One of my friends was astounded that the "Mouse beats up guy" Doritos Super Bowl Ad was ranked so highly.
It wasn't likeable, didn't show the product being enjoyed and had no call to action. That's three no-no's.
The reason the Doritos ad worked (and will lead to incremental product sales) is because it appealed to high volume chip eaters: Young men.
When you consider the audience, the Chip-Eating-Boys are likely to love this ad more than battling parade balloons or even Justin Timberrlake on a wild ride. It was a football game, and the fighting mouse represented the underdog winning, which is exactly what happened.
Young men are also a core audience of football watchers. When you consider the audience, the whole thing makes sense. Are you doing that with your markeitng? Do you consider what emotional response you'll trigger with your execution? Will that response fulfill an unmet need? Forget your personal opinions about the marketing, or those of your friends, and focus instead on your core audience's emotional needs. Do this and you'll hit the mark too.
Whoa. I mean ... WHOA. Thank you for the confirmation that I needed that some of the marketing changes I have made should prove to be spot-on. Thank you!
Posted by: Christine | February 10, 2008 at 02:16 PM
I guess emotional response should be considered, but it is not the priority for us. The main consideration is the market, just as long as it's fine with the market, and just as long as we follow the trend, then that's just about it. That's how far we'd go.
Posted by: Jay, writer MemberSpeed.com | February 08, 2008 at 06:07 AM
Hey Tim,
I just finished "Love is a Killer App." I couldn't put it down during my flight today!
Here I am thinking I've done alright online for my age and you totally expose one of my biggest flaws... being more of a lovecat and showing bizlove!
Don't get me wrong Tim, I'm a lovecat by nature... always looking out for the other. It's just that as a young owner-manager, I'm tempted to fill the shoes of what I think a manager is... and is suppose to do. You know... be firm, read stuff like "Art of War," "48 Laws of Power," and the like (...great books, don't get me wrong but you totally provide the other side, less traveled).
Now I'll read books not only for self-growth but to be able to share them with others. After each book, I'll actually proactively think about how I can help someone with the new information I've attained. I'll be added-value in every situation. And lastly, I'll make my staff feel more loved. I won't be afraid of the "L" word, even if it feels funny to say it in the beginning :).
Thanks Tim,
Jermaine Griggs
Posted by: Jermaine Griggs | February 07, 2008 at 10:33 PM