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Cool Ad You Should Check Out - Very Funny

Cool Ad You Should Check Out - Very Funny

June 25, 2009

As a marketing guy, I'm always on the lookout for cool marketing ideas and ads I can use or pass along to my clients for them to use.

I recently stumbled across one that you've got to check out!

Click on the image below to see it for yourself and then I got a few questions to ask you afterwards. Go ahead, watch the 30-second video. Then come back. I'll wait.

Okay, you watched it? Great.

Quick quiz:

1. What kind of product was the ad for?

OK, OK, that one was easy. Ready for a harder one?

2. What was the name of the company being promoted?

Now for the kicker?

3. What was their tagline?

Yeah, I didn't think you'd remember it. And neither will anyone else who watches this, either. Moral: cool ads win awards (this one actually won one) but they don't always stick. Your marketing and advertising should ALWAYS be about getting your brand across to your hungry fish and get them to take an action. It's not about what looks cool or what may appear clever.

You may be saying, "But Jon you don't get it! This ad and others like it are entertaining. Isn't there value in that? People are sending it to friends and downloading it from YouTube! It's got 2 million hits!"

I do get it. And yes there is value in making your advertising and marketing entertaining. In fact, I've seen some numbers from Ad Age showing that this ad has increased the branding index of Cadbury's Dairy Milk and it is indeed driving traffic to their site, according to Media Week.

But what we're interested in is sales. Marketing can certainly be fun. And I've had loads of fun marketing with trash cans, "dynamite tubes", messages in bottles, etc. but the point is to grab the attention of our hungry fish and then get them to respond. You want to answer the biggest question of all: Did it increase sales? And if you can't determine what the ad is for, what good is it?

Years ago, I used to play a game with my dad, who was very hard or hearing. He couldn't hear the TV so as we watched the ads, he would have to try and guess what the ad was promoting. Try it sometime. You'll be amazed at the responses you get!


3 questions to ask yourself

Remember our goal: Get your hungry fish to take the next step with you. And the biggest reason why people will take that next step and ultimately buy from you is because of your POOBA -- your Promise of an Overt, Benefit Always. So the next time you get ready to run with an ad or a marketing piece ask yourself these 3 questions:

1. What's the promise we're offering? Are we promising a cost savings, the opportunity to make more money, a chance to make things easier or simpler for our prospects?

2. Is the promise overt? Is it big and bold enough to stand out from the rest of the advertising and marketing that clutter our senses?

3. What's the benefit? In other words, what's in it for our prospects? How will they benefit from the product or service we're offering?

4. Bonus question: What's your call to action? Many advertisers and marketers get so caught up in the creative that they never tell the prospect what they want them to do. Do you want them to call? Sign up for a free offer online? Make an appointment? What do you want your prospects to do next?

Use my 4-point checklist before you waste any more time and money on your next ad. Because when all is said and done would your rather have a nice award that you can put on your shelf or more sales?

Always taking you from where you are to where you want to go,


Jon Goldman, CEO
Business GPS