Mon, July 30 2012
Filed under: Marketing essentials •
As the Olympics get underway, prepare for the onslaught of odd promotional tie-ins.
(Image from Things Real People Don’t Say About Advertising, one of my favorite sites in the world.)
This satire a good reminder that marketing works best when it makes sense—and shows a credible, authentic link between the promotional message and the heart of the product (or cause). You can’t slap a pink ribbon - or Olympic rings - on a brand and expect that to work magic. People won’t buy it - metaphorically or literally.
Marketing should be an extension of who you are and a celebration of those you serve—as opposed to what you wish people thought. In this day and age, everyone can tell the difference.
Here is a fine example of that in action. (If you are a parent, get out the Kleenex.) I wish all causes were as good at telling stories as P&G!