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.

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.

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.

We Are Humans

As a copywriter, I always thought I was a Jaguh Kampung, loosely translated from Malay to mean ‘Village Champion’.

It is a term normally used in sports, referring to the inability of Malaysian sportsmen and women to compete in an international level, even though they are champions locally; hence Jaguh Kampung.

Well we are waiting for our first Olympic gold medal aren’t we? I wish they would just introduce squash in the next Olympics so we can really kick some ass.

World View
The global village, and we are all champions

Since I became a copywriter about 13 years ago, I have only written for the local markets. Maybe there is an exception of a couple of odd jobs here and there, but nothing too serious to dent my Village Champion reputation.

But copywriting is like that. You need to be in-tune with the local markets; constantly observing trends, gathering native knowledge and be able to communicate to the masses in a simple, localized manner.

Writing in a foreign market changes the rules for a village champion like me. Though the fundamentals remain the same, local insight is critical to help ensure a message is effectively delivered and understood.

Or so I thought.

When I was in South Korea recently on a job, I had absolutely no knowledge of the local markets. What motivates the Koreans? What compels them? What are their taboos? And how the hell was I going to translate my local Malaysian knowledge in a country where even English is hardly spoken?

Then I realized something. Even if I was tasked to communicate and appeal to Koreans, they are after all, humans. While I looked very different (bordering on exotic), I realized that Koreans are motivated, inspired, awed and surprised by the same things.

All it took was to keep things clear and simple; with a little bit of reward thrown in to compel action. Yes, translating everything into Korean also helped, but we translate pretty much everything into Chinese and Malay here as well.

So it doesn’t really matter where you’re from; all it takes is a little bit of human insight.

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.


Target Target Target

Would you speak to a client like how you speak to your spouse? Or would you try to find a drinking buddy at an AA meeting?

It used to be ‘Location Location Location’. Not anymore. Even if you are located in the world’s busiest street, you’re screwed if you don’t know who you are selling to.

Even if you are selling online, a network where you can tap into millions of potential customers, knowing exactly who you want to sell to is imperative.

Target Practice
Please aim before you shoot, your message has a shorter reach than you think.

You don’t shoot without taking aim. You don’t engage without studying your opponent. You can’t – no matter how many times people say it – sell ice to an Eskimo.

Targeting is the first order of business in any marketing communications plan.  But sadly, it is grossly overlooked with ancient mass advertising techniques still employed in today’s niche-filled world.

The act of mass advertising is a concept of reaching the maximum number of people, and then hoping for a miracle. It’s like a fisherman who casts his net in waters filled with piranhas only to end up with a huge net to mend.

We all live in our own world these days. Each with our own interests, dislikes, philosophies and preferences.

Even your best friend – who you enjoy many mutual interests with – is a different person. Just compare your Facebook timeline with that of your best friend, you’ll be surprised how you became best friends in the first place.

Targeting sets the tone, especially with copy. It also provides insights and context while ensuring your sales message has a higher chance of being well-received.

What’s more? Targeted advertising campaigns are often a whole lot cheaper, easily managed and often very measurable.

Sell to all, or sell to the select few who could be waiting with their wallets open? So please aim before you shoot.

Popularity is Overrated

Many brands make the mistake of trying to be popular. They set out to appeal to everyone, but please no one.

Branding is not a popularity contest, but about finding people who will fall in love with your brand. Yes, there is a difference.

Mr. Mark
This was probably his screensaver when he was coding FB...

Being popular may put you on the map, but do people actually like you? For instance, Microsoft is a hugely popular brand but I am certain it’s the most cursed brand in the world as well – thanks to stupid-friggin-Windows!

What if a brand yearns to be unpopular? It means the brand takes a unique stand, which most people may hate, but can cultivate a devoted following from whoever’s left. Take UMobile for instance – probably the most unpopular of all the telcos – but they have 2 million registered customers.

Look at it this way, even the most popular brand in the world cannot claim their popularity extends to everyone. Like Astro apparently is Malaysia’s Brand of the Year, which would indicate a high degree of popularity. Obviously they didn’t ask for my opinion.

In a world where little niches appear every single day, there is no way a brand can appeal to everyone, making mass advertising strategies severely flawed.

There’s a saying in showbiz that aptly summarizes taking an unpopular stance:

“When 50% of the people loves you,
and the other 50% hates you; you know you’ve arrived

So it’s okay to be an unpopular brand, because there will still be a bunch of people who think you are absolutely awesome.

And before you think I’m some kind of branding genius, read Erika Napoletano’s The Power of Un-Popular for more insights. But I can still whip up decent brand strategies you know?

Brand or Friend?

I have been having many late nights over the last few weeks. Thanks to a dear friend that makes his appearance from abroad every year or so.

And this friend of mine wields a strange form of magic. Whenever he is around, he is able to round up the troops. I mean he is the only person who can gather all the friends and acquaintances that I don’t normally hang out with these days.

True Friend
Don't wanna spoil this image with a caption, it says it all!

He is the head of the clan of sorts; the guy that everyone wants to chill with – I call him ‘the chief’.

Needless to say, we all have a great time whenever the chief is around. To an outsider, it may seem like we all hang out together all the time.

But as soon as he flies back, I probably would not meet any of the clan members – except for a couple perhaps – until the next time the chief returns.

The camaraderie that we rediscovered will suddenly vanish.

You know what this proves? It seems we humans need something or someone we can all relate with – in this case a true friend – before we devote our Attention, Time and Effort.

And in advertising and marketing communications; we try to get people to devote their:

Attention to notice our product
Time for us to build relationships, and
Effort to actually buy our product

So maybe brands should endeavor to behave more like good friends to consumers rather than faceless, profit-driven entities.

Think about your favourite brand; is it reliable, offers comfort and makes you feel good? That brand is in fact your friend.

And to the chief, I bid you farewell and wish you the best till the next time. Now I need to repay some sleep debt…. Cheers!

Go Online, or Go Under

More than 12 million Facebook users. National broadband penetration is over 80%. Almost 17 million total internet users. And how much are Malaysian businesses spending on online advertising?

A measly 1% of their total advertising budget.

A report released recently by Google and McKinsey & Co shows that Malaysian businesses hardly see internet advertising viable. In fact, Malaysia is placed at the bottom 10% of the 57 countries surveyed.

Cars on Key
You can reap unexpected rewards advertising online... kacching!

Look, I’m no advertising genius. But doesn’t this seem like a severe case of head-in-the-sand ignorance?

Just 10% of Malaysia’s Facebook population is still more than the total daily readership of The Star, which is at about 1.06 million.

But that’s not all. We Malaysians spend more time on the internet than on watching television or listening to the radio combined.

If you ask me, I think we spend more time online than even talking to our spouse, family and friends combined.

If anyone out there thinks online advertising is crap – it can be annoying if improperly executed though – here are 5 good reasons why you should take your next campaign online:

  1. Costs a fraction of TV, Print or even Radio ads
  2. You can measure results and effectiveness almost immediately
  3. Internet allows for almost pin-point targeting, bases on niche interests
  4. Those in their 20s and 30s are active internet users; a consumer goldmine!
  5. Almost 40% of purchase decisions are made on the net; making online presence critical

In times of dwindling marketing budgets and an ever-evolving consumer landscape, please feel free to double or even triple your online marketing efforts this year.

If you still want to spend RM40,000 or upwards on a one-time-only print ad (I’ve got some tips for that too) instead of a highly-targeted, response-oriented online campaign; then go right ahead.