Quotes from David Ogilvy and Ted Nicolas fill my cubicle yet, as a marketer, it’s easy to be enamored by the newest channels and technologies available to me. Maybe it’s no surprise then that I often draw the most inspiration from “old school” or, as I like to call them, “classic” marketing campaigns that merge with new technology or channels. While I don’t have access to the data to show whether or not these were successful let’s look at a few inspiring old school marketing campaigns that have caught my attention and hope you’ll share those that you’ve admired.
Tide’s Dirt Magnet Print Campaign
Plenty of print campaigns seek to bridge to the mobile, “new” world by incorporating mobile apps, QR codes and augmented reality. These are highly interactive and some very clever, but like to keep it simple and constantly refer back to Tide’s Dirt Magnet campaign of 2010 that used simple magnets and a sample to show the benefits of its product in popular magazines. This shows that you don’t need a fancy, expensive mobile app to create memorable interactions with you customers through traditional media.
Hillshire Farm’s “Small Batch” Beacon Campaign
While free sample Saturdays have been my lunch many a time, the purpose behind in store sampling is to drive sales through exposure, trying, and coupons. Last year Hillshire Farms used location-based marketing to drive purchase at stores without the expense of testers, space in grocery stores, and sampling to drive a 36% increase in brand awareness and increase in overall sales at the locations where they tested the program. I like free samples but I love 36% increases.
Carlsberg’s Beer Bottle Opening Tip
For 10 years, YouTube has been allowing people and brands to share their videos so while it’s not exactly “old school”, this Carlsberg ad is essentially a traditional TV ad on a YouTube channel so I’m counting it. Maybe I just want to share how this ad proves that with any budget, you can make compelling shareable video content.
While the delivery mechanism for advertising and marketing has expanded thank to technology, the tenants of Ogilvy and Nicolas remain the same, especially as it relates to messaging: make it personal by knowing your customer, make it simple, make it sell.