What's Behind Great Marketing

Have any of you seen this commercial?

Boy, it sure make you want to buy that Shark Professional Steam Pocket Mop, doesn't it? I know I desparately want one. But what makes this commercial appealing?

First, we see her having to scrub her floor surrounded by dull gray cabinets. Then it starts again with a song many of us remember only too well from the movie 'Risky Business' with Tom Cruise dancing. As the commercial starts again, she dances in happily and the background suddenly bursts into colors: blues - trust, peace, calmness; pinks - silly, girlish, love, nurturing; oranges - joy, sunshine, happiness; reds - energy, strength, passion; yellows - joy, energy; purples - power, luxury, ambition. Then she moves to the next room. Golds - success, triumph; greens - positive, self-reliant. The main thing is the expression on the dancer - talk about happy, joyous, energetic, sunshiny, passionate, and powerful. Wish I could dance like that. Hey, maybe if I got this mop, I could and cleaning would make me happy. It ends with a happy female commentator summing up what the product can do and saying, 'Shark, the floor is your stage.'

I LOVE this commercial. I sit up and pay attention every time it comes on. I want a Shark, must have. It's now on my list to buy.

I'd give this commercial the highest rating possible, and I would guess it achieves what the company most wants - sales. Colors are powerful images in marketing. The right colors associated with the right product mean sales - high sales.

How about this commercial?

Travelers Insurance makes many commercials using dogs. Aren't we a pet society? This  little dog makes us fall in love with him right away, and the message is clear - we should be rewarded for good behavior; even dogs know that.

This is another commercial I love to watch. I'd rate it as very successful. The important thing is that the commercial starts with the red umbrella, the symbol used by this company in commercials. It ends showing more umbrellas. The speaker talks about saving money by good behavior. I'd bet this commercial also achieves what the company wants. Did you notice the happy family that the dog belongs to? Like the happy insurance company you could belong to?

Did you notice the main color green? life, growth, money, relaxation; whites - freshness, hope, goodness, simplicity; grays - stability, security, maturity. blues - peace, calmness, confidence, integrity.

How about this commercial? Talk about putting a smile on your face:
Cheerios Big Brother

Check out the colors used, look at the happiness. What color is the Cheerios box? What about the song at the end? What other colors did you notice? This is another commercial I love. Heck, after seeing this, I'd buy Cheerios anytime (and I do).

Finally, let's look at one made for the woman of the house:
Official Liquid-Plumr Double Impact Commercial

What do you notice about this commercial? What about the sexy voice of the announcer? Colors? Effect? Yes, I would guess that this is another successful commercial bringing sales to the company.

What about bad commercials? Well, I won't show you those, but when I see a company putting down another company - I don't see the colors, I don't see the meaning, I see only negativity and who wants that in their lives?

When you're developing your marketing strategy and book covers/symbols for your business, think about what impact you want on the buyer. Make sure the colors match your product, the music sets the mood you want, and the speaker's tone or written words emphasize what you're trying to get across.

Especially don't forget those tags or labels. So important for people to find your merchandise.

Marketing - it makes sales or stops sales. Which do you want?

LHR, my friends and PAWS for Success.