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.
Heck, even one out of three is enough to get traction. But a trifecta is the stuff of legends.
We remember the bold. We don’t remember them for what they said. We don’t remember them for what they did. We remember how they made us feel. Advertising is no different.
How do you get the attention of the public when your product or service is a grudge purchase at best? Every home services provider suffers from this.
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?
“Bill, why did you buy a highway billboard”? “It gives my company great exposure for getting more clients” Here’s the reality. Exposure doesn’t pay the bills.
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.
Is your business in a boring industry? Then I’m PB&Jelly of you. Jealous because you have a YUGE opportunity to stand out.
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."
When you set a course to entertain, persuasion can still be a destination. The limerick can be your vehicle. It’s persuasion with the top down. The clown car body encases a Honda engine (colorful, but reliable).
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.