It’s the Benefits, Stupid

One of the biggest mistakes most marketers make is focusing on the details of their product or service, rather than the benefits it offers customers. Of course we all realize that customers will only buy when they, either consciously or sub-consciously, perceive some benefit from your offering. But focusing on the product benefits rather than features is still a common mistake.

Absolut Ads

Leaving behind their iconic ads that combined cultural icons, landmarks and trends with their bottle, Absolut is set to spend $20 million on a new ad campaign that takes the company in a totally new direction. Having historically concentrated solely on print, the new campaign by TBWA/Chiat/Day in New York also pushes the brand to TV as “The Absolut Vodka,” continuing to play with the product’s name.

McDonald’s McNew Promotions

Been to a McDonald’s lately? I have. Yes, I saw “Supersize Me,” and I know we are supposed to avoid fast food like the plague, but sometimes when you are starving, it is the only option. On my recent visit, I noticed that McDonald’s has totally revamped the visual presentation of its in-store promotions and menu. No more McClutter. Now its McClean, McConcise, and McCrisp.

Keys to Effective Advertising

So, you finally got your CEO to buy-in on an ad campaign. Great. Now what?
Once you finishing scrambling around to find creative agencies, media placement firms, and Audit Bureau of Circulation (ABC) numbers for your target publications, you need to think about waht a “good” ad should be.

Dove Bets Big with Contrasting Super Bowl Ad

A previous Marketing Matters posting (“Advertising Gets Real”), discussed the current spate of “reality” ads. In an upcoming Super Bowl ad, beauty products maker Dove continues this trend with an ad that aims to raise girls’ self esteem with the message that real beauty comes in all shapes, sizes and colors. At $2.4 million for each 30 second spot, this contrasting ad is a big bet.