Marketing Lessons From TV's The Apprentice
Can we actually learn a marketing lesson from reality TV? In the case of Donald Trump's "The Apprentice" I'd say we can.
Advertising and marketing are creative disciplines. That's one reason I love working in marketing. Finding creative solutions that help clients sell their products and services is a fun way to make a living. Creativity is one of the great things about the marketing industry. But I'd argue it can also be its downfall. Too often I see marketers going way too far with their ideas of "creativity."
In my opinion it is certainly possible to be too creative for your own good. What exactly do I mean by that? Let me share a very public example to explain.
My example comes from the reality television show, "The Apprentice." Okay, so I admit it, I LOVE that show. I'm not much of a reality TV fan, but there's something about watching these teams compete on business challenges week in and week out that intrigues and entertains me.
Quite often they are given marketing-related tasks on the show. Let's face it, marketing is one of THE most important jobs you'll ever have in business. If you can do it well, your business will more than likely do well. If you can't market well, your business is in trouble.
In a recent episode of "The Apprentice" the task was to create a TV commercial for Dove Body Wash. The teams were instructed to come up with an "out of the box" 30-second television spot to promote the product. The result?
Both teams created garbage! The ideas behind both spots were bizarre, they didn't feature the product the way someone would actually use it, and they weren't targeted at women, the primary audience for Dove Body Wash. I guess some may argue they certainly did think "out of the box" creatively and both teams certainly tried to justify that's what they did, but in the end, they failed miserably at their number one task: to sell the product!
And that's what I think happens to many marketers who try to be too creative. They lose sight of the fact their job is to sell a product or service. To do that effectively, your marketing has to be one word: relevant. You can be as clever or creative as you want, but in the end if your marketing is not relevant to the product AND to those who are most likely to buy it, you have failed.
Look, I realize we have to be creative to capture our audience's attention. After all we are trying to cut through a sea of marketing clutter. Consumers are bombarded with somewhere in the neighborhood of 5000 marketing message every day. That's a lot to break through!
I just wish more marketers tried harder to connect with their audience vs. simply entertain them. Heck, I sometimes wonder if marketers even know who their audience is. This definitely came into play in The Apprentice with both teams showing men using Dove Body Wash in their commercials. C'mon, it doesn't take a lot of sense to recognize this product is for women! But because they were so focused on being clever, they lost sight of this very basic fact.
If I can leave you with one thought it is this: Identify and know your audience and then aim to connect with them in a relevant way. Your goal should be to jump into the conversation they are already having in their head about your product or service category. If you can do this, you will be effective in capturing their attention AND selling your product or service.
© Copyright 2005 Debbie LaChusa
20-year marketing veteran, consultant, author, teacher and coach Debbie LaChusa, has developed The 10stepmarketing System to help small business owners successfully market their business, themselves. To learn more about this simple, step-by-step program and to sign up for her FREE audio class and FREE weekly ezine featuring how-to articles, tips and advice, visit http://www.10stepmarketing.com
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news
Growing Your Business With Your Marketing Priorities
None of us have enough time in the day to get everything done, but small business owners and entrepreneurs like you are particularly pressed. You wear so many hats; there is a seemingly infinite list of tasks to accomplish each day, from providing services to clients, managing product distribution and delivery, to keeping accounting in order.
First Steps to Developing a Marketing Plan
Direct Mail . .
Who is Your Perfect Client
When I started my coaching practice I believed that I could coach anyone. My marketing wasn't targeted.
Want To Be A Stronger Marketer? Work Your Marketing Muscles!
You want to be more flexible? You have to stretch your muscles. Want to be physically stronger? You have to find a way to workout and build your muscles.
Is Your Company A Member Of The Community?
One particularly hot south Texas day, I was making a routine sales call to a family Mexican restaurant. Angela, with whom I had an appointment, is a real "hands on" lady.
How Simple, Small Changes Can Add Real Money To Your Pocket
I want to share with you a story. This story happens everywhere and everyday in America .
