When I look back at TV commercials that have aired throughout my career that were among my favorites, I realize that most of them were funny. They stuck in my head and I didn’t mind seeing them repeatedly because they put a smile on my face. Colleagues who know me well know there’s nothing I love more than writing some fun, punchy copy. Often, the cornier the better, because as I’ve blogged before, if advertising is entertaining, and therefore likely memorable, it should create increased brand awareness and likeability.
Maybe they drive some of you nuts, but I really enjoy a lot of the Geico ads in the “It’s What You Do” series, such as this one. https://www.youtube.com/watch?v=h7D0FVpfU1g. It’s fun and effective.
I also like Geico’s “Did You Know” series of ads, including this favorite. https://www.youtube.com/watch?v=kCysb4_-4jU.
Of course, depending on the nature of the product you are promoting and your brand promise, humorous advertising may not be appropriate. But, when and where humor can be used, why not tickle your customers’ and prospective customers’ funny bones at the same time you provide information about your brand, product or service? Your customers and prospective customers are sure to appreciate and love you for it.
Long before I knew I was going to devote my career to being a marketing and communications strategist, I was regularly exposed to a marketing campaign so impactful that I remember it and the product it promoted all these years later. This was the ad for Faberge Organics hair products that used the tagline shown in my header.
I believe this tagline was effective in selling hair products because it was memorable (I talked about the importance of memorability in marketing campaigns in this 2014 post). Also, what woman, regardless of her age, wouldn’t want to make the very small investment in a hair product that women find so effective, they are all talking about it!
But, the memorability and effectiveness of this campaign’s slogan is not the true purpose of my post. The purpose of my post is to reinforce, as we all begin a new year, the importance of testimonials and word of mouth, in growing your business. There’s no stronger and more cost-effective of a marketing tool than a job well done in the eye’s of a client or customer. A happy and satisfied customer is more likely to proactively make referrals or agree, when asked, to make referrals to other potential clients on your behalf.
After almost nine months in business, I’ve found the best source of client work is former colleagues and co-workers who witnessed first-hand the quality of my work and work ethic, and referrals by these individuals to other individuals. So, make sure that, regardless of the size or profitability associated with a particular customer project or service, you always put your best foot forward and bring your best work to any situation. And, don’t hesitate to ask your clients who express great satisfaction with your work to make referrals on your behalf. I think you’ll find, as I have, that a customer who is pleased with your work will always be glad to help you make connections.
I’ve posted about this on my Facebook page before. I don’t know about the rest of you, but I actually really enjoy the Sprint framily ads and the very diverse and interesting group that makes up the Frobinson family. Maybe it’s because I was a French major undergraduate and I love to hear the angelic daughter speak French while bluebirds swarm around her head, or I love to hear the Gordon character correct the other framily members that his name is pronounced “Gordin”, but the ads don’t become old or tiresome to me no matter how many times I see them. I also enjoy it whenever a new ad is added to the campaign because I enjoy seeing what trouble or mischief the family is up to.
I did some research on the history and thinking behind the campaign, and learned that Sprint launched the campaign because its overseas parent company had had great success with a similar campaign in their neck of the woods. A big danger with very creative ad campaigns is that viewers can get so caught up in the creative message or visual that they don’t even know what brand, product, or service the ad is promoting, but I don’t think this is a concern for the framily ads. The unique and very different framily members reinforce Sprint’s message that a framily doesn’t have to be a homogeneous group of individuals because 1) a framily group can consist of both friends and family and 2) the average American family is now more than ever likely to be culturally and ethnicity diverse for a variety of reasons, including the fact that there are now so many “combined” families. The ads speak to almost everyone, and therefore, should have an impact on a larger target audience.
I believe the ads are very memorable, effective, and will and do cause sales growth for Sprint. A large organization like Sprint is sure to have lots of in-house and out-of-house marketing gurus monitoring these campaigns and if they weren’t effective, they wouldn’t continue to run them or add new ads (creative) to the campaign mix.
I’d love to hear your thoughts on the ads.