With the year drawing to a close, I thought I would look back at the stats for my blogs over the year. The blog about the disasters of Wendy's and Burger King's marketing was, by far, the most popular. And popular around the world.
Most of the readers found the blog through a Google search. Have Wendy's and Burger King become the equivalent of rubbernecking a car crash? As North Americans, we have a morbid fascination with disasters and these two fast-food joints are definitely the prize winners for disastrous branding and marketing.
I re-read the blog to see if there had been any changes to the situation since writing about them in January. To my surprise, the brand-scarring I mentioned in the blog had been eliminated. The evil papier mache King head seems to be gone and the idiots in red braids seem to also have left the building. And thank goodness for it.
Wendy's brand has become more stable and likable again. Burger King is still a mangled mess, but at least they aren't scaring people anymore. (Well, they do scare me but that's a different thing. What scares me is that someone is out there making money off this mess and pretending they know something about marketing)
Needless to say, ill-conceived marketing ploys will be more painful for companies during the recession. Lack of consistency and follow-up will affect business bottom-line in a more pronounced fashion. With a tighter hold on their wallets, consumers and businesses will be making more thoughtful decisions about where they spend their money. Emotions induced by marketing messages will have more power to create a strong customer base.
Tight credit and closely held wallets won't make people stop using their emotions when they make buying decisions. They'll just get better at rationalizing the purchases. So mind your marketing and how it affects your customer.
Best wishes to all for a prosperous 2009.
Tuesday, December 30, 2008
Friday, December 19, 2008
If only they could remember why they were unique
Automakers are a fine example of what happens when everyone looks and sounds the same. I'm pretty sure their television ads are actually intended to demonstrate the quality and value of the product, but when everyone is saying and looking the same, why even spend the money?
When was the last time you saw a television ad for a car or truck that truly inspired you, either emotionally or mentally? For the last several years, there are only three vehicles that actually stand out for me. That's three, out of hundreds.
The Cadillac CTS 'Hammer' ad is one of them. As an A-type personality, the message fits me to a T. I found myself emotionally involved in the delivery of the message because it totally defines my personal style. I intentionally watched it a second time to learn what car was being promoted. And since then, I just watch it because I love it.
Kudos again go to Cadillac for their ad with Kate Walsh. I don't think there has ever been such a sexy promotion for a car. Again, I got emotionally involved. Had a wonderful sensation of 'mmmmm'.
So with two ads, back to back, Cadillac stood out with great writing, great delivery and great emotional impact. So the Cadillac CTS is the only vehicle currently being marketed that means anything to me (and I drive a Ford Focus).
In the past, Jeep was able to get my attention with their hilarious 'Rock me Gently' ad. I enjoyed it so much, I didn't even realize until just this minute that it was a 60 second ad, not a 30. While it probably doesn't speak to everyone, it engages a certain audience in a memorable way.
And finally, the whole series of swamp ads from KIA for their Sportage are memorable and entertaining. Particularly their lastest Goth version. If a vehicle can deliver this much fun, it needs to be in everyone's life.
So there - three out of hundreds of cars and trucks over the years. Buying a car is a big decision. It costs a good portion of most people's annual income. If you can't find the unique selling proposition and demonstrate in an engaging and informative advertising campaign, why bother selling it at all?
The Cadillac ads are a great example of how we've become more about "what's in it for me" than about features and benefits. We are emotional buyers.
Now for the benefit of the marketing firms who put together the majority of boring, repetitive, indistinguishable advertising for the automotive industry, I will say we have no idea what the creative brief looked like, how creative you tried to be and how often the auto execs kyboshed your ideas. In my experience, executives are executives because they know how to organize and manage people, not because they are creative or willing to step out of the safety of "everyone else does it this way". In most companies, you never get to be an executive if you are creative and willing to be different.
Being different takes guts. Entrepreneurs with guts are the ones that grow their business. Business people who are afraid to be different than their peers, find themselves lost in the shuffle. That's a good message for small business, but on topic today is how this insistence on continuously developing 'typical' advertising is one of the reasons auto sales just aren't what they used to be.
