All advertising is not created equal.
I happened across one of those Silicon Alley Business Insider charts last week that was a reminder that your advertising goes a lot farther when your message is compelling and you’re a trusted brand.
So here’s the quiz – which tech company spent the most in 2011? And your choices are IBM, HP, Samsung, Apple, Microsoft, eBay, Amazon, Expedia, Dell, and Google. (The answer is just a few paragraphs lower so don’t scroll down.)
This question of ad spending vs. ad effectiveness takes me back to the glory days of those “Remarkable Mouth” commercials originally produced and created by Chuck Blore. I believe WLUP/Chicago was the first to run this campaign, featuring the provocative Lorelei.
But at WRIF here in Detroit, we also had a great run that was fueled by a little serendipity. (Isn’t it interesting how lucky you get when you’re a great brand that works hard?)
What we didn’t realize until the commercial was filmed was that Kelly was the daughter of former University of Michigan football great Tom Harmon (and brother of actor Mark), who also was the ex-wife of John DeLorean. You may recall that DeLorean was a high-flying auto executive who eventually designed and built his own car (remember Back To The Future?) before getting caught in a sting that ended his career. But he was an iconic Detroit guy who had loads of charisma, so the Kelly Harmon casting became that much more locally interesting.
And the spot ended with Arthur Penhallow’s signature “BABY!” coming out of Kelly’s perfect smile. Everyone talked about that commercial for years. And believe me when I tell you that a single “Remarkable Mouth” spot on local TV was worth a half dozen commercials for any other brand. Even in a DVR age, it was a spot you would have stopped for, and made it a point to watch.
So everything came together to create an amazing multi-media campaign that built on an already strong brand equity. A hot station, great personalities, a local focus, a great buzz word, a beautiful hometown model, and a TV spot that transcended the cume.
So that’s why when the SAI Chart of the Day asked the question about which tech company spends the most on advertising, I went right to Apple. Whether it’s those great print ads or those amazing iPad TV spots, it’s hard not to immediately think about the most successful tech company – or company period – of our time.
Amazing how far great creative mixed with innovative products and an aspirational mindset will take you.
Whether you’re a radio brand or a tech company.