Geico burnout vs. new paradigm churn-out.
Here’s a fresh idea for bold national TV advertisers. One and done. Okay, maybe five and done is better. Create and run TV spots 5 times then take them off the air and move them to the web. A question many large agencies asked back in the day of the $385,000 TV commercial and still ask is “What is the burn out rate”? How many times can a consumer can see a TV spot before his/her eyes start to bleed.
In today’s fast twitch media, where clicking is a sport, the burn out factor has grown even more sensitive. This is why sooner or later Geico is going to need to chill. I was reading today about The Gap and its desire to become more relevant to the younger set – more relevant is a euphemism for sell more – and I’ve also been reading about Denny’s, similarly strategized. The former will do nice ads and burn, burn, burn them. The latter is running ads only a few times, then driving people to the web to watch them on-demand, on-desire, in longer form. Denny’s and Gotham get the target’s media habits and will save money. Gap and Ogilvy will not…unless.
Unless they use the new “five and done” model. Should Ogilvy decide to turn itself into a crafty, creative TV production studio for the Gap it will have a chance. Buy high profile mass reach media and run their ads only a handful of times. Then move on. Lots of freshies. Story-tell with lots of chapters, a la James Patterson. And it shouldn’t necessarily be a serial story, just a gestalt-y all around the brand strategy story.
Smart shops can create spots at low costs these days. Fast twitch ads, not burn out campaigns, are what the daring will do. That’s what the youth market wants. Peace.
July 12, 2018 in Marketing
In the toast at my daughter’s wedding I plan on sharing a smidgeon of marital and parenting advice. A brand planner by trade, I make a living observing behavior then packaging it into small, memorable bits of advice. Toast advice number 1. Don’t use the “H” word. Both my kids should remember this one; it’s […]
July 11, 2018 in Marketing
I’d like to say when it comes to brand planning my philosophy is “listening” but it’s not. Many will tell you the best cultural anthropologists are listeners, observers and silent recorders of behavior. They are. Many brand planners today are expert listeners but not all see. Watching confirms what the ears hear. Observing can add […]
July 10, 2018 in Marketing
My baby girl is getting married in a couple of months and I’ve been wondering what to say in the toast. Stuff about her? Everyone in the room knows her. Stuff about her soon-to-be-husband? Many will know him better than I. Should I lead with a joke? I’m funnier extemporaneously than when I write material. […]
July 6, 2018 in Marketing
Not sure if this is an apocryphal story or not but it certainly sounds legit. There is a 10 A.M, Delta flight out of LaGuardia weekdays that flies into Bentonville, AR home of Walmart. Anybody who is anybody in retail, I’m told, has been on this flight known as the Bentonville Bus. If you want […]
July 5, 2018 in Marketing
Kandee Johnson is a supratypical “Posters.” Different than a Paster, a poster is an original content creator on the web. I first ran into Kandee while researching an assignment on Plus White teeth whitener, a national consumer brand out of New Jersey. Kandee was a blogger and vlogger with an amazing following of young women. […]
July 3, 2018 in Marketing
The most powerful cognitive trait on the planet is learning. Animal’s learn where to feed. Insects learn how to procreate. Children learn to associate pain with danger. Learning is everywhere. Except in brand strategy. At What’s the Idea? learning is a fundie. It has been a peeve of mine for years that most advertising is […]
July 2, 2018 in Marketing
Google is an interested animal. I play it like a violin, but it takes practice. The key to using Google to your advantage lies in selecting and posting phrases. Unique phrases. Ehr-ee-body plays in keywords. Phrases, however, are ownable. To start, find what you feel is a meme-able phrase and post it to your site. […]