Due to the recent recalls of Fireball Cinnamon Whiskey and Bell & Evans chicken, I have decided to exam whether or not recalls damage brand loyalty. My short answer would have to be no. If you prefer a longer answer, then read on. If your brand is well established then a recall over a minor thing like less-than-agreeable ingredients or one corrupted batch of meat isn’t going to put your product in the ground.
I can’t speak for everyone, but I personally will not be ceasing my purchases of devilishly tasty Fireball because of a recall in Britain. Nor do I believe that Fireball or Bell & Evans will suffer because of these recalls. Many consumers are loyal enough to the products that they will continue to be loyal once the issues are resolved.
Fix the problem, follow up with an honest public relations campaign, and in the words of Bob Marley “every little thing is gonna be alright.” Cheers!
Delicious, delicious Fireball.
It’s basic supply and demand. Modern audiences want their media to make them laugh, frequently and quickly. So why aren’t more advertising agencies hiring employees with a stronger appreciation for humor? Is someone more likely to share a link that’s designed really well with lots of great information or something that made them “lol”?
The truth is that consumers still want the information, but they want it presented in a way that makes them chuckle. There’s a lot of crap in the world, and everyone enjoys diversion. Unless you’re promoting cancer treatments or putting together a PSA about animal abuse, etc. humor is a marketer’s best friend.
So, I submit to you my new CV:
Growing up in Kansas, I was surrounded mostly by teachers. Since Kansas is #5 in the nation for education, I am in no way complaining about the plethora of educators. My parents are in education, and they generally love what they do. Yet, I always wanted something different. When I discovered my talent and love for advertising, I knew I would have to leave the Plains.
I have come to embrace this fact in the past few years. I want to experience the world of advertising across the world. Travel is one of my passions anyway, so relocation would be a thrill for me. I look at it this way: I can hone my skills and perhaps one day return to the Wheat State to initiate a Kansas advertising revolution.
Carpe diem, right?
Leo Burnett once said, “There is no such thing as a permanent advertising success.” Never has this been truer than in this time of technological advancement. Ads become irrelevant much more quickly than they used to, and copywriters are forced to stay on the cutting edge of pop culture and media to reach a less attentive audience.
One of the smartest moves I’ve seen in recent advertising is the introduction of the sponsored Vine. It is also the most difficult for copywriters. You have six seconds to introduce your product, demonstrate it in use, and make it appealing. Six seconds to make an impression before your viewer moves on to the next video.
As challenging as the prospect of a six second ad may be, creating relevant content is only going to become more challenging. It is both a thrilling and terrifying truth. How will copywriters create impressions in the future? It’s hard to say, but I find the prospect of adapting my content and delivery as technology grows and changes inspiring.
Yesterday, I was wasting another fine evening with Netflix and immensely enjoying “A Bit of Fry and Laurie” when Stephen Fry spoke these words:
“Imagine a piano keyboard, eh, 88 keys, only 88 and yet, and yet, hundreds of new melodies, new tunes, new harmonies are being composed upon hundreds of different keyboards every day in Dorset alone. Our language, tiger, our language: hundreds of thousands of available words, frillions of legitimate new ideas, so that I can say the following sentence and be utterly sure that nobody has ever said it before in the history of human communication: ‘Hold the newsreader’s nose squarely, waiter, or friendly milk will countermand my trousers.’ Perfectly ordinary words, but never before put in that precise order. A unique child delivered of a unique mother.”
While spoken ironically and for the sake of comedy, I found myself pondering this quote long after my laughter had died down. As a copywriter in the advertising world and a regular writer in the entertainment world, I have an above average appreciation for words. It’s fascinating to me that human speech has developed from grunts into Shakespearean sonnets. That words can be woven in such a way as to inspire armies or eruption an audience into laughter gives me chills. Let’s all take a minute to give thanks for language and the beauty of its potential.
