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.
September 18, 2018 in Marketing
Eric Christianson, chief marketing officers for Perdue Farms, was quoted in USA Today as saying the new package design for its fresh chicken is about “contemporizing the brand” for Millennials. Research suggests young consumers care about the humane treatment of animals raised for food – and, so, the industrialized approach to husbandry, e.g., heads sticking though […]
September 17, 2018 in Marketing
A brand is an empty vessel into which we pour meaning, someone smart once told me. But products and services often exist before the name is created. So the vessel isn’t quite empty, is it? Have you ever named a child? Empty vessel. Or is it? The parent’s backgrounds are often contributors: family names, favorite […]
September 14, 2018 in Marketing
There are some in the advertising business who believe brand strategy is limiting. They use pejorative terms for brand strategists like “brand police.” (Not that there’s anything pejorative about police.) When a brand strategy is seen as confining, most often by creative people at agencies, the belief is that brand strategists are conditioned to say […]
September 13, 2018 in Marketing
Noah Brier was one of my earlier poster favorites. Unlike a paster, a poster is an original content creator and influencer. An active thought provoker in branding and digital business, Noah blogged like a dookie. Alas, during his early years he got bitten by the start-up bug and co-founded content marketing platform Percolate. I say […]
September 12, 2018 in Marketing
You ever sit in the yard and pull weeds? It’s a horrible job and even worse metaphor for what I’m about to share. My job is not pulling weeds but “pulling proof.” Brand discovery is all about the search for proof points. What is a proof point? It’s evidence. It may be an action. A […]
September 11, 2018 in Marketing
As a person in the brand building business, outsourcing has never been a favorite business practice. Companies that have a powerful brand strategy can only make it more so by letting that strategy infuse throughout every department, touching every function. That said, I do see how agile companies, especially startups and fast growers, can benefit […]
September 10, 2018 in Marketing
My first brand strategy was a career changer. I was at technology boutique called Welch Nehlen Groome, in Garden City, NY trying to introduce account planning to the advertising rigor. The client we were going after was ZDNet, a Ziff Davis property in the tech space. It began as a portal of all the Ziff […]