Tabasco Commercial Demonstrates an Important Product Benefit or Feature
My favorite
Super Bowl commercial of all time is the 1998 Tabasco commercial
(As of this writing, you can watch it here. (http://www.cbs.com/specials/2004_superbowl_commercials/)
It is number 5 on the list).
This Tabasco
commercial shows a man sitting, eating pizza on his front porch.
Before each bite he splashes on a liberal dose of Tabasco sauce. A
mosquito flies in, bites the guy on the hand, and flies off. A
second later, we see the mosquito explode in a mass of flames.
Cut to the guy chewing and smiling, Tabasco bottle clearly
displayed on screen.
Besides
being incredibly entertaining, the commercial demonstrates the
product's primary benefit in a way that is simple and
straightforward. All the while, very clearly communicating the
brand.
There are
many ways to demonstrate an important product feature to your
audience. Think of other commercials you've seen and adapt the
technique to your own budget and situation.
Detergent
commercials, for example, often show how the product removes
stains better than the competition. You can set up your own
comparison and communicate it through print ads, on a Website,
or in a retail store.
Target
The Audience
Have you
noticed an abundance of fast car, junk food, and beverage
commercials during the Super Bowl? A major reason for this is
targeting. Smart marketers try to get their products seen in
places where their target audience hangs out.
It is not
too much of a stretch to imagine that folks attracted to
testosterone-laden football may also like speedy cars. And if
you watch football, you most certainly like to snack during the
game. Hence, we see an abundance of junk food, beer, and soda
commercials.
When putting
together your own marketing programs, try to imagine where your
target audience can be found and think of ways you can be seen
in those venues. If you are a Virtual Assistant, for example,
participating online in small business groups makes much more
sense than being seen in sports groups.
Associate
Your Brand with a Mascot or Symbol
My favorite
commercial from this year's Super Bowl was the donkey that
wanted to be a Budweiser Clydesdale. I must confess the
Clydesdales are near and dear to my heart (I live less than a
mile from Grant's Farm where they breed and raise the Budweiser
Clydesdales). I'm pretty sure, though, I'd love this commercial
anyway.
Besides
telling a cute, heartwarming story, the entire commercial
reinforces the connection between the Clydesdales and Budweiser
beer. It's a connection that Anheuser Busch has worked hard to
establish and maintain over the years. Today, I'm sure most
people immediately think "Budweiser" when catching a glimpse of
the famous Clydesdales.
So you don't
have billions of dollars and decades of time to invest in a
mascot? Think smaller.
How about
hiring a freelance illustrator or art student to develop a
character, then begin using that character at key points of
contact with your audience. To name a few, you could use your
"mascot" in a logo, on postcards, on your Website, and/or on
store signage.
Take
these techniques to heart, apply them diligently, and watch your
business grow.
About the Author
Bobette Kyle draws upon 17+ years of Marketing/Executive
experience, online marketing experience, and a marketing MBA as inspiration for
her writing. She most recently founded Daysteps LLC, which publishes a day planner for women. You can find
Bobette around the 'net:
On the
Daysteps Blog
Tweeting @Daysteps
Running the
Personal Lifestyle Planner from Daysteps Facebook fan page.
Her
Marketing
Strategy Thoughts blog is here.
She's
@BobetteKyle on
Twitter.
Check out her
LinkedIn
profile here.
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