At Atomic Ideas, we specialize in finding a client's "marketable truths".
That means those facets of a product or service that will resonate with their best potential customers. The word "truth" here is critical. The product or service has to actually possess the attribute or feature. Otherwise, the communication to the customer is hollow.
Take for instance these spots. They are funny, memorable, but they don't contain a "marketable truth." So while we laugh and applaud the humor, when they're over, there is really no reason to prefer this dealer over another. You wouldn't mind doing business with this dealer, but would you go out of your way to do business with him? Probably not.
A slightly lower price or a closer location would easily trump this dealer's fictional point of difference. The trick is to deliver entertaining, memorable spots that contain a "marketable truth."
Funny, laugh out loud spots. And I had no idea what they were trying to sell me besides being funny.
I wonder what the dealer said if people called in asking about getting a truck monkey. Awkward conversations, I suspect.
Posted by: Gene Brady | 12/19/2009 at 09:40 AM