BMW Gets It!

Recently I saw an ad for BMW with the caption, "At BMW we don't just make cars, we make joy" and "What you make people feel is as important as what you make." Emotional contentions are the key to all marketing. I've said this time and time again. I truly applaud BMW for using this in their marketing campaign. This is what I like to call a "Making Mountains Out Of Mole Hills" campaign. Head on over to www.bmw.com and see for yourself. Now let's look at your products. How can you make this jump to an emotional connection. I saw a facebook update that said "does every product have to be made cool? Take Miracle Whip" Well the people at miracle whip have already don that in the commercial they put together with Bobby Flay and an ordinary home maker. Bobby asks what her challenges are. This elicits an emotional response. You see her concern for her family and trying to feed them something good that doesn't take much time. Bobby shows her a simple potato salad mad with Miracle Whip. Results: Bobby Flay uses Miracle Whip. Miracle Whip helps families eat with limited time. Do you need help making that emotional jump? Give me an hour with your product and you'll have it.

Fred Abaroa
The Marketing Imagineer
Fred [@] TMIFred.com
@TMIFred

The Pancakes Kept Getting Bigger

On Saturdays I make breakfast for the families. I've noticed when first making pancakes the size is consistent. As time goes on, I begin to think the batter is actually growing. I can't wait to be done so I can eat. I finally pour the rest of the batter onto the griddle and make a giant pancake. Now compare this to your marketing efforts. You started off with a great idea. You had all the right ingredients. You just had to be consistent. Sales were not growing as fast as you needed. So you pour more and more into your marketing. In a desperate move you now spent your entire budget on one huge campaign. Like that huge pancake you may have found that desperation left it half cooked. And although the pancake was a sight to be seen, no one wanted to really touch it because they thought they could not consume it all. I have seen this again and again. Here is the secret to marketing "No power or influence can or ought to be maintained by virtue of the Product, only by persuasion, by long-suffering, by gentleness and meekness, and by love unfeigned;" (yes it is taken from the scriptures and slightly modified for use with marketing) This statement teaches that we cant just depend on the product but that our marketing efforts take persuasion, time, should not seem desperate or the hard sell and we should be enthusiastic no matter what. Compare this to a marketing campaign you are using now. Does it measure up? Is there something you can change to get it on track? Is there something I can help you with? Just contact me.

Fred Abaroa
The Marketing Imagineer
Fred [@] TMIFred.com