The receiving end…
It’s been a week since the Superbowl – which means there a week since 39 $3M attempts to get the collective American consumer attention. The most memorable spot by the AdMeter was the Betty White Snickers ad. I guess she was on Saturday Night Live last night. Pretty late for some one like that to stay up. Must have had a lot of Snickers to get that done. Marketing theory suggests a big bang like the Superbowl Ad should be followed by other efforts that deepen the message and try to make the brand more personal. Yet I cannot remember any strong follow up ads since the Superbowl. It’s especially surprising the media brands like Tru TV have not followed up with online efforts.
Take Dockers. There could have been a whole campaign of people in the NY Subway with no pants on (happens occasionally now, so it has to be legal). That would have gotten people talking. Or a taxi cab take over of great moments depicting males coming to terms with things – for Dove. Or Charles Barkely living on Taco Bell for a week ($5 times 21 meals equal $85 buck for the week). Too much effort goes into the ad and the event – and not enough on the follow up. And considering most of the time I had to try and find the remote and turn the sound up, the $3M may have been a waste.
I did like the Google ad – it was something I could really relate to – and there was real insight to the viewing experience since it did not require sound.
One other note: was in a Jeep dealer this weekend. Went to three car dealers this weekend: Jeep, Volvo and GM. The GM dealer was full of people, who knows if any had decent credit, and not a sales guy came up to me. One guy did say hi, he remembered me from earlier (we spent an hour with him, left saying we were going to decide if we wanted the car, never heard from him. We bought an Acura. The Jeep dealer was a guy I met earlier, pulled the old contact form out, said it had been tough, gave me the “what do we have to do to earn your business line.” The Volvo guy hurried up, gave me a test drive, ran legit numbers, had a good car, and a good offer.
We should have let GM and Chrysler go – throwing good money after bad is not good. And it’s not the product, it’s the front line sales folks that need help.
That’s it for now…