October: named because it was once the eighth month of the year on the Ancient Roman calendars. It is a time of post season baseball, Halloween, cooler weather, and warmer clothes. All of these things are glorious tidbits that make the beginning of fall fabulous. Perhaps the crowning glory of October are pumpkins. Why, you ask? Pumpkins are the world’s most versatile squash plant. They can be used for entertainment such as carving or smashing. They can be baked into pies or impersonated to artificially spice up your coffee. Most importantly, they can be brewed into some palate-pleasing craft beers.
Of all the pumpkins brews I have tried this spooky season, I have to hand it to BJ’s Brewhouse for doing it right. It offers all the yummy goodness of that uniquely fall flavor that only a pumpkin can produce without overwhelming the taste of the ale. With just the right amount of maltiness, perfect coloring, and spicy after notes, Pumpkin Ale moves to the head of the class.
Available: BJ’s Brewhouse (October-November)
In honor of the Smith Magazine’s Six Word Memoir movement, I have decided to play around with popular brand’s taglines. The game: I will write a new tagline for each brand using only six words. Some may be parodistic but most should be brand relevant. Will I triumph or will words fail me? Let the games begin.
Nike: Sports are tough. Nike is tougher.
Netflix: Your library of cinematic adventure awaits.
Apple Inc.: We are better than Microsoft. Period.
Subway: Your size. Your style. Your sandwich. (I didn’t like this one at first because it sounded like a tagline for a clothing line, but I could see the artwork playing out the whole “finally fitting into those jeans thanks to Subway” angle.)
Carnival Cruises: Trust us with your vacation memories.
Sam Adams Beer: Has patriotism ever tasted so good?
Trident Chewing Gum: First date? Job interview? Trident’s there.
That was fun, but I’d like to do it again in the future so I’ll need to leave some brands.
One day a week. Your time. Between long days at the office and lectures from your doctor, the links have become your sanctum sanctorum. It is a place where your youngest son won’t ask for money, saying his student loans are due and the job market is bad. A place where your wife won’t spend the evening begging you for another dog. A place where you can drive away the stresses and fall under the sedation of freshly mowed grass. This is your blood pressure medication.
You are part of the silent fraternity of Eagle and Birdie. Your best friend’s name is Mulligan.This is the year that your handicap will reach its all-time low, and you will finally win that long-standing bet with your brother-in-law. It would have been last year, but after that crucial missed putt on the 16th you last Christmas are finally broken in. Your drives are soaring down the fairway. Nothing can stop you this year, but summer is winding down. Time is running out. Soon the greens will die and the tee boxes will be buried in snow. The pressure is on to best yourself. You are willing to do whatever it takes, even if it means sacrificing several Sundays of football or playing 18 holes in a chilly rain.
Nothing should keep you from your hallowed holes, especially not the weather. Science tells you that when that the colder it gets, the shorter your drives will be. Cold golf balls and dense air become your biggest competitors. Yet when the temperature goes down, golfers like you don’t give up. They gear up. The Men’s ArmourStorm® Jacket is the perfect way to combat all sorts of weather and never miss a tee time. Every hole- every shot- requires specific adaptations, and this jacket is perfect for golf’s unpredictability. Its 4-way stretch fabric allows for unimpeded movement so your swing will never suffer, and its 2-way front zipper allows extra adjustment for those difficult chip shots. With the ArmourStorm®’s Durable Water Repellent finish, you’re ready for both the rain and the poorly-timed course sprinklers. This is your year. Look your best while shooting your best.
Choose a company that is as dedicated to you as you are to the sport. The Golf Warehouse has the Men’s ArmourStorm Jacket and more to keep you at the top of you game. No matter what your golf needs, we offer everything from top of the line equipment to expert advice. Like us you threw your clubs into the pond. Speaking of clubs, the set your wife bought today on Facebook to stay up on the latest gear and golf news or visit http://www.tgw.com to view our catalog.