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Post by sdm3 on Jan 5, 2024 18:00:09 GMT
I am not a marketing person for a big company, but I regularly work with corporate marketing people, and as much as they care about and want to make something memorable and good, the most important thing is just simply brand awareness. While you may not know which shitty commercial belongs to which insurance company, the fact that you've heard of the company is really the goal above all else. So terrible commercials are successful a lot of the time. And even though there are people like those of us on this board who will boycott a company because we hate their ads, that's clearly a minority position. For most people who are looking for insurance they'll generally gravitate towards on of the names they recognize. A good friend of mine is a marketing exec, formerly at Dannon (Danone), the yogurt people, and now at a different giant corporation in a completely unrelated field that I won't mention, and she was all excited about some new commercial campaign they were launching. They expected that they were gonna win awards and have people quoting the series they were bout to broadcast... then the first one came out and nobody remembered it, and no more were ever produced. Sometimes the best intentions just don't pan out. Sadly, if the commercial had been more annoying it may have gotten some more attention. She pointed out it's all about brand recognition, anyway. In that regard this particular commercial accomplished its task I suppose, I just thought it wasn't very creative. To be fair, I'm not sure how you make insurance into something exciting or compelling, so I guess we should cut all of these companies some slack. Except the Liberty Biberty guy. Fuck him. Brand recognition (and in my field, SEO) is definitely important - but I guess when it comes to written material designed to be read, brands are equally concerned with how their companies are represented by the surrounding copy. Look, a bebu.
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Post by klawrencio79 on Jan 5, 2024 18:13:14 GMT
I can safely say I have never seen one of these Liberty Biberty commercials of which you guys speak. I know the dumb emu one, but not the biberty shit. That would probably cause me to break my television and wander off into the wilderness.
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Post by masterofallgoons on Jan 5, 2024 19:41:38 GMT
I am not a marketing person for a big company, but I regularly work with corporate marketing people, and as much as they care about and want to make something memorable and good, the most important thing is just simply brand awareness. While you may not know which shitty commercial belongs to which insurance company, the fact that you've heard of the company is really the goal above all else. So terrible commercials are successful a lot of the time. And even though there are people like those of us on this board who will boycott a company because we hate their ads, that's clearly a minority position. For most people who are looking for insurance they'll generally gravitate towards on of the names they recognize. A good friend of mine is a marketing exec, formerly at Dannon (Danone), the yogurt people, and now at a different giant corporation in a completely unrelated field that I won't mention, and she was all excited about some new commercial campaign they were launching. They expected that they were gonna win awards and have people quoting the series they were bout to broadcast... then the first one came out and nobody remembered it, and no more were ever produced. Sometimes the best intentions just don't pan out. Sadly, if the commercial had been more annoying it may have gotten some more attention. I write marketing copy for businesses and while a few would certainly be open to silly, lighthearted stuff, a good many would not take kindly to material that clowns around with their brand name. Let's just say if I pitched "Liberty Biberty" I'd expect a very confused response and request for a change from the client. Of course, it all depends on the individual - maybe someone would actually like it - but most are concerned with making their brand seem authoritative and high-profile. Not like a group of people who look at emus and say "look, a bebu." The difference here is that a precedent has clearly been set. Insurance companies obviously think that trying to be funny is the way to connect to consumers. I guess Geico did it first, and then Progressive created came up with the notion that you should have a cast of characters that represents your employees and that they should be silly and weird, and that must have been successful because they've continued to force those upon us, and other companies both in and out of that industry have copied that template. I guess I shouldn't be, but I'm a little surprised that so many if us have ties to marketing.
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Post by klawrencio79 on Jan 5, 2024 19:53:01 GMT
I write marketing copy for businesses and while a few would certainly be open to silly, lighthearted stuff, a good many would not take kindly to material that clowns around with their brand name. Let's just say if I pitched "Liberty Biberty" I'd expect a very confused response and request for a change from the client. Of course, it all depends on the individual - maybe someone would actually like it - but most are concerned with making their brand seem authoritative and high-profile. Not like a group of people who look at emus and say "look, a bebu." I guess I shouldn't be, but I'm a little surprised that so many if us have ties to marketing. Not this guy!! ![](https://tenor.com/view/homer-simpson-bart-simpson-join-us-sit-here-gif-5098035125036828717) ![](https://media1.tenor.com/m/Rr_b74hIyC0AAAAC/homer-simpson-bart-simpson.gif)
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Post by NJtoTX on Jan 6, 2024 0:04:58 GMT
Those fucking Emu commercials are awful. I agree on the insurance ones mostly but I do like the "avoid mayhem like me" ones. Forget what company they are used for. Mayhem is another great one. Though it kind of says it all that we can't even remember what company they're advertising with these spots. I hate the mayhem ones. Too much of a dick. The basketball one was ok.
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Post by NJtoTX on Jan 6, 2024 15:37:52 GMT
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Post by Rey Kahuka on Jan 6, 2024 20:18:13 GMT
A lot of that stuff is pure capitalism that I honestly don't have a problem with. If you don't need it, don't buy it. The very concept of anything being 'on sale' is just a ploy to get you to buy something you otherwise wouldn't have. "Hey that sweatshirt I had no interest in was $40, now it's $17.99; better grab it at a bargain price." The same concept behind the Gruen transfer is behind 'exit through the gift shop' or putting junk food and magazines by the checkout. Any time you walk into a store or shop from a menu (that includes online shopping), you're susceptible to impulse buying. Everybody buys stuff they don't need, that's what disposable income is for. The only 'underhanded' and downright creepy thing on that list is the phone listening to you, and it goes beyond sleazy marketing into invasion of privacy. Sellers getting you to essentially bid against yourself in an auction is a trick as old as auctions. Buyer beware indeed. I do think it's lame when recording artists write songs specifically to be used in commercials. The songs are generic as hell, you can tell they were written as jingles as soon as you hear them.
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