“Hey Shantell, that man of yours treating you good?”

Description: In the ad selected, Steve Harvey smoothly breaks the monotony of radio ads by asking the Shantell’s of the world if their partners are treating them well. The ad is surprising because he specifically speaks to “Shantell” as he asks about her personal life and then segues to discuss the advantages of State Farm Insurance with “Shantell” and other listeners. The ad is special to me because one of my dearest friends is named Shantell! I have even asked her about the ad which she maintains “catches her off guard” every single time it is played on the radio!

Objectives: Since Steve Harvey is an admirable and reputable celebrity, I believe that the objective of the ad is to engage the audience so that they can think about how beneficial State Farm Insurance could be for them and their family members. The objectives are certainly attainable and could be measured by having new members take a survey that denotes how or why they joined State Farm. Those researching or selecting insurance products specifically after hearing this commercial would show how influential it is. *there are no time-sensitive guidelines mentioned.

Target Market: While living in New Bern, NC I typically listened to 101.9 Kiss FM which is an urban radio station owned by Curtis Media Group that reaches those in New Bern, Jacksonville, and Greenville, North Carolina (this is where my friend Shantell resides and has heard the ad as well). This radio station characteristically plays Hip Hop and R&B. Steve Harvey’s morning show is on daily and this radio ad normally plays during that time period. I think that the ad is meant to reach young African-American female viewers as well as those who enjoy listening to his morning show and the particular type of music played on the station.

Action of Viewers: Since Steve Harvey is reputable amongst a variety of individuals, he is encouraging listeners to utilize State Farm Insurance products to protect their possessions as well as their family. If indeed the action is taken, these individuals can exploit a variety of options including life insurance, auto insurance and other products that will protect them in times of turmoil.

Value Proposition: Since State Farm’s motto is, “Like a Good Neighbor….” they encourage individuals to buy their products because they will constantly “watch their backs.” They promise the ability to take care of your family and your belongings with their unparalleled products and service, which is something that everyone can understand and ultimately wants!

Moreover, State Farm reminds customers of the day to day atrocities that can affect anyone and everyone; and, then promotes their products as the paramount services to guard against any untimely calamities. Additionally, they place priority on their ability to be, “like a good neighbor.” Not a bad neighbor…a good neighbor! And, this in turn helps to differentiate their services from their competition.

 

“The Very First Tuesday, Tuesday…. The Very First Tuesdaaaaayyyyy…Yeaaaahhhh!” (lots of scatting)

Description: In the ad selected, NC lottery advertises their new scratch off games with a humorous and catchy song aptly named, “The Very First Tuesday.” This ad informs listeners that the very first Tuesday of the month is the day that the new games will be released. Because the tune is captivating it is easy to remember and thus will remind customers to purchase these tickets on the “first Tuesday” when they are released to have the best chances at obtaining a winning ticket.

Objectives: The objectives are to inform the public of new games and sell more scratch offs when they are initially released. The objectives are both attainable and measurable since customers will want the new tickets ASAP to ensure (in their minds) that they get a better chance at winning the prizes. This objective is measurable since officials can assess how many new game tickets are purchased on the very first Tuesday of the month around the state. This objective is time-specific since it informs consumers that these new games will only be released on the very first Tuesday of the month.

Target Market: The target market for this ad is anyone who is interested in playing the lottery. According to the NC Lottery website, https://nclottery.com/NewsBlogDetails/2018/9/27/Who-plays-the-lottery lottery players come from all walks of life and range in age.

Action of Viewers: The ad encourages viewers to purchase their tickets when the first Tuesday of the month comes around to improve their chances of winning a prize. If the action is taken, consumers should have a better pick of the new games released and may have better probabilities of winning on their initial attempt versus purchasing a ticket that has been previously released.

Value Proposition: If individuals are playing the lottery, they are encouraged to increase their possibilities of winning by purchasing tickets to scratch-off games that have been recently released. By making these purchases when the games become available, customers “increase” the likelihood of buying a winning ticket instead of purchasing the ticket to a game that has already been released. And, since that is what most customers strive for, NC Lottery encourages these individuals to make the purchase when these games are released! If you’ve ever played the lottery, most retailers who sell these tickets to do NOT keep up with the release dates of the games. Many tickets are still viable (meaning they can still produce prizes), but if they have been released 6 mos-1 year ago, these games may already have most of their prizes claimed. Games typically stick around until all the prizes have been claimed or until the game is discontinued.

