I was thinking about the difference between UK and US style copywriting and advertising - instinct says that the British version is much more reserved - and came across the FCB Planning Matrix.
The Foote Cone Belding Planning Matrix
The Foote, Cone and Belding planning matrix contrasts product involvement (high to low) and product emotion (thinking/feeling).
The results show that advertising styles vary between the FCB cells.
FCB Matrix Cell 1
Thinking and high involvement, emphasises rationality based on economic motives. It typically includes utilitarian car purchases, large household appliances, and perhaps best of all large capital expenditure purchases in industry which must pass a formal expenditure justification process.
FCB Matrix Cell 2
Feeling and high involvement is a conscious decision but it is driven by emotion. It is best associated with products such as sports cars, cosmetics, jewellery and fashion.
FCB Matrix Cell 3
Low involvement and thinking are regular commodity purchases, often bought on price and convenience e.g. petrol, stationery, and cleaning products.
FCB Matrix Cell 4
Low involvement and feeling is reserved for personal purchases, like your preference for particular alcohol, cigarettes and candy. You can't explain your preference.
Why Does This Matter?
Basically it gives you an idea of who to market your product and what aspect to emphasise.
So in cell 1, the marketing should be full of facts to show that buying makes sense and buying this brand makes the most sense.
In sharp contract cell 4, is all about creating the personal preference through brand imagery and entertainment. Think Malboro Country for an example for cigarettes and all the imagery associated with the wild west, cowboys, horses and big country scenes.
Cells 2 and 3 are hybrid which should be compromises between the two extremes.
How To Improve The Marketing In Your Business
The FCB Planning Matrix is an academic model with practical implications that can be used in your marketing.
You can improve your marketing skills further by joining my small business membership site that is committed to helping your business grow. There are more details at www.profitablegrowthstrategies.org
You are invited to take a 30 day trial in my business growth system at www.ProfitableGrowthStrategies.org for $1 or £1. You will discover many ways you can increase your profits by selling more, more often to more customers.