Marketing Shoe Polish, Transparently
Yes, I mention “transparent marketing” a lot, mainly because it is a key concept covered in the book I co-authored, Don’t Think Pink. And, my favorite way to explain why transparent marketing to women is so effective is by presenting great examples of transparent marketing to men – it’s the counter-intuitive-ness of it all.
Today’s Stuart Elliott column in The New York Times is all about Kiwi Shoe Polish (a Sara Lee brand) – and their new ad campaign.
With simple, short, tag lines like, “Unpolished shoes are the open fly of footwear,” the humor really connects with men, but is still noticed and appreciated by a lot of women (many of whom may be buying or influencing the purchase of that product for the men in their lives).
Stuart quotes Rob VanGorden, a principle at Richards Group in Dallas – the agency that came up with the campaign:
“The jocular tone is being used because ‘we have to connect with men emotionally,’ Mr. VanGorden says, ‘and this is a humorous insight into men we believe will resonate.’”
And, how did the Richards Group figure all this out, praytell? They actually hit the shops and the streets to talk with men (brilliant!).
“Richards did “a ‘state of the shoes’ exploration, going to bookstores, coffee shops, work places, talking to people about their shoes,” Mr. VanGorden says, “and most men are embarrassed: ‘I was going to polish them tonight,’ ‘Don’t take my picture.’ “
Insight into men. Connecting emotionally. A campaign that resonates.
We can learn a lot about how to better reach women from (a) Kiwi, and the methods of the Richards Group.
