If It Works, Milk It
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I’m sure you can think of several ad campaigns whose longevity surprised you:
- Got milk? (and all variations other companies used)
- Trust the Midas touch
- Milk: It Does a Body Good (milk must have some kind of marketing firm)
- Where’s the beef?
My point is, these campaigns worked. And worked. And worked. You probably got sick of hearing them. But it’s a good marketing ploy:
If people love it, give them more.

My modern example is what Oprah’s been doing for the past few months with the book ‘A New Earth.’ She held a teleclass for anyone and everyone around the world a few months ago, and now she’s pulling in more experts and more classes. Milking it, as it were. Why?
- Some people can’t get enough. Anything associated with this book, they will buy or buy into. Why shouldn’t she capitalize off it?
- She’s drawing people who missed the initial buzz. I was one of those for ‘The Secret.’
- She knows what people like. She’s Oprah. ‘Nuff said.



Susan Payton is the Marketing Eggspert, and owner of 
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