I was visiting a client of mine last week and as soon as I entered his office, I casually asked his team "Kya chal raha hai (What's going on?)” and one of them responded, "Fogg chal raha hai (Fogg is trending).” We had a hearty laugh and everyone proceeded with their respective tasks.
The point I am trying to make here is that a home-grown brand like Fogg has given market leader Axe a run for their money. How did it manage to capture this kind of mindshare? The answer is simple: it triggers a response to one of the most commonly asked questions in India and, I believe, rest of the world as well.
"Kya chal raha hai?" (What’s going on?)
This is one of the most used conversation starters in the country and almost everybody, irrespective of gender, age and standard of living, uses it. You may hate this ad campaign, but it has achieved its objective of making Fogg as one of the most recognisable brands in its category.
This strategy is known as 'Hook' or 'breaking the clutter' in the marketing world. As a business owner, it is imperative to hook your target audience into your marketing pond. The bait has to be very interesting and you can achieve so by having a deep understanding of your target's needs, wants, habits and preferences.
When creating a hook, emphasise on what’s uniquely valuable about your offer and why people should care. Remember: it takes time. Crafting a hook is a creative exercise.
The better your hook, the more attention you’ll grab, and the easier it’ll be for your message to spread.
Questions about ‘hooks’
Remember, hook is not the whole offering; it’s a teaser, enough to create an appetite in the prospect's mind to know more about the product. In the online context, hooks can be coupons, discounts, cashbacks, free downloads, contests etc.
“Since it only costs brainpower, it’s fantastic in terms of its ROI.”
Let's look at the some of the examples:
One of the best examples of hook used widely in the recent past and which has a great recall value even today is "Ab ki baar….Modi sarkar."
(Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of YourStory.)