Valuetainment - Episode 434： 15 Marketing Campaigns That Made Billions & How You Can Too

00:00:00.000 This is Patrick Bedevi, your host of Valuetainment.

00:00:24.420 Today we're going to talk about 15 of the most creative, innovative campaigns, commercials,

00:00:29.600 whatever you want to talk about, the most innovative campaigns that took a company that was doing

00:00:34.360 okay to all of a sudden being all over the world.

00:00:36.960 So about three years ago I did a video titled How to Strategize as an Entrepreneur and in

00:00:41.660 the video I launched the strategy quadrant which now many are using around the world and

00:00:47.420 here's what it was.

00:00:48.440 I was a CEO, I wanted clarity, I don't want my mind to be cluttered, I wanted to know exactly

00:00:53.940 what I need to be doing on a daily basis to grow my business and that strategy was very

00:00:59.060 simple.

00:01:00.060 Two areas you have, on the bottom it's linear growth, on the top it's exponential growth.

00:01:04.820 So whatever behavior on the bottom is going to help your business grow but it's not going

00:01:08.340 to explode.

00:01:09.420 Bottom one, operating system, the more time you spend on your system, technology, software,

00:01:14.000 it's good but it's your operating system, it's going to get better.

00:01:16.960 Next is business, development, sales, relationships, sales, talking to people, networking, going

00:01:21.440 to your conventions and your industry events that's taking place.

00:01:24.800 That's all good but it's not explosive, it's purely linear.

00:01:28.340 Real growth was focusing on your next innovative campaign and leadership development.

00:01:33.860 You are developing leaders within the company and it's grown because now you have 10 leaders,

00:01:37.660 20 leaders, 50 leaders, departments, all this other stuff.

00:01:40.980 This helps the company exponentially grow.

00:01:43.800 This gives them a platform to build on.

00:01:45.840 Both necessary, this explodes.

00:01:47.900 Today because of a request I had from Philippines, an entrepreneur, Ariaf, he asked me to talk about

00:01:53.480 how to get more into the next innovative campaign.

00:01:55.660 So let's get into it.

00:01:56.760 What is an innovative campaign?

00:01:58.000 It is to promote a new product, a service or a goal through an innovative campaign.

00:02:04.280 So that's the purpose of having an innovative campaign.

00:02:07.000 I have a product, a goal and a service I want to market or my story of the company or the product

00:02:14.000 in the marketplace isn't that good today.

00:02:17.000 How can I retell that story?

00:02:18.940 The numbers haven't been looking good the last five years for me.

00:02:22.120 How can I get my thing going again, get the business going again?

00:02:25.040 So let's talk about some of these campaigns.

00:02:26.520 The biggest innovative campaign, in my opinion recently, was through Coca Cola, not the Christmas

00:02:33.880 one with Santa Claus.

00:02:35.540 It's actually the Share A Coke marketing campaign they came up with.

00:02:39.180 So think about this brilliant idea their team came up with.

00:02:41.840 It first started off in Australia, it was a test in Australia, and they chose I think

00:02:45.420 120 names in Australia.

00:02:47.480 Then they noticed it's doing really good in Australia, then it went to Britain in 2013.

00:02:52.400 Then in 2014 it was launched in US with 250 names, by the way today it's at 1000 names.

00:02:57.320 You can customize the names on Coca Cola's website and send it to a friend, nicknames, whatever

00:03:01.900 you want.

00:03:02.900 They allow you to do it, right?

00:03:03.900 So, Australia, Britain, US, now it's everywhere.

00:03:07.520 Watch what happened.

00:03:08.520 When they launched this campaign, their objective was to increase sales during summer, check

00:03:14.160 mark.

00:03:15.160 To engage with customers, everybody sharing their experiences, and they're engaging, seeing

00:03:19.560 what the customers are saying, and they're able to respond to them, right?

00:03:22.460 Check.

00:03:23.460 Social media, hashtag, Share A Coke, blew up, Instagram, Twitter, engagement, four, immediate

00:03:30.380 call to action.

