Frager Factor

Friday, February 01, 2013

Daddy Disappoints... AGAIN! Ogilvy Turning in the Grave

Veteran Deutsch art director Jeison Rodriguez was fired
for sending out, via email,
pictures of Donnie Donny Deutsch,
wearing a Speedo and sporting a Mullet,
he found on company servers. That's how foolish
Deutsch makes GoDaddy look on Sunday
There is only one fool proof system for determining advertising effectiveness. That's the cash register.” ~~Allen Kay 

"NO SALE, NO COMMISSION. NO COMMISSION, NO EAT. THAT MADE AN IMPRESSION ON ME." ~~DAVID OGILVY







Well kooks like on Monday when I wear my GoDaddy shirt to the dog park, everyone will still, ask "GoDaddy" sounds familiar what do they do?

After a five minute explanation they will say "oh the Bar Rafaeli" kiss?


Wrong.


The problem is that your product is NOT the COMMERCIAL. Nor is Rafaeli.


That's what Madison Ave likes to do— put itself center stage and use the Super Bowl as a portfolio piece to showcase its creativity. Your product is GoDaddy not Deutsch. 


Time for KKR to pick up a copy of Ogilvy on Advertising and give it a good read!


And for my money it would be great to do business a service and let them know about Aftermarket domains because that's what they should go to the website in search of, not the x-rated commercial.


Of course numbers will skew the whole exercise because drunk domainers will fill their coffers nonetheless with pigeon shit d'jour. Commercial will look like as success as if it mattered at all to do anything more than stroke Parson's humungeous ego.


At least .CO has engaged the audience with their spot, and makes use of the opportunity to connect being a start up with finding an available domain for one at GoDaddy.



But the truth is that advertising legend David Ogilvy is turning in his grave knowing the role of clear brand indentification in direct response and how his industry has missed the mark with domains. If he were alive he'd probably say the problem with— and only barrier to unlimited success— with your web and landing pages are the way they look. His advice:
We sell – or else.

No sale, no commission. No commission, no eat. That made an impression on me.

You can’t save souls in an empty church.

If you, my fellow copywriters or art directors, want to win the award, devote your genius to making the cash register ring.

‘Making the logo twice the size’ is often a good thing to do, because most advertisements are deficient in brand identification.

L. Mencken once said that nobody ever went broke underestimating the taste of the American public. That is not true. I have come to believe that it pays to make all your layouts project a feeling of good taste, provided that you do it unobtrusively. An ugly layout suggests an ugly product. There are very few products which do not benefit from being given a first class ticket through life.

Dr. Gallup reports that if you say something which you don't also illustrate, the viewer immediately forgets it. I conclude that if you don't show it there is no point in saying it. Try running your commercial with the sound turned off; if it doesn't tell without sound, it is useless.

The best ideas come as jokes. Make your thinking as funny as possible

Read the original story from 1991.

Oh Donny Deutsch, what are we going to do with you.


Owen Frager

Same Super Bowl commercial rant since rick's bard and the sock puppet in 2000

btw, Here's the bets of the 2000 dotCOM Super Bowl spots. Where have these companies gone today and imagine what GoDaddy might be if they used the spot to sell domains?






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About The Author: Owen Frager is an Internet marketing expert ready to help take your company to the next level.

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