The Coors campaign took market share from Bud and Miller while spending one-third as much money. They used a half-dozen smaller differentiators to build up “quality” and “caring” as what set their beer apart.
There are two types of business owners: (1) Those who just want to run a profitable, stable business that funds a quality lifestyle, and (2) Aspiring empire builders with visions or building something much, much bigger.
Heck, even one out of three is enough to get traction. But a trifecta is the stuff of legends.
I’m not talking about a campaign that has run for 50 years, I’m talking about a single ad that still runs to this day and still drives results. So what’s behind the magic?
We can use the recruiting spot to sneak messages into the minds of eavesdroppers that might have “bounced off” of skepticism had they appeared in a “regular” ad.
The only people who care about adequate frequency are people who are actually measuring, tracking, and being paid for the effectiveness of their work.
If you’re new to mass media advertising, THE question you’re likely asking yourself is: “Does this stuff really work? Does it really drive huge success, in a reliable repeatable way?"
"Like McDonald’s, Carl’s Jr. ads showed a big, nicely stacked burger on TV. Unlike McDonald’s, however, Carl’s Jr. would then deliver a charbroiled product that looked like a sloppy, drippy mess."
How exactly did appealing to the whole person fall out of fashion in advertising? Somewhere along the lines, people began to separate out Reason-Why or logic-driven ads from emotionally galvanizing ads.
Give people a list of random words to read, take the list away, then ask how many words each person can recall. On average they’ll recall three words. But this technique increases it to nine.
Before the launch of the campaign, Absolut sold just 20,000 cases annually in the U.S. By 2008, they were selling 11.8 million cases per year.
These rules will help you create a custom-fit, true-to-life ad campaign to attract customers who naturally gravitate to your values and way of doing business.
The more we treasure something, the higher our emotions run in relation to it. Tell a mother how ugly her baby really is and you’ll see what I mean. And this is a very useful phenomenon for the ad writer.
The things we are hardwired to find unignorable and “fascinating” involve the (mostly social) triggers first discussed and popularized by Sally Hogshead.
America has always sorted its mail over a trashcan, and now just as ruthlessly sorts, filters, and dismisses every other incoming stimuli. Modern life demands it.