00:03:31.380 It's immediate.

00:03:32.380 Oh my God, Mike, hey Mike, text, I got you a drink, Mike.

00:03:36.360 This is for you, Share A Coke.

00:03:37.360 Let me get another one, because maybe it's for me.

00:03:39.500 Immediate call to action.

00:03:41.000 Easy to explain.

00:03:42.000 Share A Coke, right?

00:03:44.000 And last but not least, all of a sudden when this thing took off, millions of marketers

00:03:49.800 decided to volunteer to work for Coca Cola for free.

00:03:53.860 You know who those marketers were?

00:03:55.640 You and I.

00:03:56.640 Share A Coke with Bobby.

00:03:58.060 Share A Coke with Larry.

00:03:59.140 Share A Coke with Patrick.

00:04:00.640 It took off.

00:04:01.640 One marketing campaign took their business to a whole different level.

00:04:04.600 By the way, these guys were not in the profits for about a decade.

00:04:08.140 Next thing you know, they're back in the mix again, performing at the levels they did, just

00:04:11.540 because of one campaign.

00:04:12.540 By the way, they can drive this campaign for a long time.

00:04:15.840 Next one is Dove campaign.

00:04:16.980 For the longest time, you see a lot of commercials, everybody was looking perfect, Calvin Klein models

00:04:21.600 were so skinny, you know, abs, and everybody's like, man, I'm not that skinny, I don't relate

00:04:26.440 to this.

00:04:27.440 I don't have the perfect hair, the brunette hair. 0.99

00:04:29.400 So Dove says we're going a complete opposite route.

00:04:30.980 They did a commercial with the curly hair, then they need a commercial, and their models 0.98

00:04:34.920 were regular moms and regular looking kids, nothing crazy, it's just, hey man, these are

00:04:40.300 also models.

00:04:41.300 You don't have to be this perfect looking person to be a model.

00:04:44.500 People connected, they resonated, those videos started being shared, and all of a sudden

00:04:48.380 you're like, you know what, I like Dove.

00:04:49.920 They speak to me, they're talking to me, the average person who can also go out there

00:04:54.500 and make a difference.

00:04:55.500 Oh, guess what?

00:04:56.500 I'm willing to be loyal to their product, and that took off.

00:04:59.180 Next one, Taco Bell.

00:05:00.080 This one's old school.

00:05:01.080 I grew up with this one.

00:05:02.080 Yo quiero Taco Bell.

00:05:03.080 Yo quiero Taco Bell.

00:05:04.080 Yo quiero Taco Bell.

00:05:05.080 Yo quiero Taco Bell.

00:05:06.080 Yo quiero Taco Bell.

00:05:07.080 That little chihuahua dog.

00:05:08.080 Remember that dog that would go out and say what he did?

00:05:11.200 Everybody was quoting this, and everybody, Taco Bell, Bell Taco, Taco Bell, and Taco Bell

00:05:15.080 came up.

00:05:16.080 Next is the most interesting man in the world, Dos Equis, right?

00:05:18.400 Jonathan Goldsmith is his real name, which in the commercials is more like a real-life Chuck

00:05:23.960 Norris, right?

00:05:24.960 Like, oh my gosh, the most interesting man in the world.

00:05:27.080 He does this, and he does that, and he does this.

00:05:29.280 You know, he has horses read emails to him.

00:05:31.280 You know, and he, I mean, this is the most weirdest commercial you're looking at.

00:05:34.280 Well, what, this doesn't make any sense, but it's so funny, and you're sharing it with

00:05:37.560 your peers.

00:05:38.560 There's literally playlists on YouTube of all the commercials they ever did that you can

00:05:42.860 go watch, right?

00:05:44.100 So having said that, you go to a bar.

00:05:46.720 What would you like to drink?

00:05:48.280 I'm the most interesting man in the world.

00:05:50.480 I'm the real-life Jonathan Goldsmith.

