Years ago, I was on a job interview in Florida. As the station manager was taking me to the airport, he was extolling the virtues of living in Florida. The weather, no state income tax, and as an aside, he said, “plus, we have Publix.” “Publix?” “Yeah, it’s a supermarket. The aisles are wide and […]
Years ago, I was on a job interview in Florida.
As the station manager was taking me to the airport, he was extolling the virtues of living in Florida.
The weather, no state income tax, and as an aside, he said, “plus, we have Publix.”
“Publix?”
“Yeah, it’s a supermarket. The aisles are wide and clean, and when you ask, ‘where’s the salt’, they can’t tell you, they have to show you.”
He was right about Publix but what he should have said was, “and they have terrific commercials.”
While in Florida, I became a real fan of the store’s television marketing.
They were always 60-seconds long. They didn’t talk about prices or specials, or service, in fact, they never showed the inside of any stores, and in every spot, there were only glimpses of food products.
But it was how the commercials made you feel about Publix that sold you.
Here’s a spot from Food City that’s a call right out of Publix’s playbook.
Can we use emotion like these to create a feeling about local news?
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