Ok. So I have been watching a lot of sports lately. I love the Miller High Life campaign. The lastest spot where their lovable Miller High Life beer delivery guy goes to a sporting event to drop off Miller in one of the suites is priceless. Seems watching a game (or not watching as the case is) from a suite is grounds for taking away real beer.
Very funny and very effective.
Thursday, July 31, 2008
Wednesday, July 23, 2008
GM and Ford - Which Ad Strategy Is Right?
GM, primarily through its Chevy and GMC units, has been advertising heavily over the last week or so. They ads emphasize the (relative) fuel efficiency of its trucks and SUVs in one ad and then the fuel efficiency of their smaller models in another that has been in heavy rotation.
Ford meanwhile has been silent. And so it got me to wondering, what are the different strategies here? It is clear GM is trying to move inventory even in this challenging economy and spending heavily to try and do it. Ford seems to be keeping their powder dry. I am not sure what their plan is.
I think they announce earnings and a new company strategy Thursday, so I would expect to see move advertising from them after Thursday. I would not be against Jim Farley, the CMO at Ford. I am eager to see what comes next.
Ford meanwhile has been silent. And so it got me to wondering, what are the different strategies here? It is clear GM is trying to move inventory even in this challenging economy and spending heavily to try and do it. Ford seems to be keeping their powder dry. I am not sure what their plan is.
I think they announce earnings and a new company strategy Thursday, so I would expect to see move advertising from them after Thursday. I would not be against Jim Farley, the CMO at Ford. I am eager to see what comes next.
Tuesday, July 15, 2008
Bad Advertising of the Week
This Weeks Winner: Merrill Lynch
They are running an ad that has a big bull running around deserted countryside while some non-memorable male voice over talks about BLAH BLAH BLAH experience BLAH which way do you go BLAH help BLAH before the bull appears on a ridge overlooking a large city (New York?).
Who is this ad intended to reach and what am I supposed to remember? I don't remember a single line and if the bull wasn't actually Merrill's logo, I am certain that I wouldn't remember if it was an ad for Merrill or Morgan Stanley (another unmemorable advertiser).
What makes you different? Why should I hire you? What is your personality?
Same space, like the company or not, but Charles Schwab has a personality. Their "Ask Chuck" campaign at least stands out. I hope the Merrill Lynch brokers are good at signing up accounts because I doubt their corporate advertising is helping much.
They are running an ad that has a big bull running around deserted countryside while some non-memorable male voice over talks about BLAH BLAH BLAH experience BLAH which way do you go BLAH help BLAH before the bull appears on a ridge overlooking a large city (New York?).
Who is this ad intended to reach and what am I supposed to remember? I don't remember a single line and if the bull wasn't actually Merrill's logo, I am certain that I wouldn't remember if it was an ad for Merrill or Morgan Stanley (another unmemorable advertiser).
What makes you different? Why should I hire you? What is your personality?
Same space, like the company or not, but Charles Schwab has a personality. Their "Ask Chuck" campaign at least stands out. I hope the Merrill Lynch brokers are good at signing up accounts because I doubt their corporate advertising is helping much.
Monday, July 14, 2008
Product Extensions That Make Sense
Remember Lo Jack -- the mysterious service that allows the police to track your car if it is stolen? Was it some beacon or something? I am not sure, but I remember how cool it was and how it was "the" anti-theft product to have for your car.
Well I was in the Apple Store the other day and saw what is possibly the smartest product extensions I have seen in a while. Lo Jack for your laptop! So if someone steals it, you can track down your computer. Just like the car version, I don't know how it works, but Lo Jack is such a credible name in theft recovery, this just makes perfect sense.
Imagine how much you would have to spend in advertising to convince people that you have a product that helps you recover your laptop just like Lo Jack can help you find your car. Better to just call it Lo Jack for you computer.
When you can use your credibility for a providing a service in one industry and can extend that brand into another industry, that is a home run.
Monday, June 30, 2008
Simple and Irrational Can Be Wildly Successful
Look on your AMEX card and you will find a small "Member Since" at the botton. Sports Illustrated does it too with the subscription renewal forms. Why should anyone really care if they have been an AMEX "member since" college or an SI subscriber since high school?
There is nothing rational about membership. This plays to our emotional connection with brands. Brands become a part of who we are and how we think about ourselves. Why else would it matter how long I have been a member of a credit card company that doesn't really have members?
What are you doing to appeal to the emotions of your customers? And try to keep it simple.
There is nothing rational about membership. This plays to our emotional connection with brands. Brands become a part of who we are and how we think about ourselves. Why else would it matter how long I have been a member of a credit card company that doesn't really have members?
What are you doing to appeal to the emotions of your customers? And try to keep it simple.
Thursday, June 26, 2008
Living the High Life
Beer advertising is one of the most crowded, at least for the male 18-45 demo. Tons of money is spent on brand advertising. And sometimes you have to wonder, do those funny bud light commercials sell beer?
So we hosted a party this weekend. And as I stood at the beer cooler trying to decide what beer to buy for the party, I bought a couple imports. But I also wanted a lighter, domestic beer. What did I choose? Miller High Life. Why? Because their recent ad campaign was effective. https://www.millerhighlife.com/Default.aspx
It is the beer for every day guys. No pretense. Just beer. And it is a bit of a throw back. Its cool.
The beer isn't great. But I felt good buying it. Nice job Miller.
So we hosted a party this weekend. And as I stood at the beer cooler trying to decide what beer to buy for the party, I bought a couple imports. But I also wanted a lighter, domestic beer. What did I choose? Miller High Life. Why? Because their recent ad campaign was effective. https://www.millerhighlife.com/Default.aspx
It is the beer for every day guys. No pretense. Just beer. And it is a bit of a throw back. Its cool.
The beer isn't great. But I felt good buying it. Nice job Miller.
Tuesday, June 10, 2008
Seth Godin's Post on Fear in Marketing
Check out Seth Godin's post today on fear in marketing. http://www.typepad.com/t/trackback/2123/29996900
Scaring people into buying your product is not a long term, brand building strategy. It is a short term sales strategy that will eat your brand reputation.
Here's a question. Does this hold true in politics?
Scaring people into buying your product is not a long term, brand building strategy. It is a short term sales strategy that will eat your brand reputation.
Here's a question. Does this hold true in politics?
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