The Passing Parade- Why change your advertising if it's working? Unless you're bored???

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There's a mid-size town in Georgia, where 6 couples have decided to buy a new washing machine this week. They have never seen a washing machine ad before. Oh the ads were there, but these couples just never cared... never paid attention to them.
But NOW... due to this or that, they are suddenly interested in washing machine ads. And the 6 couples see these ads everywhere. Especially the long-winded ones. The ones that go on and on about how great this washing machine is, what it can do, how it operates, etc.
After they buy a washing machine, they might look at one or two more washing machine ads, to make sure they made the right purchase. But soon, washing machine ads will become invisible to them again.
Next week... another 6 or 7 couples are going to be in the market for a washing machine ad.
Suddenly... it's the "Passing Parade"... thing.
YOU might be bored with your ads ... but in most cases, you're marketing to a passing parade.
Just thinking.
Linwood
#advertising #bored #change #parade #passing #working
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  • Profile picture of the author GordonJ
    Originally Posted by AdmanMrWoo View Post

    There's a mid-size town in Georgia, where 6 couples have decided to buy a new washing machine this week. They have never seen a washing machine ad before. Oh the ads were there, but these couples just never cared... never paid attention to them.
    But NOW... due to this or that, they are suddenly interested in washing machine ads. And the 6 couples see these ads everywhere. Especially the long-winded ones. The ones that go on and on about how great this washing machine is, what it can do, how it operates, etc.
    After they buy a washing machine, they might look at one or two more washing machine ads, to make sure they made the right purchase. But soon, washing machine ads will become invisible to them again.
    Next week... another 6 or 7 couples are going to be in the market for a washing machine ad.
    Suddenly... it's the "Passing Parade"... thing.
    YOU might be bored with your ads ... but in most cases, you're marketing to a passing parade.
    Just thinking.
    Linwood
    Knowing who is in the PARADE is one of the easiest ways to profit from it.
    New home buyers.
    New parents.
    Expired warranties.

    LISTS of people in the PARADE OF LIFE, who are about to march in front of your offer, that is the advantage to look for. IF the ads are working, then it becomes a task to find more people in the Parade, at an effective cost, who will be targets very soon.

    And many a fortune has been made with the right list at the right time, as you well know.

    NOW, even smarter marketers like TIDE, will give a free box when a new washer is purchased, and if they are smart, a new box of Gentle TIDE, dye free, aroma free for your kids, the parents will spend 10 times what they paid for the washing machine, on the laundry detergent they will buy weekly, for YEARS to come.

    GordonJ
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  • Profile picture of the author wrcato2
    All ad die. That is why you need to test and track your advertisements. The simplest is A/B testing if you are testing on a website. Just send 100 people to site A and a 100 people to site B the calculate the sales from both A and B. Which ever ad pulls more money, that is the one I would go with.

    Marketers may get bored with an ad but if they can't beat their controlling ad with ad B, then there really is no reason to change their ad.
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  • Profile picture of the author IGotMine
    Then you have the people who are constantly looking at "Washing machine" ads. They bought one last week but the color faded, so they discarded it. They bought one the week before but it made a funny noise, so they discarded it.

    They will continue buying new "Washing machines" every week or month until they die or go broke, whichever comes first. They will be convinced this is the one that will actually clean their clothes just right. But sadly, they never do.

    "Washing machine" salesmen change up the ads frequently, so have little chance to get bored with them. It's a shiny new ad for a shiny new product. Because in this market, "shiny" sells!

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    • Profile picture of the author AdmanMrWoo
      Originally Posted by IGotMine View Post

      Then you have the people who are constantly looking at "Washing machine" ads. They bought one last week but the color faded, so they discarded it. They bought one the week before but it made a funny noise, so they discarded it.

      They will continue buying new "Washing machines" every week or month until they die or go broke, whichever comes first. They will be convinced this is the one that will actually clean their clothes just right. But sadly, they never do.

      "Washing machine" salesmen change up the ads frequently, so have little chance to get bored with them. It's a shiny new ad for a shiny new product. Because in this market, "shiny" sells!

