Gentlemen Get your Nails Done

I was surprised to find this advertisement for manicures and pedicures in the men’s bathroom. I noticed it on the counter while washing my hands. Naturally, my first reaction was, “OMG, I must be in the wrong bathroom.” Two seconds later I realized that I had just used the urinal so this must be the men’s bathroom.

I finished washing my hands while examining the ad. Then I began to wonder, “Why is it here?” “Did someone place it in the wrong bathroom or is there some new trend happening?”

So let’s examine this advertisement.

I don’t know if $59 is a good price for a combination manicure and pedicure but it was the most prominent bit of information on this ad. Look at this ad and notice your eye movement. Most likely the image of the woman’s face in the top left catches your attention, then your eyes dart to the bottom right yellow seal with $59 in the centre.

What is that selling?

Who is this ad for?

Was it intended to attract men to get a manicure and pedicure? And if so, is it targeted at men who want this service or is it trying to convince men that they should check it out?

Or, was it intended to get men to tell their wife or girl friend about this service?

What was the key benefit offered here?

The photo of the young woman was attention grabbing – especially in a men’s bathroom. You can imagine what images of attractive women are usually used to sell in the men’s room.

The second attention-grabbing piece was the yellow seal surrounding the price of $59.

The third prominent bit on this ad was the word “Express”.

The fourth place that your eyes might jump to is the top right and the words “Black Friars”. And you still wouldn’t know what this ad is about. “Black Friars” sounds like the name of an English pub to me.

If you continued to read under Black Friars, you would discover a detailed address that indicated this service was available at this hotel. That seems a long way to say “Visit the nails spa right here.” My guess is that information was for people who were not in this hotel.

As a marketing specialist I was intrigued, unlike the usual suspects, so I eventually noticed the words about Manicure and Pedicure.

A few marketing lessons from this ad:

Who are you targeting? The men’s bathroom is a different audience than the women’s bathroom. And there is more than one target audience in the men’s bathroom.

Don’t create one ad and then publish it everywhere else. You see this often where the magazine ad gets duplicated on the billboard. It saves on design cost and wastes money on publishing.

Look at the ad and think about what might be going through the mind of the viewer.

By the way, if they wanted to get men to visit the nail spa they might have used the heading, “Gentlemen, Get Your Nails Done – and enjoy the extra attention from the ladies”

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Bill Board Advertising - Balaclava Wearing Salesmen

Remember the 3 to 5 second rule. When you are driving along the road a bill board advertisement only has about 3 to 5 seconds to catch your attention, offer a solution and call to action.

When you are driving there's a lot of competition for your attention.

So glance at this billboard with the guy in the balaclava.

What's the first thing that comes to your mind? Perhaps it's terrorist. The image is so compelling that your eyes will probably focus on it for a few seconds. Then your eyes might jump to the words "Don't Sign" and you might be wondering what is this about.

My eyes bounced between the image of the guy in the balaclava and the words "Don't Sign" a few times.

This sign caught my attention BUT I don't know the message or what I should do.

For sure I will be looking for guys in balaclavas at my door - but I don't know why.



George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Why are Credit Unions so Timid in Their Marketing?

Who would have guessed that this ad is from a credit union?

It's bold, edgy and maybe even offensive.

I like it. It's about time that the credit unions are leveraging their strengths over the big bad banks.

This was the cover page of an insert in the local newspaper.

When you opened it, the next page boldly stated.


"Actually, at FirstOntario Credit Union, you are an Owner."

I love it because it smacks the banks in their face - and who really loves the banks?

The headings on this page read:

Now you can bank where you have a voice.

Member privileges, because you're an Owner.

That was followed by customer (owner) testimonials that read:

"If I owned my own bank, I'd stop nickel and diming."

"If we owned our own bank, we would treat customers as people not profit centres."

"If I owned my own bank, I'd help customers, not bankers build their nest eggs."

Tip of the hat to FirstOntario Credit Union.

I suggest that you be bolder and promote your difference from the banks.

Show a picture of the bank's office tower - then a picture of your office cottage.

Print the salaries of the banks executives - then your executives.

List the board of directors of the banks - then your member directors.

My message to credit unions - stop hiding. Step out and offend the banks. People will love it.

Check out First Ontario Credit Union.

