I’M NO MARKETING EXPERT. But I did take advertising and public relations classes in college, a requirement of my Mass Communications degree. Yet, degree and media experience aside, I rely primarily on my initial emotional reaction to rate the success or failure of media campaigns.
I find myself most drawn to advertising messages that tug at my heartstrings or offer a bit of unexpected humor. Flashiness and celebrity endorsements don’t impress me. Simplistic and relatable do. Punch out a strong message, boom, and you’ve got me. Word choice matters, as do music and setting in TV commercials and radio spots.
My husband will tell you I seldom pay attention to television commercials. For good reason. Most aren’t worth my time. But he’ll also tell you there are exceptions. When the Amazon Prime ad featuring a sweet little pony airs, I crank up the volume like I’m listening to a favorite rock band. I love everything about that commercial from the music to the horses to the pure cuteness factor. I am obsessed to the point of wanting to purchase a little pony for my granddaughter. Isabelle is only 11 weeks old. I’m not serious, of course. But if I lived in the country…
From ponies to Preparation H, a new hemorrhoid treatment commercial filmed in the small southern Minnesota community of Kiester also rates as a current favorite. I applaud the marketing genius who connected kiester to Kiester and came up with this humorous, thinking outside the box ad.
Small towns can be a hotbed for unique advertising. For example, I spotted this sign outside Wayside Liquor in Montgomery (Minnesota, not Alabama) on Sunday:
A quick Google search indicates Wayside Liquor staff didn’t create this message. But they clearly knew the humorous words would grab the attention of motorists traveling along busy Minnesota State Highway 13. The sign works in directing attention toward the liquor store. Boom.
How about you? Do you have a favorite TV commercial, radio spot, print ad, sign, billboard? What makes it a winner?
© Copyright 2016 Audrey Kletscher Helbling