An organization’s message is most powerful when it focuses on value to others
Even though many companies and organizations remain obsessed with the outdated marketing and PR tactic of narcissistically talking about themselves, fewer and fewer audiences are listening in today’s noisy world. People desire an emotional connection with a company’s products or services.
Apple learned that fundamental pillar of effective communications years ago, a style that’s help rocket sales. P&G is the latest shining example, using a stunningly beautiful and storytelling TV commercial now airing in Britain.
What’s particularly powerful about this TV commercial is the minimalistic music interwoven with natural sound so as not to be intrusive … a polar opposite of many videos produced today with bombastic music.
This is P&G’s elegantly simple message:
Being a mom is the hardest job in the world. But it’s also the best.
This Procter & Gamble commercial honors everything that all moms do to help their children succeed by showcasing the amazing moms behind Olympic athletes at the London 2012 Olympic Games. The hardest job in the world is truly the best job in the world.
Join P&G in saying “Thank you, Mom” by sending your Mom a message of thanks at: www.facebook.com/thankyoumom
P&G’s Facebook page has received more than a half million “Likes” in just a couple of days. They know … it’s not about their company, it’s all about finding an emotional, meaningful connection with audiences.
Let me just add that if this TV commercial were to air in the U.S., it might become a centerpiece of this year’s Presidential race.
Category: Reputation management
We live in an experience economy. The experience economy is about people looking for thrills and experiences, and companies selling those as if they were an economic product. There is a lot of money to be made here because we live in a time where the fun industry flourishes. We are heading toward an era in which interactively gaining experience and meaning will become a central theme. But the experience economy is even more than just “excite me”, “feed me” and “entertain me”. Businesses and organizations can play a meaningful role in helping people finding their own way.
It seems that P&G understands that stories are key in this. And I believe every organization should work on showing how their story connects to the story of their customers and employees. A story paints a picture and emotionally triggers the point you want to make. It activates the emotion within your audience.