If you are around my age and grew up in Southern California, chances are you recall the icon of used car sales, Cal Worthington. In a recent survey I did with my co-workers, when I asked if they remembered Cal, they all said, "and his dog Spot?" It is simply beyond debate that the marketing approach by Cal had an impact on an entire generation.......remember, they are open until midnight on Bellflower Blvd. in Long Beach....little things about this are always remembered by my generation.
In addition to his dog Spot never being a dog, one of the most captivating parts of Worthington Ford was the jingle in his commercials....it was fast, it was catchy, and chances are if you are reading this posting, you can hear the music in your head right now! But the part that is really compelling is the origin of the music....remember the song, "If You're Happy and You Know It, Clap Your Hands"? Well, that was the origin of the "Go See Cal" jingle.....speed it up a bit, give it a country twang (after all, Mr. Worthington is a Texan!), and you now have a song that everyone recognizes in their sub-conscious. When people would hear kids singing "If You're Happy," they might even think about purchasing a car. This ties to the fundamental principle of marketing.....the needs analysis. Folks may have been thinking about purchasing a car, but the simple jingle (or something similar, like the kids singing the Happy song) may compel someone to transition from awareness to making a buying decision....and hopefully to Long Beach!
Where Mr. Worthington is a true genius was understanding that the car buyers were different, depending on their individual circumstances....hence his acres of cars, new and used, with prices for just about everyone under the sun. His product offering is one of pure variety, but the main key was to get folks in the door in the first place.....getting them to "Go See Cal!" In my opinion, true genius of a better time! Watch the full commercial!
No comments:
Post a Comment