In the August 21 Ad Age article, P&G spokeswoman Allison Yang said that TV for this product launch would consist mainly of 5-second tags on other Crest ads. That’s clearly reminder advertising, not Awareness > Information in the old advertising hierarchy. So what are they doing and why? According to Yang:
The product "is not necessarily intuitive," making TV ads relatively less effective at explaining Weekly Clean, she said. . .
"What we've seen with research with consumers is that once they've seen it, they tell everybody," Ms. Yang said, another reason for the emphasis on buzz marketing vs. conventional media.
"The feeling you get is so unique, and women especially love it," she said. "A lot of times you come out with a new toothpaste flavor, and it's not something people talk about."
It appears that their “research” is also not traditional.
![](http://4.bp.blogspot.com/_OhWWsR1afKg/SM_RPnwARXI/AAAAAAAABAo/lb0JnIlCzj0/s320/crest+vocalpoint.jpg)
![](http://3.bp.blogspot.com/_OhWWsR1afKg/SM_TV516HoI/AAAAAAAABBA/7aeAUMco_Ig/s200/crest+activity.jpg)
![](http://3.bp.blogspot.com/_OhWWsR1afKg/SM_RjEy9-AI/AAAAAAAABAw/JeynaI0p0wc/s320/crest+jet+set.jpg)
![](http://4.bp.blogspot.com/_OhWWsR1afKg/SM_RnVv1slI/AAAAAAAABA4/fw8NYmQGZvg/s320/crest+mom.jpg)
This is another marketing program worth watching. I’ll try to update soon. In the meantime, if you see anything, please share it with me. I’m sure P&G has good monitoring systems, but don’t underestimate the effort required to keep track of Internet buzz.
A quote from Ted McConnell in the iMediaConnection interview struck me:
"I'm driven by the idea that, somehow, the $700 billion a year that humans spend[s] on advertising could create a lot of good and achieve its business goals if advertisers focus harder on crafting value rather than messages."
Well put. The value starts with a good product. If it’s good and potential consumers will like it, there’s no reason for not putting it out there and letting customers become brand evangelists to help spread the word. We know “real people” are more believable than marketing messages. Is there any reason—short of a mediocre/bad product—not to encourage them to have their say?
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