A recent ad from Carnival Cruise Lines shows an average-looking guy in a red, white and blue track suit as he wanders around a ship, sniffing everything in sight: the carpeting, the rails, the Jacuzzi, the drapes and—even—various members of the staff. It's a little weird. Finally, though, he breaks into a satisfied smile and says, "Mmm, new ship smell."
In a post at the Influential Marketing Blog, Rohit Bhargava praises the spot as an embodiment of Jerry Seinfeld's ability to create an entire story line by putting a spin on a commonplace observation. "Seinfeld stood out," he says, "because every episode expanded on some quirky truth about life we already knew but never thought about."
According to Bhargava, Carnival successfully takes the unremarkable concept of new-car smell, but makes it fresh and interesting in the context of a cruise ship. The phrase conveys a visceral sense of boarding a clean boat unsullied by years—or even months—of use. "And if you're going cruising," he says, "of course you want a new ship."
Bhargava offers this Marketing Inspiration: "[T]hink about what quirky truth your customers all know that you could focus your marketing on. Sometimes you might find your best marketing idea inspired by a show about nothing."
More Inspiration:
Mark Ivey: Tweet This: Why You Should Read Twitterville
Dana VanDen Heuvel: In Search Of Excellent Thought Leaders
Paul Dunay: Just Four People Doing Social Media?
Sometimes thinking outside the box can boost your marketing efforts in a big way. And it doesn't have to be an earth-shaking idea. To see how Open Kernel Labs shook up its marketing, read the MarketingProfs case study titled, "How Low-Cost Conversation Starters Built Community, Generated Leads." See how a bright idea paid off for OK Labs.
by Christina "CK" Kerley
Comments
by Doug Prudeno Csutomer Experience Partners Mon Sep 14, 2009
Sounds like Carnival is really getting the point. In every business customers are capturing "data" with all their senses (what they see, smell, taste,hear and touch) through their interactions with the brand. Whether marketers like it or not they are using all that information to make decisions on the value of the product/service. Some of the information is important, and some isn't but it all goes into a conscious or sub-conscoius calculation that drives future buying behavior and those recommendations to others.