The Absolute Truth About Marketing
Monday, December 19, 2005
  ADFACT#2: Don't do ads for your competition
There is a commercial for beer running during the Cricket Test Match between Australia and South Africa this week. It features household appliances fighting over a bottle of beer. Very entertaining. Very funny. If you've seen the TVC, can you remember who it was for?
Two blunders: 1. The proposition for the TVC was that the beer was so good that appliances would fight over them. But there is no claim that another brand could not make. There was a time when ad agencies thought about the USP - unique selling proposition. But beer ads are now exclusively humourous. Jokey ads that you could simply change the end frame and they would apply with equal validity to all their competitors.
Blunder 2: Joking around. David Ogilvy said "People don't buy from clowns." There's an old saying: "When you got nothing to say, sing it. "He could just as easily have said "When there's no drama in the product, write comedy."
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Make a big mistake and you learn the Absolute Truth. Mistakes are the only teachers. Why not rely on other people's mistakes to avoid making your own? Learn marketing secrets, tips, hints, insider information, strategies, tactics, ideas, plans decoded, and more... Search engine marketing, email marketing, Internet marketing will be added soon.

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