How hard can it be to create a quality marketing message…
Much effort involved?
Actually, yes. And quite a bit really.
Sure, we’ve all seen Mad Men. Drinking all day, popping out to the cinema when bored, to the bit-on-the-side when we’re feeling frisky… best job in the world we cry!
Add to that, many of us have heard the old chestnut: ‘the creative process cannot be rushed’ – probably by some hipster type from the office upstairs as he stares at a tree for hours seeking inspiration. Infuriating yes, yet there really is more to it than that.
Marketing messages usually do appear simplistic. And in truth, creating that is the hardest part.
Bord Bia for example are a prolific advertiser in Ireland and have enjoyed much success. Their communications often seem subdued, if emotive, and have proved reasonably effective. Here’s an example of a ham and bacon TV advert:
It’s a beautiful ad. Makes me proud to be Irish. I’m sure the tourism board love it too. How wholesome we are etc…
The “star of a million sandwiches” line is superb, inspired even.
The ad as a whole, all 30 seconds of it, is hardly memorable though. Talk yourself through the when, where and what of the ad without watching it back…
That’s what I thought. Same thing happened to me. Ham, fields, guy with a beard.
I’m sure a lot of work went into that marketing communication, but talk about playing it safe…
That’s right, it probably wasn’t as simple as it looked. In fact I’m sure it wasn’t. And that’s the trouble with generic marketing from a governing body responsible for a whole industry – they’re too worried about upsetting somebody.
As a business owner you won’t make this mistake… Put it on the line. Or don’t. But do something original.
Sometimes you need to upset the status quo, to rock the boat a little.
Sometimes it takes more genius, especially in Ireland, to have the craic and not take ourselves too seriously. Give the public something they’ll really enjoy while staying true to your brand.
Below is one of my favorites, and, as an Irish man, I know the cultural note rings truer here… (at least ham-wise)
Spoiler Alert: The following advertisement may seem familiar to some viewers.
Now I’m not saying this advert is simple, but the concept is. It works really well in building awareness and attraction for, let’s face it, an otherwise dull product.
So next time you struggle to generate a buzz around your product, think ham.
I have and I’m off to make a sandwich.
Thank you for reading.