The problem with advertising today is that it informs rather than sells. And there is a difference. Every time an ad informs it conveys the manufacturer's or provider's thoughts on a subject. A slice of thinking or tangent not relevant to all. As Simon Cowell would say on AMerican Idol; "an indulgence." That is different than focusing on a well-reasoned and highly differentiating reason-for-being for a product or service. The information ad only appeals to those who think like a minority - you - the ad or marketing manager. The ad that sells a reason-for-being makes the product or service relevant to a much larger audience. Examples on request.
What do Folgers, Pampers, Tylenol, Coca-Cola and many other products all have in common?
Me! I perform extreme product makeovers for global marketing leaders: the world's top C-suite and line management teams dealing in products and categories with flat, stagnant or declining sales, delisted or new products and line extensions.
When's the time to perform an EXTREME PRODUCT MAKEOVER? Whenever someone notices product or category sales are slipping.
Course graduates Folgers, Pampers and Tylenol became "billion dollar" (US sales) CPG product lines. (Single lines that sell $1+ billion not brands of many lines). Others followed. Our least successful grad, Baked Lays sold $310 million in 10 months. To date, no one else in the US $2.4 trillion consumer package good industry has launched a single more successful product (Source: IRI).
Are your product or category sales slipping?