Stay ConnectedUnder the Influence gives listeners a rare backstage pass into the hallways, boardrooms and recording studios of the ad industry.Join host and adman Terry O’Reilly for fascinating (and humorous) stories that connect the dots between pop culture, marketing and human nature.
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Copyright: © Apostrophe Podcast Network
Across the two episodes, we’ll trace the way NASA marketed the expensive moon landing to both the American public, and to Congress. In this first part, we see how the Russians got to space first, prompting President John F. Kennedy to promise a moon landing - not only as a way to win the space race - but to improve his public relations after the Bay of Pigs fiasco. The journey to the moon will be one of the most expensive endeavours in history, and NASA needed to constantly market the program to keep Americans interested, and Congress signing the cheques.
Part One is all about putting the moon shot in motion.
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Not all products are beautiful. While it’s easy to sell a gorgeous item, the degree of difficulty ratchets up when the item is butt-ugly. Some ugly products need a lot of clever marketing to succeed, while no amount of marketing can save other hideous brands.
Then, every once in a while, some ugly products become runaway hits. In this episode, we tell the story of how a big grocery store figured out a way to sell deformed vegetables, how ugly footwear continues to attract millions of customers, how ugly toys created an empire and how the car industry has had mixed success selling some of the ugliest cars in history.
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This week, we tackle the topic of Controversy Advertising. The number one job of all advertising is to get attention, and many brands choose to use controversial advertising ideas to break through the clutter. It’s a risky strategy, as controversy always courts trouble.
We look at how Kmart used controversy to blow the dust off its staid image, how Kimberly-Clark used an eyebrow-raising idea to sell a discrete product, and we tell the story of how one advertiser tried to sue his advertising agency for generating the wrong kind of controversy during the Super Bowl. Hope you’ll tune in.
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This week, we look at some of the strangest brands that exist in the world. Some are the result of odd licensing deals - like WikiLeaks, which is now licensing its brand out to other manufacturers. Others are the result of unusual marketing opportunities - like a Burger King body spray. We kid you not.
From Mandela wines to Motörhead Shiraz, we explore how these strange products came about, the thinking behind them, and the resulting sales results. Hey, even the U.S. Marines have their own cologne.
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Well, this is the final episode of Under The Influence for the 2014 season. As as we do every year, we turn this show over to our listeners. Terry answers all the marketing and advertising questions listeners have sent in, and this year, the questions are better than ever.
Terry will trace the history of how Kool-Aid/Lemon-Aid stands came to be, he’ll give a first-hand report on how the very last swan-song Eaton’s campaign was developed, he’ll discuss why #1 brands still feel compelled to advertise, he’ll explore why Cadillac owners don’t like vanilla ice-cream, why advertisers love using babies and small critters in their ads, what the rules are when it comes to the amount of advertising allowed every hour - and more.
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This week on Under The Influence, we look at brands that mock other brands. It’s a risky strategy, as one company has to ridicule another brand to make a point - and mocking a rival always fuels retaliation. We’ll talk about how Miller High Life mocked Anheuser-Busch during the Super Bowl, how Jaguar mocked Mercedes, how Samsung mocked Apple, how Apple mocked Samsung, and how Apple kind of perfected mocking when it set its sights on Microsoft.
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This week, we search for companies that offer 100%, no questions-asked, no fine print lifetime guarantees. They're hard to find, as not many companies are willing to offer that unlimited return policy.
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This week, we look at 21st Century Brands. Only 14 years into a new era, and it's astounding to look at all the new brands and categories that have changed our world.
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This week, we look at how companies sell death. While death is usually a forbidden word in advertising, the subject of death is slowly becoming more mainstream.
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This week, we discuss what happens when founders are the face of a company. No one can relay the passion of a company like the founder - but while they may be the heart and soul of a company, should they be the face?
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