As I start a new semester, in Entrepreneurial Creation, I will be discussing and analyzing different media campaigns for the next six weeks. This week we will begin with radio ads.
Frank’s Red Hot
Frank’s Red Hot is a hot sauce that was acquired to strengthen the McCormick & Co. brand. It launched its new campaign back in 2017. “Frank’s Red-Hot sauce, I put that s*** on everything” was echoed by little, innocent voice, Ethel. Ethel comes off as an older woman who would not necessarily be thought of to use such language. Thus, giving the ads a comedic spin and drawing in a younger audience.
After the acquisition of Frank’s Red Hot, McCormick sought out to inform its customers of its addition, while also increasing its presence amongst millennials. McCormick’s efforts are measured by its increase in millennials purchasing its product (Watrous 2017).
Not only does the ad make aware of its acquisition, but it also urges its customers to buy more of its product. The ad eludes that the product can be placed on any food dish. Thus, allowing cooking to be easier and tastier. The value proposition is that only one product is needed to season food, thus making it attractive for more busier millennials who may, or may not know how to cook.
Jimmy John’s is a national gourmet sandwich shop who sets out to differentiate itself from its competitors such as Subway and Quiznos. Jimmy John’s decided to advertise its services rather than its sandwiches. They pulled this off with slight humor in a conversation between the manager and an applicant, in how great the applicant would be at the job.
The objective of the ad campaign was to inform Jimmy John’s customers of its excellent customer services. Not only do they make fast sandwiches, but they also deliver the meals fast, and most importantly, they are polite. These objectives are attainable by disclosing the business model to its customers.
I would foresee that the target market for Jimmy John’s ads are busy adults who would like a good meal prepared and delivered as fast as possible. The ad seems to dare the customer to test out how fast Jimmy John’s services are. Thus, the value proposition is that the consumer will benefit from a delicious meal, with excellent customer service, and fast delivery.
Geico is an insurance company who sets out to save its consumers money. This ad starts with a family discussing a trip to an amusement park. With humor, it leads to the father turning on a shower to makeshift a water ride, at home. Thus, saving money for the family.
The objectives of the ad were to inform consumers of how inexpensive Geico policies are, thus selling more products. In my opinion, the ad campaigns aggressively and successfully show Geico’s intent to position itself in the insurance market as affordable. Thus, appealing to its target market: low to medium income families who are looking to save money.
The ad solicits the listener to contact Geico for a free rate quote, which also entices customers by saving money. Thus, the value proposition Geico offers is affordable insurance that allows “an easier way to save.”
Budweiser is a beer company that released an ad campaign for its new product line, Bud Silver. The ad hinted at being inspirational to “hard-working men.” The announcer goes into a monologue of a long laboring day that a man may have and suggests ending the day with a cold, relaxing beer.
The objective of the ad was to make aware of a new “fuller tasting, thirst quenching” beer to Budweiser’s consumers. Its target market is the blue-collar man who wants to relax after a long day of hard work.
The ad suggests that these men drink this beer after a long day. Drinking beer will help blue-collar men relax and feel better at the end of the day. The value proposition is that this beer offers fuller taste while being thirst quenching.
Staples created a radio ad to showcase its low prices. The commercial plays on the emotions of scarcity. The announcer has a sense of urgency in his voice. However, he is saying that the costs will be the same now and later. In other words, the prices at Staples will always be lower and competitive, so no need to rush.
The objective of the ad campaign is to make consumers aware of Staples everyday low prices, thus enticing consumers to shop with them. The ad seems to target bargain shoppers who are always looking for lower rates.
The ad urges the listener to hurry, or not, to Staples to shop. If the consumers buy at Staples, they will pay “sale” prices every day. With that said, Staples’ value proposition would be everyday low prices. Which means, it takes the guesswork out of bargain hunting.
Watrous, Monica (Sept. 2017). Frank’s Red Hot helps McCormick connect with millennial consumers. Retrieved from https://www.meatpoultry.com/articles/17044-frank-s-redhot-helps-mccormick-connect-with-millennial-consumers