Fr 4/28 - Make Marketing Memorable | Josh Duhamel Wants To Make Your Superbowl Ad | Gut Bombs Suck
It's Friday, April 28 2023. Let's nerd out.
The ad nerds podcast delivers ad industry news every weekday. We are the go to source for people who spend money on advertising covering big brands, small businesses, and the latest marketing trends is me Spanky Moskowitz, the show's host, and a nearly 40 year vet of the ad industry. I've crafted campaigns for Budweiser m&ms, Frito, lay the NFL and NBA have created over 100,000 ads generating hundreds of billions and client revenue. If you're in or interested in the world of advertising and want to stay up to date with the latest news, the ad nerds podcast is the perfect place to start.
Small business owners have limited marketing budgets compared to big brands. So let's talk about something I call make marketing memorable. So imagine you see two phrases in front of you in an ad. And the two phrases are fast car and innovative quality. Which do you think you'd remember? Which one do you think would stand out in your mind? Well, studies have shown that people remember concrete phrases like fast car better than abstract ones like innovative quality. And that's because our brains can picture the concrete thing, which makes it stick in our minds. So for example, let's say you're trying to remember an ad for a new type of jeans. If the ad said innovative quality, you might not remember it very well. But if the ad said skinny jeans, you could picture them in your mind and remember them like that. Well a recent marketing study found that people remembered 36% of concrete words, compared to only 9% of abstract words, that is a huge difference. So if you're a marketer, it's important to use concrete language in your ads instead of just saying your product is durable or innovative. Give it concrete examples of why it's durable or innovative. A great example of concrete language is an ad for Apple's iPod when it first launched, Steve Jobs was a master at this. When Apple launched the iPod. Instead of talking about the storage size in megabytes, they emphasized 1000 songs in your pocket. By picturing the device in people's pockets consumers were more likely to remember the iPod. So remember, if you want people to remember your product or service, make sure you use concrete language in your messaging stuff they can picture in their brains. And if you need help with that, I might know a company that can help them.
That's right, Corona, Peru teamed up with Peruvian artist Eddie Merida to create an innovative out of home advertising campaign that emulates the movements of a crab. The cane and bamboo structure with a natural fiber sale uses wind to move and capture attention, turning a typically static advertising medium into a dynamic 100% natural billboard. This unique approach is in stark contrast to the typical forgettable nonsustainable outdoor ads we usually see.
Sebastian policy of marketing director of Corona Peru stated that the goal was to transform a traditional medium into something that is carried away by nature. The campaign was created in collaboration with Fahrenheit DDB, and it's an absolutely beautiful piece of functional art and advertising together. And it's a must see I've got a link of course, obviously in the show notes.
Have you ever eaten a gut bomb for breakfast? Well, Smoothie King has a better idea, and a great add to the posterity. Smoothie King the popular chain has launched their new smoothie bowls and they have instantly become the largest seller of smoothie bowls in the US. This new launch is also the first work to break from Barkley the independent creative idea company since they were named AOR agency of record for Smoothie King. The integrated campaign for the new smoothie bowls just launched with a TV spot called gut bomb. The spot highlights how eating heavy meals can make you feel like you're gonna explode and offers a solution in the form of smoothie King's new smoothie bowls.
The ad campaign includes radio in store pop and a full social campaign supported by 12 health and fitness influencers.
Small business owners you need to lean in to this next story. Tick tock is not just for short videos anymore. According to samba TV, the app can also keep you glued to bigger screens with longer form content. Samba found that 97% of Tiktok campaigns resulted in viewership with an average 159% increase in tune ins. And once people tuned in, guess what happened, they stuck around longer to after exposure to streaming ads, users watch an average of 86 minutes. That's a 26 26% increase from the control group, which makes Tiktok a great tool for streamers to engage with audiences that are increasingly ditching cable TV. Now let's talk a little bit about the cost effectiveness of tick tock tick tock is 1.2 times more cost efficient than television with a median cost per tune in of $1.06. And of course the platform is also known for creating consumer buzz around a show or series that's in tune with tick tock culture. Now, you're probably thinking okay, yeah, but I don't do or have or produce a TV show. But remember, tick tock culture is that Gen Z audience, that audience you're going to be serving for the next 5060 years in your business. So start using that platform because the organic reach and the content creation is what it's all about. Dallas Lawrence sambas TV vice president pointed out that Netflix Addams Family spin off had the most viewed premiere of 2022 because of its ability to talk and engage with Gen Z and millennials on Tik Tok. This series even started on Wednesday Addams dance trend and Netflix even posted cryptic clips of the actress Jenna Jenna Ortega to build excitement for the for the show. So if you need more proof that Tik Tok is the go to platform for discovering new shows. A Harris poll just revealed that 63% of users discovered a streaming service on Tik Tok through clips or trailers, and 72% found that comments from other users were helpful in making their entertainment decisions. Again, this applies to your small business. Discovery happens on tick tock through clips and comments from fans from brand advocates from customers are helpful in helping other people make a decision to do business with you.
Coming up, every business needs a Superbowl ad and there's an agency that wants to make one for you. Actor Josh DeMille and his production company Dakota media are partnering with brands and celebrities to produce ads and campaigns that resonate with audiences. Dakota has worked with Hyundai, Bobcat three M and AT and T, as well as sports organizations like the PGA, Tampa Bay Lightning and Los Angeles Rams.
The Rams add features players coaches Cheech Marin, Breaking Bad's Bryan Cranston, Aaron Paul and Diplo. The company aims to tell random stories they go beyond what the companies are known for. Dakota's work will include or includes average to terrible golfers to tell their own stories for PGA Tour Diversity, Equity and Inclusion spot. Dakota's ultimate goal is, according to Josh DeMille is to shoot a Superbowl commercial. As a former marketing executive a tailor made and Adidas Dakota co founder Joshua Algra understands the frustrations that come with the cost agency bureaucracy and stilted communications that accompany the quote old advertising model end quote, and is leveraging those experiences to create a more streamlined approach. The code is small and nimble team keeps costs low and allows for more creative freedom. Now, dumbbells experience as an actor and celebrity helps them relate to other stars and athletes and creates an environment where they feel comfortable and at ease. Now, I don't know if you know this, but typically celebrities appear in ads out of contractual obligation. And when they're on set, they kind of feel isolated. So what Dakota does, he attempts to work with actors and athletes and let them go off script a bit and lets them bring their characters to life. Overall, Dakota media is a startup that represents a new world for DeMille, who's finding creative freedom that he believes has made him a better artist and collaborator. The company's goal is to create authentic and content that resonates and tells better stories and builds customer trust. Hey, if you liked the ad nerds podcast, please subscribe on Apple Spotify or wherever you listen. Give it a five star rating and review. I'd appreciate it.
That's the as nerds podcast for Friday, April 28 2023. Spanky out thanks for listening and have a great weekend.
Attributions:
Story 2: https://adpulp.com/corona-makes-a-living-billboard-that-walks-like-a-crab/
Story 3: https://www.lbbonline.com/news/smoothie-king-doesnt-want-a-gut-bomb-destroying-your-day
Story 4: https://www.adweek.com/media/tiktok-ads-are-bringing-viewers-back-to-bigger-screens/
Story 5: https://www.hollywoodreporter.com/lifestyle/lifestyle-news/la-rams-nfl-draft-video-josh-duhamel-bryan-cranston-aaron-paul-tequila-1235399608/