Three Simple Criteria for a Successful Ad

A rare occurrence happened to me recently. I watched a TV commercial for the first time and remembered it. The commercial was for Frog Tape. (Don't ask me why it is named that!) No, it is not tape for frogs; it is tape that you use to cover adjoining ceilings or walls prior to painting so that your paint does not dribble onto an area which you do not intend to be that color.

Not only did the commercial catch my attention, perhaps due to the name, it also held my attention throughout the entire commercial. I watched it from beginning to end.

Why?

First of all, it was very specific. The commercial used words well. Rather than deal in vague generalities by using words such as quality, best, or value, this commercial explained Frog Tape in very specific wording. "Frog Tape has a backing that works like a laminate, binding to the wall or ceiling and sealing off paint." That was such a powerful statement that I remember it clearly.

Those specific words were coupled with a demonstration of the tape on the wall. When the tape was removed after the painting was complete, no drippage was under the tape. That was compared to "other" tape which did not have Frog Tape's sealing properties. How the laminate bonded was also shown. This was excellent use of television which demonstrates the best of any medium because it uses visual and motion together.

The clincher as to why I remember the commercial is that it gave me a reason to buy. Painting requires a great deal of effort and is not a project that I relish. I like to move my painting process along smoothly so that I save time and stress. If I think that my painting is finished and then remove the tape to discover paint bleed, I am not happy. The commercial showed that happening. Therefore, at the end of the Frog Tape commercial, I said aloud, "I am getting Frog Tape for my next painting project."

This Frog Tape commercial sold me because it satisfied three simple criteria of a successful ad, whatever the medium. First, it used specific wording. Second, it employed the advertising medium well. Third, it gave the customer a reason to buy. The next time that you review an ad, hold it up against these three criteria.

Does your ad have all three?

Responding to Change

As I was finishing my online order three weeks ago, I was offered the option to ship my order via UPS or USPS. Since the price was the same for both, I thought, "Let's give the Postal Service some business. With e-mail draining away a great deal of revenue, they can use all the help that they can get."

I checked the shipping box for USPS. That was the beginning of a lesson for me.

A week later, I found a note in my mailbox that the Postal delivery person could not deliver a package, and I would have to retrieve it at the Post Office. "What's going on," I wondered. "He always brings large packages to my door."

Curious and somewhat irritated that I had to make a special trip to the Post Office for the package, I made a point to go the next day. First I mailed a book, and the lady at the window who helped me asked if I wanted to purchase stamps. "No," I replied as I handed her the notice, "but I would like to pick up this package."

When she returned with the package, I asked her why it had not been dropped off. "It must not have fit in your box," she stated.

"I've always had packages brought to my door," I returned. "Why not this time?"

"Oh, you must have had a sub. Your regular guy was gone. Do you have a long driveway?"

"Yes," I replied.

"Well, the sub won't go up a long driveway."

"The sub could have left it at the end of the driveway. I have a receptacle placed there for that purpose."

"How would she know that?"

"You should have informed her," I maintained. "I specifically asked to ship this via USPS to give you more business. I didn't realize that doing so would make more work for me."

"I should have informed her?" The lady huffed, turned, walked away shaking her head, and terminated our conversation.

While I realize that this lady specifically may not have had the information to inform the sub, someone, at least the regular delivery man, did and could have shared it. Even more, the Post Office would be wise to have a delivery policy that regardless of the length of driveway the delivery person was to do whatever was necessary to deliver the package. After all, their competition has this policy. UPS and FedEx deliver, period. They do not offer excuses. I think that my regular Postal delivery guy gets that.

Obviously, not everyone who works at the Post Office embraces his attitude.

What is happening to the Post Office is a classic case of not keeping up with and responding to a changing business environment. The Internet and e-mail are taking a great deal of business from the Post Office. At the same time, the Internet is offering more delivery business via online orders. This is an opportunity for the Post Office, but, to grasp the opportunity, the Postal delivery people must all deliver packages to the door. Expecting someone to pick up a package at the Post Office is an attitude which discourages repeat business.

It discouraged mine. Next time, I will not ship via USPS because it's too much hassle.

How is your business doing in response to a changing business environment? Are you responding to what your customer wants? Do you know what that is?

The Winner

Watching kids dressed in USA Olympic uniforms deplaning amid cheers and then entering the opening ceremonies carrying the American flag, I thought, "What is this?"

The commercial continued with kids at a press conference, a young girl in a sparkling costume about to enter the skating rink, an Apolo Ohno-type boy eyeing his competition at the starting line, four boys grabbing a bobsled for a run, and a kid poised to start the downhill course. As the sound signaled the start, the scene shifted from the child to a mother in the crowd, holding her breath. The commercials ended with this written on the screen: "To their moms, they'll always be kids."

I was choked up, and I'm not a mom. "Wow! What a commercial! Who did this?"

The P & G logo plus those of many of its brands flashed across the screen.

I enjoyed this commercial each time that I saw it in its various forms over the two weeks of the Olympics. The second week, P & G introduced a second commercial, one with moms singing "You'll Never Walk Alone" as they helped their children grow up. That one ended with "Thanks, Mom." That one, too, choked me up.

I was impressed with these commercials for three reasons. First of all, they targeted their market. Their market was moms. These commercials demonstrated that P & G knew what moms wanted, and they communicated that understanding. If these commercials choked up a non-mom such as me, I suspect that they had a huge impact on moms. At the end of each commercial, along with the logos P & G called itself "Proud Sponsor of Moms."

This was giving credit to those in the background behind the athletes, their moms.

The second reason that I was impressed was the emotional connection that these commercials made with the viewer. Eliciting emotion is not easy. Commercials which do so are rare.

They are also very effective.

Taking this emotion and tying it to the event in which the commercials aired, the Olympics, gave the commercials greater attention and memorability. As much as the Super Bowl commercials are touted to be worth watching, I cannot remember any Super Bowl commercial which tied itself to the game and did so as emotionally as these P & G commercials did. Revisiting these commercials on YouTube, I found that I was not alone. The first commercial had had almost 200,000 views.

How do you translate this to your advertising?

I understand that you do not have the budget nor the staff of P & G. However, you can apply what P & G did. First, know your target market. Know what your target market wants. Know what gets your target market's attention. Use that knowledge in your marketing message.

Second, make an emotional connection with your target market. This is tricky and difficult to do. It will require some thought. Perhaps you will not find a way to do so. If not, you can accomplish P & G's third achievement. Connect with an event and tie your advertising into that event. Perhaps in doing so, you will find your emotional connection.

Either way, following P & G's example will get more attention and memorability to your ads.