Those clever Oreo creatives! They get the best ad during the Super Bowl for FREE! (Remember when they tweeted during the blackout!) They are killing it in social media. And then, they delight my Monday addled eyes with a splash of fun and color in the oldest media form known to mankind (next to carving ads in stones). Art direction! Copywriting! Media planning! Bold thinking! They blast a full page ad in the … newspaper! It’s different. It’s fun. It’s bold. It doesn’t matter what it says. What it says is, “We’re Oreo, we’re here, we’re proud, say it loud!” And it made me think an Oreo might just go well with coffee at breakfast.
You might say it’s a wake-up call.
We like lots of things.
A building. A sandwich. A shirt. A TV show.
We only love a handful of things. That building we’ve always wanted to live in. That incredible sandwich we’ll probably never be able to find again that we had from a street cart in L.A. That shirt that’s getting frayed and tattered but always makes us feel great when we wear it.
The difference between “like” and “love” is not a number. It’s not even how it’s made, or how much it costs, or how often we get it. Or, to put it another way — it’s all in the mind. (Heart.)
So much of what we try to communicate has such small, or complex, differences — and people are so busy — we have to look at what makes people sit up and take notice. What makes people go from “I like it,” (which means you’ll pretty much be a commodity, or, same difference, invisible,) is “coolness.”
Fun. Clever. Enjoyable. Delight.
You have to know what you’re saying, to whom, when, and how. But, even with that, you have to turn your message into that amazing shirt that makes them feel so good. That makes them love it.
It’s not easy. Or scientific. But it’s the only thing that works. Really works.
I’m just sayin’…
Have a great weekend.
And, what’s more, these days it’s where and when you say it too. Is your message for Tacos more relevant on a mobile phone or as a tweet? Does a political solicitation get more traction at four in the afternoon, or does it connect more with people who are surfing the internet at 4 in the morning when they can’t sleep?
Big data can tell us this. We can follow patterns of behavior that show us the strange and wonderful ways that people act — at least when dealing with a screen — and that can inform us about PAST BEHAVIOR.
But that’s not the final be all and end all. Or as they are forced to say in the investment ads, “past performance is no guarantee of future results.” Add where and when people connect with where and when and how and, most important, why they’ll act. Tomorrow.
And the crazy thing. We can’t know. The suspense, and promise, of the next thing is what keeps us going. So use data to uncover unexpected behavior patterns (for example, something like, “why do so many hunters in the Great North Woods buy Avon ‘Skin So Soft’ hand cream?*)
But use planning, and strategy, and guessing, and heart, to change the way people behave tomorrow.
* The answer on the Skin So Soft question: The stuff scares the hell out of mosquitos! Go figure.