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“Cool” is a state of mind, a way of expressing oneself that shows
confidence, style and to some degree a bit of glamour.


It is the stoic response to the thorniest question; it is never letting
the other guy see you sweat or run for cover.


It is being able to prevail in the most daunting situation and never
getting ruffled. It is being able to live by your values, your rules, not
by someone else’s values and rules, and prosper.


More importantly, it is an attribute that many marketers covet to
associate with their brand, especially if they are targeting those
segments that value “cool” over anything else.


"Sleepy’s,” a sleepy old mattress company just rolled out a new TV
campaign about “a good night’s sleep”, the obvious end result of a great
mattress and what everybody wants.  But instead of just showing the
product and having people say what a great night sleep they got on a
Sleepy’s mattress, they did something different.

By depicting active people running, playing tennis, riding a bike, running
for a plane and doing a bunch of ACTIVITIES, all the while talking about
how getting a good night’s sleep on a Sleepy’s mattress makes everyday
tasks effortless, Sleepy's moved from the expected to the unexpected. From
the "uncool" to the "cool".

The implied promise (fulfilled only by buying the product) is you will be
more energetic, happier, productive and thus “cooler” if you buy a
mattress ONLY from Sleepy’s.

Brilliant.
They will sell bunch of mattresses to NEW customers and bring existing
customers back. The digital marketing dudes will now Facebook, email,
Pinterest and you tube their list to mine for the best prospects, using
the umbrella of the TV spot as the lynch pin that holds it all together.


Segway to bowling.
Where is your TV spot?  Or your four color magazine ad in the city paper
or local magazine?  Did you know you can buy a local ad in many national
publications and on their national on line sites?  (It’s called
www.mni.com). Where is your brand identity?

Where is your “cool?”

Let us know what you think or follow us on Facebook (kaploe marketing
group). or twitter (@fredkap1)

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