Add Some Conflict to Make Your PR Programs Pop

Conflict sells. Conflict makes the news, grabs attention and gets discussed at the water cooler. If you want to be noticed, fight a powerful and evil enemy. Who or what demon are you fighting? While planning your PR strategy, pick your enemy strategically. The tougher, meaner and more disgusting your enemy—the better for you. That positions you clearly as the hero.


The Joker taunted Batman with the phrase "you complete me" in the movie The Dark Knight. The public image of both Batman and the Joker were stronger because of their conflict. A champion needs a formidable villain, and vice versa.

The PR lesson is that the public defines you by your competition. If you are not well known maybe you need to pick a tougher, more visible enemy.

Make your enemy appear more frightening

Read the rest of this article on PR News Online


George Torok is a Marketing Expert and a contributor to PR News Online

Sell to the Greedy – not the Needy

Business Lessons for New Entrepreneurs

I spoke to a business class at Mohawk College recently and gave them several lessons about marketing, business and life.

This point might have been unpleasant to hear.

Sell to the Greedy – not the Needy

That was the advice that I heard from my mentor and co-author, Peter Urs Bender. It might sound mean spirited at first. When you think about it you might see the wisdom. As a business owner you can save yourself a lot of grief if you follow that advice.

You will waste much time and money trying to convince the people who need your product to buy. The reality is those who need you the most are too stupid to buy. That’s why they are so needy. They are looking for a magic pill to cure all their problems.

I have talked to many business owners who need help with their marketing. I know that I can help them tremendously. But they can’t see the value and they only see hiring me as expenditure. They can’t see their marketing as an investment for which they can increase their return. They really need what I’m offering but aren’t willing to invest.

Instead the business owners who hire me are already leaders in their field. They’re looking for incremental improvements and they are willing to invest in that.

Sell to the greedy – those who want what you are selling. They recognize that they only need to gain a few inches or seconds to beat the competition and are willing to pay for that competitive advantage.

If you want to help the needy, make a good profit and donate generously to chairity.

Don’t waste your time and money trying to convince people that they should buy your product. Instead find the educated souls who already want it, appreciate the value and are willing to pay.

Your marketing then becomes a process of search, qualify and sell.


George Torok

Marketing Speaker

Canadian Business Speaker

Cheeky TV ad from First Bank

I like this TV ad from First Bank. It's cheeky, funny and memorable.

It also pokes fun at self annointed experts and motivational speakers. Those are easy targets that very few people will get upset about. I'm called a marketing expert because of my bestselling book and satisfied clients. And I've been described as a motivational speaker so many times that I finally just accepted the label. Yet I wasn't offended by this ad because I recognize the truth in it. The lesson for marketers: It's effective to take a position and be cheeky. And stating the obvious can be a refreshing marketing approach.

Notice that this ad didn't say anything about the features and benefits of working with First Bank. It simply implied that they have a sence of humor, are down to earth and easy to deal with. Hmm, pretty distinctive for a bank. Two thumbs up for this advertisement and the First Bank.

Branding Secret: Controversy Sells

Do want a powerful branding strategy? Take a controversial position. Offend someone and attract your target market. But you have to pick your position and enemies carefully. Don’t offend your fans or best customers.

Controversy sells newspapers, books, and movies. You can also use controversy to sell your product, service or yourself. Notice how they often do it in the movie business. The entertainment industry has lots of vivid controversy lessons for marketers.

Controversy can be a powerful branding technique. But it comes with a cost. It means that you will need to take a position. You will offend some and strongly attract those who like your position. Are you willing to be so bold?

It could be as simple as the title that sells the movie. Consider the success of “Texas Chain Saw Massacre” or “Snakes on a Plane”. Both of those titles were vivid, graphic and controversial. People either immediately hated or loved the movie when they first heard the title.

At one time in the entertainment world it was enough to title your program as “The Greatest Show on Earth” to grab attention and get people talking. Today you might need to label your show as “The Vagina Monologues” or “Puppetry of the Penis” to get attention and create controversy.

The Guides for Dummies and Idiots series of books generated attention with the controversial titles. They sold very well. The multiplicity of topics tells you that.

The sensitivity of the content could create enough success in a movie. Consider “Passion of the Christ” and “The Da Vinci Code”. There was little need to advertise those movies. The controversy did all the heavy lifting for promotion. The media was talking and bloggers were blogging. Church leaders were preaching. People were protesting and arguing. What a great controversy.

