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.
I haven’t met you and I already know you have an awareness problem. A sloppy ad-slinger will gloss over awareness. It’s treated as a “given.”
"Is this that transactional-relational thing?" “I think so. Her business should be relational." “Why?" "We’ve been taking Buffy to our groomer for 10 years. You ever bathed and brushed a Bichon? Our groomer isn’t the cheapest. But I never miss an appointment."
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.
Garry, when it comes to marketing everyone has an opinion and everyone is an expert. After 18 years as a marketing consultant this is what I believe.
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.
You need all four... (1) A Big Idea (2) Nuts and Bolts (3) Entertainment (4) Hope. The last is the easiest to overlook… but it’s the most important.
Are your ads letting the imagery and the story-logic do the persuading and selling? Or are they relying on whacky creative that’s actually counter-productive?
Nobody knew bad breath was a destructive social ill until Gerard Lambert pointed the blinding spotlight of his ads at the dangers of halitosis as a means of selling Listerine.
Many years ago a business owner wanted me to fill his nightclub on the slow nights of the week. The club already ran cheap drinks and promotions on these nights... and the club was empty.
First timer’s take courage! You must have Faith. Many have succeeded doing this and you can. Just be ready for the challenges.