By Rod MacDonald
Not that long ago it seemed all a marketer had to do to catch a prospect’s attention was ask his agency to write an ad with a clever headline. This David Ogilvy ad is one of my favourites.
A couple of decades later the buzzword was “storytelling”. In order to sell product you had to have a great story. One of the classics was Black Star beer – a brilliant campaign built around a completely fictitious history. The story was great. But in a remarkably short period of time hordes of people tried the beer and discovered the story was better than the beer so sales went down the drain. Here’s a clip.
Nowadays print, radio and TV ads are being replaced by on-line advertising. And traditional marketers are coming clean.
Of course some marketers do know what they’re doing. A few days ago I did a web search for a reflective vest for my daughter to wear while riding her bike. I ended up on the MEC (Mountain Equipment Coop) web site. Today I was reading an article on a US website that has sponsored ads on the side. The first set of ads that popped up were for Shaw Cable, a Canadian company. The next set were for MEC and a reflective vest in particular – exactly the one I was looking at several days back. Coincidence? I don’t think so.
It’s a tough job keeping ahead of the marketing curve. But we’re here to help. If you’d like to talk marketing, talk to us.