Monday I posted this on FlakeBook:<\/p>\n
“No call to action, no offer, no reason to buy makes for a sucky ad. Yes, even if it gives you the warm fuzzies about farmers.”<\/strong><\/p><\/blockquote>\n
It was, of course, referring to that Superbowl ad.<\/p>\n
(The one about farmers everyone likes.)<\/p>\n
Not everyone agreed with me, though.<\/p>\n
One of my old droogs from college (an advertising guy, I believe) jumped in saying he respectfully disagreed and ‘splained it as being good “branding”, etc.<\/p>\n
As usual, it’s okay to disagree with me.<\/p>\n
(It’s not a crime to be wrong, after all…)<\/p>\n
But, here’s the way I see it:<\/p>\n
1.) The best way to enhance your “brand” is to sell your product and make the buying experience so awesome your customers can’t help but tell others about your awesomeness.<\/p>\n
(i.e. what Walt Disney did with his theme parks).<\/p>\n
That’ll do more for your brand than 1,000 Superbowl spots.<\/p>\n
And a ho’ bunch cheaper to boot.<\/p>\n
2.) For over $100k per second (what it costs to run them ads during the Superbowl) I’m gonna at least make an effort to build a mailing list instead of just showing the lame Dodge ram logo at the end.<\/p>\n
It’s nutzo to spend that kind of dough and not build a list.<\/p>\n
So how would I do it, you say?<\/p>\n
I’m glad you axed.<\/p>\n
OK, let’s say they kept the ad the same.<\/p>\n
You know, with Paul Harvey talking about the farmer.<\/p>\n
The LEAST they could have done is, at the end (instead of just showing the ram logo) is key up some text giving people a hot reason to immediately go to a website or text a code… anything, to get them on a mailing list.<\/p>\n
Yes, that’s kinda weak and passive.<\/p>\n
But it still beats the crap out of what they did.<\/p>\n
And even getting that from Madison Ave ads is like pulling teeth.<\/p>\n
Anyway, what would happen when they get on said list?<\/p>\n
I’d tell Dodge to do this:<\/p>\n
Offer people free tips (daily!) on topics like how to extend a vehicle’s engine life… the best kind of oil to use (synethic or regular?)… maintenance tips… getting the best insurance… how to get out of speeding tickets (they’d never do this, but a lot of people would be on that tip like white on rice…)… how to find great deals on vehicles, gas, car insurance and accessories, etc etc etc.<\/p>\n
Every day a new email tip.<\/p>\n
Every day a welcome contact from DODGE.<\/p>\n
Not Honda.<\/p>\n
Not Hyundai.<\/p>\n
Not Ford.<\/p>\n
Not Toyota.<\/p>\n
Just DODGE, baby.<\/p>\n
That bottom-of-the-barrel car everyone’s forgotten about.<\/p>\n
And not only would these tips always end with telling them to visit their friendly Dodge dealer (along with any special offers or deals they got going), but they’d give Dodge top-of-mind status in a way no Superbowl ad could even dream of.<\/p>\n
And when it’s time to buy a car?<\/p>\n
It’d be tough for them to not at least LOOK at Dodge.<\/p>\n
(Even if they’re loyal to another car company.)<\/p>\n
More:<\/p>\n
These tips are also getting forwarded to people.<\/p>\n
They’re being printed out.<\/p>\n
Saved on smart phones.<\/p>\n
And, probably even tucked inside glove compartments.<\/p>\n
You want “branding”?<\/p>\n
That’s how you do it.<\/p>\n
Finally:<\/p>\n
(for any Dodge execs reading this, you’re welcome)<\/p>\n
Dodge salesmen would then be given these subscribers (i.e. “leads”) which are neatly segmented by location — making more sales for not only Dodge, but the smarter salesmen who don’t just want to sit around the lot all day holding a cup of cold coffee.<\/p>\n
That’s how it’s done.<\/p>\n
And this what they should do next year.<\/p>\n
Only then, a Jedi advertiser will Dodge be…<\/p>\n
Anyhoo.<\/p>\n
That’s my take on it.<\/p>\n
And, I’m right about this.<\/p>\n
I’m also right about other ways of using email marketing.<\/p>\n
Ways you won’t hear from ye olde goo-roos.<\/p>\n
Ways found only in the “Email Players” newsletter.<\/p>\n
Subscribe here:<\/p>\n