Ever been hit by an ad that speaks well to you?
Grammarly offers a really useful product that a lot of people, including myself, can benefit from; it’s essentially a grammar and spelling correction add-on for your browser.
From what I can see, Grammarly has been quite the success so far, and from their success there are a number of important lessons to be learned in the art of effective advertising. Here I’ll touch upon two.
Firstly, their value proposition is crucial to their positioning. As Brad from Adbeat points out, Grammarly conducted A/B testing to determine whether an advertisement would perform better using the word “Writing” or “Grammar.”
As it turns out, “grammar” has negative connotations compared to “writing”; which would you rather become known as, an amazing writer, or a grammar expert? Personally, I think this value proposition taps into the romantic idea many of us have in seeing ourselves as great writers.
Source: Blogger Tips and Tricks
We can look past the name, as it’s clearly a unique and catchy, and encapsulates the essence of how the program works. Grammarly has done well in communicating their offer as a way for ‘writing better’ and ‘communicating more effectively.’ Rather than describing how it works all the time, which would involve focus on grammar and correction, they describe what it gives you as a customer; writing enhancement. Kudos to Grammarly in this regard.
Secondly, Grammarly is amazing at targeting. As Brad on adbeat points out again, Grammarly ran tests targeting students during a period leading up to exams, and purchased ad space on websites that related to their product, such as dictionary and grammar websites. This yields great results and optimizes usage of their display budget.
Clearly, A/B testing for PPC and display advertising is the method that companies can use to reach the right people in the most effective way; it’s the method to the magic where an ad pops up and speaks to you, almost as if it has been watching you all along (which it has).
Can you recall any instances when you were delighted, or almost spooked out at how effective and resonant an advertisement was with you and your own needs?