Yes - Secondary objectives including stimulating demand, igniting desire, differentiating yourself from your perceived competitors, and a host of other noble pursuits. But the bottom line is this: If they watch your presentation (in-person, on television or on the internet, i.e., through any primarily visual and secondarily audio medium) and they remember your presentation but cannot, for the life of them, recall the name of your product, service, brand or company [they squint and scratch their heads, but loved "that" presentation --- whoever's it was...], you have failed at your mission and wasted your media investment.
Please read on (by the way, my name is Douglas Castle, my brand is TNNWC, and our service is comprehensive "hands-on" managment consulting to emerging entrepreneurial enterprises and growing companies):
The above image by Cool Text Graphics Generator - Recommended by TNNWC and Douglas Castle for Bloggers, Webmasters, and Persons with too much idle time. Heck -- graphics are fun!
Entrepreneurs, Marketers, Public Relations Campaigners, Business Leaders, Strategic Planners and Regular Peoples Of The World (i.e., those not in need of additional fiber to supplement their diets):
This has happened to you within the last several days. I guarantee it.
You have seen a brilliantly humorous or incredibly clever commercial on television or on the internet, and you're telling a friend about it. It was an unforgettably witty bit of commercial production (well-conceived, artfully-written, and with a combination of claymation, computer generated graphics, simulated 3-D and sensaround).
You describe it in forensic detail. Every line. Every Effect. Every Nuance. Your stomach still aches from laughing. Then you find yourself at a complete loss when your friend asks "What product or service was it about? What company?" YOU CAN'T SEEM TO REMEMBER. Not a clue. Nary an inkling.
Bottom Line: The commercial was so entertaining, that it failed to focus on the thing that it wanted you to buy, or on the action that it's sponsor wanted you to take (except perhaps subliminally, but I seriously would doubt it). The advertisement was a complete failure.
The Rule: If you do not remember the name of the product, service, person, etcetera, which or who was being advertised, the commercial was totally worthless. In fact, the commercial was so entertaining that it should have had another commercial in the middle of it with another advertiser's message. You saw engaging entertainment -- but not a good piece of marketing craft.
What Went Wrong: The commercial is so absorbing and captivating that its sponsorship (the name of the product, service, brand, et cetera) was overshadowed.
What To Do: Any commercial (especially one on television or on the internet should have the following features "embedded" into it:
1) The name of the product or brand should be in one corner of the screen (or in several places) in writing, with logo (if possible) during the entire commercial;
2) The name of the product must be mentioned (audibly) at least once every 15 seconds;
3) The commercial must end with some visible copy placed in the center of the screen about the product, with its name and logo, and a person (or a talking lizard, duck, chihuahua, infant, crow, snowman, bear, giant avocado, toilet seat, or guy with greasy hair and a nice suit [anything or anyone] with a voice) must say the name of the product, service, brand, or action to take aloud in a simple short sentence. And after that sentence, the name of the product, service, brand or action to take must be uttered aloud - by itself - without any motion or distraction on the visual front, unless it is a still shot of the product's or service's name.
The value of an advertisement is in its ability to have people remember the service or product that it's about. The content of the commercial does not matter at all if the sponsoring entity's brand is not burned into the conscious mind of the viewer. A commercial or advertisement is primarily about branding and name recognition; it is only secondarily about entertainment value. Commercials used to promote their products with musical jingles which always included the name of the produc - if you sang it, you had to say the name of the product. "I wish I were an Oscar Mayer wiener..."
By the way....do you remember the GEICO gecko? Everyone does. Do you remember Flo at Progressive insurance? Everybody does.
How 'bout this? "We are FARMERS' - bum be dum bum bum bum bum!" [sung]
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| Images By Douglas Castle (http://imagesbydouglascastle.blogspot.com/) |
The Trick:
Keep your audience's focus on the brand.
Faithfully,
Douglas Castle
Chairman
TNNWC Group, LLC
Mad Marketing Tactics Blog. (http://madmarketingtactics.blogspot.com/)
What's that? You'd like another picture? Sure...
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Images By Douglas Castle (http://imagesbydouglascastle.blogspot.com/) |
Reference: Marketing, Promotion and Branding - A Brilliant Commercial, But Nobody Remembers The Name Of Your Product Or Service.
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