In a recent press release, I wrote about how the auto makers and their behemoth structure keep them from giving their customers what they want and need. This is definitely true where their marketing is concerned.
Make sure as small business owners you don't fall into the same trap. Understand your unique selling proposition and if you can't figure out what it is, then either speak to your customers to learn what they think, or for heaven's sake, just give up and walk away. There was, at some point, something unique about your business. Remember what it was and market that in an equally unique way.
Perhaps the automakers need to figure out what was unique about each of their models and if they can't remember, stop making them.
When was the last time you saw a television ad for a car or truck that truly inspired you, either emotionally or mentally? For the last several years, there are only three vehicles that actually stand out for me. That's three, out of hundreds.
The Cadillac CTS 'Hammer' ad is one of them. As an A-type personality, the message fits me to a T. I found myself emotionally involved in the delivery of the message because it totally defines my personal style. I intentionally watched it a second time to learn what car was being promoted. And since then, I just watch it because I love it.
Kudos again go to Cadillac for their ad with Kate Walsh. I don't think there has ever been such a sexy promotion for a car. Again, I got emotionally involved. Had a wonderful sensation of 'mmmmm'.
So with two ads, back to back, Cadillac stood out with great writing, great delivery and great emotional impact. So the Cadillac CTS is the only vehicle currently being marketed that means anything to me (and I drive a Ford Focus).
In the past, Jeep was able to get my attention with their hilarious 'Rock me Gently' ad. I enjoyed it so much, I didn't even realize until just this minute that it was a 60 second ad, not a 30. While it probably doesn't speak to everyone, it engages a certain audience in a memorable way.
And finally, the whole series of swamp ads from KIA for their Sportage are memorable and entertaining. Particularly their lastest Goth version. If a vehicle can deliver this much fun, it needs to be in everyone's life.
So there - three out of hundreds of cars and trucks over the years. Buying a car is a big decision. It costs a good portion of most people's annual income. If you can't find the unique selling proposition and demonstrate in an engaging and informative advertising campaign, why bother selling it at all?
The Cadillac ads are a great example of how we've become more about "what's in it for me" than about features and benefits. We are emotional buyers.
Now for the benefit of the marketing firms who put together the majority of boring, repetitive, indistinguishable advertising for the automotive industry, I will say we have no idea what the creative brief looked like, how creative you tried to be and how often the auto execs kyboshed your ideas. In my experience, executives are executives because they know how to organize and manage people, not because they are creative or willing to step out of the safety of "everyone else does it this way". In most companies, you never get to be an executive if you are creative and willing to be different.
Being different takes guts. Entrepreneurs with guts are the ones that grow their business. Business people who are afraid to be different than their peers, find themselves lost in the shuffle. That's a good message for small business, but on topic today is how this insistence on continuously developing 'typical' advertising is one of the reasons auto sales just aren't what they used to be.
In a recent press release, I wrote about how the auto makers and their behemoth structure keep them from giving their customers what they want and need. This is definitely true where their marketing is concerned.
Make sure as small business owners you don't fall into the same trap. Understand your unique selling proposition and if you can't figure out what it is, then either speak to your customers to learn what they think, or for heaven's sake, just give up and walk away. There was, at some point, something unique about your business. Remember what it was and market that in an equally unique way.
Perhaps the automakers need to figure out what was unique about each of their models and if they can't remember, stop making them.
Friday, December 12, 2008
Recession survival - Knee-jerk marketing the woe of small business
How many times have you been contacted by a media or marketing sales representative who has a great song and dance about why they are the best place to put your marketing? And how many times have you bought what they're selling, even when it was never a part of your marketing plan?
Of course, that makes the assumption that you have a well thought out marketing plan based on your actual audience definition.
Most small businesses are led by people who are great at what their small business delivers, whether product or service. But being good at one thing doesn't make you good at everything. As a result, there are folks with no marketing training or experience developing plans or, most likely, making knee-jerk decisions based on the last sales rep who walked through the door.
