How To Flip Criticism Of Your Product On Its Head
AWard-winning, top-performing ads provide an awful lot of inspiration for business growth, whether you’re a newbie or a seasoned marketer.
Gleaning information from the very best takes quite a lot of research, but since we already planned to do this for our own purposes, we put together a four-part series breaking down what exactly made each of these highly lauded ads work.
Let’s start with one timeless commercial that smashed a stereotype of a popular company’s product…
Many people are familiar with Mikey from the Life cereal commercials. In 1966, Quaker Oats ran the “Three Brothers” commercial that featured Mikey. This commercial is now in the CLIO Hall of Fame.
Watch it here:
Why This Commercial Worked For Quaker Oats
A number of factors played into why this hit commercial became so popular and effective:
- Quaker Oats knew their target demographic was kids. The Baby Boom was happening in the 60s and a huge percent of the population was children. So they focused on that group when designing the commercial.
- They also knew about their target demographic’s mindset. They knew that kids tend to stay away from food that is considered healthy.
- And they knew Life cereal was perceived as a healthy cereal that kids wouldn’t enjoy.
Instead of just giving up on their target demographic, Quaker Oats did something about it. They noted the stereotype that was dragging down their sales. They acknowledged it to the world and they built their story around that opposite idea.
What You Can Do
There are three lessons that you can learn from Quaker Oats:
- Do your research. Make sure you know your audience and what they’re thinking.
- Anticipate objections. If you do your research, you should be able to figure out what pain points you’ll have when marketing your product. If you don’t, do more research!
- Own the conversation. You don’t need to film a commercial to address a negative appraisal. If anyone criticizes your company on social media, it’s not the end of the world – in fact, it’s an opportunity. To do what Quaker Oats did in the case of Mikey, take control of the conversation.
Acknowledge the criticism publicly and if it’s legitimate, take proactive steps to fix the problem. As you go along, keep the conversation public. Post about each step. In fact, you could even make a hashtag for the issue.
By posting your updates and asking for feedback using your hashtag, you’ll be able to own the conversation.
Next up, we’ll look at how one ad became famous by targeting a specific niche. If you’re not already getting our blog email broadcasts, make sure you don’t miss it this next analysis by subscribing to them in the form below!
Become a Better Email MarketerSubscribe to This Blog by Email
Leave a Comment