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LanceHughes -> RE: Advertising (8/25/2011 10:45:12 PM)
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"They" won't even let gays give 'em money to BE rejected. LOL!
But to answer your question, ANY time a company goes to "we care about you," I think "Yes, and all your competion does to."
So, the success stories appeal for reasons others mention above. The sample questions? I never saw.....
WHY change advertising? Anyone else notice that weird "stack o bills with eyeballs" has disappeared? GEICO and geckko are LINKED!!!! Why the hell try to change? Somebody needed to keep their job probably.
Did you know the board of directors of M&M candies is FIVE people? All related to original founders? Only three levels of managment. WAY to GO! Can't buy stock - privately held.
Anyway, there are tons of books out on how to get a good market share through advertising.
I rememberhearing of a National meeting of Advertisers. Head honcho gets up and says "Gentlemen, we know 50% of all advertising works." Every ear, pin drop, etc. He continues, "unfortunately, we don't know which half."
My advertising "Bible"? "Positioning" or some such - old but still works.
Who is the number one straight Old Guard leather person on this site?
Who is the number one gay Old Guard leather person on this site?
When you need "facial tissues," what do you write on your shopping list? Kleenex - even though when you get to the store you might buy a store brand or whatever.
And so on.... First Across Atlantic Solo? Lindberg. 2nd? probably could find it given google and enuf time, but who cares? LOL!
eBay is positioned so strongly, 2nd is a joke! google - there are other search engines, you know.
SOooooo..... my answer is to make E-Harmony the eBay of all the matchmakers. It is mostly there. So, identity advertising is next. Cuddle up to your customers - "Pepsi, the New Generation" about killed Coke. "Classic" Coke is a good example of trying to retain its identity. Currently, Pepsi is doing "Throwback Pepsi - made with real sugar." I can't taste the difference, but being the dinosaur I am, I just bought three cases in case they stop making it. They go back and forth, so no big thing.
Disney films - the vault - released for THIS generation, limited time only - and Disney MEANS it.
So.... that just gave me an idea. Instead of going for baby-boomers E-Harmony (good name for this idea) goes for the connected generation. How 'bout "spend the rest of your life with your BFF. But where are they? They're on the internet , of course." Maybe a BAD face-book example.
The folks above are "wouldn't use the internet" Well, guess what? The "Connected Generation" will, does, can, etc.
A) How 'bout a picture pulling the US tight by wires. Each coast has a 20-something texting ignoring (carictured) Mom shoving a "blind date" at kid. Then "ding-ding we have a winner." in old-fashioned circus / midway sign. "Old methods - new ways of delivery."
B) "expand your choices" High school swimming pool. Mom and Dad - sweaters, curlers. "We met in High School. That should be a big enough pool for you." Target audience - one boy, one girl swim from HUGE pool toward each other. "Old methods - new ways of delivery."
C) "your hobbies, your mate" Hiking. Two guys at crest, looking down on bunk-house.
"Gee, Jim. I wish I could find a girl that likes hiking and camping like I do."
"Bob, there's the girls' camp counselors building. Let's try there."
"Jim, you're kidding me. We know all those girls from our freshmen classes."
The building grows longer, girls pour forth waving (either watch or emphasize sexual innuendo here. LOL!) Jim and Bob rush into the crowd, greeting and waving and having a great time.
"Old methods - new ways of delivery."
I'll give you my paypal account on "other side" for payment. LOL!
Bottom line - E-harmony is not going to expand their customer base by playing to the ones they have already. Get the buzz going. I mean "E-Harmony? BOOOooooring."
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