For businesses that advertise, the claim is a good way to win over customers and facilitate their sales.
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Definition of a claim
The English word “claim” is one of the terms used in marketing and in particular in the world of advertising. Also known as a “slogan”, it is the essential promise included in an advertising message. It is a statement that describes the benefits offered by a good in an advertisement. The notion of marketing or advertising promise refers to highlighting the strengths of a company, product, service or brand.
According to some experts in the field, three types of claims are generally distinguished:
- that which relates to an objective element of the product or service offered
- one that states an explicit advantage relating to an offer, whether objective or subjective
- the one with a more fictitious advantage
The promise that refers to an objective characteristic consists in presenting a unique and original specificity of the object of the slogan. The goal of this type of promise is to convince buyers based on the most concrete data possible.
The promise that formulates an explicit benefit is based on the benefit that buyers will derive from the use of a product or service.
The promise based on a more imaginary benefit makes it possible to persuade customers by playing on their perceptions, feelings or emotions. It is a form of promise that is particularly used in the field of leisure and tourism.
The importance of choosing the right claim
The success of launching an offer or keeping it on the market depends greatly on the choice of claim. This constitutes a criterion in the decision to be interested and then to buy a product or service.
To succeed in formulating a good claim, it is advisable to start by brainstorming. This consists of bringing together a team of collaborators so that they can come up with as many new ideas as possible for the advertising promise to be built. But it is also possible to surround yourself with a team of professional creators, marketing or advertising agency.
The choice of a unique and original promise is fundamental in a successful advertising campaign. The claim must stand out from that of competing companies or brands. Indeed, using a slogan that is almost identical or largely inspired by that presenting another product already launched on the market risks generating confusion in favor of the oldest product. This misunderstanding is due to the fact that the first marketing promise will be the most ingrained in people’s minds.
To create an effective advertising promise, you must first list the benefits of the products or services to promote. The idea is not to detail all the benefits, but to identify the main advantages of these offers for customers. Similarly, it can be useful to explain why customers will buy this product or service. The benefits of the offer should be summed up in a single sentence. It is also possible to present how the product will solve the problem of the customers or meet their needs. Furthermore, the advertising message must be built around the values conveyed by the company or the brand.
When an offer is presented through advertising, it is necessary to watch out for over-promises. To over-promise is to make a promise that cannot be kept. The over-promises turn out to be certainly selling promises, but misleading. They therefore risk misleading the customer, or even creating disappointment in use. It is also advisable for companies to provide concrete proof that they are keeping their promise when they present an offer. In the same spirit, it is also necessary to avoid using superlatives such as “super”, “hyper”, “ultra” or “extra”, as this risks making the promise misleading.
A good advertising promise must also have the following characteristics: be concise, simple, coherent, effective, convincing and memorable. In addition, it must release positive emotions and make consumers want to take an interest in the company.
The choice of a good claim is made according to the offer to be promoted and the perspective chosen to make the advertising promise more attractive:
- novelty: to present a new product or service, a new feature;
- exclusivity: to present an offer dedicated to a very specific target, produced in few copies or available from rare retailers;
- the promotion: to present a limited-time offer for example.
In addition, the claim must be integrated into all communication media. To have more impact and enter the unconscious of the general public, companies wishing to present their products, services or brand, will include their promise on all their media: website, posters, business cards, commercial brochures, but also TV and radio advertising or display advertising…
During advertising campaigns, many companies and brands have used claims to promote and sell their products or services. Here are a few notable examples.
The advertising approach of Duracell is based on the promise of long battery life. The slogans used by the brand are “Duracell batteries really last longer” and “And it lasts…”.
In 2001, the radio station RFM expanded its musical programming and changed its identity with a new claim “The best of music”. A claim which had however already been used by Europe 2 in the 1990s.
In 2018, Intersport has opted for a new claim: “Sport, the most beautiful of encounters”. Associated with a major advertising campaign to spread the message, it was a great opportunity for this brand which aspires to become the sports brand “closest to the French”.
In 2020, the brand of children’s shoes Pom d’Api called on Marystone to create a new claim “Pom d’Api, to take big steps in life” accompanied again by a specific advertising campaign.
The old slogan of Kia “The power to surprise” may have been an impactful advertising claim, Kia took advantage of the renewal of its logo in 2021 to announce a new brand signature. Today, the “Movement that inspires” claim illustrates Kia’s new global strategy.
In 2021, the brand Harry’s adopted a new claim “Harry’s, it’s so hard to be tender”. This message quickly entered the daily life of the French, in particular thanks to an advertising spot broadcast very regularly on television and aiming to create a link with consumers.
Examples of existing advertising promises include well-known and explicit slogans such as:
- “Just do it” by Nike ;
- “Omo Lava Whiter” fromOmo ;
- “The largest ski area in the world” of the 3 Valleys ski resort ;
- “Take part in the draw and win a family stay at the Futuroscope » as part of a competition;
- “The magic of white”Email Diamond.
To go further, download this free guide and find out how define an effective marketing positioning for your company, in order to maximize your presence in your market and in the minds of consumers.