chrisbrogan.com - Latest Comments in Who Cares Advertising

Re: Who Cares Advertising

Matthew Snodgrass — Fri, 05 Dec 2008 16:00:57 -0000

Seriously, man. You hit the nail on the head. I'm sure you've developed that brain filter that doesn't even see these words and phrases anymore? Like the learned ability to view Web pages without even digesting the banner ads. Oops, did I say that?

Re: Who Cares Advertising

Rufus Dogg — Sat, 29 Nov 2008 11:55:15 -0000

@Angie no words on your comment, just a photo.
http://rufus.posterous.com/...

Re: Who Cares Advertising

Angie — Sat, 29 Nov 2008 11:43:33 -0000

I'm a visual person. I didn't even notice the #1 on the pkg till I read your post. A photo speaks a thousand words for me. The steak-umms photo made me hungry, and I wondered if I had any in the freezer; but the corned beef made me want to gag. People don't read anymore... take better pics!

Re: Who Cares Advertising

Brian Clark — Fri, 28 Nov 2008 17:09:25 -0000

Social proof... and in this case, if you're the sales leader in a commodity market like this, that's about the absolute best thing you can say.

If you're *not* the sales leader and make that specific claim, the FTC will come pay you a visit. :-)

Re: Who Cares Advertising

Karim — Wed, 26 Nov 2008 20:11:03 -0000

This all part and parcel of the legacy world we live in. So many systems put in place decades ago are totally irrelevant to our lives, choices, needs today, but yet they persist.

Re: Who Cares Advertising

Bongoramsey — Wed, 26 Nov 2008 18:09:13 -0000

Sales of Spam (the gelatinous canned pork/sugar product) are w-a-a-a-a-y up. Read about it at http://blogs.citypages.com/...
If you have time, follow the link to the NY Times article that this page cites. Interesting story about the popularity of canned meat.

Re: Who Cares Advertising

LadyOTrout — Wed, 26 Nov 2008 14:03:47 -0000

How about #1 selection of lips and a$$holes, and anything else that you sweep of the floor.

Others knows as: Vienna Sausage, Scrapple, Creton, etc.

Re: Who Cares Advertising

Me — Wed, 26 Nov 2008 13:01:51 -0000

I think for many shoppers, especially those who aren't dedicated label/ingredient readers, that these "number one" or "favorite" labels work subconsciously. They don't see it and think that this is a reason for buying it, but on a subconscious level it affects their buying decision and can result in them purchasing the product.

Re: Who Cares Advertising

Adam — Wed, 26 Nov 2008 12:57:46 -0000

Chris:

This is a bit naive. People may say what they like or don't like about advertising, packaging or anything else, but then they behave quite differently. We say we don't want to be fat but we keep eating cheeseburgers and not exercising. We say we want new thinking in politics but we keep voting for the same type of person (and I include Ivy league mainstream Democrat Obama in that group).

CPG companies test their packaging. And we find that small (sometimes silly) differences in claims or graphics can have a big impact.

I have no position on the packaging examples in your post.

But I do find the notion that asking people to simply report what they think would motivate them to be a bit naive.

Re: Who Cares Advertising

Rich Ullman — Wed, 26 Nov 2008 10:13:10 -0000

There's a difference between advertising in general and product packaging. These messages will be effective in swaying the person who has decided to buy sliced steak or corned beef in a can -- but doesn't know which one to buy. Think about the experience of standing there looking at the shelf: Do you want the generic brand that simply says, "Sliced Steak 16 oz." -- or the one that your peers (Americans) have bought more than any other? Do you want the top-selling brand of canned beef (Libby's), or some other brand (I wish I knew one)?
These are reassurances from "the crowd" that might get you the first time, but only a quality product (brand experience) will bring you back the next time.
They're not all that different than the AdAge Power Ranking, as Simon noted (although today it says #8... uh oh, you're slipping!), or even the very prominent displays of Following/Followers/Updates that you see on Twitter.
They're context.
I started reading Chris because of the Power ranking, but I keep reading him because he (and the community) are worth the time.

Re: Who Cares Advertising

Robert Stanley — Wed, 26 Nov 2008 07:42:58 -0000

Steak-umm:
- Real Steak, Real Quick
- New Hangover Helper Recipe
- 100% Mad Cow Free
- #1 Student Choice, Dorm Room Microwave Friendly
- Stays Fresh for Years
- Salty Meat, Just Add Cheese
- Don't Kill Your Cows, We Already Did
- As Seen On TV
- 70% Fat Free
- Less Cholesterol Than You Think
- Animal Tested, Mother Approved

Re: Who Cares Advertising

threemer — Tue, 25 Nov 2008 22:53:57 -0000

They both work equally well. I mean, look at who the consumer is. "Yea, I'm going to the store to get me some steak. Steak in a can is the best."

On the other hand, I sometimes like eating "Potted Meat" with pseudo-ritz (off-brand) crackers, go figure.

Re: Who Cares Advertising

Michelle Evans — Tue, 25 Nov 2008 17:40:59 -0000

If I were going to select a canned meat product, I'd deliberately go for the most expensive one there in the hopes it was the least likely to be dog meat.

As for what I'd like to see on packaging in general: nutritional info, proximity to where it's being sold, info about organic contents, philanthropic afiliations, recipes, definitely cooking instructions (culinarily challenged here).

Re: Who Cares Advertising

Scott Fox, E-Commerce Success — Tue, 25 Nov 2008 15:04:50 -0000

Social "proof" strikes again.

