I really like this P & G ad that is currently running in the Vancouver Olympics. It really shows that P & G knows who they are marketing to and it shows that P & G knows they are not selling soap. Watch this and then we'll talk.
There is nothing more precious to a mom than her kids. And a commercial that focuses on portraying Olympic athletes as young children and a tag line that reads, "To their moms, they'll always be kids" I think is brilliant.
P & G understands that they are not selling soap and toothpaste. They are telling a story…a story about moms and their kids. A story about caring for and nurturing children. A story about watching kids growing up to surpass the feats of their parents. I think P & G nails it.
Remember, P & G isn't selling soap, Starbucks isn't selling coffee, and P.F. Changs isn't selling Asian food. These companies are telling stories. What they are selling is an image of their customers that the customers are all too willing to buy.
But here's the lesson…you are not selling camp! Quit writing copy about about you! Chances are, the things you think are important about your camp are not the things that mom thinks are important. Start marketing the life-changing affects of a week of camp. Start telling stories of lives that turned around because of a week spent at camp. Start talking about life-long relationships that were forged at a week of camp. These are the stories moms want to hear about their kids.
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