Today, I deconstruct the Honda Odyssey “The Van Beckons” Ad, and together we’ll learn why your message must resonate with your customer in order to drive sales. Miss the mark, even by a smidgen, and you’re in big, BIG trouble. First Mental Image (FMI): Average Joe walking out of a supermarket, late in the evening, [...] Read more »
How Creativity and Entertainment Can Demolish Your Ad’s Ability to Convince: Deconstructing Honda Odyssey’s “The Van Beckons” Ad
Categories: Deconstructing Ads - Tags: Deconstructing Ads, Dodge Challenger, Domino's Pizza, Ford Sync, GM OnStar, Honda Odyssey, Marketing Message, Tom Wanek
Strategic Question #8: Are you targeting the relational or transactional customer with your marketing message?
(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.) Are you targeting the relational or transactional customer with your marketing message? Generally speaking, your customer will fall into one of two camps: relational or transactional. And you must decide which of the two you [...] Read more »
Categories: Marketing Strategy - Tags: Marketing Message, Marketing Strategy, Tom Wanek
How to Make the Heart of Your Customer Roar with Passion for Your Brand: Deconstructing The Dodge Challenger Freedom Ad
In this post, I’ll deconstruct the Dodge Challenger “Freedom” ad, and peel back its many layers of persuasion. First Mental Image (FMI): A Revolutionary era British soldier/scout running, frantically, through a wooded trail; alerting his troop of the impending American attack. The ad begins with Read more »
Categories: Deconstructing Ads - Tags: Adspeak, Advertising Techniques, Deconstructing Ads, Dodge Challenger, Marketing Message, Tom Wanek
Strategic Question #4: What unleveraged assets do you own?
(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.) What unleveraged assets do you own? Unleveraged assets are the stories, abilities, relationships, products and services in your company that have not previously been positioned for maximum effect. And every business has some assets that [...] Read more »
Categories: Marketing Strategy - Tags: Marketing Message, Marketing Strategy, Tom Wanek
The Persuasive Power of Emotions
Features and benefits — the nuts and bolts of marketing — are a piece of cake, right? Well, maybe not. First, answer this: Are you tapping into an emotional benefit that drives your customer’s desire — one that your customer is willing to pay for? Anger and fear… joy and sadness… trust and disgust… anticipation [...] Read more »
Categories: Advertising Techniques - Tags: Advertising Techniques, Marketing Message, Tom Wanek
Monday Morning Marketing Quote: What Your Customer Values
Have you become so distracted that you’re missing the point? In this edition of Monday Morning Marketing Quote, I’ll touch on a common oversight in marketing. I’ll also give a few research tips for determining your customer’s felt need. Today’s quote is from my partner, Mike Dandridge, and his book, The One-Year Business Turnaround. “Many [...] Read more »
Categories: Monday Morning Marketing Quote - Tags: Marketing Message, Mike Dandridge, One-Year Business Turnaround, Tom Wanek
Monday Morning Marketing Quote: Aligning What You Are Saying With Who You Are Being
In this Monday Morning Marketing Quote, we learn from Steven Pinker, best-selling author of How the Mind Works. Steven discusses the brain and it’s ability to detect inconsistencies. Together, we’ll learn how this applies to your marketing message. Read more »
Categories: Monday Morning Marketing Quote - Tags: Credibility, Marketing Message, Steven Pinker, Tom Wanek
Friday Fun: Wacky Wavy Inflatable Arm-Flailing Tube Man
Sometimes it’s good to just cut loose and have some fun. (But if your marketing looks anything like this, we really need to talk.) Enjoy the video (from the show, Family Guy) and have a great weekend! Big thanks to my friend Tamara for sharing this video. Read more »
Categories: Credibility & Trust - Tags: Adspeak, Marketing Message, Tom Wanek
Where’s The Conflict In Your Message?
Communication is powerful when actions and words agree. But credibility crumbles when there’s conflict between what you are saying and who you are being. The brain immediately recognizes any inconsistencies, and reacts by raising a bright red flag of disconnect and doubt. So cheap talk won’t win your customer’s loyalty or trust. But aligning your [...] Read more »
Categories: Credibility & Trust - Tags: Admiral Mullen, Credibility, Joint Chiefs of Staff, Marketing Message, Tom Wanek, Trust
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