Proctor and Gamble is the world’s largest advertiser, spending $8.3 billion per year. By comparison, GM at #2 spends $5.1 billion.
In recent years, P&G has put its advertising under tremendous scrutiny and review as it has reduced its annual overall investments by $1.4 billion since 2013.
What hasn’t changed along the way is the company’s relentless focus on its core customer and winning the Moment of Truth whether in the grocery aisle or increasingly on Amazon.com.
In fact, the bigger the stage, the more focused the message. This summer during the Rio Olympics, P&G is once again putting the spotlight on Olympic moms.
In support of this ad, which has already received almost 15,000,000 views on YouTube, the company said:
“It takes someone strong to make someone strong. This summer, as we celebrate the world’s athletes at the 2016 Olympic Games, let’s not forget the person whose strength inspired them along the way: Mom.
Thank you, Mom.”
As a longtime Olympic sponsor, Proctor and Gamble has simultaneously earned the priceless position of “Proud Sponsor of Moms.”
According to Adweek, “The final onscreen lines of the new spot are perfect, too: ‘It takes someone strong to make someone strong.’ That’s an even better exclamation point than the ‘Best Job’ coda (‘The hardest job in the world is the best job in the world’).”
As moms put together their grocery lists, it helps to know that P&G and their 25 billion dollar brands have their back. This position helps brands like Tide, Always, and Crest win the Moment of Truth, even though they are regularly the highest priced product in their aisle.
Who’s the Equivalent of an Olympic Mom for Radio?
Olympic moms represent the moms everywhere that P&G is dedicated to super serving. Who would be your equivalent target consumer and more importantly how do you celebrate them?
Radio listening is done primarily by employed persons. Even millennials, and so much justified concern about their listening habits, utilize more radio as they settle down and start families. After all, they have to evolve and make money to buy all those premium P&G brands like Pampers.
However, winning the workday is not the domain of only a few formats and it’s a stronghold that radio cannot take for granted. In fact, it’s possible that middays will quickly become our strongest daypart once the driverless car emerges, which some predict will happen by the next Summer Olympics in 2020.
Winning the Moment of Truth, the point when someone starts consuming audio, is possible only if they are thinking of you first. If they are thinking of their Spotify playlist, favorite Sirius channel, or another station, you lose that critical tune first occasion.
Consistently getting to know your Super-Fans by name not only maximizes the investment of your marketing dollars, but it gives you a long term competitive advantage.
While you Win the Moment and drive ratings in the current quarter, you are also capturing information and building relationships that will continue to pay dividends in the future.
For more information on how to maximize the impact of your marketing, contact us to schedule a confidential discussion.
– Thanks for reading. Andrew Curran, President and COO, DMR/Interactive