20 {{ upvoteCount | shortNum }}
20 {{ upvoteCount | shortNum }}

Ad Says DON'T Call Now???

by Christopher K
14 replies
Hello,

I just saw a Keranique TV commercial.

In the ad it says for people with the last names starting with A-N to call now. People with the last names beginning with O-Z to call after 9:00 am tomorrow.

These commercials run at all times of the day on different cable stations, so unless they are keying the phone numbers, they would not know which commercial generated the lead - or when it was on.

Why would they tell a set of people to call later? What is the benefit of that? What is at work here?

Exclusivity for some?
Taking away from others?

Since the commercial has been on for years, something must be working.

Can anyone tell me what it is?

-Christopher
#call
  • Profile picture of the author ewenmack
    Don't Buy Ad Campaign from Patagonia
    is another similar theme...

    Don't Buy Ad Campaign from Patagonia » Swipe File Archive » Marketing & Copywriting Examples

    Best,
    Doctor E. Vile
    {{ DiscussionBoard.errors[10146586].message }}
  • Profile picture of the author Claude Whitacre
    Originally Posted by Christopher K View Post

    Hello,

    I just saw a Keranique TV commercial.

    In the ad it says for people with the last names starting with A-N to call now. People with the last names beginning with O-Z to call after 9:00 am tomorrow.

    These commercials run at all times of the day on different cable stations, so unless they are keying the phone numbers, they would not know which commercial generated the lead - or when it was on.

    Why would they tell a set of people to call later? What is the benefit of that? What is at work here?

    Exclusivity for some?
    Taking away from others?

    Since the commercial has been on for years, something must be working.

    Can anyone tell me what it is?

    -Christopher
    They don't care when you call. Just as long as you call sooner instead of later.

    They want you to cheat, and call now. This, "people with the last names starting with A-N to call now. People with the last names beginning with O-Z to call after 9:00 am tomorrow." is designed specifically to make the offer sound official....like a government benefit program, or a lottery.

    By the way, most people's last names are in the first group. It sounds rationed out, but really...most people are in the "call now" group.

    And it implies fantastic demand for the product. in other words, "This stuff sells so well, we have to ration it to the demanding public".


    One of the greatest photos in an ad is one of a long line of people, in front of a store. It proves that, "Something is going on there, and I have to get in on it or I'll miss out!"
    Signature
    One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

    What if they're not stars? What if they are holes poked in the top of a container so we can breath?
    {{ DiscussionBoard.errors[10146588].message }}
  • Profile picture of the author savidge4
    Just a bit before my time... but think late 60's early 70's what was on the news probably just about every night - and pulled at the hearts of probably every American Mother and daughter?




    Originally Posted by Christopher K View Post

    Hello,

    I just saw a Keranique TV commercial.

    In the ad it says for people with the last names starting with A-N to call now. People with the last names beginning with O-Z to call after 9:00 am tomorrow.

    These commercials run at all times of the day on different cable stations, so unless they are keying the phone numbers, they would not know which commercial generated the lead - or when it was on.

    Why would they tell a set of people to call later? What is the benefit of that? What is at work here?

    Exclusivity for some?
    Taking away from others?

    Since the commercial has been on for years, something must be working.

    Can anyone tell me what it is?

    -Christopher
    Signature
    Success is an ACT not an idea
    {{ DiscussionBoard.errors[10146595].message }}
  • Profile picture of the author fantrom
    I've seen that Keranique commercial run for quite a while now.

    A classic ad technique (think 1950's or further back) of using "reverse psychology" on consumers. It harkens back to a childhood behavior when your parents told you not to do something.

    You did the exact opposite as soon as you had the chance. As an adult you do it right away as there is no one to stop you. Which is the commercial's intended emotional response by pushing your buttons.

