By: Amanda Olson, Integrated Marketing Strategist
Have you forgotten what day of the week it is? Are you starting to feel like a trip to get gas with everyone in the house is a like a new family vacation? Do you feel like Bill Murray in Groundhog Day, not knowing when there will be some form of normalcy back? You might not, you might feel completely opposite of this, or somewhere in between. It is incredible how much each day is the same, but also not the same at all. I am sure my kids are starting to feel like it is Groundhog Day. Wake up, eat breakfast, do our best to do their school work while I work, get outside….. rotate around the house and the yard. I was thinking about this when reading an article about the current marketing approaches right now. Click to read the article.
In the article, ‘Every Covid-19 Commercial Is Exactly The Same’, Avi Dan shares his opinion on how every Covid-19 commercial is starting to sound the same. He references a You Tube video that someone put together of many recent commercials.
It is really worth the couple of minutes to watch this compilation of commercials. You can pick up on phrases like, “now more than ever,” or “times like these,” and “here to help.” Don’t get me wrong, these are still important messages. However, if everyone is saying the same message, how does yours stand a part? It has started to become the Groundhogs Day of messaging. Like when my kids want to watch Frozen again for the 25th time, my brain is screaming “NOOOOOOOOOO.”
So instead of becoming the wah wah teacher from Charlie Brown, you have to shock people’s Broca!
What is the Broca? It is the part of our brains where we assess the pros and cons of a decision. In my last blog I wrote about how you are communicating. So take this a little further. Not only should you make sure you are communicating and sharing your important message, but you must do it in a way that grabs attention. People have information overload right now. Think of the ads over the years that have stuck out in your mind. Did they all sound the same as the others? Or was there something about them that grabbed your attention?
Think about it this way…. We are all experiencing the same storm, but we are not all in the same boat. I saw an article on Facebook the other day with this message and it was a really good reminder. There was no author to this short read, but here is a little more of what they said, “So, friends, we are not in the same boat. We are going through a time when our perceptions and needs are completely different. Each of us will emerge, in our own way, from this storm. It is very important to see beyond what is seen at first glance. Not just looking, actually seeing…..your ship could be shipwrecked and mine might not be.”
I hope this message helps you consider how your ship is going to get through this storm and bring in customers who are on their own ships. Be bold, be brave, and be different, unless you want to live with Bill Murray in Groundhog Day!
“Instead, the looming recession dictates creating advertising that actually sells products and services, and the courage to do so with original, bold ideas.” –Avi Dan
Thanks for reading!
Amanda Olson, Integrated Marketing Strategist
Mid-West Family – Southwest Michigan