00:05:52.280 I'll have a Dos Equis.

00:05:53.280 Ooh, wow, this guy must be interesting.

00:05:55.280 That's what you're thinking about, and that's exactly what Dos Equis was going for.

00:05:59.280 Next, Old Spice man. 0.53

00:06:00.280 You know the Old Spice man?

00:06:01.280 Now I'm here.

00:06:02.280 Now I'm there.

00:06:03.280 Now you're thinking about your man.

00:06:04.280 Now you're thinking about me.

00:06:05.280 Look down.

00:06:06.280 Look up.

00:06:07.280 I'm here now.

00:06:08.280 You're like, oh my gosh, who is this guy?

00:06:09.280 Old Spice took off, and I think Terry Crews is now doing it now.

00:06:12.280 Sprint and Verizon.

00:06:13.280 Can you hear me now?

00:06:14.280 Can you hear me now?

00:06:16.280 Good.

00:06:17.280 First with Verizon, then goes to Sprint.

00:06:19.280 Can you hear me now?

00:06:20.280 Can you hear me now?

00:06:21.280 15, 20 years ago, that was a big deal.

00:06:22.280 Whatever the timeline was 15 years ago was a big deal because service wasn't that good,

00:06:27.280 and AT&T service wasn't strong.

00:06:29.280 Verizon was known for their service, so they knew where AT&T was weak and where they were

00:06:34.280 strong, so guess what they said?

00:06:35.280 Can you hear me now?

00:06:37.280 At AT&T people are like, no one can hear me now.

00:06:39.280 I got to go to Verizon, and eventually Verizon lost the talent to Sprint.

00:06:43.280 Why?

00:06:44.280 Because everybody knew his face.

00:06:45.280 Now he's doing Sprint commercials.

00:06:47.280 MasterCard.

00:06:48.280 This, you buy $75.

00:06:49.280 This is $200.

00:06:50.280 This spending time with your family, priceless.

00:06:52.280 This whole priceless thing took off, and I think it was played in 98 different countries.

00:06:56.280 The next one is De Beers.

00:06:58.280 A diamond is forever.

00:06:59.280 What do you mean a diamond is forever?

00:07:01.280 A diamond is forever.

00:07:02.280 Oh my gosh, babe.

00:07:03.280 Can you buy me a diamond?

00:07:04.280 It's forever.

00:07:05.280 It's forever.

00:07:06.280 So emotional connection to it.

00:07:07.280 We got a lot more examples here.

00:07:08.280 Just Do It, obviously one of the greatest campaigns of all time.

00:07:11.280 1988, Nike's getting their butts handed to them by Reebok.

00:07:14.280 They come out with this Just Do It campaign.

00:07:16.280 Ten years later, they go from doing $800 million a year to $9.2 billion a year because everything

00:07:22.780 became what?

00:07:23.780 Just do it.

00:07:24.780 You're going through tough times?

00:07:25.780 Just do it.

00:07:26.780 You're a single mother? 1.00

00:07:27.780 Just do it.

00:07:28.780 You're not an athlete?

00:07:29.780 Just do it.

00:07:30.780 You're this?

00:07:31.780 Just do it.

00:07:32.780 Everything became Just Do It.

00:07:33.780 McDonald's breakfast all day.

00:07:36.780 Fortune Magazine said it helped send the stock to all time high.

00:07:40.780 Wall Street was forecasting for their Q1 to be minus .8%.

00:07:46.780 McDonald's shocked everybody and came up 1.7% on Q1 because it's McDonald's breakfast all

00:07:53.780 day in Norway.

00:07:54.780 They were posting these ads on buses, on the back of the bus with the mouth smoking.

00:07:59.780 And it's a message to see when you're going to be smoking, obviously in their own language.

00:08:03.780 Are you ready to stop smoking?

00:08:05.780 And everybody was looking at it on what we can do to quit smoking.

00:08:08.780 12, Geico.

00:08:09.780 15%.

