Last night my peeps and I were watching the first episode of American Idol. We are long time fans and have hung in through weird seasons and are excited for this fresh start. We think Harry Connick Jr is hilarious, smart and talented. Not JUST eye candy! Dr. Steve keeps trying to convince us that he tried out at Foxwood Stadium here in Massachusetts when Idol came. We have all, unfortunately, heard him sing and we KNOW that he would have made it to the humiliation round featuring the WORST singers in the country.
We tape this show and fast forward the commercials. This habit is one of our family commitments to lower the impact of commercialism on all of our psyches and to save us from the time sucking black hole that can be television watching. As we were forwarding through last night’s show, something caught my eye and I asked to stop at this point. I am including links to the two commercials below. They are brilliant forms of advertising and I will talk about why here and then you can watch.
The advertiser is coca cola. I love the advertising for this wretched product. I want to substitute the word chiropractic for coca cola in almost every commercial.
Chiropractic Adds Life.
Chiropractic. It’s the Real thing.
Chiropractic. Open Happiness.
Chiropractic. Life Begins Here.
Live on the Chiropractic Side of Life.
Chiropractic. America’s Real Choice.
I am hoping you are getting the point. But last night’s commercials were another wave of brilliance.
This message was targeted to the audience at hand.
Kids singing. Making music in their garages. (with grand pianos). Kids are watching this show. They are the target audience. Coca Cola wants kids to want their product.
The timing was perfect. They released these commercials during the first episode of American Idol….the teenie bopper dream time.
The tone was beautiful. The songs are upbeat and inspirational. The FEELING in coke commercials is unique and grabs you. Do you notice it? It is the FEEL GOOD product.
What can we learn from Coca Cola?
Think about your audience. If you are doing a talk in your office are you thinking about who the ideal audience is? Are you getting in their heads about what they want? Need? Feel?
Are you finding the perfect time that they are available and interested? Sometime I see chiropractors doing promos during the first weeks of school or during December and the promos are Ladies Nights or Women’s Health series. It is self sabotage because women are less available at these times.
Is the tone of your marketing and education righteous, judgey and angry or uplifting empowering and inspiring? What do you want people to feel and say about your office and how are you creating that very feeling?
We don’t drink coca cola in our home but I LOVE the ideas and strategy behind their marketing. Here are the videos:
In our office we strategized our marketing for the new year. We discussed:
Who is our PRIME customer? We see all ages of people in our office from brand new babies all the way up to our eldest 102 year old patient. But we LOVE reaching moms of young children and helping them and their families learn about chiropractic.
What do they need and when and how do they need it? We block out school vacations and holidays so we do not interfere with family times for them. We pick class times based on ideals for little people caregivers. Much of our office thoughtfulness surrounds what moms need. We want to create a tone of: vitality, caring, fun and community. We try to make every marketing thing, including our company values, reflect these feelings.
Enjoy the videos and hope you have a thoughtful and prosperous new year!