4 Grams of Protein

When did this happen?  Is Baby Ruth marketing to the health-conscience demographic?  I think so.

Then again, maybe this isn't about those who are truly health-conscience.  It seems to me that Baby Ruth is marketing to those who want to be "healthy" without changing any habits.  What better way to hit that target on the head than to simply relabel a candy bar as a energy bar by emphasizing the amount of protein.  What about the sugar, carbohydrates, etc.?  Then again, a Baby Ruth is probably not very far from an energy bar to begin with.  The great thing is that this little marketing trick probably works.  I know that in a state of delusion, I have chosen a Snickers over a 3 Musketeers for the "health benefits" by telling myself, "Peanuts are healthy."  Now the packaging on a Baby Ruth strengthens my delusion.  I'm not sure what this advertising strategy says about the character of the Nestle company, but I'll laugh if the next Baby Ruth I see is labeled organic too.

How Wisconsin Advertises

If you are a successful, Wisconsin-based business looking for advertising space, look no further than Elkhart Lake, WI.  At the Road America racetrack in Elkhart Lake, your brand can get exposure to 100,000 race fans of all demographics (even some ladies) in one weekend.  With a summer full of racing from weekend warriors to the big time, you are bound to hit your target market.  When a race or event is televised, your brand can reach even further.  If that isn't enough to convince you, perhaps you can be persuaded by peer pressure - all the other Wisconsin businesses are doing it!  This year, when you first drive in to Road America, you are greeted by the Sargento bridge.   As you make your way around the racetrack, you see signage for Kohler and Bucyrus all over.  The advertising opportunities don't stop there.  At the snack bar you have the choice of Johnsonville brats, New Glarus beers, and Cedar Crest ice cream.  Road America is where Wisconsin honks it's own horn.

Wind Garden

Near the building where I live is a "wind garden."  There are no real shrubbery or flowers to speak of, only grass.  It is not a park or a place to relax, but instead is one big advertisement.  Every day, the gift shop next door puts out 40 different lawn ornaments made of brightly colored nylon to draw in customers.  They all flutter or spin in the wind (hence the name - Wind Garden).  

  As a yardless resident at the moment, I have no need for lawn ornaments.  To be honest, I am not sure that anyone really has a need for any lawn ornaments.  But alas, there is a market for these.  To this day, I have never seen someone walk out to the wind garden, point, and say, "I'll take that one."  But there are people who buys these lawn ornaments and I may be one of them someday.  I had always thought that if I were to be persuaded to put artificial stuff like this on my lawn, it would be the traditional plastic pink flamingo.  The wind garden has a solution for this:

When I get a yard, I may find that the first person I see point and buy at the Wind Garden will be myself. 

Commercials On(Your)Demand

Most people think OnDemand is a great idea for their favorite TV shows and movies, but few people would ask for their commercials on OnDemand.  To most, commercials are a necessary evil that nobody wants.  But then again, when you are thinking about buying a new car, you appreciate those annoying car dealership commercials because they tell you where the best deal is.  The problem with TV commercials is that they cannot be personalized to what you need or might want.  This problem for commercials is a strength in internet ads which know exactly who you are based on your browsing history and any other information posted online.

What if you could pick and choose what commercials you would like to see.  With the help of the internet, many consumers are able to.  Often, companies will post their advertising campaigns on YouTube where it can be found through a search.  Also, TV viewing sites on the internet like Hulu often give the viewer choices (albeit limited) in what he would like to see during the commercial breaks.  While OnDemand may never incorporate a feature to choose your own ads, there are ways to let the advertisers know what you are interested in seeing ads about through the Like button on Facebook.

Does the act of choosing your own ads make that ad more persuasive to you?

What brand am I?

When I began to think of what brand I identify with, my mind went to those stores that I love to window shop, but don't necessarily buy things in.  There are a few brands out there that I respect for putting out product in my style - just the way I like them.  After deliberation, I have decided that I can most closely identify with the Fossil brand.

Fossil stands for vintage style by consistently advertising their with phrases like "What vintage are you?" and "long-live vintage."  But beyond that, Fossil products have a timeless style that is reflected in the stores and marketing materials.  The rustic, yet sophisticated personality of the brand focuses on inspirations from nature.  The Fossil brand is essentially an accessories store.  It is different because of the effort put into the attracting male customers.  Fossil is successful in targeting both male and female customers because it provides elegant products in classic and natural styles.