Along came another movie with content guaranteed to raise controversy, “Death of a President”.

To fan the flames the promoters not only published the usual supporting testimonial reviews – but also the comments from the detractors as well. Let’s hear from those who hate us. What delicious controversy. What terrific and profitable promotion.

And to tilt the readers’ perspective of the views they headed the positive views with the title, “Have seen Death of a President”. And on the other side the heading, “Have Not seen Death of a President.”

The controversy is both shaken and stirred by the strength of the negative comments as well as the sources.Here are the negative ‘testimonials” for the movie, Death of a President:

Have Not seen Death of a President

“I think it’s DESPICABLE.”Senator Hillary Rodham Clinton

“I find this SHOCKING. I find this DISTURBING.”Gretchen Esell, Republican Party of Texas“(Director Gabriel)

Range is a SICKO.”Rush Limbaugh

“We’re not commenting because IT DOESN’T DIGNIFY A RESPONSE.”Emily Lawrimore, White House Spokesperson

Powerful words from powerful people. It’s impossible to buy endorsements like that.

Unwittingly those people endorsed the movie by polarizing the controversy. Imagine how many folks would watch the movie because of those powerful negative endorsements.

Controversy sells. Why? Because controversy is one technique for branding. Powerful branding declares both friends and enemies.What people say against you can be powerful promotion.

When you want to create a strong brand in the marketplace first decide on who you want to attract then who you are willing to annoy. This could be the beginning of a strong branding position.

Are you ready to make some passionate friends and enemies? Go ahead, make your brand.


© George Torok helps business owners gain an unfair advantage over the competition. His bestselling book, “Secrets of Power Marketing” is the first guide to personal marketing for the non-marketer. Get your free copy of “50 Power Marketing Tips” at http://www.PowerMarketing.ca To arrange a speech to your conference or team meeting visit http://www.Torok.com To arrange a media interview call 905-335-1997

Marketing Lessons from Port Dover Friday 13

It’s Friday 13.
For Port Dover, a normally sleepy cottage and fishing village on the North shore of Lake Erie, Friday 13 is a bonanza. “Unlucky” Friday 13 has become the luckiest day for the businesses of Port Dover. It’s like the typical retailers’ Christmas & Boxing sales rolled into one.

Every Friday 13, depending on the time of the year and the weather, thousands or tens of thousands of people visit Port Dover to celebrate Friday 13. Because this is a sunny August 13, there might be over 100,000 celebrants on the streets of Port Dover. The population of Port Dover is 6,000.

Most of these pilgrims arrive by motorcycle. The streets become transformed into miles of parking lots for lines of thousands of motorcycles.

And these motorcycle riders bring and spend money – lots of it. They buy food, drink, accommodation and souvenirs. These are your weekend warrior motorcyclists. There are accountants, managers, entrepreneurs, retirees, mechanics, doctors, lawyers, teachers, administrators, executives, production workers, electricians, plumbers, truck drivers, politicians…

You get the picture. Good customers with money to spend looking for an experience. They just happen to ride and like motorcycles.


What can marketers learn from this phenomenon?

One Person Had an Idea And Made Phone Calls
This event started by chance in 1981 when 25 motorcycle riding friends got together at the Commercial Hotel in Port Dover for a few beers on November, Friday 13. They decided to meet again on the next Friday 13. Perhaps the beer influenced their enthusiasm for more. They had no other agenda. They were just friends getting together.

People Tell Friends About Good Experiences
The next meet there were more, then more again. The original organizer promoted the event around his network. He did this before FaceBook, Twitter and blogs. Friends told motorcycle riding friends about Friday 13 in Port Dover. At some point the event attracted the media. That captured more attention. The event hit what bestselling author Malcolm Gladwell calls the “Tipping Point”. It went viral. Almost nothing can stop it now.

The Date is Memorable
Friday 13 was already notorious because of the superstition associated with that date and the corresponding fear known as triskaidekaphobia. The string of “Friday the 13th” movies helped to anchor that date in people’s minds.

The superstition around the date might even have appealed to motorcycle riders because they know that they are fighting the odds against cars and trucks every time they are on the road. I think that there is a rebel in every motorcycle rider.

