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.

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