Nike has managed to build a brand that appeals to essentially every demographic the world over. Master of emotional marketing Graeme Newell explains how they are able to be so universal.
Right on Graeme! Even though I would not be a marathoner without Asics… it’s still much cooler to be seen in the Swoosh. On my clothing, hat and socks. It goes all the way back to Bill Bowerman scheduling team meetings at 7:28 in stead of 7:30 at Oregon and making the first pairs on his wife’s waffle iron. Even his single handed surrender of a whole Nazi army division. Since then, they just get it!
Just follow the exact same procedure that Nike did. Don’t just promote the features of your product, find out the emotional drivers behind that love of the product. Then showcase those emotions. Sure, your viewers might like breaking news, but why? Most stations have no idea. Is it about adventure? Excitement? Voyeurism? Sell the features of your breaking news, but do it with the customer’s primary emotional drivers as the foundation of your ad. This avoids the chest pounding arrogant ads that are so common in broadcast marketing.
So many stations think that TV marketing is “special” and requires a different set of marketing rules. Nothing could be further from the truth. TV marketing is just like any other marketing and that means finding out the primary motivations behind the a purchase. By following the basic rules of advertising, we can create great advertising that eliminates the arrogance and firmly puts our customers in the forefront of the entire marketing effort.
Right on Graeme! Even though I would not be a marathoner without Asics… it’s still much cooler to be seen in the Swoosh. On my clothing, hat and socks. It goes all the way back to Bill Bowerman scheduling team meetings at 7:28 in stead of 7:30 at Oregon and making the first pairs on his wife’s waffle iron. Even his single handed surrender of a whole Nazi army division. Since then, they just get it!
So, the real question is, how do we translate this to something as ubiquitous as local television news?
Just follow the exact same procedure that Nike did. Don’t just promote the features of your product, find out the emotional drivers behind that love of the product. Then showcase those emotions. Sure, your viewers might like breaking news, but why? Most stations have no idea. Is it about adventure? Excitement? Voyeurism? Sell the features of your breaking news, but do it with the customer’s primary emotional drivers as the foundation of your ad. This avoids the chest pounding arrogant ads that are so common in broadcast marketing.
So many stations think that TV marketing is “special” and requires a different set of marketing rules. Nothing could be further from the truth. TV marketing is just like any other marketing and that means finding out the primary motivations behind the a purchase. By following the basic rules of advertising, we can create great advertising that eliminates the arrogance and firmly puts our customers in the forefront of the entire marketing effort.