Controversy Grabs Attention
Motorcycles are controversial. Some people hate them. Some love them. Motorcyclists might be considered undesirables in some places. Think motorcycles and it’s easy to think about the criminal gangs – the one percenters - Hells Angles, Satan’s Choice and Outlaws. The date “Friday 13” is controversial. You can imagine that at some point the town council, business owners and residents of Port Dover had some controversial meetings about what to do about this event – “should they allow it or ban it?”


Marketing Lessons

Look at new ideas. Don’t discount the source of the idea or the lack of immediate profitability.

The best marketing is word of mouth. Look for under-satisfied communities. A community could be a group of people with a common interest, joy and/or pain.

It might take awhile for it to hit the tipping point and catch fire. If it’s a good idea and the conditions are right you will have a winner.

People want a unique experience. Give them that and they will reward you. They’ll buy, they buy again and they tell their friends.

Grab attention with controversy. Take a position. Embrace the rebels and you will have loyal fans. Be prepared to alienate dissenters.


George Torok
Marketing Author & Expert
Business Speaker

Knievel Jumps Fire Volcano at Mirage in Vegas

Kneivel Jumps Fire Volcano at Mirage in Vegas




The Mirage Casino Hotel in Las Vegas just reopened the fire volcano after an eleven-month renovation. Perhaps the fire volcano at the Mirage was being over shadowed by the fountains of the Belagio. The Casino Hotels in Las Vegas are a good example of competing in a tough market. The casinos are continuously rebuilding to be better than the rest.

The Mirage rebuilt the fire volcano. It is one of the free things that anyone can watch in Las Vegas. But being spectacular and free is never enough - especially in Las Vegas.

So what did The Mirage do to promote the Fire Volcano and the Mirage even more? They arranged for Robbie Knievel, the son of daredevil, Evil Knievel, to jump his motorcycle over the fire volcano on New Year's Eve.

Enjoy the video.

What will you do to promote your business this year?

George Torok

Marketing Expert

Marketing Speaker

Intimidate Your Competition

Intimidate Your Competition

Why should you intimidate your competition?
You probably recognize that in war or sports it is a good idea to intimidate your competition. Why? Because if your competition is afraid of you – you have already won.

In his 3,000 year old classic book, The Art of War, Sun Tse pointed out, “All battles are won before they are fought.”

I believe that Sun Tse was right. I believe that he was talking about purpose, preparation, and positioning. Each of those are important and we can discuss in future posts.

Watch this video of the New Zealand rugby team, All Blacks, as they intimidate their competition before the game. Imagine if you are the competition standing at the other end of the field watching this Haka dance that is clearly delivered to intimidate you? If you didn’t visit the bathroom before entering the field I bet you will want to run off the field to change your pants after being subjected to this intimidation.

Intimidation is about creating fear, uncertainty or doubts.

In any competition that is all it takes to lose a battle, a game or a sale.

Business is clearly a competition. It is never about playing fair. It is about winning. Are you intimidated by your competition or are you intimidating them? If you are not imtimidating your competition - why not?

Stop being intimidated – start intimidating! Start winning more.

Intimidate more!


George Torok

Power Marketing

Marketing Speaker

Richard Branson has Chahones

Richard Branson has Chahones

Richard Branson has chahones and he likes to show them off. Here he is running nude in the waves. Sir Richard thrives on challenge and controversy. He is the billionaire that has retained or reclaimed the boldness and brashness of a teenager. (How many boomers remember streaking?)

He is a billionaire so he is worth studying. The question is, “Is he a billionaire because of his antics or is does he partake in his antics because of his billions?”

Perhaps it is a bit of both.

So what controversial stunts has Richard Branson committed?

Running nude from the ocean surf
Supporting the Ontario government Flick Off campaign
Parachuting into the city
Posing in a wedding dress


As a corporate spokesperson Branson is superb. As a corporate brand he is invaluable. The Virgin companies do not need to hire celebrity spokespersons because Branson is a celebrity. Whatever Branson does gets noticed because Branson does things that get noticed.

Sir Richard has chahones. How many corporate CEOs can stake that claim?


George Torok

Marketing Speaker
Corporate Spokesperson

Satisfaction Guarantee

Satisfaction Guarantee

Who offers you a 100% satisfaction guarantee? Would that make it easier for you to decide where to buy?

