Hi All,

Most direct marketers think that big companies waste their advertising
dollars on TV Ads. I can't help thinking that the insurance company
GEICO fits this category.

Maybe you've seen those ads that start off on a completely unrelated
field (like home repairs, or exercise euipment) and then ends with:
"But I have good news for you. I just saved a bunch of money on my
car insurance with Geico!"

Every time I see these ads I can't stop thinking, "what waste!"

But maybe I'm wrong. Do these types of "diversion ads" work?

Fooling the prospect into thinking that you are leading them in one
direction then suddenly change subject in the end. To me this
goes against everything in direct marketing or advertising on
a whole.

But again, maybe I'm being too shallow ...

-Ray L.,

certainly not for direct response...but branding really is a different world.

ABSOLUTELY. See how we actually remember an ad we think is unrelated.

The goal of an ad is not always to sell, same way that not every web site has a goal of making a direct sale right from the web page. The effectiveness of an ad/web site always is in relation to the desired goal....IMHO.

I guess the question is: "Is the 'Diversion Campaign' a stand alone marketing tactic, or part of an overall, integrated strategy?" I gotta believe it's the latter.

The goal of an ad is to sell, but I get what you're saying, NadinRath, and Erik.

I'm sure Geico is using that ad as part of a strategy that includes lists and databases and integrates them with an overall theme, national and local advertising to support the theme, and some targeted lead-generation.

Watch your mail box, and see if you don't get some mailings from Geico. I bet if you analyze them, you'll see some continuity between what's in your mailbox, and those ads on TV.

That ad is softening you up. It's like an often told joke, at first it's surprising..over time it becomes familiar, almost comforting. You may even find yourself watching other ads, and thinking "I wonder if this is one of those 'Geico' ads?" If that's the case, then they're really getting a lot of mileage from their "misdirection."

Ray, I think your basic point is being absorbed by a lot of businesses..
Mass Media advertising no longer works. Marketers must use database-driven (direct) marketing if they want to prosper in an increasingly fragmented marketplace.

And that's where we come in!

Carl's Jr.'s Paris Hilton TV ad was certainly distracting.

But I never really got the message. Not that I eat their burgers, anyway.

You know, the more I think about this...the more I agree with raydal. I'm trying to remember some of the funniest and creative commercials I've seen, and connect them with a product. I can only do it when the commercials is directly about the product.

Where's the beef
Cha-Ching
I've fallen, and I can't get up.

Everyone who remembers these, remembers what they were about.

Now there was a really good one where a really hot girl farts when she thinks she's alone. I can't remember what the commercial was selling.