Re: Who Cares Advertising

Doug Firebaugh — Tue, 25 Nov 2008 12:56:36 -0000

Right on Chris. You cannot be what I call a "social Media fairy" and twit from one social media site to another and get anything of real substance accomplished. There has to be a few "anchor sites" that work for you, and then automate the rest. Social media Marketing is about getting your message out effectively-NOT about being a flitter on 200 sites. Hire someone to do that if you think that is what you need. Rocking Hot Post!

Re: Who Cares Advertising

Debra Legg — Tue, 25 Nov 2008 12:09:21 -0000

Oh, Mike T, don't forget "cutting edge" and "state of the art" -- two others high on the list of words that make journalists cringe.

Overblown advertising claims definitely influence me, but in a contrarian way. That could be because I'm a contrarian. "You're No. 1? Well, I'm not buying you then, because I want to give the No. 2 canned corned beef a chance."

What also turns me off: Bogus nutritonal claims on food. 25 percent less sodium when it's still 50 percent of the RDA in a half-cup. 100 percent wheat bread that's nothing more than plain old white bread spiked with molasses to color it.

What turns me toward a manufacturer in a grocery store: All things being equal nutritionally, price point.

Admittedly, contrarian and nutrition-conscious cheapskates are a tiny segment of anyone's market. And I know over-blown claims of No. 1 and hyped nutritional information work, because I've seen them work even on educated people.

What does work on me: Mood advertising. I was really drawn to the Chex Mix television commercials last winter, because they took me back to a time when life was safer and simpler. Admittedly, that's hard to do on a can or box, but perhaps a more retro feel on products would appeal to people who even unconsciously seek security in these uncertain days.

Re: Who Cares Advertising

AccuConference — Tue, 25 Nov 2008 12:01:20 -0000

#1? Says who.

It's like how 2 out of 3 doctors recommended it. They only asked three. So you put two cans of corned beef in front of someone and say "which one is better?" Obviously the one that’s picked will be number one.

With that being said, I am more likely to purchase a product that I am familiar with and not the one that is "#1". If it's a product I'm not familiar with I will ask for suggestions.

I'm probably less likely to purchase a product that is listed as the #1, because I know they aren't telling the truth.

Re: Who Cares Advertising

Mark Logan — Tue, 25 Nov 2008 11:59:24 -0000

Got to agree with Aaron White. These words are on the packaging because they work. Grocery is a cut-throat marketing environment and the margins are razor thin. Packages that don't sell don't last.

In general, grocery shoppers are making quick decisions about competing products, not examining packaging for aesthetic or content superiority. If a big #1 helps a product sell, then it stays. If not, it goes.

Re: Who Cares Advertising

arkrausehardie — Tue, 25 Nov 2008 11:03:03 -0000

Who is the audience? Different packaging for different audiences.

I wouldn't be caught dead buying either of these. But some unidentified members of my family when given a shopping list, will buy the thing that attracts their attention, or is cheapest or easist to find.I agree with the other comments, that obviously calling something The Best or #1 attracts certain kinds of people, or they wouldn't do it.
Personally i liked the idea of recipes, and a full easy to read list of ingredients, oh and that it helps make the world green some how to...

Re: Who Cares Advertising

Shefaly — Tue, 25 Nov 2008 10:22:07 -0000

Hmm. If they *really* put all the details of what is *in* those products, nobody or close to nobody will buy them.

Re: Who Cares Advertising

John Reddish Get Results — Tue, 25 Nov 2008 09:52:41 -0000

The challenge of all consumer advertising is to "divine" just how low a common denominator to use in "branding" the product. Or, how do you make the product the least offensive on the shelf, thus, the most appealing? I am reminded of the old Benton & Bowles slogan, "It's not creative unless it sells." The proof of whether a claim is worthy to be on the package is borne out by whether it contributes to unit sales.
Sadly, too much of this information is not measured so nobody really knows. Suffice it to say, if putting your kids on your product packaging hurts sales, the kids will return to anonymity, their anticipated 529 gains vapor. But if their images sell, they will become famous (thus reducing college costs to the family).

Re: Who Cares Advertising

Susi B (Aussie) — Tue, 25 Nov 2008 09:28:39 -0000

Umm, I didn't even see the 'Favorite' or the '#1' until you mentioned it! I was stuck on looking at the (gross)photos of the meat as I have never heard of or seen 'sliced steak' before! I'm sure we do have corned beef in cans 'down under', but I don't know anyone who would eat it, and what do you do with 'sliced steak'?? I guess I just have to look at the pictures again!

Re: Who Cares Advertising

Simon Mason — Tue, 25 Nov 2008 09:10:58 -0000

I think we are all (whether we like to admit it or not) influenced by this type of thing, humans are natural herders which goes a fair way to explainig the rise and rise of social networks. I note with interest that this blog (which I think is excellent by the way) has a nice "Ranked #6" by AdAge logo in a fairly prominent position - this isn't so very different a marketing proposition. Beware the gods of hubris.

Re: Who Cares Advertising

Marc Fireman — Tue, 25 Nov 2008 09:07:07 -0000

so I guess when you have a book that's the #1 NYT bestseller, you don't want that there.

Re: Who Cares Advertising

Sharon — Tue, 25 Nov 2008 06:56:39 -0000

I'd like to see an honest pictur on the package. I'm fed up of being disappointed it isn't like the picture even though I should know better - I guess I live in hope :-)