And more importantly, do you offer a satisfaction guarantee to your clients? If you don’t - why not?

Why don’t you promise to make your clients 100% satisfied with your service? Are you afraid that you can’t deliver?

If that is not the problem – then promise to deliver satisfaction or else. That promise might make you stand out from your competition.

Of course - if you can’t deliver satisfaction – don’t promise.

A satisfaction guarantee is a powerful way to remove the risk from your client’s buying decision.


George Torok

Marketing Specialist

Canadian Motivational Speaker

PS: George Torok offers a 100% Satisfaction Guarantee for all speaking engagements.

WTF Virus Spreads

The WTF Virus Spreads - Lock up your teenagers.

Viral marketing is marketing that is spread by others. It could be the main steam media, bloggers, social advocates, radicals, cultural subgroups, community leaders, protesters and/or politicians.

The attraction of viral marketing is that it spreads quickly and almost effortlessly. The viral marketer only needs to flick the spark and fan the flames. The danger of viral marketing is that once you create it, it takes on a life of its own. You can’t control the direction or the acceleration. Viral marketing is like a forest fire or viral outbreak efficient at spreading and difficult to control.

Read the book, “The Tipping Point” to see how a marketing virus can work as a powerful marketing tool. Paul Revere’s viral message, “The British are coming” is one example.

A recent example of viral marketing in action is the teen-targeted campaign launched by Mac’s Convenience Stores in Ontario to sell new flavoured ice-drinks (called Frosters). The new flavours are “WTF” and “OMG” which most teens know mean “What the F**k” and “Oh my Gawd”. In addition to using vulgar product names Mac’s promoted the new flavours with a provocative poster featuring a nun and a goat bowing in the presence of the cup of WTF.

Many adults didn’t know the meaning. But as they are learning some are pissed. (Some folks are easily annoyed.) Emotional support and protests are two contributing elements of a viral marketing campaign.

To be successful this virus only needs to drive one summer of ice drink sales. Last year it was Bloody Zit. This year it is WTF.


So who else is spreading the WTF virus?


Dropping the f-bomb
PATRICK WHITE
From Friday's Globe and Mail
May 18, 2007 at 9:06 AM EDT

The purple brew is called "WTF" - a common acronym for "what the fuck" used in instant-messaging chats and text messages - and it's causing a stir in communities across the country. Earlier this week, residents in Sault Ste. Marie and Timmins, Ont., threatened to boycott Alimentation Couche-Tard Inc., the parent company of Mac's, about what they see as an offensive advertising campaign.

Read “Dropping the f-bomb” at the Globe and Mail (Notice the long list of comments posted.)






Teen tells premier 'FLICK OFF' poor choice
Timmons Daily Press
Editorial - Thursday, May 10, 2007 @ 10:00

(Editor's note: The following is an open letter to Premier Dalton McGuinty from 14-year-old Timmins teen Jesse Fontaine.)

I am a home-schooled Christian, living in Timmins. I am currently completing Grade 8, have an interest in politics and last year won the Short Story Category at The Daily Press Literary Awards. According to a Mac's convenience stores representative, the "WTF" is supposed to stand for "WHAT'S THE FLAVOUR" but we all know that the "WTF" on the cup implies the vulgar phrase "WHAT THE FLICK" (I used "Flick" because I don't use the "F" word that Mac's, M&M Meats and Subway intentionally, or otherwise, represent with the "F" in the "WTF" so proudly posted at their stores.)

Read this article in The Timmons Daily Press





OMG. Mac's Froster campaign leaves bad taste in some mouths
Brian Kelly
Sault St Maire Sault Star
Local News - Wednesday, May 16, 2007 Updated @ 7:28:28 AM

Mac’s Convenience has included popular acronyms used online that have foul language in its latest promotion to market its Froster fountain drink. Signs posted above the beverage machine read WTF, OMGWTF, RUNTSOMGWTF for small, medium and large sizes. The website, www.urbandictonary.com, describes OMGWTF as “the commonly accepted Internet abbreviation for Oh my God, what the f---” while the acronym WTF “generally stands for” What the f---. RUNTS means Are you nuts?

Read the rest of OMG article in the Sault Star.



Mac's Talks Dirty
May 10, 2007
By CSD Staff

Frozen drink's promotional campaign takes heat for interpreted vulgarity.

