I have posted final versions of the three “True Story,” ads that we have produced for February. Copy test results for this campaign have been very strong. Our January TV ads (see January ad post to view them) were the highest scoring ads we have ever received on key metrics like “Persuasion,” and “Clutter Breakthrough” to name a few. They also landed effectively landed our key message of our people as Best Buy’s competitive differentiator.
These February ads also scored very well in copy testing on these metrics. I am interested to hear what you think.
Web Version
Well done. You have a keeper in Brad. Connects nicely through the camera.
I love the new ads here’s why. A lot of people don’t know you can have a Mac that runs Windows and/or uses Microsoft Works. A lot of people need different computers that need different things and don’t know how to read all the tech babble out there to find their way. Your ads leave the impression that Best Buy has people who “get it” and can “explain it in non tech verbage”. Also liked the sales woman talking about the Samsung. While I have a Sony, I tend to agree with what she said. Should have seen that commercial before I purchased. I will say that you will now need to be sure your stores are up to speed with the service you are saying you have because if people go and you don’t have it they will be really mad. I went to the Bradenton store and hung out one day and the service was excellent. My friend went to the one in Boca Raton and found the service to be beyond abominable. He still bought a computer but it wasn’t a good experience. On another topic, I am calling Deb Estes today to give you something that will help Best Buy a lot. Please check with her later today and find out what it is – you’ll like it…..you deserve it.
Janet Aubry
PS I didn’t think any of last night’s Super Bowl ads were great. Most of them tried too hard and came up very short of funny or creative never mind non-informational. Best Buy took a different tack and didn’t try too hard to be clever but rather just put the word out in a human way that was informational and you were right on target. Good work.
This ad concept is very smart, especially during this time with the economy. Humanizing Best Buy by featuring its employees is a great angle. Plus you do follow up with that theme in the stores. There are tons of employee experts there ready to help you get the product that works best for your needs. I’m interested if this new commercial concept has reduced your production expenses compared to previous campaigns? I came across the video “how to’s” that members of the Geek Squad are doing for out of home and web platforms. Again a great concept in harnessing the brand of characters that goes along with Geek Squad. You all are doing a great job of thinking outside of the box.
Brian is right. The humanizing of the staff is awesome. Not only that, but knowing that if you go into BBY you’ll get help. It helps create the sense that as a customer you won’t have to figure it out on your own and accidentally make a mistake.
I’ve got to say, I love the story telling aspect. Stories spread and stories are what sets Best Buy apart from other electronic companies. Any electronics company can carry the latest HD TV, but they can’t always replicate the service and experience that a company like Best Buy offers. Features can be replicated, but service is unique to each company and each individual store.
As Brian said above, it also does a great job at humanizing your brand. This is especially important the larger Best Buy becomes. It puts a face to the brand which is a really important thing to do.
Good work with these ads. Brad is one of the best story tellers that you have had. I’m looking forward to reading about what Best Buy is doing next.
Barry,
Brad’s great, very friendly, funny and energetic. Combine that with product knowledge and thorough customer service, and you’ve got a great combination. Perhaps akin to Southwest Airlines’ approach? Thorough service, and it’s fun to be their customer too! That’s a winner.
Btw, I have some ideas for Best Buy engaging influencers at our 2009 event in Vegas. Can you email directly and I’ll share them? Thanks.
Best Regards,
Dave Cynkin
Co-Founder, CMO, Sleep Deprivationist & Thrill Seeker
BlogWorld & New Media Expo
I find it demeaning that you think your customers cant find what they want,
Or are too stupid to figure it out.
At the best buy in my town, Middletown ny. all they want to do is get you on the best buy service plan. thats about all they know. they cant even FIND the lap top you know you want. Or maybe its a trick to get you to buy a more expensive one (cause they have no trouble finding those…)
and news flash people… Brad doesn’t work at a best buy anywhere
hes an actor, as in all commercials.
like those info-mercials with “doctors”
Brad does work at Best buy as do all of the people in the ads. and the stories are real. I wish yours had been better.
My attempts to get store # 1499 in Tulsa, OK to arrange a new set up date to fix their bad install falls on deaf ears because Customer Service in store & on line Geek Bad Service Emails, Letters to Corporate CEO, Store Mailed and Hand delivered request have all been ignored. On line customer service says its because their insurnace ESIS based on a false investigation, wrongly addressed letter with wrong zip code to me that I got just recently, wrong date of incedent etc which deal with only “ONE” specific issue, and it’s not a end all answer to all issues of damage or lossed during their bad install. I even supllied the new wiring harness and dash adapter for install in my Vintage Lincoln, but installer used old risky wired wiring harness from My Old Stolen Alpine deck and put my new wiring harness and dash adapter in my receiver’s box still sealed in plastic. They never set up my deck and left remote laying with its battery on the back seat’s floor board – once I found it. I went through our local Governor’s office for help & it’s been referred to the Dept. of Insurance. I even emailed the Insurance AGENT personally, but he to does not respond. In fact, no one from his company’s web site have responded either. I had other work like changing out my MB Quartz 5.25 separates cross-overs from Maxxsonics, but I am a little scared to go back to the same bad install store. Canon Digital Camera they carry is gone along with my Polk Amp. Then there are damage issues like a crack headlight cover, climate control below deck has issues etc., but they will not address even one problem based on their insurance’s letter on none of these install issues. I had in my BETTER BUSINESS BUREAU complaint asked for a different installer or even better a different store on 71st street a few more miles down the street who carry Polk Amps according to my on line information I got. Its not just Culver City that has issues. # 1499 has been oberved with no one in their shop & doors opened. Plus even though shop is empty 45 minutes later, Geek service was performed in the parking lot on a Dodge Neon with the doors and windows wide open as installer went into their shop leaving their customer’s car wide open to theft. I was trying to find same installer to confront him, but he was not there or off that day. Issue arose out of my BBB complaint which apparently went to Corporate, but they never reviewed installer’s invoice & apparently their insurance never read the complaint at all. Mean while my 1,500 watt stereo is out of service because of a install gone nightmare.
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