Imagine you are the marketing director of Ram Trucks. You just sat down and listened to your big advertising agency's introduction to the Super Bowl advertising creative concept.
The agency's creative director said: "We don't plan to use another image and information for another truck advertisement." "We will do bigger things and touch the hearts of truck buyers."
You are interested and even a little excited. This may boost your brand. A game that changes the rules of the game. "Our theme," said the creative director, "is a service to others."
You think this works. After all, the truck is a service vehicle. Connected.
Then there is a big secret. "The soundtrack of this commercial is not provided by men with the usual deep throat, whiskey soaking sound," the creative director said. "No, no. We will go with a man who speaks to others - Dr. Martin Luther King.
A few months later, commercials are ready. "This is better than we thought," said the creative director. The lights went out and the ads started. You will hear Dr. King's inexhaustible words while watching the image of life served by others. Mixing together is some image of the person next to the Ram truck, and at the high point, there is a general view of the Ram truck. The commercial package uses a black screen to display a single line of text, "Built to serve" and the Ram Truck logo.
light is on. What is your job?
Do you believe in the intuition of your advertising company? After all, they are professionals. Or do you believe in your intuition?
This is the answer. Commercialization is attributed to the core concept. Keep it short. No more than 10 words. Don't forget everything else. Don't consider wonderful editors, perfect actors, and spiritually rising music. This is all secondary.
I will compress the Ram Truck commercial into nine words: use the Dr. Martin Luther King to sell the Ram truck.
What do you think? My reaction will be quick and clear: no chance. For everyone who might buy this concept, more people will react negatively. At best, they will see that the use of Dr. Martin Luther King's soaring speech is inappropriate. In the worst case, they will be angry at trying to turn the leader of the civil rights organization into the back of the Ram truck.
Use the same ideas the next time someone brings a great creative idea to your small business. Don't be attracted to potential customers for the first time using a radio or TV. Don't pay attention to all the bells and whistles, because they may just be "the lipstick on the pig."
Focus on the core concepts. Write it on an empty piece of paper, the concept will rise or fall according to its own merits. Then trust our instincts.
Check out the actual Ram Truck commercials and make your own judgments.
Orignal From: What small business owners can learn from the catastrophic Ram Truck Super Bowl business
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