Taking Dodge to school on advertising

Monday I posted this on FlakeBook:



"No call to action, no offer,

no reason to buy makes for a sucky ad.

Yes, even if it gives you the warm fuzzies

about farmers."



It was, of course, referring to that Superbowl ad.



(The one about farmers everyone likes.)



Not everyone agreed with me, though.



One of my old droogs from college (an advertising guy, I believe)

jumped in saying he respectfully disagreed and 'splained it as

being good "branding", etc.



As usual, it's okay to disagree with me.



(It's not a crime to be wrong, after all...)



But, here's the way I see it:



1.) The best way to enhance your "brand" is to sell your product

and make the buying experience so awesome your customers can't help

but tell others about your awesomeness.



(i.e. what Walt Disney did with his theme parks).



That'll do more for your brand than 1,000 Superbowl spots.



And a ho' bunch cheaper to boot.



2.) For over $100k per second (what it costs to run them ads during

the Superbowl) I'm gonna at least make an effort to build a mailing

list instead of just showing the lame Dodge ram logo at the end.



It's nutzo to spend that kind of dough and not build a list.



So how would I do it, you say?



I'm glad you axed.



OK, let's say they kept the ad the same.



You know, with Paul Harvey talking about the farmer.



The LEAST they could have done is, at the end (instead of just

showing the ram logo) is key up some text giving people a hot

reason to immediately go to a website or text a code... anything,

to get them on a mailing list.



Yes, that's kinda weak and passive.



But it still beats the crap out of what they did.



And even getting that from Madison Ave ads is like pulling teeth.



Anyway, what would happen when they get on said list?



I'd tell Dodge to do this:



Offer people free tips (daily!) on topics like how to extend a

vehicle's engine life... the best kind of oil to use (synethic or

regular?)... maintenance tips... getting the best insurance... how

to get out of speeding tickets (they'd never do this, but a lot of

people would be on that tip like white on rice...)... how to find

great deals on vehicles, gas, car insurance and accessories, etc

etc etc.



Every day a new email tip.



Every day a welcome contact from DODGE.



Not Honda.



Not Hyundai.



Not Ford.



Not Toyota.



Just DODGE, baby.



That bottom-of-the-barrel car everyone's forgotten about.



And not only would these tips always end with telling them to visit

their friendly Dodge dealer (along with any special offers or deals

they got going), but they'd give Dodge top-of-mind status in a way

no Superbowl ad could even dream of.



And when it's time to buy a car?



It'd be tough for them to not at least LOOK at Dodge.



(Even if they're loyal to another car company.)



More:



These tips are also getting forwarded to people.



They're being printed out.



Saved on smart phones.



And, probably even tucked inside glove compartments.



You want "branding"?



That's how you do it.



Finally:



(for any Dodge execs reading this, you're welcome)



Dodge salesmen would then be given these subscribers (i.e. "leads")

which are neatly segmented by location -- making more sales for not

only Dodge, but the smarter salesmen who don't just want to sit

around the lot all day holding a cup of cold coffee.



That's how it's done.



And this what they should do next year.



Only then, a Jedi advertiser will Dodge be...



Anyhoo.



That's my take on it.



And, I'm right about this.



I'm also right about other ways of using email marketing.



Ways you won't hear from ye olde goo-roos.



Ways found only in the "Email Players" newsletter.



Subscribe here:



http://www.EmailPlayers.com



Ben Settle



P.S. There's since been 10+ million views of that commercial online.



10 million potential names on a list.



10 million potential people with friends and families (referrals).



10 million potential opportunities pissed away by being "creative"

over, you know, selling.



Kind of a pity...









Ben Settle

Email Specialist

Settle, LLC

www.BenSettle.com



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