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