Along with the negative attention the poster is getting for its interpreted blasphemy, Mac's Froster drinks are also raising controversy for the "WTF" printed across the cups. WTF is a frequently used abbreviation made popular by instant and text messaging. Some imagination may be required to figure out the acronym.

Mac's has protested that the "F" stands for "Flavour," instead of the four-letter expletive, however, the names given to the medium- and large-variety of Frosters--titled with the abbreviations "OMGWTF" and "RUNTSOMGWTF" respectively--imply otherwise. "OMG" is text message slang for "Oh My God," and "RUNTS" is short for "Are you nuts?"

Read the rest of Mac’s Talks Dirty at Convenience Store Decisions



League protests 'blasphemous’ TV program milk ad
By Deborah Gyapong5/17/2007
Canadian Catholic News (www.cathnews.net/)
OTTAWA, Canada (CCN)

The Catholic Civil Rights League has been successful in getting the Mac’s Milk convenience store chain to withdraw “offensive” posters for its Froster’s campaign.

“The poster features a goat and a model dressed in traditional nuns’ clothing, appearing to gaze heavenward at the drink, which is festooned with the letters: “W.T.F.” (The company’s official line is that this stands for “what’s the flavor.”)

Read the rest of this article at Canadian Catholic News





What the Huh? Mac's Convenience Stores Running Offensive Froster Ads
By John-Henry Westen
LAVAL, QC, May 9, 2007
LifeSiteNews.com

Mac's Convenience Stores, the most popular convenience stores in Canada, with a strong presence in the United States as well, have launched what many are seeing as a highly offensive advertising campaign for their frosted carbonated drink - froster.Posters seen in Mac's store windows feature a nun kneeling with her arms raised and a sheep at her side. Above the nun, to which she looks adoringly, is a shining froster with the initials WTF below.

Read the rest of What the Huh? at LifeSiteNews.com


Looks to me like the WTF virus is spreading fast.


George Torok
Co-author of Secrets of Power Marketing

Marketing Specialist

Gazette reports on WTF Nun campaign

Montreal Gazette reports on the WTF Nun campaign

Edgy or over the edge?
Ads targeting hard-to-reach young consumers can land a company in hot water - just ask Couche-Tard
ALLISON LAMPERT, The Gazette
Published: Saturday, May 19, 2007

The nun kneels beside a lamb, her arms outstretched toward the heavens.
She gazes longingly toward the golden light - and at the image of an orange frosted drink emblazoned with the letters: "WTF." WTF is teenage text messaging and online lingo for "What the f---." Surprise, surprise - online forums and blogs and conservative Christian groups were having a field day this month debating and denouncing the ad, created for Quebec depanneur giant Alimentation Couche-Tard Inc.'s Ontario convenience stores.

Read the rest of this article at The Gazette

____________________________________

The stores operate as Mac's Convenience in Ontario. Notice that Mac’s is getting the media coverage for the controversy they created. But they seem to have lost the urge to run with this viral marketing. They pulled the "WTF Nun" poster. If they had kept the poster up for a bit longer teens would have gone to the stores just to see the poster. If fact teens have even bought copies of the poster. These things have a short half life. Mac’s just did not think this through enough. I guess the management at Mac's is getting too old and cautious. Maybe Mac's should get out of marketing to teens. Leave it to marketers with bigger cahones.


George Torok
Co-author of "Secrets of Power Marketing"
Marketing specialist, consultant and business speaker

Mac's WTF Nun and Goat Poster

WTF

The nun worships the new ice drink from Mac's.

And the goat?

If this poster doesn' make you laugh you got your knickers on too tight.

This marketing program from Mac's is clearly targeted at Catholic teens.

If you think that this poster is offensive then it was not targeted for you. The target audience will laugh at this poster and not understand your angst.

Who buys ice drinks? Teens. Not nuns and goats.
And will these teens cast off their "good Catholic education because of this poster?"

It they do, it was not a good Catholic education.

George Torok

Mac's WTF Nun and Goat

Mac’s WTF nun with goat

Mac’s Convenience Stores came out with another bold marketing campaign to promote their new ice-drink WTF, but they blinked.

This time Mac’s Convenience Stores was promoting another ice-drink. Instead of Bloody Zit the new flavour was WTF. What the flavour?

