If It Works, Milk It

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.