Preventive Marketing Offers Small-Mid Sized Business Owners An Ideal Way To Maximize Their Results
As the owner of a creative services boutique - I have realized that at least 9 out of 10 prospects/clients have suffered from one or all of the following (very detrimental) symptoms of trying to grow their businesses:Trouble defining their "BIG PICTURE"Little to no understanding of "evolution focus"Overwhelming feelings of "being stuck", "spinning wheels", "not knowing what to do next"Not enough information about options, alternatives and solutions to common strategiesNot enough knowledge or support to ask the right questions when researching opportunitiesChallenges in differentiating between "good advice" and "bad advice"Difficulty bouncing back from ill advised decisionsExhausting unnecessary dollar amounts for otherwise less expensive projectsNot enough resources to avoid future mistakesUnrealistic expectations about each unique component of the marketing mix and how enlisting one does NOT guarantee another.Somehow along the way the corporate mentality of "delegate everything" has convoluted the fact that small-mid sized businesses don't always have the resources to do this.
What Does Marketing Mean?
You can have the best little business ever with wonderful potential, but if you can't market it, you don't have a business at all.Learn how to market yourself, because you are your business.
Earning the Right To Sell With Stats - 10 Steps to Greatness
We could learn a thing or two from pro sports.Baseball players use stats to tell the story of their season and their career.
Your REALTOR® Marketing Plan
The steps to creating an effective marketing plan begin with identifying who you are going to be targeting, what you are going to spend, and how many sales you are going to receive as a result of your efforts. By identifying this information in the initial stages of your market plan development, you will significantly increase your return on investment and substantially increase your sales.
Creating a Marketing Timeline That Works: 17 Simple Ideas for Marketing Your Small Business
"Goals are dreams with deadlines." -Diana Scharf HuntWhen clients come to me for marketing help, the first thing I ask is, "What's your plan?" If I'm greeted with a blank stare, then I know we have work to do!In order to set up a great marketing strategy, you need to write it out in black and white.
Mortgage Marketing - What Your Client Wants
Your business depends on the success of your marketing efforts. If your marketing works, you'll get rich.
Business Marketing For Consultants, Coaches, Speakers, and Trainers: How To Be Noticed and Trusted
Business marketing is essential for professional services, such as consultants, coaches, speakers and trainers.Creating trust with prospects and clients is essential.
How Gratitude Works
Want to know what the highest-impact, lowest-cost tool is in your marketing toolkit? First, here are ten reasons to start using this tool right away:1. It won't get tossed out with the rest of the junk mail.
Determining Marketing Effectiveness Even If You Didnt Track
What if you've done a variety of marketing activities over the past year, but you did not establish any way to track the response? Now you don't know what worked and what didn't.Is there anything you can do now before you continue with your marketing efforts and potentially continue spending money on not-so-effective marketing activities?First of all, don't beat yourself up.
Six Secrets to Creating Successful Tourism Marketing, Websites, Ads, Tradeshow Booths, & More
If you want to substantially increase your tourism prospects and sales without a lot of effort and expense, then read on and prosper. You are going to learn the power and impact of the written word.
Do You Really Know Your Prospect?
I'd like to introduce you to someone. I don't actually know his name, but I'm hoping you do.
Marketing From Both Sides Of The Ball
In the world of business, marketing is often conveyed as a game. It is not uncommon to hear or read of a company "playing the marketing game" or "establishing a marketing game plan".
Three Simple Ideas That Increase Profit? FAST!
Are you spending more time trying to get new clients than actually working with them?If the answer is yes, then these three simple ideas will help you.First, have you ever asked for something and got something different to what you thought you*d asked for? Or have you ever thought you had asked for something and got a blank expression or worse.
Knowing Your Customer Is The Key
Without doubt, understanding what a customer's wants and needs are is one of the most important aspects of running a business. You must know your customer.
|home | site map|