In recessionary times (and I'm pretty sure everyone now admits that we're in a serious recession), it becomes more important than ever to develop a thorough marketing plan and then stick to it. Recession marketing requires a brave business owner who understands that cutting the marketing budget also means cutting off the conversation with the customer.
The value of the marketing plan versus knee-jerk spending is two-fold. Firstly, having a plan allows you to know what your expenses are every month so you can plan ahead. Secondly, it forces you to really think about who your audience is and how to reach them efficiently.
To start your marketing plan, you need to know all about your audience. And not just their age, education and income level. You need to learn about their hobbies, families and occupations. These additional pieces of information help you reach them in their 'special' places, and in most cases, more economically than in mass media.
After you really, really, really know who your audience is, you can move on to doing the research about what is available for reaching them.
Example: Moms with school-age children are trapped in the family vehicle for a number of hours, trotting children to extracurricular activities, doing the family shopping, etc. Reaching them could be as easy as buying your local radio station that runs bus cancellations and amateur sporting reports. Add the radio to a sponsorship of a local amateur sports team and a partnership with the local grocery store and you have a great package to reach this audience part.
Recessions require that if you are going to purchase a marketing tactic, you have to purchase it correctly. Planning helps with this. If you don't have enough budget to do it right in January, save January's budget and combine it with February's so you can achieve your goals. You are better off getting great results from a combined budget tactic than no results from a poorly delivered one.
And above all, know what your strengths are as a business owner and focus on those during recession. If you aren't a marketing expert, find someone who is. Even if your marketing expert costs you a few dollars, the increased results will make it worthwhile. (But for heaven's sake, make sure your marketing expert is actually a marketing expert not an ex-media sales rep or just someone who purchased a desk-top publishing program. Marketing is about a lot more than just being able to produce a flyer!)
Of course, that makes the assumption that you have a well thought out marketing plan based on your actual audience definition.
Most small businesses are led by people who are great at what their small business delivers, whether product or service. But being good at one thing doesn't make you good at everything. As a result, there are folks with no marketing training or experience developing plans or, most likely, making knee-jerk decisions based on the last sales rep who walked through the door.
In recessionary times (and I'm pretty sure everyone now admits that we're in a serious recession), it becomes more important than ever to develop a thorough marketing plan and then stick to it. Recession marketing requires a brave business owner who understands that cutting the marketing budget also means cutting off the conversation with the customer.
The value of the marketing plan versus knee-jerk spending is two-fold. Firstly, having a plan allows you to know what your expenses are every month so you can plan ahead. Secondly, it forces you to really think about who your audience is and how to reach them efficiently.
To start your marketing plan, you need to know all about your audience. And not just their age, education and income level. You need to learn about their hobbies, families and occupations. These additional pieces of information help you reach them in their 'special' places, and in most cases, more economically than in mass media.
After you really, really, really know who your audience is, you can move on to doing the research about what is available for reaching them.
Example: Moms with school-age children are trapped in the family vehicle for a number of hours, trotting children to extracurricular activities, doing the family shopping, etc. Reaching them could be as easy as buying your local radio station that runs bus cancellations and amateur sporting reports. Add the radio to a sponsorship of a local amateur sports team and a partnership with the local grocery store and you have a great package to reach this audience part.
Recessions require that if you are going to purchase a marketing tactic, you have to purchase it correctly. Planning helps with this. If you don't have enough budget to do it right in January, save January's budget and combine it with February's so you can achieve your goals. You are better off getting great results from a combined budget tactic than no results from a poorly delivered one.
And above all, know what your strengths are as a business owner and focus on those during recession. If you aren't a marketing expert, find someone who is. Even if your marketing expert costs you a few dollars, the increased results will make it worthwhile. (But for heaven's sake, make sure your marketing expert is actually a marketing expert not an ex-media sales rep or just someone who purchased a desk-top publishing program. Marketing is about a lot more than just being able to produce a flyer!)
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