Think about all of the times you’ve gone into a store for just a few things, but end up leaving with so much more. Your cart ends up filled with a few movies that caught your eye, a new shirt with peppy colors and a kitchen utensil you just have to have. But, do you know what you’ll never casually leave the store with?
Thirty years ago, while working on an advertising campaign for KitchenAid, we noticed a trend that still exists today. Consumers, in general, are reluctant to purchase large, high-priced items unless they’re absolutely necessary. When it comes time to buy a new refrigerator, oven, dishwasher or washing machine, there will be no impulse buys—no rationalizing with your husband by saying, “It was close to the register!”
So when KitchenAid asked us to create their quarterly merchandising promotions, we knew a flashy campaign that made its viewers “ooh” and “aah” wouldn’t get us anywhere. We needed something clean, clear and straight to the point. Something that would make consumers think, “If I have to buy a new (insert appliance here), I want it to be from KitchenAid.”
To get consumers to that point, we came up with simple messaging, promoting efficiency, effectivity and features—all of the things that really matter when you’re making a big purchase—and it worked. During the years we were lucky enough to work with KitchenAid, sales of their appliances increased approximately 15 percent per year.
There’s something that makes us “ooh” and “aah.”
To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.
