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.
April 23, 2018 in Marketing
In one of Hilary Clinton’s campaign speeches on the topic of “playing the women card’ she uses a meme-able statement “Deal Me In.” She liked it so much she used it repeatedly in her Democratic National Convention speech. In context, it was a wonderful, powerful sentiment. It became a campaign theme and meme. A […]
April 20, 2018 in Marketing
Social Media is a great tactic for marketers. But how great is yet to be determined. There’s a famous quote from John Wannamaker who once said, and I paraphrase, “I know half of my advertising is working, problem is, I’m not sure which half.” If retailer extraordinaire Wannamaker says only half his advertising is working, […]
April 19, 2018 in Marketing
The hottest advertising topic of the day is digital ad privacy. Mark Zuckerberg brought his suit to Washington last week to answer questions about privacy before Congress and now those interested understand they can turn privacy settings on. Where and how to do it may be a bit of a slog, but at least they […]
April 17, 2018 in Marketing
When I ask new clients “What is your product strategy?” I get a funny look. Typically, they respond with something like “Make the best possible product, meet the specific needs of the customer, and provide it with a level of service the exceeds their expectation.” Or some such goulash. Even service companies will use similar […]
April 13, 2018 in Marketing
Kylie Jenner’s makeup sold $420 million in 18 months with minimal advertising beyond her Instagram posts. Her lip kits and eyeshadow palettes, at one point, retailed for $27 and $42 respectively. At a street fair on Long Island teen girls were falling over themselves to buy the stuff. The police showed up after a while, […]
April 12, 2018 in Marketing
“According to several studies, showing or simply feeling gratitude has mental health benefits, including promoting a happy frame of mind.” The New York Times, Of Interest column, 4/12/2018. As I think about all the brand strategies I’ve written, I’m hard pressed to come up with a claim and proof array that ties to gratitude. […]
April 11, 2018 in Marketing
Mark Pritchard, Proctor & Gamble’s CMO has asked Publicis, WPP and Omnicom to create a hybrid consumer agency to service a portion of his North American business. The collaboration, he hopes, will yield better creative and better economics. (Insert silent giggle here.) When the boss asks for something and is willing to pay for something, […]