Can you say experience?
That is 9 times. This advertisement insert in this months Inc. Magazine caught my attention. Especially because of its over abuse of the word experience.
Cars have always been about experiences (right?), but marketing "experience" in the way Lincoln did is almost repulsive.
Here is my basic premise. Experiences are meant to be had and shared, not simply identified as an "experience". Looks like one of the Madison advertising agencies decided to act on a hot new "buzz word"... I think they are completely missing the point and the opportunity. And in the end, this could be their demise.
Am I over reacting, or are you also getting weary of advertising like this?
3 Comments:
I agree. It kind of reminds me of the way the Ford commercials talk about innovation, which is another word that seems to everywhere right now. Saying the word "experience" over and over again does not create a good experience. And saying the word "innovation" over and over again is not really very innovative.
I couldn't agree more with both of you. This is conventional wisdom for traditional advertising execs. They subscribe to the David Olgilvy School of Advertising which says you must hit your consumer over the head at least nine times before they get your message. But just because they are saying it over and over, doesn't make it true.
Kyle, you have it spot on. Experiences cannot be specifically identified by the marketer or advertiser alone. They can only be reflected back to them by the people they are trying to reach. Experience-focused companies almost intuitively understand that merely identifying something as an experience is an invitation to the consumer to hold them accountable to it. I find it interesting that the Lincoln experience is being hawked through a print ad -- pretty static stuff for a staid brand. How different this brand is from the likes of Jeep or Scion, who are the avatars of experience-based automotivef marketing.
Post a Comment
<< Home