Since you spent an early year in the '60s at Ted Bates just to learn how to sell packaged goods, can you tell us what you learned?
Focus on product, repetition, taking one unique selling proposition and hitting over and over again. We did that for Beck's beer, hitting them in 10-second commercials -- we didn't have that much of a message -- with the one thing, that it was the No. 1 selling beer in Germany, and the stein coming down with a clunk. It became the No. 1 German import in the country. We did that with Ralston's Meow Mix, for example, with "The cat food that cats ask for by name." We did it with "Scrubbing Bubbles" for Dow Bathroom Cleaner. We sold soap. I always used to tell people, "We have no style." But we did. We looked at whatever would sell it.
- From a 2008 interview with Jerry Della Femina.
No comments:
Post a Comment