[video] Comic Book Nerds Need To Eat, Too – May The 4th, 2013 – Advertising Expert Tim Burt Explains

It’s National Comic Book Day today – check out the crowd at this popular comic book store in St. Louis, Missouri, USA.

The comic book store is packed. Unfortunately, the nearby restaurants and dessert stores are missing a golden opportunity to get their products in the hands – and faces – of comic book fans.

Controlling a captive audience isn’t hard. Here are a few crucial tips and tricks on how to do this.

I also say hello to a guy in a sweet Halo costume.

There’s also a woman dressed like Robin from the Batman television series.

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[video] Using Insults To Drive Away Non-Customers. Marketing Expert Tim Burt Explains

First, the commercial:

Let’s Clarify Something

This advertisement for Dos Equis beer is part of their “most interesting man” campaign.

The most powerful line of this whole campaign (which should be on all of their spots, but isn’t here) is:

“I don’t always drink beer. But when I do, I prefer Dos Equis.”

If the audience can recall that line, then this ad is far more effective than it may appear on the surface.

But they shouldn’t have to recall it.

Let’s Assume For  A Moment…

The “stay thirsty my friends” was replaced with the “I don’t always drink beer…” line.

Now couple that with the “trophy wives” bit, and you have a pretty devastating commercial. It would isolate and alienate their non-targeted audience: shallow men.

Bottom Line

You have a trophy wife? Don’t you dare think about asking for (let alone attempting to grab) a Dos Equis.

It alienates (and possibly offends) those who fall into that category.

If someone who does have a “trophy wife” is put off by this ad, then it achieves its goal: only talk to those who will drink the beer.

This entire campaign attempts to create the impression that Dos Equis is a sophisticated beer for sophisticated people.

Not guys with trophy wives.

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[video] Antigua Tourism – A Truly Passive/Aggressive Commercial – Expert Marketer Tim Burt Reviews

First, the commercial:

So…do you want to spend a relaxing day on the water, or race a massive yacht? Looks like the same boat. Pick one.

This video is a classic example of why you should only have one message in your advertisement.

The first 40% of this advertisement is about the serene, relaxing experience of a romantic cruise on a yacht in the Caribbean. Sounds and looks charming.

The last 60% describes how you’ll be “pulling a line” and even “steering the boat yourself” in a two-boat race around Antigua. If you’ve ever wanted to do that, here’s your chance.

The problem? The last 60% made me completely forget about the first 40%.

The strongest message of the two in the ad? The yacht race.

So, let’s look at this from the consumer’s point of view.

If I’m looking for that relaxing cruise, once the mad yacht-race portion starts, I’m gone.

If I’m looking for exhilarating adventures on the water, I may never make it to that message because of the “relaxing” aspect they’re selling.

This should be broken up into two separate advertisements. One for each respective division of their services.

As a technical note, it would help if a graphic were on-screen throughout with the name of the company.

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[video] Facebook Home Commercial – Marketing Expert Tim Burt Reviews

First, the commercial.

This is one of a few “teaser” commercials for the new “Facebook Home” phone from HTC.

The Positive

At :07 in, the use of “unexpectedness” is dramatic and powerful. The two guys in the overhead storage bins clearly sets this ad up for holding the audience’s attention.

Now For The Message

Shortly thereafter he checks his phone, and we see a picture of Shangela from RuPaul’s Drag Race. Shangela then makes a cameo appearance popping out of the beverage cart.

By now, we’ve made the connection that he’s replaying personal events through photos on his phone.

• The kid with the birthday cake smeared on his face.
• A dancing crowd in the aisle.
• The cats at the end.

Okay, we get it.

But…

What exactly makes this phone special? He “likes” a photo, and the large “thumbs up” graphic appears.

Then what?

That’s it?

How Is This Different?

Judging from this commercial, I cannot make any dramatic differentiation between the Facebook app on my iPhone, and this “Facebook Home” phone.

In Conclusion…

I fully grasp the concept of a “teaser” commercial. But when you only show the audience one thing that isn’t light-years different from what I have now, I can only summarize with a less-than-enthusiastic…”meh”.

This ad is reminiscent of a joke that has a great set-up, with a punch-line that ends with a thud.

A true “teaser” would leave the audience wanting to know more.

This ad just doesn’t quite do it.

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Web Disconnect: The Easiest Way To Confuse Your Target Audience In Advertising – Tim Burt Explains

Visit Our Website…Please.

How many commercials do you see, read, or hear that drive you to a website?

More than you can count.

If you’re a business owner, consider this a brief, yet effective checklist for integrating a website into your advertising, regardless of the medium.

If someone in your target audience actually goes to the your website, does it deliver what is promised in the advertisement?

There’s a reason that 84% of people don’t believe advertisements.

Become Your Audience

Before you send someone to your website, you must pretend that you are your targeted consumer. So ask yourself these questions:

• Is the information you want them to absorb hard to find?
• Is the offer or feature misleading in any way?
• Is there anything that could potentially confuse the consumer?

Don’t Make Me Hunt

If you’re sending someone to your site for some out-of-this-world deal or bargain, your website should have a large banner, box, or graphic to point the audience to the deal.

They should be smacked in the face with your promotion in clear, easy to understand language.

What’s That Deal Called, Anyway?

Name your promotion or offer. That way, the audience knows exactly what they’re looking for once they hit your corner of the web.

For example:

• “The $5 Footlong”
• “The Buy One Get Two Free Deal”
• “Weekend Special”

What’s That Website Again?

Is your website domain easy to recall? If the person you want to visit your website cannot recall the name of your site (or worse, cannot find it in a search engine), you’re simply wasting your money.

What’s worse, you’re wasting the consumer’s time. That almost always guarantees they will not come back to you.

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[video] Depressed? Here’s the $24.95 Cure – Cheers To You – Infomercial

I’d critique this…but it speaks for itself.

Sadly.

Taylor Swift – I Knew You Were Coughing (Steph Duran + Tim Burt remix)