Grab the Tissues - Emotion Rules

This week I get to travel to Davenport, Iowa for the Iowa Association of Man TissuesBusiness and Industry "Taking Care of Business Conference" where I'll do a presentation of "Five in Twenty-Four - Five things a business can do in 24 hours to refresh their brand message and sell more...stuff."

One of the "Five Things" I'll share is that good creative works. And, creative messages that have an emotional appeal work much better than the campaign that simply offers "the facts".

Want proof?

Whirlpool sells cold, hard metal products.  Recently they launched a campaign that warmed the appliances. It's called "Every Day, Care" and features some tear jerking images of people caring for people with the underlying message that we do daily chores because we care for the people we love.  Here's an example.


The result?  Whirlpool's sales have risen 6.6% in the first six months after the campaign started vs. the year-ago period, four points ahead of the appliance industry. The brand's positive social-media sentiment has risen more than six fold. Purchase intent scores are up 10% from pre-campaign levels, which has translated into a comparable lift in market share.

So, if Whirlpool can warm cold steel appliances and that drives sales what can your business do to appeal to the emotions of the consumer?  Think about it works.



How About A Little Help

Got a marketing/advertising question?  Man Questions

Our business is marketing and advertising and has been for years. Our goal is, and always has been, finding ways to help our clients sell more...stuff.  To be able to do that consumers need to know your business exists.

Not long ago we went out to area businesses and asked them to ask us a marketing question.  We filmed the question and then offered a possible solution.  Here is the first in a series from our friends at 515 Brewing based in Clive, Iowa:


This may not work for your business but we've seen it work for many new or re-emerging businesses that want their neighbors as customers.  Thanks for reading and for watching!



What Makes You Stop?

We've been in the world of advertising a very long time and Alaska Fish Signalways fascinated by what gets a consumer to stop...pause and consider a product/service. 

Countless print, radio and television ads have been created over the years and, we believe, the most effective are those which are simple and easy to understand.

Here's an example of what we  This is some signage posted in a grocery store near the fresh seafood section.  It was produced by the Alaska Seafood Marketing Institute promoting their industry.  Great photography and a fantastic headline, "Before you cook up a storm, we weather one."  Nice and it caught my eye.

There are others.

Mad HousewifeHere's a POP display for the wine Mad Housewife.  Funny and you can't miss it.  (However we would have opted for ONE sign rather than the two used here...but it's clear they are made to stand on a single case.)

The bottom line here is that great images and great copy can go together to win the attention and get a consumer to stop and...consider the message. 

For those of you who are still committed to loads of copy and all kinds of confusing images (think yellow page advertising or some newspaper ads) good luck.  Chances are very good the consumer is blowing you off.




If you would like to comment here, feel free.  Or let's connect on our Twitter Stream @InsightADV or our advertising agency Facebook Page is right here.

Targeting The Message - Television/Video

OK, this will not be a PC post.  Our friends at Hardees and Carl's Jr. need to shore up support from young males so they cooked up this new "Memphis BBQ" TV piece called "BBQ's Best Pair".  Clearly it is...targeted.


Beyond the targeting of the message I hope you paid attention to the work that goes into creating a high quality television commercial.  Notice the equipment, the attention to detail...all for just 30 seconds.  

So, our question to you is this: When you're spending money to showcase your product/service on television or in online videos don't you think it's important to spend an equal amount of time and energy in the creative

You can comment here or follow us on Twitter @InsightADV or our advertising/communication agency Facebook Page is right here.


What Men Like

So if you have an interest in marketing your product or service to Man Confused Shopper men...what might get their attention?  The answer to that question comes in the form of a recent article from Advertising Age about Dudes to Dads.  A couple of examples:

  • Television Advertising - 54% of men say they learn about products/services through TV ads;
  • Too Often - But a whopping 64% say TV ads repeat too often;
  • No Credibility - However 33% say both Internet and TV ads are not creditable;
  • Keep It Clean - 71% of the men say keeping an orderly house is important to them;
  • Keep It Clean II - 25% say they spend 4 - 8 hours a week doing housework;
  • Let's Cook - 44% spend 8 hours

It makes for a good read and there are plenty of take-a-ways from this. One that you should remember...  "The Bumbling Dad/Husband" ad doesn't sit well.  Here is the link to Advertising Age and the way to purchase the study material.

If you want to leave a comment here, feel free...or let's connect on Twitter @InsightADV or our advertising agency Facebook Page is right here.


The Perfect Spokesperson?

Lots of companies have spokespeople.  Sometimes they fit, other times Mike Rowe Ford not so much.  When Ford Motor Company tapped Dirty Jobs star Mike Rowe as their spokesperson we knew it was a winner. Why?  Rowe is not only believable but he seems sincere, real and crosses from urban to rural with ease.

It's not often a company gets this lucky.

For years Jared Fogel showed how regular folks could lose weight by eating sandwiches from Subway.  Then he fell in love and gained thirty pounds. So much for that...

Who can forget BP CEO Tony Haward in his role as the spokesman for the Gulf Oil Crisis.  Nothing about Tony fit the occasion.  His position, temperament or ability.  Not to mention arrogance.

Back in 2006 we wrote about a Boone, Iowa furniture store who used the very attractive Lauren Bishop as their spokesperson.  It's not that she wasn't good it was just odd the company went out of its way to identify her as if she were actually living/working at the store.  She wasn't. To some it became a creditability issue.

All of this is meant to have you think...really think...about putting your brand in the hands of who/what?  And, while we're at it, we get the link between a lizard and an insurance company (Gecko/Geico) but sometimes we wonder about...the pig.


