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The Seinfeld Principle for Advertising

The Seinfeld Principle for Advertising. By Steve McKee Business Week , March 8, 2007 Presented by: Lisa Hill and Lyndsey Shaver for BA 493. “For a successful campaign, commit to unfolding the identity of your brand over time and don't ask any one ad to do too much.”.

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The Seinfeld Principle for Advertising

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  1. The Seinfeld Principle for Advertising By Steve McKee Business Week, March 8, 2007 Presented by: Lisa Hill and Lyndsey Shaver for BA 493

  2. “For a successful campaign, commit to unfolding the identity of your brand over time and don't ask any one ad to do too much.”

  3. The Beginning of Seinfeld • July 5, 1989- “The Seinfeld Chronicles” premiere on NBC • Audience response? Not so great. • NBC offered the show to Fox, but they didn’t want it. • Seinfeld was on death row, but funding for a few more episodes came through. • Seinfeld went on to win 10 Emmy Awards and become, according to a poll in 2002, the #1 television show in America. • So what does this have to do with advertising?

  4. The Late Bloomer (not always a bad thing) • The concept of Seinfeld took people some time to warm up to. It wasn’t a cliché family TV show. It was “famously- about nothing.” • Advertisers should be careful not to make assumptions about the effectiveness of their campaigns if they don’t see immediate results. • Sometimes new things and great ideas take time to become successful!

  5. Patience Can Pay Off • Feedback loop in advertising (CareerBuilder example) • Lots of companies quit their advertising campaigns too early because of unrealistic expectations. • Think About It: Are all ads really supposed to make us want to immediately rush out and buy something?

  6. Be True To Your Brand • A good campaign will build brand equity over time- don’t try to force immediate results. • Through ups and downs, have faith in your creation. • “Commit to unfolding the story of your brand over time, and don’t ask any one ad to do too much.”

  7. Y “I’m like a commercial jingle. First it’s a little irritating. Then you hear it a few times. You’re humming it in the shower. By the third date, it’s ‘Buy Mennen!’ “ -George, in “The Chicken Roaster”

  8. Thanks! 

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