Question

Topic: Strategy

Consumers' Perception Of The Word 'custom' In Ads

Posted by Anonymous on 7/21/2009 at 1:29 PM ET 125 Points
I am currently having both an internal (my own mind) and an external (with co-workers) debate over the use of the word 'custom' in ad or website copy.
Do you feel like the word is overused? Does the word innately carry a connotation of a certain price point? I'd just like to get your overall thoughts on the word itself and the pros and cons to its use.
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RESPONSES

  • Posted on 7/21/2009 at 1:58 PM Accepted
    Custom to me and my industry always means personalized, feature rich, flexible, longer delivery cycle and more expensive
  • Posted by melissa.paulik on 7/21/2009 at 3:11 PM Member
    I think it depends heavily on the industry. I've been selling and marketing high end business software (ERP) for 20+ years. The connotations of custom change over the years.

    But my opinion is irrelevant. As is yours and your co-workers. You're too close to your market and your product.

    If you can afford it, do some testing with people in your market, but preferably with people who aren't your customers. A reputable agency should be able to help you with this.

    I'd suggest getting a few proposals. You'll learn a lot from how they suggest approaching the issue. Then you will need to use your best judgement on what feels right.

    If that's not in your budget, just go out and ask. You could even see if there is a LinkedIn group for your industry and ask there. The results won't be scientific, but as long as you weed out any opinions that aren't in your core target market, it's at least better than asking your co-workers.

    All the best!

    Melissa

  • Posted by Gary Bloomer on 7/21/2009 at 7:45 PM Accepted
    Dear Brianpowell,

    "Custom" implies exclusivity, one off, unique, and a high end product or service. It gives the buyer bragging rights, it says "I have money, status, and I am significant!".

    So yes, custom anything more often than not gives the impression of being expensive.

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted on 7/21/2009 at 7:49 PM Accepted
    I agree with Phil and Gary. "Custom" means made specifically for the customer. Of course, this can be different in different industries/business sectors.

    I'd suggest talking to some people in your target audience to see what they think. After all, their opinions are the only ones that really count.
  • Posted by Jay Hamilton-Roth on 7/22/2009 at 10:12 AM Accepted
    Custom implies customer choice and connotes individual manufacturing (i.e., not mass-produced).

    When you order a new car, you specify your choices from the feature list. Technically that's customization, but for a car buyer it's choosing what they want. In their minds, it might be after-market add-ons.

    If you order custom clothing, you've chosen not to purchase clothing off-the-rack because it's not exactly what you want. Someone will be creating the clothing to your exact specification, and that's usually the more expensive option.
  • Posted on 7/22/2009 at 2:49 PM Accepted
    I'm actually not in total agreeance with everyone. I think while custom could be more expensive it depends on the market. I think with the advancement of technology and the web, things are becoming a lot more customized at cheaper prices. I think it's especially true with personal things that are customized like bags.
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