Tuesday, September 14, 2010

"Share of mind" permanently, indelibly.

The graphic above is taken from a Noble Roman's sell-sheet touting their food program for people wanting to get into the pizza and sub business.

Did you notice the generous serving of pepperoni on the pizza?  Perhaps the attractive visi-cooler showing both pizza and sandwich?  How about the pricing strategy - 2-fer $10.99 is an interesting upsell and 3.99 HAS to be competitive in the sub market.

Oh...and look at the header copy:  "Award Winning!"  and  "Made Fresh Here Daily!"  Excellent that the company has achieved notoriety for their food and the apparent commitment to quality

Yes.  Yes!  Noble Roman's appears to be doing their best to capture their share of a competitive market.

PS - I don't know about you, but there's something about Noble Roman's that scares the LIVING BEJEEBUS out of me.


(deep breath)


Sweet jimminy, I'm glad I "just said No!" to that LSD offered to me on the school bus otherwise I'd probably be hanging on to the ceiling by my fingernails.

Saturday, September 04, 2010

Drake goes for an untapped market.

The graphic above is a screenshot of Drake University's home page.  It touts their new marketing campaign promoting the "Drake Plus" advantage.

Obviously, high academic standards are not one of their advantages.   In fact, Drake is content to say, "We're upper-below average."

And therein lies Drake's genius - going straight for the market that no other University has dared to target - under achievers.  Of course, Drake's smart in going for the best of the underachievers - the solid D+'ers - but it's still a risky move because it assumes their market knows how to read.

However, I showed this to my kid and he uttered the catchphrase of today's youth, "FAIL!"

Thanks to the Sadvertising reader (an educator, no less) for letting me know.

NOTE - The frame below is also from their website.  The copy HAS to be someone's idea of a last-day-on-the-job prank because it simply can't get any more upper below-average.

"Breaking through the box.  Analyzing every angle.
Serving up a different point of view.  It's what you do.
It's why you're not just thinking "a great education." That's a given.
No, you're looking for the + factor.
Welcome to Drake.
An experience where every single thing connects to who you are.  And what you want tomorrow to be.
When it comes to choosing the college that fits you best, there's simply no  higher grade."