Comments for RM Blog http://www.raremethod.com/blog Integrated & Interactive marketing – from all sides Fri, 04 Sep 2009 17:23:36 -0600 http://wordpress.org/?v=2.8.4 hourly 1 Comment on The Most Valuable Buzz in the World by Tom Short http://www.raremethod.com/blog/?p=103&cpage=1#comment-8 Tom Short Fri, 04 Sep 2009 17:23:36 +0000 http://www.raremethod.com/blog/?p=103#comment-8 Great ads, campaigns and innovation. The one thing all marketers need to keep in mind is results. Does the strategy and creative sync up to achieve the results. We all love to be entertained but the main point is to create engagement that gets results. In CP&B Burger king example maybe the goal was to be the coolest hamburger restaurant in the minds of the target audience of tweens and teens which in the strategy would translate to sales or not. If the cool ads do not carry over to a cool attitude in store or more importantly to the opinion of the target audience, the most entertaining, innovative ads can not make something that is inherently uncool cool. In and Out Burger has captured the cool factor on little or no advertising based on reputation and word of mouth. It is iconic and heralded as the best burger by a loyal audience. Jack in The Box has done a far better job capturing cool and Sonic has also done a great job of creating entertaining ads that do a great job at selling product. Stride gum is another great example of success - good ads that resonate with the target audience and drive sales. Some times the coolest ads are not the best ads unless the point was to win awards from your advertising peers. That said I do like the BK ads and web sites but have never eaten at a BK. Great ads, campaigns and innovation. The one thing all marketers need to keep in mind is results. Does the strategy and creative sync up to achieve the results.

We all love to be entertained but the main point is to create engagement that gets results. In CP&B Burger king example maybe the goal was to be the coolest hamburger restaurant in the minds of the target audience of tweens and teens which in the strategy would translate to sales or not.

If the cool ads do not carry over to a cool attitude in store or more importantly to the opinion of the target audience, the most entertaining, innovative ads can not make something that is inherently uncool cool.

In and Out Burger has captured the cool factor on little or no advertising based on reputation and word of mouth. It is iconic and heralded as the best burger by a loyal audience. Jack in The Box has done a far better job capturing cool and Sonic has also done a great job of creating entertaining ads that do a great job at selling product.

Stride gum is another great example of success – good ads that resonate with the target audience and drive sales.

Some times the coolest ads are not the best ads unless the point was to win awards from your advertising peers. That said I do like the BK ads and web sites but have never eaten at a BK.

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