Underminding Your Message: Dodge Radio Commercials
We have a commercial for Dodge trucks that is running on our local radio stations. The commercial plays out like this (paraphrased):
"I'm a truck driver. I drive big rigs all day long and I know trucks. When I get home, I love to drive my Dodge."
That's the base message of the ad. And it makes sense to me. I've known a lot of truck drivers in my time, and they definitely know a lot about the trucks that they drive. It makes sense that they would choose to drive good-q2uality, heavy-duty trucks in their regular "off-duty" time as well as when they're on the clock. The authenticity of the messages is almost self-fulfilling.
But then at the end of the ad, there is a disclaimer. Aside from the various APR commentary and such that is included in such commercials, there is a notice that the commercial is not based on actual customer experience. Which throws a huge red flag in my face. Could the marketing department or ad agency not find a real truck driver who is a Dodge fanatic? I know several, and while some would definitely not be the poster-children of articulate radio ads, there are a lot who are very articulate and very, very supportive of their trucks.
Living in Idaho, I know people who have gotten in fights over their favorite truck being dissed by someone with a different favorite. While those people are not the fans that marketing hype want to focus on (they are already caught), there are a ton of enthusiastic and well-spoken fans ready to scream down the competition. Why not make use of them? Especially in ads that will otherwise deflate themselves when it comes out that the whole thing was a marketing sham?
If you happen to have a fanbase, make some good use of them. People like to state their opinions, and if they love you...let them.