Thanks for coming by.  If you want to connect feel free to leave a comment here or join us on Twitter @InsightADV or our advertising agency Facebook Page.



Insight on Business - Friday Roundup

At the end of the Business Week we share with you the Friday Roundup from Insight on Business.  (Yes, you can click that link.) Some of the stories you might have seen and some of the stories that you may have missed.  So, before you "head out" to the Mother's Day Weekend take a gander.  This week:

Central Iowa Bloggers - Yep a video presentation of what this motley group does and does not do.

Brand Warriors - Do you have them?  Do you know?  Do you want them?  You better.

Oh Really? - Sometimes we have "social media experts" that don't know what in the hell they are talking about.  As always it's:  Buyer Beware.  A hat tip to the Nashville Business Review.

Being Responsive - You own a business.  It's your brand.  Be careful, very careful, as to how you treat it when you outsource your social media.

Email Stress -  Got it?  Why is it important?  Our friend Adam Posh shares...

For the Birds! - A video presentation of our babies...get ready to go...awwwww.

Featured at the Des Moines Register

If you want to connect, you can leave a comment here or follow us on Twitter @InsightADV (business) or MichaelLibbie (personal) and here is our advertising agency Facebook Page.  Have a great weekend!

But, will

For years we've watched companies fail in their advertising program Woman anxious vintagebecause they cut creative corners in their print, radio, television or electronic advertising programs.  So many medium to small businesses "think" they are going to save money and do the creative "themselves" or let the local radio, TV or print media do the creative for..."free."

Usually what they get is the same ol' thing somebody else had from a person who is not invested in the outcome...just the sale.  I know, I spent decades writing television and radio ads as a station employee/talent.

Today, when a business or marketing department says to me:  "Michael, that's a nice idea, but, it's too expensive."  I respond with, "Not if"  

So, is there a link between great creative and effectiveness?  Yes (I love it when I'm right.) here is a piece from IPA, Gunn Report and Thinkbox that reviews 175 campaigns and rates their effectiveness in driving sales, profit and loyalty..

Bottom line, they found award winning ads that were loaded with creativity eleven times more effective...than 'ho-hum' ads.  Uhm, that's eleven times.  You know as in 11 x...

Let's break that down.  Your company spends $3,000 on print, radio or TV but to "save money" you decide to "do it yourself" or have them "do it for free".  You run the schedule and decide, "That was a mistake it didn't work!"  I get want it to be effective.   So, If you spend $3,000 on the schedule and $3,000 on the creative and it's 11 times more effective at driving sales, profit and loyalty...  It's better deal...  Right?

 We thought so....




If you would like to leave a comment here, feel free.  Or head to our advertising agency Facebook Page (and please, pretty please like us) and we can always be found on Twitter @InsightADV. - Michael

Sales or Service

We see it everyday.  A great company makes a great product or delivers aMan Selling Elixer valuable service but they miss the mark on connecting with their prime demographic.  Why?  They spend their time listening to the advertising sales pitch from somebody who is more concerned with getting an order than connecting buyers and sellers.

Sorry, but it's true.

Not long ago we received a note from a client who was suddenly interested in spending their entire trade show budget on one event.  They had listened to "the pitch" and the event sounded too good to...miss.  But, it isn't, wasn't.  It's not their fault.  They were only acting on the recommendation of well trained sales professional.  Our firm did the background check on the event (because we know how and who) and offered up our recommendation that they should pass on this but perhaps take a look at another event that was more in line with their prime demographic.

Taking care of the client vs. taking care of the sale is critical. That's the difference between selling and service.




If you would like to connect feel free to make a comment here or let's get together on Twitter @InsightADV or our advertising agency Facebook Page is right here. - Michael

Marketing Trend - Selling the USA

While we've been through this before, in small doses, there is a trend inMade in USA box promoting the sale of manufactured goods which is catching on with an increasing number of brands touting their product is "Made in the USA".  We think it's worth noting and it is a direct result of manufacturers looking for any tool in the tool-box to combat economics.

It Plays to the Emotions & Why

We find it interesting that as politicians criss-cross our nation telling voters "the sky is falling" and our nation is "doomed" that is it advertisers who have lifted up the banner of hope in the future.  It's intriguing that while AM/FM "talk radio", in every market, continues to hammer consumers with negative comments about leadership that manufacturers are sharing a completely different message...sometimes conflicting with what the radio host just said.

Here's just a sample:

  • General Electric - They just spent millions promoting the fact GE builds refrigerators and turbines in the USA;
  • Tropicana - They once imported orange juice from Brazil...not any longer and you'll see "Old Glory" on the side of their containers with an extra boast;
  • Chrysler - The two minute Clint Eastwood piece during the Super Bowl caught lots of attention;
  • Hyundai - Featured hundreds of workers in a recent ad touting the Alabama plant and Made in America...
  • Menards - Just finished a month-long promotion of "Made in the USA" products that included television and print.

WSI SportswearJust a sample.  But, what about "small business"?

While in Kansas City the other day I ran into Priscilla Magana who works for apparel manufacturer WSI Sportswear based in Minnesota.  Companies that sell clothing manufactured in the US are rare.  Priscilla shared with me that WSI "...could have made the decision to have their products made in Asia but the owner stood firm in his support of hiring local workers even though he could have made a bundle by off-shoring."  Impressive.

The bottom line for your business is hit on some of the emotion this trend delivers.  Use the message to stand out.  Build creative emotional advertising that speaks to the connection between your product and a growing number of consumers that see this as important. 

Remember, anything you can do to help build your brand image to the good work.




If you would like to connect, feel free to leave a comment here or let's visit on Twitter: @InsightADV.