COMPARISON ADS

Happy New Year!  At some point I will write a Newsletter (which also appears on my Facebook page, etc) on why I haven’t been writing newsletters recently…but not now.  Today I want to rip-off some more business’s  advertising ideas.

Have you seen the Allstate Insurance TV spots where they compare their competitor’s prices to Allstate’s?  We could do the same type of ads comparing money a consumer spends on a video game…or trip to the movies that one thinks is so inexpensive…or going out to dinner, etc, to going to a live event or purchasing music.  The comparisons don’t and shouldn’t be limited to a financial message, since our ticket prices aren’t exactly cheap…and we all have seen what younger consumers think the value of recorded music should be.

There probably isn’t a person alive today that doesn’t mark important times or periods in their lives…good or bad, with a song or piece of music.  Many of remember decades by the type of music prominent at the time… 70’s Rock, 80’s New Wave and Punk, etc.  Do you think the casual gamer has the first game they ever owned…although I am very sentimental to Pong?  But you never forget your first concert.  Now that I’ve taken my 12-year old Gwen to a few, she told me she wants me to take her to as many live shows as I can.  Gwen is now hooked on live music!

Experiment…in your next ad, instead of the same old music video, new single, and frame with the B.S. “call to action”, try comparing going to a Zac Brown Band concert (just an example since I’m a fan and we were talking about him in the office today) to going to a movie.  It’s a no brainer for a consumer after that.  Price is very comparable… Zac is only in town a few times a year at most…it is fun, communal …you can go with friends…you can meet members of the opposite sex, that show will only happen once as no-show is exactly the same…but the movie and theatre aren’t going anywhere…just to name a few. 

Hope to hear from you on the subject.  Let me know what you come up with.  Also, the movie trailer concept is something we all should consider.  More on that in the Aspen Live wrap-up which will be headed your way shortly.

Have a great day!

Jim Lewi

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