I have been working on a project. The one guy is extremely serious; especially on email. I have not had such seriousness for a long time.
There is a level of professionalism you need to maintain. Thing is;
- Advertising is about making people happy
- Marketing is who you will be making happy
So Netflex has a series and movies which are business related. Shark Tank is an obvious one. Another one I have been digging into is Mad Men. The story is about an advertising agency in the sixties. WOW! They drink and smoke a lot! Like really a lot!
Don Draper is the main guy; sitting in a big leather chair and responsible for advertising ideas. His take on advertising:
Advertising is based on one thing, happiness. And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams reassurance that whatever you are doing is okay. You are okay
Is your advertising making people happy or sad? Or maybe nothing at all? You need to really watch Mad Men. There are gems in between the drinking and smoking, yes, it is that much.
And this; the Kodak carousel (they called it a wheel) …
This device isn’t a spaceship, it’s a time machine. It goes backwards, forwards. It takes us to a place where we ache to go again. It’s not called a wheel, it’s called a carousel. It lets us travel the way a child travels. Round and a round, and back home again. To a place where we know we are loved.
Dan Kennedy says; if you cannot change the product, change the meaning of it. That is exactly what happened here. It is not a wheel, it is a carousel which takes you back in time to remember memories.
Is your advertising exciting; or boring?
Another example … Dollar Shave Club. This video generated 12 000 sales on the first day it was launched. It has had 26 million views. That is like 26 million presentations.
Just being funny also does not work. it is about joining the conversation your client is already having in their head.
Have fun and test something different.
Interested in better marketing?
Here is how I help:
- Step 1: Marketing strategy session (where are you now, where do you want to go, how will you get there?)
- Step 2: Implementation (nothing happens unless you take action)
- Step 3: Improve (improve your marketing over time)