I got this video in my email the other day. It’s an ad that ran once, during a Super Bowl. There is no script. No product is shown.
You can find it all over the Web, along with people praising
and condemning Anheuser-Busch for running the ad. Some said the 9/11 tribute is
moving; others said the company was trying to exploit the tragedy.
I think it’s incredibly powerful. Despite the fact I prefer Guinness to Budweiser, after watching that ad I wanted to go out and buy a case of Bud because the ad made me feel good about the company. One can argue Anheuser-Busch’s motivation all day long, but any time a company can do something to give consumers a warm, fuzzy feeling about them they’ve succeeded in growing their brand.
Tapping into consumers emotions is a powerful marketing tool. It’s certainly more noticeable and memorable than ads that shout "Sale! Sale! Sale!"
Since people buying the products in our industry already are experiencing one of the happiest times of their lives, doesn’t it make sense to target them with marketing that strikes an emotional chord?
How do you strike a chord with your customers?
Comments