00:08:10.780 Save 15% in 15 minutes.

00:08:12.780 Budweiser.

00:08:13.780 What's up?

00:08:14.780 Remember that whole what's up?

00:08:15.780 What's up?

00:08:16.780 What's up?

00:08:17.780 All that stuff.

00:08:18.780 You're calling your friends.

00:08:19.780 Everybody's saying the same thing in their own way.

00:08:20.780 You know what?

00:08:21.780 That's how I talk to my buddy.

00:08:22.780 What's up?

00:08:23.780 We're relating.

00:08:24.780 I want to have a Budweiser.

00:08:25.780 It was kind of cool, kind of funny.

00:08:26.780 And then next one was Procter and Gamble.

00:08:29.780 Thank you, Mom.

00:08:30.780 2012.

00:08:31.780 Very emotional where they connected with moms and everything being like all these Olympic 1.00

00:08:36.060 athletes.

00:08:37.060 They're thanking their moms.

00:08:38.060 Moms got love. 0.96

00:08:39.060 And the moment you get moms to get love, everybody buys the product because everybody

00:08:42.780 loves moms.

00:08:43.780 And the last one's a little bit tricky because recently, Elon Musk with his truck, the cyber

00:08:48.780 truck where they're doing the opening, and said, yeah, throw this brick against the window. 0.90

00:08:52.780 And it's like, okay, great.

00:08:53.780 Boom.

00:08:54.780 Throws it against the window.

00:08:55.780 It's not going to break.

00:08:56.780 It breaks.

00:08:57.780 Right?

00:08:58.780 First thing you and I do is what?

00:08:59.780 Did you see?

00:09:00.780 Did you see?

00:09:01.780 Did you see?

00:09:02.780 Did you see?

00:09:03.780 Did you see? 1.00

00:09:04.780 Now, most people would say, wow, what an idiot. 1.00

00:09:05.780 Look at this stuff. 1.00

00:09:06.780 That got this brand so many views.

00:09:10.580 So we started off saying, I would never buy this car if the glass broke.

00:09:15.660 Then you saw the video of the truck pulling an F-150.

00:09:18.780 They're like, you know what?

00:09:19.780 I'll place 300,000 orders.

00:09:21.780 That's exactly what they got.

00:09:23.780 So a lot of people thought it was a bad marketing campaign.

00:09:26.780 But it ended up working in the favor of Elon Musk.

00:09:29.780 And they have 300,000 orders for the truck.

00:09:31.780 These are just ideas for you to be thinking about.

00:09:33.780 It may be different for you.

00:09:34.780 You're selling real estate.

00:09:35.780 You're selling different products.

00:09:36.780 You still have to think about how you can come out with your next marketing campaign.

00:09:40.720 So what's the formula?

00:09:41.720 Very simple.

00:09:42.720 Number one, when you're thinking about right now, you're saying, I want to come out with

00:09:45.780 a campaign.

00:09:46.780 What is the outcome of your campaign?

00:09:47.780 What do you want to add?

00:09:48.780 What is the results?

00:09:49.780 Like, here's what I want to come out.

00:09:50.780 Let's come out with a great campaign.

00:09:51.780 But what do you want to do?

00:09:52.780 What's the outcome?

00:09:53.780 I don't know.

00:09:54.780 But let's just come out with a good one.

00:09:55.780 What is the outcome of the campaign?

00:09:58.160 What behavior are you solving for?

00:10:01.540 Is it in a marketplace of people seeing who you are?

00:10:04.200 Do you have to answer five objections to a product that you have in a marketplace that's

00:10:07.740 not good?

00:10:08.740 That you just address all of it in the marketplace and say, here's who we are.

00:10:12.140 This is what we're going through.

00:10:13.820 That's what we're going through.

00:10:14.820 Yesterday I sat with a guy and we're talking about an organization he's a part of.

00:10:18.300 Okay?

00:10:19.300 And it's an interesting organization he's a part of.

