A Marketing Message with Heart

 

I am not a whiskey drinker. Nor have I ever heard of Bell’s Whiskey. But I admit I’d buy their brand based on the message that I have only seen three times.

The message is memorable. Plus I have told others and/or sent a link. I love the fact it is only two minutes in duration. Only the first 3 seconds and last 8 seconds give any indication of the brand; the rest is an excellent story.

Occasionally a message comes along worth paying attention to because it shares a story that touches our heart. It is long on message short on advertising.

It is at the bottom of this post. Enjoy a two minute break.

Daily we are bombarded with marketing messages. They come in various forms. Repetitive marketing messages are based on old assumptions that if you see an ad often enough you will be inspired to buy. Research in the past 25 years has revealed these marketing assumptions to be ineffective. But repetition is still practiced.

Repetition doesn’t work. Neale Martin, author of Habit: 95% of Behavior Marketers Ignore explains why. He points to research that revealed we are equipped with dual processors the conscious mind and the unconscious mind. The conscious mind talks on a cell phone while the unconscious mind drives. These two minds are often referred to as the executive mind and the habitual mind.

The executive mind is where we consciously store and retrieve memories, create intentional thought and logically solve problems. The executive mind can think about both the past and the future. The habitual mind handles a vast array of functions, from regulating our heartbeat and body temperature to storing thousands of responses to previously learned behaviors. The habitual mind is guided by the past but lives in the present.

I’ll be glad when marketers accept that we don’t need to be bombarded with repetition to get the message. A few more quality messages like this video would be a welcome respite.