“Sure, my ads may be annoying, but you remember them.”
Ever heard someone say that? I have a few times, and I thought of it last weekend when a local car dealer ran his ad about a billion times during the NASCAR race.
See, Chevy can sell trucks like nobody’s business, but they’ve been struggling to give away cars. To promote the Malibu, our local dealer decided to have a… wait for it… Malibooyah! event, and he proceeded to say the word “Malibooyah!” repeatedly for thirty seconds.
“Sure my ads may be annoying, but you remember them.”
Yes, I remember it. Yes, it makes me vow to never do business with this dealership.
And, Mr. Business Owner, have I got a deal for you:
This Sunday afternoon, I will come to your home. Every fifteen minutes, I will kick you repeatedly in the groin for thirty seconds.
And you will remember me, too.
But it doesn’t mean you’ll like me… or ever want to do business with me.
Unaided recall is important – if you can get me to remember you when I need your product or service, that’s half the battle.
But the other half is the feelings and associations I have toward your company. Those feelings and associations are developed over time by your reputation with my friends and family and by your marketing.
We now return you to your regularly scheduled broadcast, and we now return Stuart Scott his catchphrase.
See you Sunday afternoon.
I agree with you about this ad, but I would have to say my biggest offender and winner of the “you will never have my business award” is a certain Midwestern Water Theme Park that insists on using English/Australian accents and hyperactive children in its radio ads (which are the same ads, every year). The only relief is that these ads are over once Summer ends, and I don’t have to hear them again until Spring. I keep hoping each year they will come up with something new….
My wife and I own a radio station… we have turned away business from clients that insisted on ANNOYING ADS! So frustrating when people waste money on ads that HURT them!
You’re a good man, Big John!