Have you seen Boeing’s series of Commercials – “We Know Why We’re Here!”

I’ve watched these several times and I always come back to the same question in my mind, “Who Are They Marketing To?” They’re not really selling a product – at least not a product that I’m going to buy. How many people are going to watch one of these commercials and then pick up the phone to say, “Hello, Boeing. Yes, I’d like to buy one of those 767’s. Can you deliver it tomorrow?” I’d venture a guess that probably NO ONE is going to do that.

So what is the purpose of the commercial? I don’t know for certain, but I’ll take a guess – in a moment?

How about other similar companies that have produced very slick marketing campaigns that when you take a moment to examine them, they leave you asking similar questions? Remember the old BASF commercials? “We don’t make a lot of the products you buy; we make a lot of the products you buy better!” I always wondered, “O.K. What is being sold here?” I always came to the conclusion, “I dunno”. Since I couldn’t run out and buy a BASF computer screen, a BASF red dress for my wife, or any of the other products that BASF claimed that they made better, I always felt it was a total waste of marketing dollars.

O.K. so “Who are they marketing to?” Well, at first glance, it appears that both of these companies are either marketing a product that no one can buy – either because of price OR because they don’t make a product to buy – or just throwing away money on marketing that doesn’t even sell their product. And that is true, one could easily reason that some marketing person (or company) was very impressed with their slick and creative marketing campaign and sold it very well to upper management. However, this is only part of the story.

These videos were probably produced to make investors feel compelled to buy stock in these companies. Notice that both of these commercials tout the innovative nature of the company, the quality of what they produce, and the necessity of their product to the world. These videos are probably produced to elicit a specific emotional response from someone that has funds to invest in these companies.

I still contend that these commercials are probably being placed in front of the wrong audience at the wrong time. But, that’s the problem with traditional marketing methods. You can’t really control who sees your marketing or when they see it – other than your chosen outlet and time frame.

Using “non-traditional” methods of marketing, you can place your marketing in front of your potential customer at the very moment that they are looking for your product or service and are ready to buy.

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If you’d like to see the Boeing Commercial…