WWU Marketing Program’s Post

Transcript

Did you see the State Farm Super Bowl commercial with Arnold Schwarzenegger like a good neighbor? Want to know why they did that? Let's get into it. Friday at 4. Fridays at four. Friday at 4:00. Friday at 4. Welcome to Fridays at 4. I'm Dan Purdy, teach marketing here at Western. And we're gonna talk a little bit about repetition and why it's so important in marketing. So what we oftentimes see is a lot of repetition, the same ad repeating multiple times or the same things repeating many times within an ad. So the secret is, is it takes so much more repetition than we think. So just like trying to learn anything if you're a baseball player and you're trying to learn how to hit a fastball if you're a basketball player. Trying to hit a free throw. If you're a musician and you're trying to hit the perfect see note like whatever it is, it takes a ton of repetition to get good at it. And what we see here is we see State Farm doing a lot more repetition than we historically thought we needed to. Now traditionally it was thought somewhere between 3 and 10 times of an exposure in a four week period would be good. Well, more recent research has revealed that we need to do more than that. So Jennifer Burton at the University of Tampa did some fabulous research on repetition in which she showed that. 10 or more times for repetition increases the purchase intent. So what we see is State Farm doubling down on this and not only across the campaign of doing more repetitions, but within a single ad they're doing a ton of exposure like a good neighbor State Farm is there. That's their tagline and they repeat that over and over and over again. So as we watch this like we can count the number of repetitions, boom, boom, boom, boom, and you see all these repetitions of like a good neighbor neck, good neighbor. And every time it triggers the value proposition in your head again. And that repetition is something that is hard to get out of our heads. Now you add that to the fact that this is an unsought product, Nobody wants insurance. And you start to see how we can start with this idea of awareness. And we're trying through repetition to get people to remember the brand exists and then learn a little bit about it like like a good neighbor, State Farm is there, right? That's their value proposition. And then the humor aspect of it, the liking, the fact that there's a celebrity like Arnold. Fortunately, the liking that creates the Halo effect, so they're walking people through the funnel from awareness to liking. Right now. Are we going to prefer the brand? Who knows. Is there really a reason we would prefer it over Allstate or GEICO or any other insurance company? Well, there's different things about that, but you can clearly see their top of the funnel behavior in this 32nd Super Bowl commercial. Now, at some point there's a lot of diminishing returns, that's true, but especially if you're an unsought product and you're trying to increase awareness. Knowledge and liking. At some point you're OK with the fact that you have diminishing returns as long as you have returns. So now let's look at another Super Bowl ad, the Michael Cera Cera Ve ad. This is another ad that uses a lot of similar message strategy methods for the creative. So the fact that they repeat over and over again Sarah V, Sarah V, and not just the audio, they say it a lot, but they also show they show the label on the Seravee moisturizer they have. Binds in the background that say Sarah V so in 30 seconds you're getting probably maybe 10 reps of repeating this over and over again. So you got that. But then you also have some value proposition where they're talking about that I moisturizing skin and all this good stuff for you. And then the humor, right, just the humor of it is the liking piece. It's hard not to like Sarah V if you a like Michael Cera because celebrity and you get the Halo effect and also the humor of the spot. But then they also give you this idea at the end which starts to get into preference which is. Not made by Michael Cera, but made by real dermatologists, which is like this reason why you should trust their brand. They're giving you some proof and evidence. It's a little bit like #1 doctor recommended or recommended by dermatologists nationwide. It's a reason why we should trust the brand beyond the ad. And I think they could have done that a little bit stronger, right? Like if it's something that dermatologist do recommend, let's let's think about that. But you can see they started with that with made by dermatologists, not Michael Cera. So we can see with both the Cera VE ad and with the State Farm ad why repetitions are so important. So remember that research when you're planning your ad campaigns. More repetitions will increase purchase intent, and it probably takes more repetitions than you think it's going to. Thanks for joining us for Western marketing programs Fridays at four. We hope you learned something All right. And that takes us through preference and helps us maybe figure out a way that Gloria can get us out of this video without too much trouble.