I chose Fossil as the brand I most identify with because I also enjoy vintage style, but like Fossil, I am picky about only those products that are truly timeless.  I also can identify with the focus on nature that Fossil maintains.  I believe that what we see in nature is beautiful, and it only makes sense to mimic it.  I particularly like the natural color schemes that come through every product.  Finally, I identify with the universalism of targeting both male and female.  As a person who values empathy, I appreciate the thought that goes into the customer experience.  Both the essence of Fossil and I is wrapped up in the phrase - Long Live Style.

Fossil Life Style

http://blog.fossil.com/

Lightness and Strength

If you have flown any of the major airlines recently, you probably know about in-flight magazines.  In fact, there is a 70% chance that you have read at least an article or two of an American Way or Spirit magazine.  This type of magazine typically includes a "letter from the CEO" that tout;s the airline's economic security and strong customer service.  Many articles follow that feature various travel destinations and are dotted with advertisements for products like neck pillows, noise-cancelling head phones, and suitcases that are specifically geared towards airline travelers.

In the June 2011 issue of Continental's in-flight magazine, Hemispheres, the content was similarly predictable.  Inserted among interesting articles on seafood in Barcelona and olive oil in Spain were two separate, full-page advertisements for suitcases that grabbed my attention.  The first was for a German manufacturer named Rimowa.  The second was for Samsonite.  Each advertisement is strikingly different on multiple facets, but both portray the exact same message - lightness and strength.  I have compared and contrasted below:

1st Advertisement -  

• black, gray, and white
• lots of text - (lots of evidence/support)
• concrete imagery - industrial
• masculine themed

2nd Advertisement - 

• bright colors
• almost no text (3 words only) - no evidence
• whimsical imagery - nature
• feminine themed

Which ad persuades you?

Billboard Alternative - The Marquee Sign

     Many restaurants have a marquee sign.  In fact, many theaters, gas stations, hotels, churches and schools also have one.  The marquee out front with the changeable characters is a place for all types of communication - "Congratulations on the big game," "Sunday morning worship, 8:00 & 10:30," and "Free Car Wash for Dave."

     Many businesses use a marquee sign out front to advertise specific products or special deals.  However, I recently took a road trip through the U.S. and saw nearly the same thing on every Dairy Queen marquee, "Scream until Daddy Stops!"  Very clever.  I thought to myself, "What a great concept - a coordinated marketing campaign that benefits the entire chain without looking too 'corporate'."  Often, it is difficult to associate advertisments like billboards and commercial spots with your local restaurant in nation-wide restaurant chains.  The ad on the marquee sign felt incredibly personal.  Marquee signs often have 1's replacing L's, 0's missing, and never enough consonants.  I can imagine a frustrated employee searching the backroom for one more "D" to make sure "Daddy" doesn't look like "Addy" or "Dady."  How many times have you seen a person outside with that long pole putting letters up one-by-one?  You can relate. The marquee sign is more personal than the billboard or other large size advertisements.  Next time you are on your way home from work or out traveling, don't forget to read some of those marquee signs as you pass.  It just may be your day for a free car wash!

Dip Ahead

     McDonald's billboards are out in full force this summer to entice passers by to buy iced coffee, an ice cream cone, or even the deliciously surprising chocolate-dipped cone.  I'll admit, the billboard I pass every day on my way home from work which features two simple, soft-serve ice cream cones - one plain,  one dipped - has about a 50% success rate on me.  The pictures are enough to persuade me that I need ice cream, now, but the two words - "Dip ahead," - tell me just how to get that ice cream.  I softly chuckle to myself at the clever copy as I pull in to the drive-through for my soft-serve.  The billboard worked.


     I've noticed, however, that even just the memory of this billboard can make me want ice cream.  But on those days, McDonald's is not necessarily "ahead" as this particular billboard announces.  I tend to go wherever is most convenient to get my sugar fix - Dairy Queen, Burger King, a Chinese Buffet - any soft-serve does the job.  Is this advertisement truly successful?  I was persuaded to buy ice cream, but not necessarily from McDonald's. Does the success of an advertisement lie in persuasion, or is an advertisement not successful until I step up to the cash register?  I suppose McDonald's would be most happy if every ice cream craving of mine resulted in business for their company.  This billboard succeeded in convincing me I needed ice cream, and it informed me that McDonald's has what I want.  However, it's difficult to compete with all the other fast food restaurants (and the Chinese buffet) when all soft-serve tastes the same.