance with the ‘potential savings’ covering for the items damaged as specified in the commercial. The differentiation is further demonstrated with the out-of-pocket expenses that the company allows individuals to select items that need to be insured.
In the Prudential’s ‘Magnet Experiment’ commercial, the POD is showcased with many people stipulating that the good things they want in the future. Therefore, the company communicates with the people of the intention to build together long-term investments based on the good things they want in their future, such as retirement, investment, and insurance plans. Similar to Allstate Mayhem’s commercial, Prudential places potential customers at the center of the investment plans where they are allowed to choose their respective plans as demonstrated with the yellow magnets.
From three commercials, the Mercedes Benz ‘Crash Test’ indicates the high likelihood of the affluent investing in the automobile. The uniqueness of this brand’s marketing that is evident in the achievement of its campaign goals can be attributed to the application of the art and science of marketing to ensure that the communication reaches the target audience. Accordingly, Dowling (2004), and Phillips, McQuarrie, and Griffin (2014) stipulate the role of the managers in fostering promotional campaign with strategies that elicit appropriate market segmentation, target audience, and positioning of the brand in the market. When compared to the two companies used in this context that are unlikely to make enough sales, the Mercedes Benz company continues to invest heavily in advanced technologies and subsequent implementation of strategies, such as the use of artificial intelligence to ensure that they meet the diverse needs of their customers.
References
Allstate Insurance. (2012, May 30). Guard Dog Commercial | Allstate Mayhem [ Video file]. Retrieved from https://www.youtube.com/watch?v=EhyQgskfjNc .
Auto Saigon. (2015, December 22). [Official] 2015 Mercedes Benz E Class Commercial Crash Test . [ Video file]. Retrieved from https://www.youtube.com/watch?v=4Xj1M2WKwHw .
Dawson, A. (2015, February 26). Prudential "Magnet Experiment" Commercial [ Video file]. Retrieved from https://www.youtube.com/watch?v=5mmJv4jGm7k .
Dong, H. B., & Koo, J. (2018). Conspicuous and Inconspicuous Luxury Consumption: A Content Analysis of BMW Advertisements. Reinvention: An International Journal of Undergraduate Research, 11 (2), 1-6.
Dowling, G. R. (2004). The art and science of marketing: marketing for marketing managers . Oxford: Oxford University Press.
Loureiro, S. M. C., & Kaufmann, H. R. (2016). Luxury values as drivers for affective commitment: The case of luxury car tribes . Cogent Business & Management, 3 (1), 1171192.
Phillips, B. J., McQuarrie, E. F., & Griffin, W. G. (2014). The face of the brand: how art directors understand visual brand identity. Journal of Advertising, 43 (4), 318-332.
