FunMarketer Lesson of the Week

Craig, what do you mean by “pulling inspiration from the past?

Ever experience a running-on-empty day when you are writing copy for an ad or looking for that ‘just-right’ marketing graphic? Maybe you’ve finished your brand check-up, but find your inspiration fuel tank is a couple gallons low.

Hello, YouTube.

Old commercials that haven’t ran in years – or even decades – are now available on YouTube. Just a few searches for terms like “old tv commercials youtube” and you’ll find dozens of great ads–some classics and some lame-o’s.

Once you’re done enjoying a few moments of nostalgia – if you are old enough – or have stopped laughing – if you’re young enough – it’s time to see how these old spots can inspire a few new ideas for your current marketing mission.

Yes, it’s tempting to pick apart everything the ad creators (many of whom are gone to that great agency in the sky) did wrong. Ditto on commenting on how fashion was atrocious way back when. Instead, see how they used elements of the ad to:

* Pull your eye toward the product
* Tug your emotions
* Make you want the product
* Cause you to take some action

Note – I don’t advocate that you clone anybody’s ads from the past, but with the advent of YouTube there’s suddenly a deeper well of inspiration to draw from.

Call me for more ideas at 402-423-2444 or email me at funmarketer@marketinghawks.com

FunMarketer Free Marketing Campaign Idea of the Week

Here’s an idea for a pain med targeted at older males. Especially for guys who want to still act 25…even if they’re 50.

Photo: Istock #6691673

http://www.istockphoto.com/file_closeup/people/6691673-senior-man-giving-woman-piggyback-ride.php?id=6691673

Headline: Acme Aspirin – We Won’t Tell Her If You Don’t

FunMarketer Tip of The Week

AIDA – Attention, Interest, Desire, Action. Every salesperson learns this early in their career. It’s still a really useful refresher acronym for marketers.

FunMarketer Phrase of The Week

“Hope Springs Eternal”. Speaking of old ads, check out this Irish Spring ad from the 1980s. See how many emotion-loaded elements the ad creators inserted to pull you closer to the brand – dogs (two, including a puppy), kids, good-looking people and even some bare skin.

Check out the signature demo of the knife cutting through the bar of soap – it almost feels like an apple being sliced in the Garden of Eden.

Happy Marketing!

Craig Lutz-Priefert