I’ve been talking to my PR peeps about our strategy for 2009. With the economy in the gutter and donors holding back on giving, its going to take some creative ideas to make a nonprofit stand out in a crowd. In a nutshell, I want GoodDogz.org to become a household name, in a positive way, whatever it takes. We promote, a lot, and yet I still meet folks from our area that have never heard of us. And it drives me nuts.
I am a huge fan and advocate of edgy advertising. I started thinking about marketing campaigns that I notice – good and bad – and what I notice about them. Here’s what I came up with in no particular order:
KY Yours and Mine - OK, here’s the thing. KY Jelly is one of those things that you are afriad to look at in the grocery store for fear that someone might see you. And most people won’t buy it without wearing Groucho Marx glasses. But, IMO, this KY Yours and Mine campaign has almost destigmatized the use of the product. I think that it gives you that “these normal people buy this stuff, why can’t I?” feeling. And that’s power.
AT&T - Some of these commercials are better than others, but I have a sick enjoyment for the morbidity of this commercial. If only he had AT&T, he wouldn’t be…well…dead. Again, kind of weird and controversial. I like it.
Aspercream – “You bet your sweet aspercream!” ‘Nuff said.
True North Nuts – This commercial was never meant to be funny. But the complete miscommunication of the words “nut snack” made this commercial an internet gold nugget.
Yes, these commercials are funny to some and stupid to most, but at the end of the day…we remember them and that’s what really matters.
How will your organization make its mark in 2009?
