Quirky, cute, friendly or humorous narratives are used by industries that have a negative public perception. The friendly approach turned a dull phone company into something adorable or a petroleum company that is a flower blossoming from the immense energy of the sun. Sure, people know these are examples of lipstick on a pig. If you’re a player in an industry where everyone is perceived as a pig, what then? Sometimes people are choosing what they perceive as the least bad phone company or the least bad petroleum company. This certainly gives a whole new meaning to the term “differentiation” as taught in Marketing 101 :-)
LandingGear created a series of videos for a dealer of new and used Recreational Vehicles. We applied the brand-friendly principles to an industry that may have the perception as car dealerships. High pressure. Untrustworthy. Not particulaly loyal to anyone but a sales commission. RV dealerships too are more independent and are not bound to manufacturers' Quality Assurance standards. On the other hand, they are not held back by strict corporate brand guidelines too. We can take a more down to earth, breezy and approachable way to communicate to buyers.
This client’s base is mostly attached couples. They said females carry a stronger voice in the purchase of an RV than the males. Women also engage differently on social media than males. Women have a tendency to recommend more than men. So, the concept was to create a parody to engage their male counterparts in buying a new RV with this parody of a common male dysfunction. Women would view the piece, laugh and forward it to their partners to get them “excited” about making an RV purchase. Here is a snapshot of one week's performance on Facebook.
The Haulee Award campaign was more than just a video. The client was looking for a unique and fun way to sell this particular brand of cargo trailers. We created a fake award show: Haulee Cargo Trailer Awards. Even a fake trophy and branded award show logo were created. The client was so excited and impressed with the idea he asked if he could make stickers of the Haulee Award to put on his units. Below is a snapshot of one week's performance on Facebook.
This concept started with a haiku from the client. Usually I will get a detailed outline and in the past even a rough script. However, the product itself was interesting enough to come up with something fun for the target audience. Having lived in the area of the target audience, they are more than just people who like to be in the bush hunting and fishing. There's a certain vibe that needs to be tapped into. Show some great images of use, lay down a rockin’ track and some product details at the end. Done. The response was a lot of smiles and laughter. Below is a snapshot of one week's performance on Facebook.
With the Covid pandemic finally taking a more positive turn in Canada, the client wanted to awaken his clients out of their slumber or in this case zombie-like existence with this exciting new RV from Thor. Below is a snapshot of one week's performance on Facebook.
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A Micro Content Strategy uses short bursts of engaging & informative digital content to empower human performance and/or to maintain relationships. A Micro Content Strategy is needed in an ever shrinking attention span bombarded by too much self-serving information.
Micro Content Learning is an ongoing self-directed learning program broken up into nice sushi bits or tapas plates for easy consuming. The strategy is that people learn at their own pace and time or continue to “learn and apply” after they’ve taken a formal course.
Micro Content Marketing is an ongoing relationship development and maintenance program specifically targeted to past customers. The strategy is that when the sale is over the relationship does not end making it cost effective when it comes for reactivation, cross-sell, and up-sell opportunities.