Fixing a non-problem

Advertising legend David Ogilvy's definition of marketing was simple, "Find out what people want, and give them more of it. Find out what they don't want, and give them less of it."

Sounds pretty easy, doesn't it? Pinpoint what aspects of your products or services will open a customer's wallet, and skip the details that - stimulating as they may be to you - are a non-issue for your target audience segment. Then why do some companies seem to believe that advertising exists primarily to reorient the perspective of prospective customers?

Take, for example, the legendary story of Zest soap. The company's own research studies said, time and again, that the "leaves no soap film" product benefit the company was so proud of was a non-starter. That research said that people assumed that the simple act of toweling off after a shower would address the issue.

But, the company was so stuck on this being the soap's significant point of differentiation that they rolled out campaign after campaign that talked about little else. The marketplace was treated to scientific explanations, faux demonstrations, and nauseating jingles. Sales finally treaded water long enough that the company begrudgingly changed course.

Well, another growing brand name appears to be having its own Zest moment.

Chipotle - the people who hand-assemble before your eyes burritos the size of a rolled up New York Times - have recently launched a campaign highlighting the lack of antibiotics in their meat. (Go ahead. Read that one again if you
need to.)

The company used to tout the heft of its signature product with advertising that included a beauty shot of a wrapped burrito and copy lines like, "Beeps when it backs up." Now the same look carries messages like, "Do you want antibiotics with your lunch?" and "Go to your doctor for antibiotics. Not to a restaurant." (or words to that effect).

This smells somewhat like a pre-emptive strike against those who may point out that the clearly over-the-top size of the product may, in fact, not be the best part of the so-called "well-balanced diet." Or maybe a competitor has hinted that the company's assembly line operation may cut corners on product quality. Who knows?

But, does the customer who patronizes Chipotle on a regular basis really care about the level of purity contained inside each of its tasty gut bombs? That's highly questionable. And, by trying to turn their product into, well, a sort of bizarre "health food," they're straying from the branding that got them where they are.

How can you avoid your own "Zest moment?"

• Learn why people buy from you. Companies run into trouble when they assume they know what brings customers to their door. Regular research can be eye-opening, and can steer you clear of pushing claims that nobody cares about.
• Think emotion, not facts. Customers buy to feel better, get rich, lose weight, whatever. They don't generally pick products based on the scientific advantages of one versus another.
• Promote what you have, not what you don’t. Unless you need to go on the defensive because of a significant media buzz about a negative in your category, a "we don't" approach to advertising rarely helps build a brand with staying power.

The message? Advertising is about connecting with the audience at a personal level; it's not a "teachable moment."