Nov
22
“Since” Marketing, and Old-School Campaigns
Posted by: gordiedutka | November 22, 2011 | Leave a Comment
After reading Hilary Johnson’s post titled “White Spot shifts direction”, it made me realize that old-school marketing techniques, such as White Spot’s great taste since 1928 campaign are still relevant and used in business today…not only are these campaigns still occuring, but they can be very effective as they appeal to older demographics who value reliability, dependability, and simplicity in a time of high paced technology, where many consumers can feel lost.
However, a company’s marketing plan is dependent on who they are targeting…White Spot may have conducted research which indicated that a large number of their clients were members of older generations, or even senior citizens, prompting them to switch to an old-school style campaign.
Conversely, Apple Inc. would never have an ad titled “computers since 1976″ because they are focussed on future technology, not past technology, which would make the brand seem old and out-dated
A great exaple of “since” marketing, as I like to call it, includes Budweiser’s since 1876 campaign, which delivers the message that Budweiser has provided a great-tasting product for over a hundred years suggesting that the Budweiser is a dependable product, and is never a bad choice for a consumer.