Again Mac’s spoke directly to their target market – teens. And to Internet and text messaging teens WTF is code for What the F**k. Controversy is a powerful branding ingredient.

Good on Mac’s. A strong positioning that reaches their target audiences and ticks off those outside the target market – parents of teens.

Mac’s produced a poster for in-store display. The poster showed an image of the new WTF Froster cup floating in the air and surrounded by an angelic halo. The cup has the letters WTF on it. Below the Froster cup image was a nun on her knees clearly worshiping the magnificence of this angelic vision. Next to the nun was a goat.

I don’t understand the significance of the goat. But, the combination of the nun and the goat both worshipping the floating cup made me laugh.

Again Mac’s Convenience Stores hits a direct bull’s-eye with its target audience!

It this case the target is not just teens in general but more specifically teens at Catholic schools. Because, those teens already make jokes about the nuns at their schools and churches.

Once again Mac’s launched a great branding and viral marketing campaign. They knew their target market. They were bold. But this time something went wrong. Mac’s got cold feet. Within a week of launching this poster Mac’s killed the campaign. They pulled all the posters and any acknowledgement of the campaign period. Mac’s is pretending that their WTF Nun with goat poster never existed.

What happened? The folks at Mac’s already experienced negative feedback to their Bloody Zit promotion. So what part of the negative feedback this time surprised them? They had to know that this poster would offend parents, Catholics and other moral right wingers. Jerry Falwell is dead, thank god, so it was not him and his moral majority.

Kudos to Mac’s and its creative marketing folks. Shame on the Macs management for blinking. You had a good marketing idea. Let’s see how your target market rewards you for wimping out.

WTF

George Torok
Power Marketing
CEO Feedback

Bloody Zit - Mac's Convenience Stores

Bloody Zit - Mac’s Convenience Stores

Mac’s Convenience Stores knows how to reach their target market - teens. Who else is so easily temped into convenience stores? I remember when Mac’s was known as “Mac’s Milk” but who buys milk there now? When I want milk I go to the grocery store.

And have you noticed that the grocery stores are not full of teens? They are full of adults buying groceries. So the teens are a ripe target for Mac’s because the adults aren’t going there.

What did Mac’s do to really grab the attention of teens? They launched a new flavour ice-drink – Bloody Zit. Both disgusting and brilliant!

The disgusting part of Bloody Zit is obvious. The brilliance might need explanation.

It is brilliant because the teen years are the zits years. Brilliant because teens have been making jokes about zits for generations. Brilliant because any thing to do with zits is disgusting. Brilliant because teens like to be disgusting especially to parents and other adults. So the more disgusting you can be the more teens like it.

And Mac’s reaped the rewards. Sales jumped! This was a short focused campaign that directly spoke to the target market and alienated the non-targets (parents).

This campaign worked because it both was strong branding and tapped into viral marketing.

A strong brand elicits strong positive emotions from the target and strong negative emotions from those outside the target market. And the stronger the negative for the non-target group the more the target group like it.

Viral marketing is spread by word of mouth and gains a life of its own. That viral life is not controllable and you must be willing to let your market go with it. You might be able to predict some of the outcomes of viral marketing, but not all.

The viral marketing part was the unknown that teens might say about Bloody Zit. Will it become a challenge, “Who will be the first to taste it?” Will it become a badge of honour? Will it become code for some new teen phenomenon?

Want a refreshing drink? Squeeze your zits first. (Yuck, how disgusting!)

George Torok
Marketing Expert

Flick off again

Flick Off Again

I was asked again about the power of controversy in marketing in general and the “flick off” campaign in particular.

The “flick off” slogan rates high on the branding meter because it:

a. zeros in on the target market - teens and 20-somethings
b. is memorable and has a secret meaning to the target audience
c. is controversial, especially to the non-target group

To evaluate this slogan one must consider the target group. Consider the demographics. Anyone who lived through the depression and WW2 already knows about conserving resources. The boomers learned to be more socially and environmentally conscious. The teens and 20-somethings are mostly spoiled and cynical. The only way to get them to flick off the lights is to make it cool.

This slogan and the endorsement from Richard Branson do just that.

The reaction from the political opposition is predictable. The objections from the non-target group is meaningless. Imagine if this campaign can get teens to do something that their parents have (or should have) been yelling at them for years to do – “Turn off the flicking lights!”

