Photos by John Waiveris and Michael Schreiber
"Creativity involves breaking out of established patterns in order to look at things in a different way." – Edward de Bono, Maltese-born Psychologist and Authority on Creative Thinking
Somehow a box of "Clarinex Morning Crunch" ended up on my breakfast table this month. I am not really sure how it got there, but I can't stop thinking about it. What makes this one silly ad stand out?
"The average adult is exposed to 3,000 advertisements per day." Meaningful Marketing, page 30.
Two Extremes in the MorningFirst of all, the cereal box was very clever. It's hard to throw food out - especially something we'd buy anyway. Second, the ads on the box target allergy sufferers when and where they experience their symptoms the most. Marketing textbooks might call this psychographics, but it is common sense. What are people thinking about when they read your ad...or more importantly, when and where are they most receptive to your message?
Just 20 minutes after breakfast, I find myself deleting spam email messages that have nothing to do with me. I am just another name among millions and someone spent $100 to bother us. It is an inexpensive way to market - but untargeted to the point of being useless.
"Nothing is more terrible than activity without insight." – Thomas Carlyle, 1795-1881, Scottish Philosopher and Author
Look Up - Creating a Spectacle in the Sky
Golly, that really makes me want to try out vacuum cleaners. On the other hand, lots of people were outside and it might have been a topic of conversation around the grill. (Anyone know how much it costs to rent 5 airplanes for a day?)
"Take time to deliberate; but when the time for action arrives, stop thinking and go in." – Andrew Jackson, 1767-1845, 7th President of the United States
Another Roadside Attraction
|Ads are funny these days. It seems that you can't go wrong by being creative and unique. What do you think? Are there ads in your life that stand out as clever? Contact me and let me know what you think. I'll probably send you a free t-shirt.|
John Waiveris writes about Small Business and Online Marketing for Invisible Gold, LLC. For more information call (860) 285-0172 or visit us online at www.invisiblegold.com - "Your Website Should Be Easy to Edit"