      So... what you're saying is that there are many markets within the market??
      Some segments of the market are larger than others... and some are too much hassle to deal with... the "shiny new" buyers might also be the biggest complainers. Your sales copy would come in handy to reassure them that they made the right decision.



      Maybe we can make a pyramid ... largest section on bottom:

      HOT PROSPECTS - gonna act now, already made up their mind, sold on buying before you even showed up on the radar.

      WARM PROSPECTS - have been thinking about it for a while, but still not sure, need to "think about it" a bit more, but will BUY if you give them the justifying reasons they need to go over the edge.

      COOL PROSPECTS - have the money, gonna spend it, they could buy either a tropical island cruise or a diamond ring, so your ad MUST be very convincing, as you're competing with every marketer out there for this "throw away" dollar.



      Your job, as a marketer is to get NOT ONLY the "hot prospects"... that's the lazy, low-hanging fruit... your job is to do a good enough job in SELLING that you grab a bunch of the WARM and COOL prospects as well. That's right... take them off the table so your competitor struggles to keep the doors open.



      Just thinking.

      Linwood
      One cup.
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      Linwood Austin, Direct Response Copywriter,
      http://theadmansdiary.com/ .. Phone: 801-895-9598

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  • I split my jeans dancin' coupla weeks back.

    Nuthin' wrong with my style -- gotta figure they had faulty stitchin'.

    So anyways, as I'm tryin' naht to expose myself too bad jus' walkin' around the place, las' thing I wanted to spend cash on was drinks or anythin' to eat.

    What I needed right then was the Mobile Seamstress Gal, dispensin' quick & easy needle an' thread with the same speed & efficiency the Deliveroo guys bring you pizza.

    tbh even a paperclip woulda been worth 5 bux.

    So, yeah -- personal circumstance inflooences how you see the world & decide what you need from it.

    Ain't nowan sellin' me no washer rn bcs I don't need one.

    But if Fyooture Balestra splits another paira jeans, shells out 50 bux for paperclips steada raidin' her friend's scarf an' makin' like a gypsy, an' then washes said jeans with the paperclips still beached in the splitto areah -- an' trashes the washer -- hey, I am in the store discussin' tumble speeds an' easy action controls with any frickin' goof takes my card.

    Like Coco Chanel said, A girl should be three things: classy, fabulous, and free from the smell of stale sweat.
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    Lightin' fuses is for blowin' stuff togethah.

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    • Profile picture of the author AdmanMrWoo
      Stale sweat? Hmmm... I guess that fresh stuff is the best, huh?

      Stale indeed.

      Off for another cup.
      Signature

      Linwood Austin, Direct Response Copywriter,
      http://theadmansdiary.com/ .. Phone: 801-895-9598

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      • Originally Posted by AdmanMrWoo View Post

        Stale sweat? Hmmm... I guess that fresh stuff is the best, huh?

        Stale indeed.

        Off for another cup.
        Gotta remembah how regulah gals from Chanel's day had so few luxuries.

        For sure I would not wanna wear that ole wooden underwear they got.

        In her breeze of dreams, Chanel lofted evrywan outta the methane swamp.

        That is why we don't got no "corseted silhouettes" no more -- an' the interaction between nostril an' flesh has finessed beyond merely bein' a metaphor for advertizin'.

        Gettin' back to washers, waft of street food captivates the passin' parade bcs regulah short term cycle.

        It is a shame there is such a sensory mismatch between the utilitarian washer an' the evocative perfume of yummilicious street food -- or a gal ain't got crusts of Utah lodged in her pits -- but for sure alla this is about cycles, 'time is right' stuffs.

        Moods for sweet amour.

        Desire to fill bellies with purest TASTY.

        Freedom from washin' panties by hand bcs you tried evryplace to get a fixup for your broken washer but all the promo said MLEH.

        All cycles incorporate degrees of ripeness.

        An' in the world of myootyool spin, las' place you wanna be is mingin' af.
        Signature

        Lightin' fuses is for blowin' stuff togethah.

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