00:10:21.400 And I said, so I can tell you a part of that organization.

00:10:23.480 There was a sign that I recognized.

00:10:24.480 I said, I can tell you a part of this organization.

00:10:26.220 It's like a secret society organization.

00:10:28.580 And he says, yes I am.

00:10:30.140 He says, it's so funny.

00:10:31.620 You know, when I first heard about this organization, I was kind of taken by it because I went and

00:10:35.900 did research.

00:10:36.900 And when I did research, I heard about this one person that did this.

00:10:40.100 And I heard about this and I heard about this.

00:10:41.480 So I went up to the guy and I said, you know, how come you do this?

00:10:44.060 And he says, well that is this.

00:10:45.920 And he addressed that one.

00:10:47.120 And then how about this one?

00:10:48.120 Is it true that this has happened?

00:10:49.120 No, that never happened.

00:10:50.240 How about this one?

00:10:51.400 All of those three objections right there he handled with me.

00:10:55.980 That could be an outcome of a campaign to change the way the market views your company.

00:11:01.780 AIG didn't do a campaign to win new customers.

00:11:05.120 AIG did a campaign after 2008 to get the market to realize who AIG really is.

00:11:11.380 So people say, oh okay, all of those five objections I heard about AIG, forget about it.

00:11:16.340 They're the company I trusted for the last hundred years, I'm comfortable doing business

00:11:19.620 with them again.

00:11:20.620 Number two.

00:11:21.620 Who are you targeting?

00:11:22.620 Moms?

00:11:23.620 Dads?

00:11:24.620 What are you targeting?

00:11:25.620 Men?

00:11:26.620 Women? 1.00

00:11:27.620 Children to go to their parents?

00:11:28.620 Veterans?

00:11:29.620 Couples?

00:11:30.620 Divorce?

00:11:31.620 Single?

00:11:32.620 What are you targeting?

00:11:33.620 You have to know what your target audience is.

00:11:34.620 When I sat down with Chip Wilson, Mr. Four Billion Dollar Man, founder of Lululemon.

00:11:35.620 I said, Chip, give me your demographic, the customer you knew you wanted.

00:11:39.620 32 year old woman, single, makes six figures, career, owns a cat, lives in a condo, has an

00:11:47.100 hour and a half a day to work out.

00:11:49.980 To the T, he describes who this customer is.

00:11:52.140 Boom.

00:11:53.140 Because he knows his customer, he builds a $12 billion company.

00:11:55.860 And then he can go to other markets, but he started off very focused on the customer

00:11:59.840 he wanted.

00:12:00.840 Number three.

00:12:01.840 What is your motive?

00:12:02.840 What are they driven by?

00:12:04.180 So you're sitting here saying, what is a mom driven by?

00:12:07.060 The motive is, if I can touch these motives, these feelings, I can get them to take action.

00:12:12.380 What are young adults driven by?

00:12:13.920 What are couples thinking about?

00:12:15.260 What are newlyweds thinking about? 0.99

00:12:17.220 What are parents thinking about?

00:12:18.720 You have to know what the motive is and speak that language for them to say, I relate and

00:12:22.360 I'll take action on it.

00:12:23.720 Number four.

00:12:24.720 Budget.

00:12:25.720 What's your budget?

00:12:26.720 Very basic with the dollar.

00:12:27.720 Number five.

00:12:28.720 Collaborate.

00:12:29.720 Typically bring a couple other people in as you're doing your marketing campaign and say,

00:12:30.720 hey, what if we did it this way?

00:12:32.320 What about that?

00:12:33.320 What about this?

00:12:34.320 And come up with all these ideas on a board.

00:12:35.320 And then eventually you can come up with an idea.

00:12:37.600 Six.

00:12:38.600 A launch plan.

00:12:39.600 Platform you're planning on launching it on?

00:12:41.440 TV, NBC, football, Super Bowl, college, NBA.

00:12:46.000 Which market is watching you?

