Hardees and Carl Jr. fast food chain are taking a bite out of the fast food industry and boosting profits like never before. Was it the racy Paris Hilton commercials? The answer is… Yes! That is part of it. And although I could be one of the very few men who’ve never seen the commercial or video so I don’t know exactly what she says…but from what I’ve read what is equally important it is HOW she says what she says.
Her commercial breaks away from the hum drum drab of robotic marching like lemmings going over the cliff style marketing. It appeals to the targeted audience of the men who want to over indulge. And that is exactly what Hardees and Carl Jr. wanted to do. They are using several SMARTmarketingTM principles.
1) Paris video broke away from the norm to get past the reaction oh, another one of those.
How is your marketing distinguishing you and your agency as special and apart from your piers?
2) Targeted exactly who they wanted. Men who are blue collar over indulgers.
How is your marketing targeting exactly who you want or are you specializing in generalities?
3) Celebrity attachment. Paris Hilton scores very high in recognition and her name has proven to have a long shelf life. Although she could be considered risky because you never know when she would do something again that you may not be proud to have your business associated with her, but this is calculated against the audience and odds are if she did another one of the even less clothed videos the exact same targeted audience would be there watching with the remote control in one hand and a GIANT Hardees hamburger burgeoning with calories in the other hand!
How can you use the SMARTmarketingTM principle of celebrity attachment with your agency. Note, a celebrity is a celebrity based on recognition so a former or current news anchor in your city as well as recognized atheletes etc can all be used for this purpose and this also has the added benefit of positioning you too.
4) Newsy. Just the fact they used Paris made the event news.
How can you make sure that you get free media by using this principle?
5) Positioned against. They are using the opposite of hum drum. A contrarian. In a world of fast food restaurants jumping on the Jared from Subway lose weight wagon and trying to become a diet destination location –Hardees and Carl Jr.s parent company is saying basically -If you want calories and sustenance and don’t care whether you have a waist line or a circumference that is described in terms of girth then Joe Lunchbucket you are at the right location!
How can you position yourself against the competition? Polarization is not always a bad thing, but contrary just to be contrary is not the goal, find a place to make a stand such as price and say something like Your mom always said you get what you pay for so can you really afford to risk your financial future with barely get by coverage? Our agency provides you Not too much. Not too little. But Just right coverage. Easy. Fast. Dependable.
There are ton’s more we could discuss here but will not.
But in review, was the commercial controversial? You bet your bippy it was. Did it shake up the industry? Absolutely. But it was not controversial just for the sake of being controversial; it was sending the message of being something different.
Now enter the InsuranceMarketingMavericks. Controversial? Some would say yes. Different. Yes. And will they shake up the industry? You better hope so! Because we’ve been hearing from insurance agents across the nation and the challenges of running an agency are not getting any easier.
If you are like me, and one of the few who have not seen Paris Hiltons Hardees or Carl Jr. commercial then that’s fine. But it is NOT o.k. if you have not seen the InsuranceMarketingMavericks.com videos. So get more insurance leads now by taking the first step and watching BeachBroker star in a series of great videos.
Free insurance marketing tips await the mavericks who dare to watch these great videos!
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