 

Description: The Culver’s Butterburger radio ad begins with a gentleman describing the Culver’s Butterburger in detail. As the individual is describing how the burger is made with the purest ingredients (Cheese from Wisconsin….yes, please!), simultaneously the sizzling sounds of a griddle can be heard in the background to inform listeners that the burgers are made-to-order all day, every day and can be topped with a plethora of options offered to dress up (or down) your burger just the way you like it.

Objectives: This ad was obviously created to elicit several responses from the listener. The gentleman narrating the ad has a velvety voice and gives an awesome description of what customers can expect when they come to a Culver’s location. Additionally, the sizzle from the griddle is difficult to ignore and stimulates the senses to join in on the experience. The ad is created to inform customers about what exactly the Culver’s experience entails and to generate further business for the establishment. The objectives are certainly attainable and could be measured by seeing how much business is created due to their radio advertisements. A simple survey at the end of a meal would be a good way to denote how customers have found out about the restaurant (i.e. word of mouth, radio, television, etc.). *the objectives are NOT time specific.

Target Market: Since the ad doesn’t imply that there are other meat alternatives at this location, the target market is anyone who enjoys meat or animal products!

Action of Viewers: The ad encourages listeners to go to their nearest Culver’s to experience the ButterBurgers for themselves! Once there, they are promised to not be disappointed by the exceptional taste of the burgers as well as other options that they offer at the location (i.e. various daily custards with mix-ins, sides, etc.)

Value Proposition: Culver’s makes it clear that their quality of beef, as well as the way in which they cook the burgers on the griddle (hence the name Butterburger) and ONLY when they are ordered sets them apart from their competition. The idea of a fresh, made-to-order burger differentiates them from signature burger joints like Wendy’s, MacDonald’s, or Burger King, where the burgers are made previously to ensure service is timely. Culver’s reminds customers about how a made-to-order burger, pressed and seared to seal in flavor, with any toppings the customer desires is the ultimate choice for those looking to have the absolute BEST.

 

Description: The mayhem ads are some of my favorites! These ads depict Dean Gerard Winters in a series of events where he is “mayhem” itself. In one of my favorite mayhem radio ads, Winters represents a raccoon that has been in an attic for over a week. He narrates as if he is the raccoon himself and says, “I’m digging, I’m playing in all this fluffy stuff (presumably insulation). I’ve already had like 4 babies, I’m the smartest raccoon I know.” As Winters illustrates this scene, banging, crashing and clashing noises as well as electrical explosions denote that this raccoon is causing complete mayhem in the house.

Objectives: The objectives of the ad are to get individuals to genuinely think about what their insurance products offer. Moreover, if they do not cover these specific instances of “mayhem”, individuals are encouraged to purchase Allstate products to combat the costs associated with accidents. This particular ad focuses on home insurance and urges future customers to look into the products they have already purchased because they may not offer coverage for specific misfortunes. This ad is meant to sell more insurance and the objectives are certainly attainable. These objectives can be measured through surveys or simply by asking new customers show/why they’ve decided to purchase Allstate products. *While the objectives are NOT time specific, Allstate does have promotional products exclusively tied to these “mayhem” advertisements.

Target Market: The target market is anyone who owns a home, potentially thinking about purchasing a home, or those who already have homeowner’s insurance that may not cover ALL the potential disasters that can befell a home.

Action of Viewers: The ad wants the viewer to look into Allstate’s homeowner’s insurance products to see if Allstate can provide more coverage for their homes than their current providers. It also encourages those without insurance to be vigilant about potential disasters that could be costly to repair. If this action is taken, Allstate promises that their services will save you money and leave you better protected.

Value Proposition: During the ad, “mayhem” makes fun of insurance companies who offer products in fifteen minutes and urges customers to look into these products to ensure that they cover all of the possible circumstances that could transpire during the ownership of your possessions. Their motto, “Dollar for dollar, no one protects you from mayhem like Allstate,” is the epitome of what the “Mayhem” character is expressing and ensures consumers that if they purchase Allstate products they will be covered 100% without any regard to what the circumstances are. Many times, when purchasing insurance, individuals have to read the fine print to know exactly what is being offered (and, what is not!). Allstate is taking the ambiguity out of the insurance product by assuring customers that they will make sure that all mishaps are covered at a rate that is sure to beat their competitors such as State Farm Insurance, Geico, and even Progressive.

