Can Advertising Salvage a Bad Product?

Not surprisingly, politics and advertising are considered to be the two least trusted professions in the world.

Every 4 years or so, these two groups of professionals often team up to create misleading… errr… I mean awe-inspiring ads about how everything is hunky dory in the country.

You may have seen these politically-driven ads recently, which I assume are supposed to instill nationalistic pride and encourage us to support the status quo.

Shouting Man
Advertising a bad product can be a real pain

But more and more people now realise that what these ads are ‘selling’ aren’t that good, sometimes just plain bad.

That’s because the boom in alternative views from independent news sites and blogs often discredit efforts by the mainstream players. And of course social media helps spread alternative news very effectively.

William Bernbach – one of the pioneers of modern advertising – once said:

“A great ad campaign will make a bad product fail faster. It will get more people to know it’s bad”.

It’s like watching an awesome movie trailer, where a combination of fast-paced editing, a stirring soundtrack and teasing dialogues is delivered in two minutes. And then you go watch the movie and realise you might as well been watching paint dry for the last two hours.

Sure enough, when any of your friends wants to watch the same movie, you’d probably not recommend it. This ripple of ‘thumbs-down’ will almost certainly make this movie a flop.

There are many ‘trailers’ on TV these days illustrating a progressive, modern and united Malaysia, provided our votes are cast to oppose change. While I’m not writing the creators of these ads off, I just hope I’m not forced to watch the actual drama for the next four years either.

Let the mud-slinging begin!

Nitty Gritty

I never studied copywriting. I mean I have learned the craft on-the-job, but have never sat in a classroom studying to be a copywriter.

In fact, I only decided to venture into copywriting towards the end of my college years. Yes, I actually stumbled into this line of work.

Now, there are few colleges churning out copywriting diploma-totting graduates raring to hit the ground running with stacks of very creative portfolio pieces.

copybook
This could seriously be a hit e-book!

Certainly, the bar has been raised, because I got into the industry knowing nuts about advertising or how to craft a clever headline. Heck, I wasn’t even worthy of a computer on my first copywriting job. I had to handwrite everything onto loose A4 sheets, while constantly referring to my dictionary.

That was a long, long time ago.

But that was the case with most people in advertising back then. We loved to draw, write, or think, and figured we wanted to get paid for it. Not many of us got into agencies willingly, and not many survived for too long either.

Copywriting graduates now though know exactly what they are getting into. At least I hope they do, because the first few years can be rather challenging, to put it very mildly.

But here’s the thing, according to Sanam Petri, an Associate CD at R/GA London:

“because today’s advertising world is largely driven by accolades and awards, many communication schools are churning out kids who think like creative directors, not kids who just love to write. Students are coming into the agency with their sights trained on one thing: being the one to come up with the one game-changing idea that puts them on the map. But what are the implications of hiring an entire generation of thinkers who can’t do?”

While we should not generalize that all copywriting graduates are useless douches, I totally agree that most of them do not want to get into the nitty gritty of the industry. It’s all about big ideas and creative execution instead of learning the ropes and honing the craft.

No wonder good, dedicated writers are hard to come by these days. Blame the colleges.

Little Things…

You know, advertising isn’t always about big budgets, kick-ass creatives and mind-boggling strategies.

Sometimes, all it takes a little bit of genuine effort to keep customers happy.

Have you heard about an American restaurant chain called Red Robin? Neither have I, until I read about how they created loads of positive media attention for just USD$11.50 (about RM34.70).

Noticing a heavily pregnant customer at his restaurant, the manager of Red Robin, North Carolina did this:

redrobinreceipt
USD$11.50 discount with a very personal message

Yes, this was just an employee making a positive gesture, something that is severely lacking in Malaysian restaurants that for sure.

But the customer was so appreciative of the gesture that she decided to tell the world. That little piece of receipt went social and then viral, and ultimately made national headlines in the US.

You might think could have happened at any restaurant chain in America. Not really. Red Robin’s employees practice a culture called ‘Unbridled Act’, which encourages positive behavior.

Smiles Ahead
Smiles Ahead! Keep them smiling to get them talking...

And apparently, this wasn’t the first discount given at random to customers. They’ve been doing it for a while, it just so happens that this particular gesture made the news, probably because of the oh-so-sweet personal message.

Intentional or not, it worked. And worked in a way that even a big budget 30-sec TVC or a print ad with a catchy headline will never emulate.

Sometimes, it’s just about the little things. You know?

Catchy, Punchy, Juicy…

And then there is Sexy, Flowery and Lightly.

No, I don’t write in any of the above ways. Not anymore at least. But I do write Clearly, Personally and Concisely.

Look, I don’t write literature, poems or novels. I am a copywriter, who is tasked to communicate a message in the simplest form possible, in the least words possible and in the most appealing manner possible.

