Archive for November, 2009|Monthly archive page

That’s it, Chevy – now you’ve got it!

In Ad Creative on November 13, 2009 at 4:24 pm

In all honesty, I didn’t intend to write about Chevy or GM again any time soon. But in skimming a copy of USA Weekend that just hit my desk, I found three consecutive full-page ads for Chevy models.

I still can’t believe it can be an equally efficient media choice for three different vehicles. But I’ll ignore that issue today, anyway – because what surprised me (pleasantly) is the content of the ads themselves. Mikey likes ’em!img068

While they still adhere to something of a corporate template,  these ads do not embarrass themselves with the unearned “attitude” displayed in the GM ads I criticized a couple weeks back. Each of these ads uses, as its headline, a very positive quote about the featured vehicle from a major media outlet. (Third-party credibility beats snottiness every time.)

“Traverse…quite simply, is one of the best vehicles – not just crossovers – on the road today.”AutoWeek

And they don’t stick with enthusiast mags alone. Other headlines in the series feature praise from the Washington Post and U.S. News and World Report.

Better yet, the copy blocks in each ad get right into meaningful points of difference. “Chevy Traverse. 24 MPG hwy — the best hwy fuel economy of any 8-passenger crossover. More cargo room than any competitor. 30% more room than Honda Pilot…..a Consumers Digest Best Buy…..”

The headlines aren’t big and bold, Read the rest of this entry »


Five reasons to like college kids today.

In Uncategorized on November 8, 2009 at 12:24 pm

Excuse a little detour from “marketing” today.

Today’s college kids – okay, young adults — inspire lots of opinions. The cosmic thinkers among  us fall all over one another trying to label them as “Generation Whatever” and poke and prod their attitudes toward money,  their sense of entitlement, their obsession with video games, or whatever else will sell books or garner blog traffic.

Well, I see and talk to quite a few college kids every day. Not from a distance, as a research target.  But up close and personal, as individuals just trying to live their lives. And from that vantage point, I’d like to suggest some labels that, although not quite as titillating, are  a bit more accurate. At least for most of the ones I know.CK Small

1. They’re respectful.

Many of us grew up during a time when it was “in” to be cynical. Older people were there mostly to make fun of, and certainly not to learn from.  Being at least a little sarcastic and rebellious was a big part of being “cool.”  Well,, near as I can tell, these kids feel no such compulsion. They will generally be very open and sincere with you. They’re pretty comfortable in their own skins, and willing to relate to you as a person, if you do the same in return.

2. They are family-oriented.

Sure, they talk about “spring break” and the great parties they went to last night. But I have also heard them speak, without hesitation and in front of classmates, about how much they look forward to going home, seeing their families,  and participating in beloved holiday traditions. Just yesterday, a young lady on the campus radio station singled out the “pickled herring” that only she and her Uncle Ed really liked on the Thanksgiving table. She wasn’t too cool to share  her eagerness for that encounter again. Which, to me, is very cool. Read the rest of this entry »