April 23, 2014

Ad Targeting for Beautiful People

Remember Sarah Ripley, the future of marketing?

She emailed me a link to this TaB commercial from the olden days (well, the ’80s).
Her observation was that with only a jingle, the commercial was very simple. No voiceover, no copy, no actors reading lines. Couldn’t be easier.

I was curious about another thing.

After I watched the ad, the jingle was stuck in my head. Don’t you just hate that?

“TaB cola has a beautiful taste
So good for beautiful people
TaB cola beautiful to you and me
‘Cause every can has less than two calories
TaB cola helps a beautiful shape
Just right for beautiful people
TaB cola tastes so good to you
Great taste low calorie TaB”

The line that stuck with me was “So good for beautiful people” and again near the end, “Just right for beautiful people.”

I got to thinking about it. You could never say that in spoken copy without sounding like a total jackass. “Enjoy TaB, the preferred drink of beautiful people.”

How strange that you can sing it, and slip it right past the judgmental left brain. Huh.

A good jingle can be very powerful. Because music is processed by the right hemisphere of the brain, you can take in a message and remember quite disturbing thoughts if you do so in lyrics. Think about songs such as the MASH Theme, Mack the Knife and any country song about adultery.

So, it was actually quite brilliant of TaB to slip in an unspoken message through song rather than announcer voiceover.

Can you think of any other jingles that do this to us?

BrandingBlog Radio: CJ Romberger on Connecting

An interview with CJ Romberger is a tough thing to nail down. I finally got her to sit still long enough to have a recording session on a day when she is monitoring half-a-dozen wildfires near her Austin home, AND trying to work, AND keep track of a whole bunch of other people. I think that’s kind of funny, and if you know CJ, you’ll find the humor in it.

We talked mainly about the rules of engagement in online communication for businesses (and people who work at businesses.)

I’m sure you’ll be hearing more from CJ as the podcasting continues…

Contact info for CJ Romberger:

Her personal blog

CJ on Facebook

Wildwood Interactive

Your Weekend Assignment: IBM Centennial Film

Back in 1984, I was working as a communications intern at the IBM Research and Manufacturing plant in Boulder, CO. It was an amazing place to be, 5,000 employees working at a single facility on the Diagonal Highway. Heck, there were only 6,000 in the town I grew up in.

I was there when the PC came out. I remember our department getting the first PC at the entire plant. People would come in just to look at it.

I watched this video and got choked up a few times. You’ll see how IBM was there for so many of the key moments that define the times that we live in today. Most of these innovations are things that we take for granted today. Making an airline reservation, calling 911, barcodes, motherboards, personal computers, space flight and even beautiful fractals from Benoît B. Mandelbrot.

So, I admit to being a bit biased. But, trust me, this is 30 minutes well spent. I hope you enjoy it as much as I did. Please…let me know your favorite moments in the comments.

Persona Based Leadership

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The best reality show on TV right now for business owners is Undercover Boss on CBS where the CEOs of big companies are learning some valuable lessons by interacting with their rank and file while in disguise.

As a business owner, you have a leadership style. Unless you've worked at crafting your leadership style with training and intention, it's quite likely to simply be your natural style based on your personality type.

So, what's your personality type? Do you know it? I've been using a personality-based approach toward marketing for my clients for the past 6 years. We based our messaging and strategy around what we know to be true of people's decision making styles. We anticipate their questions and their actions.

Turn it around and point it back at yourself as a leader and you'll quickly uncover your strengths and maybe some areas where you are failing and don't know it yet. Yes, you'll identify your blind spots.

Bruna Martinuzzi has shared some great advice for leaders based on their personality preference for Extraversion or Introversion. (If you don't know your personality type try this free test. You're looking for the first letter in your 4-letter type…E or I.)

Martinuzzi's advice for Extraverted Leaders:

Circulate information ahead of a meeting. Provide as much written information as is feasible before a meeting so that introverted team members have a chance to reflect on the material in order to give you their best thinking.

And for Introverted Leaders:

Beware of voids created by non-communication. A void will be quickly filled by rumors, misinterpretations, and grapevine musings. Take the initiative to share information. Be inspired by Seth Godin’s exhortation that “the less people know, the more they yell” and make sure that you communicate early and often.

The entire article is a good read for a business owner. It gives 6 good tips for both types of leaders.

Are you on the Easy Road? What's it costing you?

Steven Pressfield's "The War of Art" I'm reading Steven Pressfield's "The War of Art" for the 3rd time. There's nothing like a good kick in the ass from Pressfield to get my head back on straight.

People talk about Fear of Failure. When you boil it all down, the simple fact is that failure is just plain easier than success. In my opinion (and I have a great deal of experience here) nobody is afraid of failing. Nobody is afraid of succeeding. It's just harder to take the path less traveled. It's less traveled for a reason: It's the harder path.

I think one of Pressfield's most glaring examples is Adolph Hitler. As a young man, Hitler studied art. Have you ever seen one of his paintings? Of course not. Why? Because it was easier to take over Europe than to work on becoming a good painter.

So, as a business owner, what's holding you back? What is the nature of the "easy" road you're on? What extra effort/money/time would it take to strike out on a road that has the potential to fulfill your dreams?

My fees typically come off of the top of the business owner's ad budget. Whenever the price of services arises, I'm asked, "What do I get for my money?" My answer: "What are you getting now?"

The easy road involves doing the same old things in the same old comfortable ways. Don't ruffle feathers, don't rock the boat, steady as she goes. If that's working for you, why are you reading marketing blogs instead of marching down your comfortable road? (ouch)

So, what are you getting now?