00:12:47.280 Facebook, YouTube, Twitter, Instagram.

00:12:49.780 Where will you be as you're launching your product?

00:12:52.880 Timing of the launch.

00:12:53.880 Is there a specific timing?

00:12:55.380 Mother's Day, Father's Day.

00:12:56.820 Are you doing a week before?

00:12:58.080 When are you going to be launching the time with it?

00:13:00.260 Method of messaging.

00:13:01.740 Possible collaborators.

00:13:02.740 Maybe going to team up with another product and another company that is within the same

00:13:06.480 demographic of clients you're going for.

00:13:08.760 And you can split the cost and still target the audience.

00:13:11.940 And they're going to say, wait a minute, they're collaborating together.

00:13:13.940 That's kind of cool.

00:13:14.940 So you're able to tap into two different markets, not just your own.

00:13:18.020 Seven.

00:13:19.020 Data, data, data.

00:13:20.020 You need data once you do it.

00:13:21.100 And the last one is analyze results and study response you're getting.

00:13:25.180 Now this is some of the basic stuff you can be doing to launch a marketing campaign.

00:13:28.740 I'm going to give you the last one here and this is the separator, the number one thing

00:13:31.800 about a marketing campaign, too often people launch a campaign and they think that's what's

00:13:37.260 going to happen.

00:13:38.260 Now keep in mind, if you're spending billions of dollars of marketing dollars like Coca-Cola

00:13:41.900 and you have that kind of access to money, well then that's a different story.

00:13:45.240 If you already have thousands of stores, 1600 Walmarts out there and you want to do a campaign,

00:13:51.060 you already have 16 Walmarts.

00:13:52.580 If you're a small business owner watching and saying, Pat, I don't have that many outlets,

00:13:56.400 what do I do with this?

00:13:57.700 You have to be the driver of your campaign.

00:14:01.240 You can't assume the campaign alone is going to do it by itself.

00:14:04.500 You need a driver.

00:14:05.500 You need somebody that's screaming it off the top of their lungs and selling it.

00:14:09.080 Look what's going on.

00:14:10.080 Here's what we're going to be doing.

00:14:11.080 Have you seen this?

00:14:12.080 Have you seen that?

00:14:13.080 A driver.

00:14:14.080 Somebody that's spearheading the campaign.

00:14:15.520 Next is tested in smaller markets.

00:14:17.120 You noticed Coca-Cola did it in Australia, then Britain, then US.

00:14:20.880 Next one is the product, quality of the product, how good of a product you have.

00:14:24.280 If you've got a great product, it's easy to sell it.

00:14:26.880 Four is unique story and last is a PR stud.

00:14:30.120 What Tesla did, what Elon Musk did.

00:14:32.260 Is there an opportunity for that with the product that you're launching?

00:14:34.800 So again, this is the kind of stuff that I can talk about for three days because I'm

00:14:39.820 trying to get this content over to you in a 20 minute period, but this is not a 20 minute

00:14:44.460 content.

00:14:45.460 This is a three day content because if there's different products, different markets, approaches,

00:14:49.560 strategies, competitors, how are these guys doing?

00:14:52.960 This is just to kind of give you an idea to start thinking about how you can create your

00:14:56.820 next marketing campaign.

00:14:58.820 Thanks everybody for listening.

00:14:59.820 And by the way, if you haven't already subscribed to Valuetainment on iTunes, please do so.

00:15:04.660 Give us a five star, write a review if you haven't already, and if you have any questions

00:15:08.460 for me that you may have, you can always find me on Snapchat, Instagram, Facebook, or YouTube.

00:15:13.500 Just search my name, Patrick Bid David, and I actually do respond back when you snap

00:15:17.820 me or send me a message on Instagram.

00:15:20.200 With that being said, have a great day today.

00:15:21.820 Take care everybody.

00:15:22.820 Bye-bye.

Valuetainment - February 26, 2020

Episode 434： 15 Marketing Campaigns That Made Billions & How You Can Too

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