Yeah for AFLAC. Their duck mascot and brand icon has entered the studio recently for their 28th commercial. They have achieved incredible brand awareness among the masses over the years since they adopted and promoted their duck character. Wow, what a success! Don't you wish that your marketing would have yielded results like that? The question is; Why didn't it?
A few years ago,many of us were unfamiliar with this supplemental insurance company. American Family Life and the Kaplan Thaler Group created the hero "spokesduck" and the rest is history. We all find their commercials wildly entertaining and unforgettable. Their message is clear: There's no need to fear; AFLAC is here and to the rescue. They have succeeded in making AFLAC a household name in a relatively short period of time. Everybody loves that duck!
Hugely successful brand recognition like that is also available to you. It takes time, patience, leverage and a clear, steady, focused message. We are all aware of companies that are unfocused. We view their advertisement or commercial and wonder what in the world they were trying to say. We certainly don't want our marketing and advertising to generate results like that.
The basic steps for developing a successful marketing plan are quite simple. Define your purpose, write out your message in as few words as possible and deliver it to the masses. Simple yes. Easy... not always. Work from multiple approaches. Keep at it. Be both creative and absolutely relentless.