Show don’t tell is one of my favorite marketing tips. I could write ten thousand words convincing you that the carpet I was marketing will stay clean through every type of situation you can imagine.
Or, I could create a video where flooring company Mohawk installs their SmartStrand carpeting in an area in a zoo where elephants live to show you the same idea.
Six African Elephants, Three Camels, and One Black Rhino can’t crush or stain Mohawk SmartStrand Carpet. After watching this video, you’ll get my main message. Wow, this is one durable carpet that can even withstand the zoo you keep at home with your family.
Show Don’t Tell
After three weeks inside the enclosures at the Dallas Zoo, SmartStrand carpet comes out the winner. Watch this video to see how it comes clean and snaps back originally to shape.
The simple lesson, can you demonstrate the benefit instead of telling people about it?
Words are never as effective as a demonstration. Seeing is believing is a cliche for a reason – because it captures an essential truth about marketing.
Credit to Michael Cheek who was the Director of Digital Interactive for Mohawk around 2010 when the idea first came to life. This campaign achieved $20 million dollars of publicity at a cost of $300,000. Not a bad return on investment.
Marketing lesson of the day: Show Don’t Tell.
In case you can’t see the video, here is the link.
Need help showing instead of telling?
I can help. You can set up a time to chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
HT to my client and friend Richard Kingston
Video courtesy of Mohawk
