I am not writing about desserts today or post-it notes. Nope, not writing about fair food, either (even though I may go to the Great Minnesota Get Together). And I am not writing about candy, or warm cinnamon rolls. But they are all related to today’s topic: Sticky Advertising.
What makes a good ad? Some ads are not so much about selling the product as it is creating something that repeats over and over again until you can make a connection between the name of the product and the slogan. “Five dollar foot long” Subway song is now in your head, isn’t it? These songs do not influence a consumer immediately, but can create the memory when I drive by the store. That does not mean I am going into the store. I just can hear the jingle. Notice is the first stage of a good ad.
Why do so many people remember cereal and toy commercials? Because the kids are ALWAYS having some sort of fun in the ad. And really, when you are a kid, don’t you want to be a cool kid having fun, too? As adults, we don’t always tap into “fun” as an effective sales strategy, but it is usually a very effective advertising strategy.
There are plenty of ads that you notice and remember, but they won’t influence a buying decision. Of course the proof in the pudding is sales. And some people try and connect advertising to sales. Well that can work, but that isn’t always the answer.
Getting noticed and then creating a memory will motivate potential buyers to become purchasers.
Some of the best ads from 20 years ago are still generating sales. Yes, they are. “Look ma, no cavities” has been out of circulation for most of my life, but if someone asks me the Crest slogan, it is right there. As my co-workers can attest, certain ad slogans are still influencing their purchases today. Beth chooses to buy Heinz ketchup. And of course, then there are the disappointments when they product didn’t deliver the advertising claims. Who didn’t “Want Love, Get Close-Up” and not have a significant other in 5 minutes (or even when the tube was used up?)
While it is fun to go down memory lane with various ads from all of our collective youth, the key is to look at your advertising and see if you are saying something memorable…is it a play on words, alliteration or is it “just an ad”? Don’t be pressured to advertise if you don’t feel your ad is memorable. Ask others, especially the sales team to see if they reinforce the advertising message. There are plenty of other places to spend your dollars. What about social media? Is there something sticky you can do there? Even if you hired one staff person to make cold calls or follow up on calls, that is the pricing of print advertising 2 or 3 times/month in some trade journals.
What are some of your favorite ads? Do they still effect your buying decisions? Contact Vivid Image if you need some help taking a sticky advertising idea and translating it to a website or social campaign. We love taking something and making it more fun, like this daycare website we launched earlier this month. I find that Facebook is a place where a lot of traditional brands have fun with their product. And here is a great non-profit way to create a “sticky campaign” in social media.
My Confession: One of my favorite commercials from my youth. Of course, I didn’t believe the owl, I had to conduct this experiment myself, just like most of the kids I knew. It took me 100 licks in the late seventies/early eighties, hmmm, maybe I better re-test the stickiness of this advertising today!