2020 Marketing 101

Make a Lasting First Impression

Thanks for the advice, I know. But, there are a ton of great ads that have been created through the years and so many of them fall short of this simple construct. With the Super Bowl coming up, it’s a good opportunity to talk about the first tenet of marketing. There have been so many great ads for the Super Bowl through the years and, in fact, many people just watch the game for the ads. Well, that and the snacks served at some of the best parties people throw for the event. In truth, just between you and me, you might catch me just going to the party for the ads and the snacks, but don’t tell anyone.


The Super Bowl ad spot is a valuable one…and, costly. But, it’s an opportunity to be seen simultaneously by more than 100 Million people at one time. Those companies who invest in the potential impression they will leave, want to leave the best impression they can as they likely will get one shot at it.

There are many different approaches to leaving this impression, but they all want to leave an impression that will convey the point of the ad and stay with the viewers for as long as possible. They can do this through a dramatic point that tears at the heartstrings or through a humorous point that might tear at the core muscles from laughter. There are many options in between, but these are typically the two extremes we see for the Super Bowl ads.

One of the best ads ever, was the hilarious ad from 2000. During Super Bowl XXXIV (34) in 2000, Electronic Data Systems (EDS, now a wholly owned HP company) went with the humor approach by delivering the funniest commercial ever. Taking a metaphor and imagining the reality of it is a brilliant approach. EDS took the oft heard saying “herding cats” and equated it to the difficulties we sometimes face in business and how they are able to help businesses conquer even the most difficult tasks. If you’ve ever owned a cat, you get the meaning. That is, getting independently minded creatures (like cats) to do the nearly impossible, herd into one direction. They had some fun with the commercial called “Cat Herders” featuring a large number of cats and also cowboys (catboys?) talking seemingly seriously about the art of herding cats versus herding cattle. As they say, it’s purr-fectly hilarious.


So, how does that leave an impression on us? The humor is a catalyst to remembering the name and the perception of what EDS does. They are able to take the most difficult tasks and get to a resolution. It’s truly a masterpiece of advertising and leaves a long lasting impression with an important point and key single definition of their company. Sell one thing and sell it well. One of the key marketing tenets to be noted by any good marketing campaign.

Parker Associates is involved with ensuring businesses and projects are as successful as possible. With our proven approach backed by a combined nearly 100 years of experience in our executive team, we have a track record of success that is unparalleled in the industry. It’s what we do. If you need assistance with your business in any way, contact Parker Associates and PTC Computer Solutions. We are ready to help.

David WB Parker is a principal of Parker Associates of Jacksonville, Florida, marketing consultants to the real estate industry; President of PTC Computer Solutions, IT Specialist, and an active real estate sales professional with Barclay’s Real Estate Group based in Jacksonville, FL.  He is also a principal partner of the REMA Team of professionals. He can be reached at 904-607-8763 or via email davidp@ptccomputersolutions.com.

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