Marketing Specific Traits Makes a Better Campaign

Nissan has recently released a new ad for their Altima Tire Pressure Warning System. It’s a funny, lighthearted look at one of their newest product traits.

It’s also an excellent example of why marketing specific traits just makes for a better, more memorable campaign. After all, what good is a campaign if no one remembers it long enough to act on it?

First of all, I want you to take a look at one of their more typical commercials:

This one’s pretty good. It tugs at your heartstrings. It even ends with a feel good. But will you remember it in 10 minutes? You probably already don’t remember the first part of it.

Now, take a look at a commercial that is advertising a very specific trait of its new car:

You may not remember which car it’s for, but you can walk into any Nissan dealership and say you want to see the car that honks when you fill the tires. They’ll know exactly what you’re looking for.

Most ads ask you to remember specifics of the product to be able to find it again, if it even moved you to act. This one is not only entertaining but you don’t need to remember a darn thing about the product to act on the campaign. Describe the ad to someone and you’ll quickly find the right product.

Next time you are in the position of advertising your products and services, choose a very specific trait that makes you different from the competition and build your campaign around that. It’s not important that the viewer know everything about your company from seeing your ad once. You just need to give them something with which to start their search.