Chevy’s Super Bowl Ad Contest Teachs Us 3 Things
This is a story that tells anyone 3 things.
A young lady named Katie Crabb won the Chevy Super Bowl ad contest. An ad that she conceived will be shown by Chevrolet on the Super Bowl Sunday, February 4th. That’s a $2.6 million slot, with another mill in production costs.
This was a national contest by Chevy where she competed against 200 entrants. In the finals she was the only individual participant. She is a college freshman. The rest were teams of college seniors and grad students. She entered as an option to an assignment in an English class at the University of Wisconsin - Milwaukee. She did her own graphics, which look like something a grade schooler would draw. She did her own pitch. She even got lost when she went to mail her original entry. By many conventional measures she was over matched and should not have won.
(A little disclaimer: I live in Milwaukee, Wisconsin.)
So, how did she win? She had a good idea and she pursued the contest with a cheerful attitude.
He idea was good because it was “low to the ground”, close to the market. She knew what she liked and didn’t like. She knew that the other people around her felt the same way. When she offered something that would appeal to her she was reflecting the market. That is hard to beat.
Still the other 4 finalists had good ideas. What was her edge? It’s as old as business itself. She connected personally with the people at Chevy. The adage is that “people buy from people.” She also gave them added value, a very Copraesque story: the loner from the Midwest against the high powered teams from the coast. Her story has gotten good print around the country.
Here is what her experience teaches all of us.
1) Nobody, repeat nobody, knows where success will come from. Just look at stock pickers. When you find some that say buy a stock you can find the same number that say sell the same stock. If you have a good idea, do what you need to do to move it into reality. Then see what happens. Be ready to push forwad, but be ready to drop it if things don’t pan out.
2) Good ideas, great technology, flash and the like don’t get it done. The world runs when people work with people. Relationships make the difference. If your clients feel, that’s feel, you have their best interests at heart they will work with you. If not, no sale.
3) Give your customer value over and above the product or service itself. The value doesn’t have to be big, but it must be perceived as value by the client.
Google the News for Katie Crabb you’ll find it an interesting story both personally and from a business viewpoint.
1 opinion for Chevy’s Super Bowl Ad Contest Teachs Us 3 Things
Barbara
Apr 18, 2007 at 10:52 pm
Interesting theme have mentioned. With pleasure I shall support.
And in general, good blog
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