Consciousness: true selfishness
By Bob Martin
THE CAR DEALER & TV
Years ago I represented a Chevrolet car dealer. He was reasonably successful, but wanted to take the dealership to next level and he hired me to accomplish this. One of the things he wanted to do was sell Chevets, a good solid second family car. It’s low price made it a great car for the blue collar family.
I produced a nice TV spot featuring the car and proceeded to map out the running schedule for the ads. When I presented the budget to the dealer he immediately threw out all the 11:00pm news spots. I protested, but he wouldn’t budge on the ads.
THE SCHEDULE WAS PRODUCING RESULTS, BUT NOT TO THE DEGREE I WAS LOOKING FOR.
The second flight was presented for approval and again the 11:00pm news spot were eliminated. Frustrated, I finally asked why he wouldn’t let me run the late news spots. He looked at me and told me that he and his wife went walking every night between 11:00 and 11:30pm. He wouldn’t be able to see his spot. I told him that I didn’t care if he ever saw his spot. In fact, if he was frequently seeing his spot we had a problem. He wasn’t the audience I was trying to reach. I wanted blue collar families not the Corvette crowd that he represented. He never relented and after awhile I resigned the account rather than argue with him constantly. Eventually he went through two more agencies and finally went out of business.
The point of the story is make sure you match the right product with the right audience. This means occasionally checking your ego at the door. Without the right match, you won’t see the results you need.
Next week … What is your USP?
Bob Martin is principal of Martin Creative Consultants, providing advertising consulting and services to manufacturing and retail businesses. His MCC VoicePros division creates audio voiceovers for radio, TV, internet ads and presentations.