For fifteen years I worked for Bubba Gump Shrimp as their Forrest Gump impersonator/look-alike.
I was a brand representative. An ambassador. I was a messenger who delivered the concept of fun and good times. Shrimp and delicious food was the product. Good service was the standard. But the main concept was fun and good times.
I strictly sold the concept. I never specifically asked for an order. I never took an order. I never accepted money in exchange for food, photos, or fun. My job was to have fun and plant the seed of good times. The meal was the fallout from my efforts.
It worked. The company continued to pay me because fun contributed to the bottom line. People loved the good times concept. They rewarded the restaurant by walking in the door and ordering a meal. Time and time again. While the exact ROI was imprecise, management had the gut feeling that it worked well. And so it continued for fifteen years.
Right now, the politicians are trying to sell us on a concept. They are trying to sell us on their vision of the future. They’ll make the sale if they get our vote.
Advertising can take the form of brand awareness (i.e. concept) or act now (i.e. product or service).
The car or phone promotion maybe be designed to plant a seed for the future. They know the day will come when we do need a new car or phone. Right now. The seed planted months or years ago will suddenly sprout. They sold us on the concept.
When the furniture guy comes on the radio and screams about shutting down the store to slash prices and EVERYTHING MUST GO … the goal is to sell a sofa immediately … during the 12-HOUR SALE!
Selling a vision take time and effort.
- Big ideas need to be sold as a concept
- Radical, transformative change needs to be sold as a concept
- Visions for a better tomorrow needs to be sold as a concept
Selling a product or service takes yelling loudly and often.
- Sofas are sold as a product
- Happy meals are sold as product
- Carpet cleaning is sold as a service
As a consumer, I’m exhausted from people trying to sell me products and services. I’m turning numb. I don’t hear it anymore.
As a thinking and feeling human being, I’m excited about new concepts. Visions for the future. Changing the world for the better.
Fresh, innovative, and transformative ideas capture my attention.
Loud yelling has turned me numb.