What is Wrong with Today’s TV Advertising and How can it be Fixed

I have noticed a trend in TV advertising where the story, acting, special effects dominate. Where the name of what is being advertised is subordinate and on one very expensive prime time ad I counted three seconds of exposure to the name of the product. It happened to be The Lincoln Motor Company. I watched it carefully again and the well known actor was mumbling something about life and that made no sense. The mumbling was off putting and having produced over 80 commercials I was wondering what had gone wrong.

• Unless I was a professional I would have no idea what car company was being advertised
• I had no idea how the mumbling actor was telling the story of the positioning of the car company.
• It looked like the creative team went nuts thinking they could wins some award with this esoteric advertisement.
• We are talking about millions of dollars down the drain!!!!! Yes smart marketing folks and Lincoln blew it.

The next advertisement in the series had the same actor but you could understand him. But the message did not fit the image of the car. The message was I drive this car (lincoln) not because of status, not because I have the money but because I like to. A very weak positioning statement and benefit to potential buyers.

• I am lead to the conclusion that there is no real point of difference model by model between a Lincoln and a Ford. There are not bettter features on the Lincoln. So I checked the prices. A 2014 MKS Lincoln with eco boost (turbo charger) with standard options was 35,000 brand new. A 2014 Ford Taurus SHO (high performance) with standard equipment, the same as the Lincoln.
• It is obvious that the Lincoln Division is being killed by the Ford division and in fact not only does not have a point of positive difference but in fact are negatively positioned.

Here is what the advertising should have done.

• Clearly highlight the point of difference of Lincoln over Ford and it should be snob appeal. It should show features not available on the Ford Taurus that are quite appealing, like Cadillac does with Chevy. But what I just outlined is not true.
• So what is left, a creative advertisement that hopes the acting and the part of the famous actor sell car.
• This is not going to happen and I predict that Lincoln sales are going to take a dive. Ford is very strong and in fact their Ford Focus is outselling Toyota Camry

How to succeed in business by one who did: 10 point check list by Fred Held of Palos Verdes Estates and former top executive of Mattel inc.

• Follow your star. You will need to become genuine friends with some one in higher management. The higher and stronger the friendship the greater the chances for success.
• Appear to and actually do at teal 10 per cent more relevant work than your competitors. That gets seen by top management all the time.
• Never complain, instead pick a good cause and volunteer to organize a solution
• Study how the company makes money. Is it the lowest cost producer. Is it the most creative and comes out with great products or services. Does it have superb customer service. Then align yourself with those values.
• Never say negative or confidential things outside of the company and in public, it gets back. Say positive things. If you can’t find any go to another company.
• Make a decision to either be in the old boy or girl group and do what they want or identify with your star and do what that person wants. You will be forced to make a decision you can’t do both.
• Dress slightly better than the rest. Not way better but slightly. It is noticeable.
• Learn how to and frequently make group presentations. Be seamless. Encourage questions and answer them as positively a you can.
• Don’t be known as the most active sex machine, some conservative will shoot you down.
• You will need one big success to gain a good reputation. Think hard, propose it and pull It off. The next ones will be easy because you will be expected to succeed.

Fred Held in the Hollywood High School Hall of Fame

Fred Held of Palos Verdes Estates is in the Hollywood High School hall of fame twice. The first time he was installed was because he was on the swim team that accomplished something that had never been done before nor since. The team won the Los Angeles City finals in all three divisions for three straight years in a row. Fred won four gold medals his senior year in those finals. The second reason were the Executive positions Fred held at Mattel Toys, and the Marketing Agencies for McDonald’s and Burger King. At a recent alumni homecoming at Hollywood High, it was mentioned that though there were many movie stars, While working with McDonald’s Fred negotiated with his former employer Mattel to do a Barbie and Hot Wheel Happy Meal promotion. This promotion achieved such tremendous response it became the number one volume in the history of McDonald’s.