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What did a 1 hour ninja TVC teach me about marketing

By May 27, 2015 September 27th, 2017 One Comment

Have you ever sat through a single TVC (Commercial) that last for an hour?

Recently I did just that without even realising it until I felt the urge to buy the product! Even though I don’t have that kind of money… for now.

Meanwhile, I must think of a way to make much money to get it. It’s too cool!

Intentional or not, I think it’s powerful. Watching something that’s supposed to be an edutainment show on a Sunday afternoon that turned me into a hot prospect.

Compare that to going through a sales presentation with the intention to buy, but ended up having more doubt. Did I mention the CRM system is grant claimable too?

Now the EXCITING PART!

That 1-hour long ninja TVC.

I called it ninja because I didn’t see it coming!

The show went like this.

A revolutionary machine that has a battery set as wide as the machine itself, connected to a small engine, no longer than a meter, no wider than the length of an A3 paper (my guess).

97% of the body is made up of aluminium sheet that cost $30,000 a roll.

That material gives it the best weight to power ration in its category.

What is it and how did it turn on my inner desire?

It records 100kph sprint at 5.6sec. Range 480KM. (same as a petrol car)

Not only that, it gives no CO gas, no dust, no pollution, side steps high petrol price and it’s sooo quiet!

Did I mention that this sedan can convert the boot to increase the seats from 5 to 7 in less than 3 secs?

AND there’s still space for luggage, right at the front of the car, where traditionally, the engine is used to be.

As you may have already guessed, it’s an electric car.

Telsa Model S to be exact. A luxury electric sedan.

So, what’s the edutainment show and what’s this got to do with relationship marketing through email?

It’s Mega Factory: Super Cars on National Geographic channel. Subtly selling cars! (At least that’s what I think it is)

It’s Mega Factory, not Top Gear.

Now, I’m not targeting at the Model S luxury sedan as that would require me to have a house to match! Far-fetched.

I’m excited about their next phase, an economical mass-market version of Model S. Smaller but still a cool electric car.

We do not know the specs but looking at the Model S, it won’t be too far off right?

Hope there’s some time for me to work on the money part.

What do we learn from here?

1. An ad doesn’t need to look like an ad

This has to be the best ninja marketing/advertising ever! It totally caught me off guard!
Another word, an ad doesn’t need to look like one.

Subtlety at its best (movie product placement is pretty close, but it’s getting obvious. Product sponsored shows are already apparent. Advertorial anyone?)

I can say this because I spent my school years watching sell-a-vision;

my working years devouring all kinds of TVCs; and,

my past 3 years, tonnes of webinars and ‘non-obligatory’ consultation which almost always ended up selling something.

Advertisments = Sub-conscience doubt defense up.

Edutainment that indirectly talks about a product = NO defence at all!

 

2. Show, not tell, the benefits of the product.

The company talks about its plans, the dream of producing such a car for a clean and quiet street in 10 years time,  the dedication and ability of the team, the specs of the car, how it was made, the challenges and overcoming it, why they care to do this, etc.

There wasn’t any part of the show that tells me why I should buy the car because of the benefits it has.

Strategically show, not tell, the benefits of the product.

 

3. Use a story to sell

The show says Mega Factory (the story), but it’s talking more about the car (the selling).

Story sells. Even though the main story is about the factory, it presents the car by showing the process, the company’s plans and how their dream motivates them to do this.

I paused to reflect.

I have been driving since 1997. And I dread driving since last year due to the traffic condition.

However, this Mega FActory show just made a non-interested public-transport loving audience almost want to vouch and buy it (if not for practical reasons known as the bank account balance and income stream).

If it can almost convert me to drive again, what would the effect be like on a warm prospect?

How would it change my client’s business if I take this story-telling approach in writing their marketing email?

I think it’ll be wild!

Is your competitor selling a story? By email or any other platform.

Or does your competitor even has an email marketing tool in the first place?

What would it mean to YOUR business IF you start to do email marketing with storytelling, in the most subtle and unexpected manner?

What do you think? I would like to know.
I greatly appreciate your help.

Everything is Possible!

Kok Wai

Author Kok Wai

Kok Wai is a content producing marketer, media trainer at Kelvin Sng Productions, a dad of two and photography contributor to multiple magazines. A sponsor of B60 Charity Run 2017, Kok Wai's goal is to help busy and ambitious business owner focus on running their business even with their limited time and lack of marketing know-how. He especially loves kids, playing the guitar, and exploring with software. You'll find him pondering on the exhilaration of securing two more good clients on a retainer basis. Connect with him on Facebook (thePF)

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