I simply love UPS commercials. Why? Frankly, because there are so many obnoxious commercials out there that the good ones really stand out to me. This one, in particular, sets a great example for small businesses everywhere. Watch it again here:
httpv://www.youtube.com/watch?v=MG6Q3x1yV_8
Speaking to a customer’s point of pain is something many companies get wrong. It’s easy to confuse what we want our clients to know about our products and services, and what they need to know that will compel them to convert from a viewer to a purchaser.
In this ad campaign, they nail it on the head. People need direct solutions and sometimes don’t even know what they need, only that they have a problem or a situation that needs resolution.
They totally nailed the customer’s every possible emotion and conveyed it through:
- Facial expression
- Language
- Situational parody
- Urgency
- Music
- Relief through their solution
All the while understanding the client’s need to confidently expect everything to turn out well.
How does this information help the smaller, local business?
They used the client to do the conveying. They didn’t shout it from the rooftops, they didn’t sell to him; they put themselves in his shoes, and then simply existed with a smile. And it isn’t a passive message! It’s strong and meaningful – and funny.
It’s also aired frequently, during a time when their services are needed the most. Companies who need UPS need them throughout the year, but increasing the frequency of these types of ads during the holiday season keeps the solution in front of the client when the need is most urgent. They didn’t use Santa or anything that could possibly limit their target audience, because they accomplished their goals without even touching potentially controversial elements.
What do you get out of these commercials? Do you see something I missed? Please share your opinions and discuss with us here.
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