 

Description: This comical advertisement is for Jimmy John’s sandwiches and expresses what it means to order a delivery from the popular sandwich chain. The ad begins with a fast-talking gentleman ordering “any kind of sub” to be sent to his home on Elm Street. Almost immediately, he greets an individual at the door who has brought the sub and noticed that the man’s house is on fire. The man apparently already knows this as well (flames can be heard in the background roaring) and proceeds to tell the individual to grab a bucket. His doorbell then rings (4) more times consecutively with each individual informing him they are from “Jimmy John’s.” With each new doorbell ring, the deliverer asks if the man knows his house is on fire. To this he replies, “Yes, grab a bucket.” The 5th doorbell ring is from the Fire Department Chief himself, who also asks if the man knows his house is on fire. The gentleman replies, “Captain we’ve got it handled, care for a sandwich?” The Chief counters, “Why didn’t you call the Fire Department first?” The gentleman responds, “I did.”

Objectives: The objective is to sell more sandwiches by informing the public that Jimmy John’s is a quick delivery service that provides gourmet subs almost in an instant! The objectives are attainable because many people enjoy the luxury of having food delivered. Knowing that it will be there quickly motivates the audience to order food the next time they are looking to partake in this experience. The objectives can be measured by calculating how many delivery orders are placed in areas that run this ad. Going a step further, surveys can be added to see if the delivery is specifically a result of the radio advertisement. *The objectives are NOT time specific.

Target Market: The target market is anyone looking to eat gourmet sandwiches and enjoy the convenience of having the subs delivered quickly. This could be working individuals who may be too busy to leave the office, a college student with no access to transportation, or even an elderly individual who can no longer drive to purchase their goods.

Action of Viewers: The ad wants the viewers to buy Jimmy John’s sandwiches and utilize their speedy delivery service to make the experience as opportune as possible.

Value Proposition: Not only does Jimmy John’s make the claim of selling gourmet sandwiches with only the finest ingredients, it also boasts about its expedient delivery service that is unrivaled by the competition. Out of the other leading sub/sandwich establishments (Jersey Mike’s and Subway), Jimmy John’s is the only business that provides delivery. Furthermore, their delivery is known to be “freakishly fast” which entices individuals to order so that they can get their food as soon as possible. Fast food was essentially created to appease those not wanting to wait for their food. Jimmy John’s takes this idea a step further by not only delivering (and doing it expeditiously) but also, by providing a gourmet experience to their customers since they only use “the highest quality” ingredients.

12 thoughts on “Greatest Marketing Campaigns-RADIO

  1. Hi Tiffany,

    As a first-time visitor to your blog I wanted to compliment you on your site. I really like the design and color scheme (the red letter is a great touch) and the font is fun and unusual. “Wake. Pray. Slay. Level up.” Bravo! I love that! My kind of day!

    Your review of the radio ads is terrific although you’ve made me really hungry and I now have a song about the lottery stuck in my head. One thing that strikes me about the ads you have chosen is how they all “unintentionally” appeal to younger listeners, particularly children. My children know the “very first Tuesday” song and I’ll hear them singing it for a day or two after hearing it, however, they are certainly not old enough to buy lottery tickets. They also know the “mayhem guy” and are familiar with Steve Harvey, which will give these insurance companies a leg up when it’s time to vie for their business. And any ad with sizzling grills and burgers is going to get the attention of most kids. While this type of “accidental” marketing is not overtly inappropriate like the old “Joe Camel” tobacco ads or the flash drive shaped cartridges found in vaping, it does raise an interesting moral dilemma. What’s “out of bounds” when it comes to marketing adult products to children? And what is just “smart marketing”? Not something I had thought a lot about…

    Thanks for your work!

