A HEALTHY ATTITUDE TOWARD FAILURE
Over the years, we can think of two ideas that we thought would surely help our clients' suceed, but failed to convince them so. Here's one of them.
The Problem: The newly opened ACME stores in the Fairfield County and the Hudson Valley are under-performing. ACME has entered an area where consumers already have established their shopping habits. In all likeliness, most have never shopped in an ACME store before and don’t know what the brand stands for. In some cases, consumers here may not even know what type of store an ACME is.
The Solution: Create an Identity Campaign to introduce and build brand awareness of ACME to Greenwich marketplace.
"ASK ME ABOUT ACME"
The Strategy: Develop a multi-media campaign using the “Ask Me About ACME” campaign slogan. We recommended using the ACME President as the company spokesperson. He will create a human contact with new ACME customers. He will create a dialog using his voice and image in the advertising.
The Tactics: We proposed a comprehensive marketing plan, together with strong store operations is proven to drive incremental sales and customer traffic.
The creative takes design cues from Acme current advertising look and feel. Here are just some of the concepts we proposed for the campaign.
Michael Jordan said it best: "I have missed more than 9,000 shots in my career. I have lost almost 300 games. On 26 occasions I have been entrusted to take the game winning shot, and I missed. I have failed over and over and over again in my life. And that is why I succeed."