Too Much of A Good Thing

April 2 2013
Charles Wagner
Charles Wagner

Most people understand the old adage all too well. Too much of a good thing can hurt you. We’ve all been there. Lying in the sun at the beach too long can get you burned, exercising too much can do more harm than good, and eating too much rich food can make you pack on the pounds.

But even with all of that life experience to draw on, people seldom think about applying the same logic to their marketing budget – in particular, to purchasing the right amount of commercial time to achieve their goal.

Around President’s Day this year, all of the car dealers and major brands were having sales and promoting the heck out of them, as they always do. They ran many commercials, all saying roughly the same thing in the same way. But the one I remember most was the one sponsored by “Your Mid-Atlantic Ford Dealers.” A lively Cajun-inspired tune, just a man and his guitar singing about the President’s Day sale “at your local Ford dealer.” A stop-action video of an engaging young man wearing a pork-pie hat and holding up hand-drawn cards that roughly corresponded to the words in the song, standing in front of video footage of Ford cars and dealerships. The music and the style of the commercial initially held my attention and delivered its message. Since it stood out from all the other commercials about President’s Day sales, I would have considered the campaign to be a success.

If they hadn’t run it into the ground. 

I said I remembered that ad. I didn’t say I remembered it fondly. It ran over and over, at least once an hour every hour, and it ran EVERYWHERE. You couldn’t escape it. It would pop up on every channel, and at any time of the day or night. Sometimes they ran the same thirty-second commercial twice to fill a sixty-second slot. During an hour-long show, the commercial would air 6 or 8 times.  My kids would roll their eyes and groan, and my wife started throwing things at the set every time it came on.  

Over time, I began to see the smile on the man holding the cards as something other than friendly. He almost seemed to be mocking me, because he knew I could not escape. Wherever I went, whatever I watched, the commercial would follow, and remind me of the sale whether I needed to be reminded or not.

And it wasn’t just my family that was feeling this way. To see just how hated this campaign became, just do a Google search on “President’s Day event at your local Ford dealer.” There was even a Facebook page called “100,000 Begging Ford to Stop the "Local Ford Dealer" Commercial.”

The Mid-Atlantic Ford Dealers had money to burn, and they burned it – along with any goodwill TV viewers in this area may have had towards the Ford Motor Company. By the time the President’s Day sale event was over, you couldn’t give me a Ford, let alone convince me to buy one. The Mid-Atlantic Ford Dealers took an engaging little ad and turned it into an annoyance that would not go away. They spent way too much money and ended up doing the exact opposite of what they wanted to do. They wound up turning the buyers they were targeting against the very company they were trying to promote, because they didn’t understand how easy it is to cross the fine line between just enough exposure and way too much.

Like giving someone too much to drink, running the same commercial over and over won’t make potential customers like you any better. It will just make them sick … of you. 


Regular visits here are the

Regular visits here are the best way to thank you for your effort, which is the reason why I'm visiting the site everyday, looking for new, interesting info. Many, many thanks!
dietas para adelgazar rapidamente

Guar protein offer a wide

Guar protein offer a wide selection of products for your specific requirements.
Guar meal churi manufacturer
Microlam roasted korma
Guar korma exporter

SRSG incorporated in 1997

SRSG incorporated in 1997 with a vision to provide the technology of Apple. SRSG is one and half decade old agile and adaptable company dealing with wide spectrum of broadcast IT and media technology products and services.
System integration service providers in india
Broadcast consultants in delhi
ipad Service center in Delhi
Apple mac accessories in delhi

Pretty good post. I just

Pretty good post. I just stumbled upon your blog and wanted to say that I have really enjoyed reading your blog posts. Any way I’ll be subscribing to your feed and I hope you post again soon.
Home interior Design

Its an extraordinary joy

Its an extraordinary joy perusing your post. Its loaded with data I am searching for and I want to post a remark that the substance of your post is wonderful.
how to get more views on youtube

how can i know if a guy likes me or not

The Secret Survey teaches you the hidden meanings behind how men truly think and feel about you and answers the most pressing questions women have about men in can i know if a guy likes me or not

Ace Cleaning you will

Ace Cleaning you will eliminate that risk factor. Let us provide you with a first class service, not only for the first few weeks of your contract but on a consistent basis in the months and years ahead.... Ace Cleaning LTD

Great post! Decorative

Great post! Decorative coatings for Residential,Commercial & Industrial floorsShot Blasting & Diamond grinding floor preparation. A trainedteam that will examine your floor and show you our variety ofcolors, textures and different flooring systems..... flooring columbus ohio

The Penguin Method: Samantha

The Penguin Method: Samantha Sanderson Reveals Her 3-Step, Drop-Dead-Simple Neurological Reliance Shortcut For Making A Man Love, Adore, And Cherish You... penguin method guide reviews

Learn everything you need to

Learn everything you need to know about the program so you can decide if the Girlfriend Activation System is the right choice for you before you buy it... i a nerd how do i get a girlfriend

Post new comment

The content of this field is kept private and will not be shown publicly.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Allowed HTML tags: <a> <em> <strong> <cite> <code> <ul> <ol> <li> <dl> <dt> <dd>
  • Lines and paragraphs break automatically.

More information about formatting options

Comments are welcome, since the web is a collaborative medium, but spam, profanity, and politically-charged comments will be removed.

By submitting this form, you accept the Mollom privacy policy.