Many people are unaware of the origins of Curious George. For the youngsters who love the books and TV show today, George is just an adorable little monkey who happens to live with a man in a yellow hat. The children watch as George gets himself into all kinds of trouble, learning along with him how to problem solve.
The stories didn’t begin that way, though.
When the very first Curious George stories came out back in the 1940s, George was a monkey who had lived in Africa. The man with the yellow hat tricked George into coming out of hiding by playing on his curiosity. He originally planned to take George back to Europe and put him in the zoo. Instead, the two began to develop a relationship.
It’s interesting to note the prevailing opinions of the time. Many people looked at explorers who went into the jungle as heroes. They wouldn’t have had as many negative associations with an explorer kidnapping a monkey from the jungle as we would today.
The new books that children read today came out in the 1990s. These later books don’t really talk about how George came to live with the man in the yellow hat. The authors of these later books, which are modeled after the original books, focus on George’s curiosity and how he manages to solve his problems. The authors of the newer books recognized that people today wouldn’t appreciate the story of the man with the yellow hat kidnapping George from the jungle.
When the newer books and television series first came out, the authors focused on creating a fun story centered around a lovable monkey and the trouble he could create. Rather than focus on how the monkey and the man with the yellow hat came together, they just developed an entertaining story focused around the present.
You could say this was a re-branding of Curious George — and it was a complete success.
Successfully framing your company for success
When you set out to market your company to your customers, you must understand your audience and what they seek. The new audience of preschoolers in the 1990s and 2000s wanted an entertaining character without the baggage that came with the original, so that’s what the authors delivered.
Similarly, you should familiarize yourself with your customers enough to predict what’s going to resonate most with them. Use this to guide your marketing and re-branding efforts. Audiences might change over the years, particularly if your company’s been around for several decades, so don’t be afraid to shed parts of your original message and add in something new if it will help you reach your customers.
When it comes to advertising, nothing matters more than understanding your audience. Those familiar with the saga of Curious George will find the comparisons between the popular monkey and the marketing campaigns of evolving companies intriguing. If you’re interested in developing a new marketing campaign, speak to us today. We’d be happy to help you get started. 410-574-0780.
In marketing, everyone’s always looking for the “next big thing.” Whatever your business, you’re probably looking for that bold, new method no one else has thought of before to connect with your target audience in a new and meaningful way. Yet even with all of today’s shiny, new marketing channels and techniques, some classic print marketing ideas are just as relevant today as they were way back when. What’s more, they’re also a great way to inject your modern campaign with some old-school flair.
Sign spinners are making a huge impression in today’s marketplace, but the idea itself isn’t as new as you might think. Though sign spinners took a bit of a back seat as new digital techniques rose to prominence in the last few years, it’s actually an idea that’s been around for decades. The premise is simple: you literally have someone stand out in front of your store with a bright, colorful sign they spin in all sorts of different ways. People driving by can’t help but notice the sign spinner’s skills, which also means they can’t help but notice the sign.
This old-school technique is effective for that very reason: it’s unavoidable. If you’re stopped at a red light, make no mistake, you will absolutely pay attention to what that sign spinner is up to. If he’s doing his job right, that means you’ll also now be aware of the business or brand he’s promoting.
Print Materials with Long Copy
For years, experts have told us that nobody pays attention to long copy anymore. Instead, they want everything in short, manageable bursts. Social networks like Twitter operate on this very premise and have seen a huge amount of success because of it.
But shorter isn’t always better. Print materials with long copy are still a great way to make an impact, as you’re going out of your way to give your customer all the information they need up front to make an informed decision. As long as that copy is effectively written and contains the appropriate call to action, it can be just as successful at generating leads and conversions as that short flyer you created with all those colorful graphics.
Everything Old Is New Again
Marketing trends are cyclical. A great new technique is seen as effective and is adopted by everyone. Soon, the general population grows tired, and the hunt for the “next big thing” begins. Those old techniques are abandoned in favor of something new, before coming back into fashion again eventually.
By embracing these older print marketing techniques, you’re doing more than just leveraging the fact that they were, are, and always will be effective in their own right. You’re injecting your marketing with a much needed breath of fresh air that will truly help set your campaign apart from the competition. That’s the type of meaningful advantage you need to focus on if you want to get the most sets of eyes in front of your brand.