    • Hi Trip, I can’t thank you enough for your kind words! This was my first website and honestly I was extremely nervous to even tackle the assignment. Now, every time I get a chance to improve something on the site, I literally feel as if it’s Christmas 🙂 You know, you are absolutely right regarding the ads! First, I have NEVER been to Culver’s; but, I plan to make a trip there simply because of this advertisement…they got me! Secondly, I did not realize how much children pay attention and remember these ads. Like you I have kids as well (11,9,1) and until you mentioned it, I certainly hadn’t paid much attention to the fact that they are being primed for these services as well. As I was completing this assignment, my 9 year old was scatting just like in the Very, First Tuesday jingle. Hilarious!!! You brought about a great point though, especially in the case of Joe Camel and now vaping! I can’t thank you enough for visiting the site and providing such valuable feedback.

      Thank you tons for your time and expertise.

      -TK

  2. Tiffany,
    I always love coming to your website. I enjoyed your insight into the ads that you chose. I really love the “first Tuesday” ad. I use this as an example in my marketing class that I teach. This is an ad that you will definitely remember. My class would usually sing it on the first Tuesday of the month. The radio ads are so short that they have to be catchy for us to remember them. Any of the Jimmy Johns ads are rememberable, especially the house on fire one. Speed of delivery is the value that these commercials deliver(no pun intended). For many of us, time is a rare commodity. If we can get our food fast, we can enjoy all the other things we are doing. Thank you for your great work.

    Tina Jones

    • Thank you tons Tina! I always enjoy your feedback! I agree, these ads do have to be short to keep the audience’s attention; but, as one of our classmates Trip Cogburn pointed out, it is also almost as if these companies are in a sense preying on our youth. Not only do adults remember these jingles, but our youth hear these ads as well and typically do the same. Are they priming them for these services?
      When I listened to the Jimmy John’s ads, I was actually blown away by their techniques. They keep the same actor over the lifetime of these advertisements and his fast talking fits right into their value proposition. Jimmy John’s understands as you mentioned, “time is a rare commodity” so they have perfected these radio ads to focus on those who are hangry and short on time! Like you said, if we can attain our food quickly that essentially means that we fulfill a basic need, acquire energy and can complete other more critical tasks associated with our daily lives.

      I appreciate your feedback!
      -TK

  3. Tiffany,
    I love me some Steve Harvey! He makes me cackle when I watch him on Family Feud and even in this ad I giggled. I noticed many of the ads you picked are very product driven and less on selling a cause or selling a service. Are these products that you have tried? Were you influenced to try anything from products because of these ads?
    -Marie

    • Hi Marie,
      I, too, love Steve Harvey! The faces he makes to many of the contestant’s answers on Family Feud are priceless! Yes, I actually have tried everything on the list except for Culver’s (I am hoping to stop by there and show them some love during the COVID-19 lockdown). I utilized State Farm’s insurance products for quite a while and was extremely pleased with their tailored service as well as their prices. Currently, I am insured with Allstate and quite enjoy their products as well. Last but not least, I haven’t had Jimmy John’s in quite a while but their subs were exactly as advertised. My co-workers and I would always order while working at Vidant Medical Center in Greenville, NC. The deliveries were indeed freakishly fast and the subs were always fresh!
      Thanks for stopping by 🙂
      -TK

  4. Oooowee, I love me some good radio ads! Your first one was my favorite, because well its Steve Harvey, and because he’s not really describing a person at all. I thought that concept was so innovative and funny…it has that wow factor and catches you off guard. A lot of other commercials attempt to do that but few are able to execute it this well. I think this particular ad did a phenomenal job of capturing the viewer for a reflective moment and then turning it into a sales opportunity.

    Take care,
    Harmony

    • Yes, it is absolutely one of my favorites. Another “sister of life” like yourself, my good friend Shantell and I always get a good laugh from this commercial. Just imagine riding down the road and hearing Steve say, “Hey, Harmony….that man of yours treating you good?” It would probably almost make you wreck for staring at the radio! State Farm did an excellent job with this ad and I hope they keep up their winning marketing ideas.

  5. Hello Tiffany!

    Great selection of ads. Given their radio I cold almost hear them as I read about them. Even the Steve Harvey one and I haven’t ever heard it! His voice is just so recognizable with great reflection. The Lotto one had me singing the jingle as I read! Great job!

    Jeramy

    • Hi Jeramy,
      Steve is such a character! Although I’m not an avid lottery player, I will pick up a scratch off from time to time…before I do however, I always check to see if it’s the first Tuesday so I have a better chance at selecting a card that hasn’t been sitting on the shelves for months! Thanks for stopping by 🙂

      -Tiffany

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