And that’s the way it should be.

Catchy Tee
You can actually purchase this Tee, it's brilliant!

Okay, maybe I’m generalizing here a little. There are instances when catchy or punchy copy may be required to get the point across. Let’s say your product is a sugary snack, targeted to 6 to 12-year olds; being catchy is probably a good idea.

The problem starts when ‘catchy’ becomes a prerequisite for copywriting in everything, with total disregard for the product, target market and context of the communication.

For instance, an energy company can choose to be catchy for a festive greeting ad. But if the latest Petronas Deepavali TV commercial is anything to by, it doesn’t always end well.

Or what if a non-profit organization wants to send out a clever, witty birthday greeting to all its donors? Well, go right ahead I suppose. But if you want to be clever and expect people to open up their wallets, then maybe a re-think is in order.

So I stay safe by being Clear, Personal and Concise – and ensuring there’s a strong call-to-action – to meet my client’s communication objectives.

My style may not work for everything under the sun, but I think its close.

The Greatest Online Marketing Gimmick Ever?

Okay, maybe I’m slightly overstating the greatness, but I personally thought this was genius.

Watch it…

How visually captivating was that?!

Okay, bobble-head Obama wasn’t the first thing that was sent into space that way. Some dudes sent a beer can off to the final frontier about a year ago.

But originality aside, this was one of the most refreshing videos I’ve watched in recent years.

And with the presidential race heating up in the US, here’s why I think this was a brilliant idea from Obama’s camp:

  1. Voters get 3 full minutes watching Obama ascend up to space, and then bobble down to earth. More face time, means higher Top of Mind awareness
  2. The stirring, inspiring background score positions Obama as some sort of a savior. Intentional? Absolutely not.
  3. The bobble-head effect makes Obama seem light-hearted, warm and approachable. Voters are emotional beings you know?
  4. The video was done by grass-root supporters – definitely sanctioned by Obama’s campaign managers though – highlighting his popularity
  5. Depicts Obama as human, after all. Because what goes up, must come down
Up and away...
Calling all politicians...

Now, wouldn’t it be awesome if we could send some of our politicians into space, like, for good?

Ah well, just a silly thought.

Un-Creative Malaysia

Many of us in the Malaysian advertising industry always lament about the lack of creative license afforded to us by clients – including me, occasionally.

Compared to our regional counterparts in Thailand, Indonesia, India and even our ‘friends’ separated by just a waterway in Singapore; we Malaysians addies aren’t that creative to be honest.

CreativeSkull

I am not trying to blame anyone here. Whether clients give us the creative freedom or not should not be used as an excuse. It is how creatively we work within the constraints that matter.

But let’s look at it this way. Creativity is subjective; and is not the kind of waters you want to thread, especially when millions in media budget is at stake.

And the biggest question is this – even if audiences get an idea that is creative, do they remember the product?

I have friends who sometimes comment on ads they’ve seen. They will rave about how creative it was, and when asked about the product that the ad was supposed to sell, go totally blank.

So it is quite understandable when Malaysian clients take a more direct route in communicating to their target market. If a mind-blowing creative campaign doesn’t ring in the sales or even improve brand awareness; then what’s the point?

As a copywriter, I always believed creativity in advertising is a balancing act. A campaign must be equally memorable and be able to compel action at the same time.

Finding that equilibrium is where the magic of advertising happens.

The Reality of TV

This happens to me often: I’d surf through all the channels on my TV and go “There’s nothing to watch!”. And I bet it happens to you as well.

The invasion of totally weird to just plain silly reality TV shows has been swift, but far from over. It all started rather innocently with a show called Survivor, which was quite original and revolutionary at that time.

Then all hell broke loose.

TV & Remote
I'd rather have a...

Fast forward 10 years or so and there are more reality TV shows than any other kind of programming. Everything from people living in swamps to people driving trucks on ice roads is available for your viewing pleasure.

And we’re possibly only getting less than half of what they have in the US. Thank god!

The thing about reality shows – and why they’re so popular – is that they’re cheaper to produce than regular shows. No need for networks to employ writers, actors, costume designers, music directors or even a director at times.

But cheaper production costs aside, the other reason is actually advertising; or niche advertising as a matter of fact.

You see, TV used to be a mass media. Brands just clamour to advertise on primetime to reach as many eyes as possible.

Then came the internet, which allows for pin-point targeting. Something no other media can offer. So what do TV networks do? They fight back!

Their first move is to create programmes for almost every conceivable niche on the planet, then build viewership and finally get brands to advertise within that niche. Here are few general examples:

TvChart

Well, in any case, the good news is that TV now allows for some degree of targeting. The bad news however, is that crappy programmes are here to stay

Funny Business

Advertising and humour often go hand-in-hand. But do funny ads actually work?

