Ever see commercials on television and you remember the funny punch line or scenario, but not what the ad was for?
I was trying to remember who did the ads with the people who are in the act of doing something for which they aren’t qualified. You remember, they have people pretending to be doctors, or lawyers, or nuclear technician. Then they reveal they aren’t really that, but they “stayed at a ………”– the logic being that they got a great night’s sleep and are so sharp they can do anything. Do you remember where they stayed? If you don’t, then the ad wasn’t effective for you. I liked the ad concept and the execution, but in the end I didn’t remember who the company was.
Another example is the all-time number one in this category, the cat-herding ad. Do you remember watching the Super Bowl ads and laughing as the cowboys were riding across the plains herding cats? This was meant to convey that the company performed a service that was believed to be too difficult or unusual for most companies to handle on their own. Do you have any idea who the ad was for? I had to look it up.
When you put together your messaging for your company, remember that the main goal is to have your potential customers remember who you are and to associate your brand with something positive. Be direct.
Being creative is really fun. But if it doesn’t get the message across in a way that really sticks to you, then it was just expensive. The best way to really get value from an ad is to have a call to action. Then you know you got your money’s worth.
Thanks to John Nunes, Placemaking Group’s Business Development Manager, for this blog post. He’s a guy who has spent his career making sure that ads work! If you want the answers to the two questions, click on them and watch the commercials.