Flick off!

George Torok
Marketing Specialist
Best-selling author of Secrets of Power Marketing

Flick Off: Powerful Viral Marketing

Flick off!

How do you create a powerful viral marketing campaign?

Clearly identify and know your target market.
Really know them – what they do, where they go, how they think, what motivates them, how to grab their attention and how to speak their language. (How much of that do you know about your target market?)

That’s a lot of research and most marketers can’t be bothered and most business owners don’t want to invest the money to do that. But when you do the success of your marketing efforts is almost guaranteed. (Sun Tse, the ancient Chinese philosopher said “All battles are won before they are fought.)

So if your market was teens and 20-somethings, how would you approach them?


Be clear on your message.
You want them to reduce energy usage. You want them to start by turning off lights. Long term you want them to become more environmentally aware and responsible.

Simple message but tough sell.


Be clear on the motivation.
We have ten years before global warming becomes disastrous.

Yeah, yeah, we’ve heard it all before: how can I make a difference?


Create a memorable slogan.
Flick off. Wait a minute. Doesn’t that look and sound a lot like f…. off?

Yes, it does and that is the brilliance in the slogan. Flick off is a harmless yet suggestive phrase that could become a new catch phrase – the secret of viral marketing. Flick off speaks the language of this target group. It is memorable. It is provocative – the best way to be both viral and memorable.

Flick off is powerful branding because it is controversial, and a good brand fans the flames of controversy. Read earlier posts about branding principles and the example of Death Cigarettes.


Pick strategic partners.
So if your market is teens and 20-somethings, who do you think would make great business partners? How about Virgin Mobile, (Sir Richard Branson), Roots and Much Music?

Richard Branson becomes the celebrity spokesperson, Roots sells T shirts emblazoned with the edgy slogan and Much Music TV personalities trumpet the message.

Flick off you say?

Yeah, hard to imagine. But that would be a powerful marketing campaign. Well, it is real and it was launched this week in Canada. Imagine that - a bold new marketing campaign to help our dear planet earth started here in Canada. Only in Canada you say - pity!

Flick off. It’s official. The marketing campaign to save us from Global Warming is alive and well in Canada.

The partners in this program are Virgin Mobile, MuchMusic, Roots, Environmental Defence and the province of Ontario. (My kudos to the provincial government for their willingness to invest in such a bold and controversial program.)


Flick Off Summary
For teens and 20-somethings, Flick off, be more energy-responsible.
For older folks bothered by the language – get real and think about the big picture.
For business owners and marketers - a practical marketing lesson.


Sounds like a win all around. Please flick off.


George Torok
Power Marketing

Brand Trump

Brand Trump

Donald Trump is a strong brand.

His name, face and style are well recognized.

What words do you associate with the Donald Trump name?
Boldness, arrogance, big money, extravagance, self-indulgence, scrapper, business empire/emperor, bad hair…

Those are some that immediately came to my mind. You might think of others. It doesn’t matter. He has created a powerful brand.

What can we learn from his personal branding?

Donald Trump clearly follows the three principles of branding described by BJ Cunningham as reported in an earlier post on this blog:

1. Take a polarized position.
2. Make enemies.
3. Create tension

Does the Donald do those things? No question. Just consider these excerpts from a recent interview with the Donald as reported in the Toronto Star.

Donald Trump will be speaking for the Learning Annex in Toronto next weekend. He will be paid $1.5 Million for his presentation. That has got to be a record.

Donald Trump, “One and a half million, that’s all they’re paying. It’s not much, but I’m going to give it to charity.”

And then he talked about his spat with Rosie O’Donnell, co-host of the TV talk show, The View.

Donald Trump, “Everyone knows she’s a slob and I was the only person who fought against that big slob. She said she suffered from depression, I told her to stop looking in the mirror.”

“That solved her problem overnight.”

The man is clearly not into subtly or nuance. But he is a powerful brand.

Let’s review those brand principles:
Polarized position – check
Make Enemies – check
Create tension – check


I wonder how many more tickets that interview sold for the Learning Annex?

I had already ordered my tickets. I am looking forward to listening to my $1.5 Million speech. I’m sure I will have some comments to post about that experience.

If I change my hair do – watch out.


George Torok
Brand Power Marketing