Every piece of consumer-facing advertising falls at a certain point along the Garmin consumer journey. Purchase decisions are based on emotion and then rationalized by logic. Therefore, the Garmin advertising philosophy is to be emotional at the first consumer touch point and rational at the point of purchase.
The left end of the spectrum, or first consumer touch point, is where emotionally driven work lives. These executions will only highlight the key differentiators and will be dominated by creative and conceptual elements such as lifestyle photography. TV commercials, print ads and other top-funnel ads are examples of work you will find at this touch point.
The right end of the spectrum, or point of purchase, is where logic-based work lives. These executions are light on emotion and dominated by product features and other factual information. Product cards, packaging and “buy now” pages on Garmin.com are examples of work you will find at this touch point.
Moving from left to right across the spectrum, emotion decreases and rationalization increases. It is important for creatives and third-party vendors to consider where a particular message falls within the Garmin consumer journey so their execution is informed and in accordance with this approach.
Purchase decisions are based on emotion and then rationalized by logic.