Showing how your product can assist prospective customers achieve a desired state in their lives makes sense. So much sense, in fact, that it is surprising it is not done more often and overtly by incorporating "resolutions" into advertising at a time when many people formulate New Year's resolutions.
In 2007, New Year's resolution promotions included:
- Home Depot with a tv commercial for those wishing to keep their home better organized in 2008 by purchasing storage solutions. This was in conjunction with a webpage (above right) and newspaper inserts for "The Ultimate Storage Event" sale.
- Valerie Bertinelli's video blog (with related tv commercial) as celebrity spokesperson for the Jenny Craig weight loss program. This includes an interesting twist on the New Year's resolution theme.
- A university's adult degree completion program which featured an ad in the local newspaper with the heading "New Year's Resolution No. 1: It's My Time. Time to do something for my career, my future... Time to finish my education"
Does your product or service lend itself to assisting consumers to reach a goal (i.e. helping them reach a desired outcome)? If so, consider how and when to communicate with that audience. Perhaps resolutions brought on by a new year are opportunities to do so.
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It must be remembered that to build and maintain long-term relationships with them, customers must feel like your product actually helped them (or at least provided them with the chance) to reach their goal.
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