How many goose bumps did you get when the Olympic bid
announcement was read out, citing London as the victorious
city for hosting the 2012 Olympics?
Let me tell you that I was shaking with emotion when the
result was read out. It was such an exhilarating feeling.
Though, after the celebrations drew to a close, I decided
to take took a closer look at the winning bid. "Why was it
so successful?" I asked myself.
After collecting and putting all the pieces of the bid
together, I'm convinced that there were two strategies used
that any one of us can borrow and apply to effective use in
getting our advertising messages to be super responsive.
The first 'Master Secret' was the use of a 'CELEBRITY' to
spearhead the campaign.
It's true that the Olympic bid was somewhat spluttering mid
way through its campaign and something was needed,
something drastic was needed in order to lift the flagging
feeling of the bid.
Enter -(Lord) Sebastian Coe.
You may or may not remember the 800, 1500 meters and the
one-mile battles that happened between Coe, Cram and Ovett
in the early 80's. Now, THAT was compelling viewing!
With that pedigree and history behind him, introducing Coe
as the main ambassador of the bid, was a touch of genius.
It gave credibility and a unique tie in to what the games
were all about.
With hindsight or not, it's fair to say that the London bid
wouldn't have had the same sparkling result if it were left
to the politicians and other 'dignitaries' to lead the
challenge.
Reason?
They're not OLYMPIC GOLD MEDALLIST CHAMPIONS! And... most
are not 'favourites' with the general public.
So, how can you and I use the idea of a CELEBRITY to boost
our response in the market place?
Well, all we need do is find a 'Coe Comparative' in
whatever field we're doing business in.
Say we're a local butchers and we want to promote our new
range of quality meats that have a certain zing and flavour
to them. Something that just isn't available anywhere else
in the local area.
How about getting the editor of the local paper to be in
the promotions saying something like, " Geoff Swan of The
Local Gazzette Swears He'd Never Buy Meat From Anywhere
Else Than Blah Blah Butchers... The Meat's Just Too Tasty,
Just Too Succulent and Just Great Value!"
When everyone else's shouting 'we've got cut priced
sausages', you're wading in there with a 'glamour'
promotion that the likes of which many customers would
never have seen before.
And that means... interest and... custom, plenty of it!
That tie in with a celebrity alone will draw in the
customers. But, couple that with great offers, warm and
friendly service and a continual communication, it's
possible you'd dominate the local area in pretty quick time.
Or, say you're a local solicitor trying to get new clients,
why not do a promotion that says something like, " Nancy
Kwan of The Chinese Gourmet Cook in Henderson Road Had Her
Legal Problems Solved in Double Quick Time By Joe Blow
Solicitors."
Again, it's quite unlike anything the regular 'punter'
would've seen. And that 'uniqueness' in the marketplace is
what all businesses, practices, services, etc, strive for.
See, the publicity by having a 'CELEBRITY' attached to your
promotions, is like having an endorsement from someone in
the local 'public eye'. Someone the locals trust. A Seb Coe
if you will.
Okay, the second BIG SECRET that the London bid pulled out
of the hat was... presenting thirty children from a local
East End School to be part of the bid! It drew the
emotional strings like nothing else would have.
More than that, the children were a 'promise of the future'.
Meaning, the Olympic Games will give these children the
opportunity to have their minds and hearts filled with the
passion and inspiration and spirit to be someone great. To
achieve the highest honour in sport - THE OLYMPIC GOLD
MEDAL.
Having that promise 'come to life' in the form of those
children, was again, a master stroke.
So, how can you incorporate a 'promise of the future' for
your promotions and advertising?
Alright, let's say that you've a auto repair shop dealing
in cars that are 10 - 15 years old, and your expertise is
to 'bring back to life, good as new'.
Now, the way to bring the 'promise of the future' in the
marketing and promotion for this auto repair shop, is by
way of a testimonial picture showing a BEFORE AND AFTER
PICTURE.
Of course, the AFTER picture is the 'promise of the
future'. It's what all customers would want their car to
look like. It's what they want their 'old banger', to
aspire towards.
Showing a customer the powerful future plusses in what a
product or service will give them, is a proven and tested
way of ensuring the sale.
In what ways can you use these powerful 'OLYMPIC
STRATEGIES' to your benefit and gain?
If you spend a little time applying what you learn in these
emails, you'll see such an advantage in your business that
it isn't funny.
Go get 'em tiger!
----------------------------------------------------
Nick James is a UK based direct marketer and product
developer. During the last 5 years Nick has sold in excess
of £1.6 Million Pounds worth of products and sevices
online. Subscribe to his Free Tip Of The Week email at:
http://www.Nick-James.com
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