There's something new under the hood of the 2013 Ford Mustang. But, you won't see it in ads. Instead, Ford understands anchoring to what's under your hood is more likely to move these cars.Continue Reading
Seldom does an era come to an end so clearly as with Steve Jobs’s resignation as Apple’s CEO. His life’s work changed more than the fortunes of one California fruit company. He also showed us all how to infuse a brand with magnetic power through his three invisible contributions.
As a business decision-maker, how could you not be a fan of Steve Jobs? He launched the personal computer revolution, gave us the graphic interface and mouse now taken for granted. His iPod changed how we listen to music and the industry that creates it. The iPhone redefined the very idea of a smart phone. And then, he changed how we interact with information to begin the post-pc era with the iPad.
Along the way, one thing remained unaltered, undiluted, and undeterred.Continue Reading
If you’re not sure who the sucker is, it’s probably you. That old poker maxim can easily be applied to the game of advertising. For instance, could your ads be stacking the deck against you? There’s one way to find out.
Let’s say your ads don’t play out as expected. Was it the ad guy? Maybe. The product? Possibly. Most often, though, advertising failures are the result of weak offers; ones that push what you wish customers were thinking instead of speaking to what’s really in their head.Continue Reading
Marketing success demands branding focus: the more focused your brand personality, the more effective your marketing. Then again, one flavor appeals to one segment. What if you want to aim your brand at multiple markets. Old Spice has that challenge and solves it by having a split brand personality.
Hacking away fragmented branding elements to zero in on one core message is a fundamental early step in building a marketing strategy. Being one thing consistently is pretty basic stuff. Doing that alone will net results. Doing it and successfully reaching multiple markets is tricky.
Actor Isaiah Mustafa’s Old Spice body wash ads are the stuff of legend. Ask anyone about seeing the guy saying, “I’m on a horse,” and they know ad what you’re talking about. It’s especially good because people remember what was advertised. We’ll talk more about that another time.
Old Spice chose to target women because women buy body wash for men. It’s a 180-degrees opposite angle of approach than the conventional it’s soap for men, market to men approach used by others in the category. It was a huge success by every measure. Almost.
Fragmenting markets have taken the mass out media. More channels, remote controls, and DVR’s have freed people to shape their viewing experiences. The net result: huge audiences have become rare. There’s more viewing, but it’s more spread out. That’s actually good news. It makes segmenting markets easier.
That’s exactly what Old Spice has done. While the Mustafa ads are reaching women, there’s an entirely different campaign reaching out to young men in terms they can understand. Here’s an example:
Chances of the women who like “I’m on a horse,” seeing these ads is small. It’s partially because of placement. It’s also a matter of viral connectedness.
Paid impressions on both these campaigns pales in comparison to the earned impressions. That is, the number of people who’s seen it because a friend has sent them a link, or prompted a search to see them.
Take a minute. Watch both ads. Listen to what they’re selling. They speak the same truth using different languages. Both ads deliver the same message, but each speaks to different customers in their respective language; different words, same message.
While focus still determines success, delivering the message sometimes requires different routes. That’s what Old Spice has done. You can do it too. Here’s how:
It’s a matter of choosing appropriate angles of approach to the same destination. Once you undestand angle of approach, you can not only segment markets, but you can sell the unsalable. I’ll show you how that’s being done right now in my next post.
In the meantime, enjoy this spicy-scented blast from Old Spice’s marketing past.
Yeah, those were the days.[Originally published on 9 September 2010]
I head both MogerMedia, Inc. and Wizard of Ads Gulf Coast, based in Houston, Texas. We develop winning advertising strategies and creative for the best clients on earth.