Most smart marketing departments focus television advertising dollars on popular shows that draw a viewer base that is well suited to their products. That is relevant to every business. When you market and brand yourself, make sure it is to your targeted market.
In this regard, both Coke and Ford made a good choice in pursuing advertising with American Idol. Each company also made a comparable investment, dropping about 26 million dollars into advertising in association with the show.
The real lesson lies in what Coke and Ford did different to win votes on the American Idol.
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Ford kept their approach pretty simple and to the point. They took out commercial spots during the show. Since American Idol draws a large audience, Ford of course hoped to capitalize on that audience to boost their visibility and see a rise in sales accordingly. Why is it that Ford actually lost market share during that time?
Coke, by comparison, used its advertising dollars to become part of the show. All the judges used Coke cups, which were featured prominently on the judge’s table.
This prime placement not only made the company name visible, but the judges even used the cups, which increased the power of the advertising placement. In addition to this, the chairs were made to represent the shape of Coke bottles and backstage rooms were painted with the Coca-Cola color scheme. The judges even made comments about Coke products, expressing a love for the product on air.
Coke didn’t just advertise; the company actually integrated itself into the show, which in turn ingratiated the product to the audience.
The audience became part of the story of Coke.
Ford relied on traditional advertising. Its 26 million dollars was lost during the commercial breaks, where Ford advertisements played in a string of other forgettable ads. By the time the average person is 65, they will have seen two million commercials. Ford spots during American Idol won’t stand out in the long run. Coke, on the other hand, invested its 26 million to become part of the show, becoming part of their target markets life.
1. Targeted Audience: When you market and brand yourself, make sure it is to your targeted market.
2. Connect with your target market: The most important thing to remember when marketing your product or service is to insure that you are connecting with your target market instead of just giving your product exposure.
People are exposed to 40,000 products in a days time. With so many brands, product placements, and advertising spots, many marketing campaigns just get lost.
3. Become Part of Their Lives: There needs to be a story that people can live and feel. Creating a strong brand doesn’t just happen; it comes only after the company becomes a part of the lives of its niche market.
Fred Sarkari
Results Matter To Entrepreneurs
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nice little article. it is amazing how corporations sneak there way into our living rooms.
always and enjoyable read,
TW
Ford is still not thinking in the now. This article is a great example of public perception and new thinking. Thank you for posting this.
Fred, this is great stuff. I just ready your 9 reasons why marketing fails pdf and it was spectacular. I read it twice! Keep up the great blog posts.
Oh, and when is your next public seminar?
Really shows the new way of media. with the advent of DVRs and Tivo, the new media is learning that traditional thinking is no longer valid.
Very interesting stuff Fred.
I attended your seminar yesterday with Josh and Margeaux as well as Derick Shirley and it was worth every penny. My head is still spinning with ideas and excitement. I will be sure to be at the next one. It was totally worth the flight.
Much appreciation,
Jim F
I will be at the next one for sure, please keep me posted!!!!