As you may be aware, I am a fan of comedy. I just love being humoured; by comedians, sitcoms, friends and sometimes, ads too.

For a copywriter like me, humour offers a much-needed respite from all the mind-numbing chaos.

So here’s a recent ad from Maxis that I thought was really funny. Yes, I am amazed at myself for showcasing a Maxis ad positively, considering how I whacked them the last time. But credit is due where it is due I suppose.

But wait. On with the ad first…

Now, if you are like me – someone who absolutely hates online videos that go into buffering mode – you may have found the ad funny. But did the ad compel any kind of action from you?

Again, if you are like me – someone who can be a real lazy arse sometimes – you didn’t take any action. As in call Maxis, look for more info online or run to the nearest Maxis outlet to register for this wonderful fibre internet.

Clowning
Don't clown around, unless you are promoting a clown...

This is the problem with funny ads. While they may steal your attention and be memorable; it doesn’t guarantee a response from consumers.

And don’t for a moment think being funny improves brand awareness either.

People usually only remember that a particular ad is funny, but often struggle to remember the brand or product. Think about your favourite funny ad; do you remember the product?

Ace Metrix – a television and video analytics agency – studied funny ads in the US for over a year and drew the following conclusions:

  • Funny ads were memorable and appealing, but were less likely to increase desire or purchase intent
  • Humour in ads work better when it is used as a supplement rather than a replacement

When consumers are not compelled to take action after seeing your ad, it usually means money down the drain.

So be funny at your own peril, or risk becoming a joke.

Why People Buy?

True, people buy to fill a need or want. But if that’s the only reason people buy, then the whole advertising industry might as well close shop and let it be overrun by sales people.

As a freelance copywriter, finding out what motivates people to purchase a particular product is crucial.

It allows me to target my message to the right audience, ensure relevant context and employ proper tone-of-voice.

GirlShopping
Although it may seem some people buy for no reason at all... think again!

Here are 10 reasons why people buy, aside from fulfilling a need or want. There are definitely more, but I’m just being a bit lazy today.

1. Pleasure
To feel good about themselves – luxury cars, jewelry, yachts and the like.

2. Appear Special
To be like someone else – Brad Pitt Tag Heuer or Aishwarya Rai Loreal anyone?

3. Indulgence
To reward themselves – that 2-week trip to Paris sounds nice right?

4. Peer Pressure
To belong, or be accepted – smoke this, you’ll feel like a man.

5. Emotional Need
To replace or substitute a loss – nobody loves me, but I love chocolates!

6. Great Bargain
To win – this lawnmower is too cheap, although I don’t need it.

7. Poser
To be hip, cool, awesome –  iPhone 5, Onitsuka Kicks, 3DTV… I want them all.

8. Obligation
To feel less guilty – awwww… that’s very thoughtful of you, now I got to get you a gift too!

9. Circumstances
To shut the sales dude up – okay fine, these glow-in-the-dark photo frames are exactly what I need.

10. Convenience
It’s easy – why cook when we can tapau, get food delivered or just walk to the nearest mamak?

Ease Up on the Mumbo Jumbo

Sometimes, this whole advertising-marketing-branding thing can be a bit overwhelming. It just gets too needlessly complex, and hopelessly off the mark.

For the average consumer, advertising and all its associated activities are often intrusive, irrelevant and unwelcomed.

BlahBlah Billboard
For all the time we spend perfecting our work, this is probably what the average consumer sees

We marketers often forget to keep things simple and tend to treat consumers as idiots, as very eloquently explained in the following letter by a fictitious consumer:

Dear Marketers,

I’m much smarter than your marketing gives me credit for. I don’t like to be sold…I don’t care about your advertising, your free samples, your promotions, your special offers. I don’t like to be told what’s cool, new, improved, last-longer, smells better, tastes better, or is less filling…I don’t care about your brand, it doesn’t matter to me. I avoid your interruptions to my busy day whenever and wherever I can…I don’t have time to pay attention to your sales pitch…You are white noise to me and I have tuned you out. If you want to be a part of my life, here’s what you’ll need to do:

– Be honest with me
– Keep your promises
– Treat me with respect
– Provide me with more use value than you take from me in cash value
– Teach me better ways to grow and expand my life experience
– Help make my day-to-day easier, lighter, more relaxed and enjoyable
– Help me to experience greater connection to what’s important to me

Do these things for me and you will win my trust and devotion. Then I will gladly welcome you into my life, and share the value of our relationship with others who are important to me.

Sincerely,

A. Consumer

Thanks to Brand Strategy Insider for the letter, and I sincerely hope we all can endeavor to treat consumers with the respect they deserve.