When in Rome . . .

. . . pick a team, any team

As marketers we’re always trying to engage our customers. Yet often our customers are too busy engaging with the world around them to pay our efforts much attention. In particular, many customers are engrossed in our nation’s favourite pastime —sport.

For our household it starts with the Australian Open, then glides effortlessly into the pre-season football competition. And let’s face it: during the actual football season we’re either at a game, watching a game, discussing a game or trying to convince non-football fans that they’re not just missing out on a game—they’re missing out on life itself! And it’s only a brief reprieve from the hype of September’s finals until we all take a long weekend for the Melbourne Cup.

How are we, as marketers, ever going to cut through the tickertape and get our message across? We go back to basics. And the first rule of marketing is to know your target market. The second rule is to identify with them; talk to them using words, images and concepts that appeal to them.

If you are an AFL fan, you probably appreciate the Toyota ads that re-create iconic moments in AFL history using the players who made history a reality—like Peter Dacos and his . . . er . . . haircut.

Or perhaps you enjoyed the American Express ad where Andre Agassi buys a tennis ball hopper using his American Express card, walks across a ball-laden tennis court to use his new tool to pick up his children’s toys?

Now you’re probably thinking, “That’s all fine and dandy but where do I get the budget to use high-profile sports professionals?” Well there’s no need. Consider Heineken’s use of their beer bottles to demonstrate the various playing terms used in a game of rugby union. Or Sakata’s “follow the bouncing ball” advertisement.

And while theses are all television advertisements, we can still take the essence of these concepts for use in our own promotions. Here’s a few:

Use humour
Each of these advertisements uses humour. Since deep down even the grumpiest of us wants to have a good laugh, using humour appropriately not only garners attention, it creates a positive feeling. Of course the major warning here is to be appropriate. None of these ads uses sex, swearing or controversy to get attention.

Make a joke your audience relates to
What parent wouldn’t chuckle at Andre Agassi buying a ball hopper to pick up his son’s toys rather than his tennis balls? We only have a cat and I thought it was hilarious. Parents from all walks of life could no doubt identify with this situation. Obviously American Express knows parents. And what parent doesn’t want a credit card company that understands them?

The Toyota ads pit a legendary AFL player against two young blokes. One is trying to seriously describe the legendary moment; the other appears intent on embarrassing—or injuring —the AFL legend. This ad works in AFL cities because it taps into the history of a cherished game, allows followers to relive some of the great moments and demonstrates that the AFL greats have a sense of humour. Toyota have also cleverly used players that were no doubt the heroes of today’s car-buying population.

Include something that makes you recognisable
The American Express overarching slogan was “The official card”. In the Andre Agassi ad, they expanded on this, specifically targeting parents with the words “The official card of parenthood”.

The “Oh what a feeling!” jump characteristic of Toyota ads is always there at the end of every “AFL Moment”.

For brand recognition, Heineken used their own labeled beer bottles. Now you’re not going to confuse those with stubbies of VB. And Sakata have a rice cracker bouncing across the screen enjoying the audience to sing along with the words (which are very simply: “Sa. Ka. Ta.” Yep, try getting that out of your head at 2am!).

Be memorable
So often we promote our products and services in desperation. Our bottom line is drooping and we want quick sales to perk it up. Unfortunately when customers smell desperation, they run a mile. None of the advertisements discussed actually tells the customer to go and buy the product. Yet they are memorable enough to create top-of-mind awareness. That means when you’re hunting in the bottle shop wondering what his favourite beer is, you’ve got more chance of considering Heineken than, say, Newcastle Brown. It makes the rice cracker choice simple.

Understand what you’re selling
Consider what each of these ads is really selling. American Express isn’t selling a credit card—they’re selling understanding of your lifestyle and financial needs. The Toyota ads show none of their models—why? Because they’re building rapport with their audience. They’re selling a tradition we know with the fun we all crave.

How would you describe the Heineken ad? Perhaps you might call it: intelligent, clever, uncomplicated. And might these be words that Heineken drinkers could use to describe themselves?

The Sakata ad is blatantly crying out: “Simply fun”. Yep, that’s sure to be what you’ll get when you buy a packet or two of their rice crackers.

Our modern world is full of bland, uninspiring messages that bleat out at us from television, billboards, magazines, computers—and even phones. Stand out from the masses. Have a bit of fun and really build a comaraderie with your clients.

Are you a lexophile?

No, not a lechophile, a lexophile—a lover of words. Well, even if you’re not, the following may bring a smile to your dial. Enjoy.

A bicycle can't stand alone; it is two tired.

A will is a dead giveaway.

A backward poet writes inverse.

In a democracy it's your vote that counts; in feudalism, it's your Count that votes.

A chicken crossing the road: poultry in motion.

If you don't pay your exorcist you may be repossessed.

With her marriage she got a new name and a dress.

When a clock is hungry it goes back four seconds.

The guy who fell onto an upholstery machine was fully recovered.

You are stuck with your debt if you can't budge it.

Local Area Network in Australia: The LAN down under.

He broke into song because he couldn't find the key.

A calendar's days are numbered.

A lot of money is tainted: 'Taint yours, and 'taint mine.

A boiled egg is hard to beat.

He had a photographic memory which was never developed.

The short fortuneteller who escaped from prison: a small medium at large.

Those who get too big for their britches will be exposed in the end.

When you've seen one shopping center you've seen a mall.

If you jump off a Paris bridge, you are in Seine.

When she saw her first strands of gray hair, she thought she'd dye.

Bakers trade bread recipes on a knead to know basis.

Santa's helpers are subordinate clauses.

Acupuncture: a jab well done.

Marathon runners with bad shoes suffer the agony of de feet.

Saying to Soar by

We are born princes and the civilizing process makes us frogs.

Eric Berne

Email: mandy@talkingturkey.com.au
Web: www.talkingturkey.com.au

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