    It still works (why they continually run the ad) but it's definitely not new.
    {{ DiscussionBoard.errors[10146988].message }}
    • Profile picture of the author ewenmack
      Here's an ad I created using "Don't Buy"
      and the reason it was put together that way...

      http://www.warriorforum.com/offline-...5k-2-days.html

      It generated 25k in new business in 3 days
      then went on to become the most ripped
      off ad for web design.

      Best,
      Doctor E. Vile
      {{ DiscussionBoard.errors[10149544].message }}
      • Profile picture of the author Christopher K
        Thanks for the info!

        I had bought marketing books by Tom Mudry and in one of them he explained how to do Yellow Page advertising - which was similar to what you described in the post(s) below.

        The thing that stands out among advertisements is that which does not look like an ad.

        The **ATTENTION / WARNING** type of submission at first comes across as if the publication trying to be helpful and give some guidance, but in reality it's just another ad - a really effective ad!

        Thanks for reminding me of that!!! I'm going to dig out those books...

        Originally Posted by ewenmack View Post

        Here's an ad I created using "Don't Buy"
        and the reason it was put together that way...

        http://www.warriorforum.com/offline-...5k-2-days.html

        It generated 25k in new business in 3 days
        then went on to become the most ripped
        off ad for web design.

        Best,
        Doctor E. Vile
        Signature
        {{ DiscussionBoard.errors[10149924].message }}
  • Profile picture of the author Barry Unruh
    Originally Posted by Christopher K View Post

    Can anyone tell me what it is?
    Because it peaks your curiosity and catches your attention.

    It worked on you. It made you curious enough to remember their commercial, their company name, and to take the time to post about it on a forum.

    You may have even discussed it with friends or family.

    That curiosity causes you to pay more attention to their commercial the next time you see it, just wondering WHY?

    I'm curious if they pull-off a fake overloaded lines when you call in, putting you on hold for a few moments due to call volume to prove why it is mandatory to call in during your allotted time instead of overwhelming their phone lines.

    Curiosity is powerful...
    Signature
    Brain Drained...Signature Coming Soon!
    {{ DiscussionBoard.errors[10149975].message }}
    • Profile picture of the author ewenmack
      Curiosity is powerful...[/QUOTE]


      Sure is.

      I used it here and drove people crazy...

      http://www.warriorforum.com/offline-marketing/1084664-pest-control-postcards-4-tested-one-winner-one.html

      Best,
      Doctor E. Vile
      {{ DiscussionBoard.errors[10149984].message }}
  • Profile picture of the author SashaLee
    Hi there,

    The last time I was in America I had the radio turned on in my rental car and when an ad came on "People with last names A-N....." I immediately paid attention to the ad. Up to that point it was mumbling in the background but that got my attention as my last name starts with "L".

    It's a neat trick.

    All the best,

    Sasha.
    {{ DiscussionBoard.errors[10150331].message }}
  • Profile picture of the author JamesBarefield
    Banned
    this definitely seems too peculiar for any ad to contain, why would they want to repel clients?
    {{ DiscussionBoard.errors[10150930].message }}
  • Profile picture of the author kuku
    Great stuff @ewenmack ! I've read your stuff - really eager to implement it. P.S Why don't you offer a newsletter? I'd like to subscribe/follow.

    @Christopher K thanks for the post

    @Claude Whitacre thanks for the interesting analysis!
    {{ DiscussionBoard.errors[10151417].message }}
    • Profile picture of the author ewenmack
      Originally Posted by kuku View Post

      Great stuff @ewenmack ! I've read your stuff - really eager to implement it. P.S Why don't you offer a newsletter? I'd like to subscribe/follow.
      I'm working on a business model which doesn't require me to
      come up with new and interesting things all the time.

      This means a much more saleable asset.

      Thanks for the inquiry.

      Best,

      Doctor E. Vile
      {{ DiscussionBoard.errors[10151424].message }}
  • Profile picture of the author PennyBurgess
    Resistance from their side makes you want the product/service even more! Same old psychology!
    {{ DiscussionBoard.errors[10153911].message }}

Trending Topics