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Three steps to advertising clarity

An Orange Creamsicle cake. The perfect end to my perfect meal at Geronimo in Santa Fe. Good enough for the kid in me to wish I’d had it first – and that’s when it dawned on me why so many advertising dollars are wasted.

Instead of starting with the meat of a marketing strategy, businesses jump to the “dessert” of media selection. That’s why the typical marketing meeting quickly devolves into:

“I want to do some TV. Let’s do some billboards. Do some radio and we’ll see traffic.”

This kind of do this and do that discussion leads to nothing but advertising do-do.

Seeing before doing

Before actually doing anything, we normally have a goal and a larger strategy, even on the mundane, day-to-day level. Most of us don’t just get up from our chairs and then wonder why; we decide we need to perk up and the best way to accomplish that would be another cup of coffee. In other words, we start with why, then we picture ourselves getting the coffee and perking up, and only then do we get up.

People who don’t do that – guys who just get up and wander around are usually patients in some kind of institution. The very aimlessness and irrationality of their behavior is characteristic of the mentally unbalanced. If only we had that same clarity in business!

What’s your WHY?

Before DOing takes control of your next project, look at the bigger picture and ask yourself: Why are you in business? Is what you’re considering leading there? What are the alternatives? What’s your timetable? Keep going until you see it specifically. Write it down.

Be prepared: this will take more than a one-time five-minute sit-down. I work on mine at night before turning in. Then, look at it briefly in the morning.

Expressing your WHY in a dozen words or less helps you understand where you are now, what you want to be in the future. It clarifies what you need to DO. There’s one more step to getting the most from WHY:

Ask the compass question

Get a piece of paper and a marker. Write WHY? in big letters. Hang it above your computer monitor. Next time you’re moved to DO something, look up and see through this lens of purpose.

Are you jumping on twitter? Why? What’s the purpose and goal? Are you writing a bog post? What’s the objective and how does it fit in with your brand’s reason for being?

WHY? is the one word compass question. Follow where it leads.

WHY gives you three choices about what to DO:
  • If it leads you away from what you’ve envisioned, stop. Abandon it.
  • If it doesn’t move you one way or the other, set it aside.
  • If it sparks acceleration toward your vision, pour gasoline on it.

The best dessert is success

Let your WHY be your guide. Once you codify the Purpose – or the WHY – of your company, you’ll be delighted at how much less do-do you have to wade through.

It’s not easy. Few will do it. No worries. That just leaves more Orange Creamsicle cake for us.

Does having a split brand personality pay?

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.

I’m on a horse

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.

Men buy soap too

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.

Not really so split after all

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:

  • Define your core message: Speak it in seven to ten words max. What is it people buy from you? (Hint: it’s what they buy, NOT what you sell.)
  • Segment the target customers: Determine where different customer groups don’t overlap. Mature homeowners and first-time home buyers are different customers. Both have similar needs, but express them differently.
  • Identify each segment’s terms of satisfaction: What matters most about your core message to each segment. Using the homeowner example: mature homeowners may want fast service while first-timers may value trust more.
  • Speak your core message in each one’s terms: Think about how each segment speaks. What do they say when they call? Frame your message in their words.

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.

Remember when?

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]


Grooveyard of posts past