Coca Cola Still Advertises Heaps
They have been around for 128 years (I asked Google) surly people know about them. So why do they feel the need to keep on advertising?
Well, the short answer if they stopped folks would start to forget about them, they would fade from collective memory.
What would happen to sales?
What would happen to their balance sheet?
That's why they advertise to keep it fresh to keep it real. They have a brand that gets portrayed as fun in the sun and let the good times roll.
Most of us on the planet have an all-time "fav"; mine was a vanilla coke and a sub. Talk about hit the spot. I have read that every day on this planet, there are 1.8 billion serves. That is a crazy amount of product consumed daily.
To grow and thrive, they continually need to be front and center of people's screen ( the two eyes ) not only to remind their tribe but, more importantly, to reach out to new potential members.
They have been around a long time, so they must have it down pat, well yes, more importantly, they have that innate ability to adapt to an ever-changing market place.
Over time Coke has become an evergreen lifestyle brand. That takes constant and sustained work over an extended period.
Stop, and you automatically flick over to the other side of the bell-shaped curve. That is the home of decline. There is only a slow burn as you go down in the pops.
So as one of the founders of urban legend, they don't stop growing and marketing their presence; I mean they used to put cocaine in one of the original brews, caffeine remains today; " A different time a different place." For my self, as a kid, an iconic image was that of "Cola Santa Claus."
They do not stop, in their relentless pursuit of their tribe's happiness.
Their history has " cloaks and dagger" stuff in it you could spend forty days and forty nights, reading about it over at Wikipedia.
Stuff like this really interests me, it is the 1,2,3, and like all good things, it can be all about adding the 4,5,6. Making and keeping things relevant, presenting a standard massage, equals success in any field.
Advertising a massive subject of epic proportions. Clicks are neat conversions are even better. Getting to and creating that ATM takes a lot of dogged determination.
Not failures more like wrong turns that are turned into right turns.
Coca Cola has a secret recipe, a formula which is the bedrock of their continued success. They are constant in their messaging, more so they work it and at it. If it's good enough for something that's woven into the collective fabric of people's life vibe, then it's good enough for me to sit up and take note.
A Success Formula; That Works.
If there ever were a success formula, it would be doing a few things well as opposed to doing the many not so well.
Incorporating that into the core can be a struggle at the best of times. Ask and look at success, and it is the common and defining element. It is something that I am becoming acutely aware of in our current and unfolding environment. We can stand in the breakers and try to lasso the ocean, or we can reign it in and start focusing on the essential elements.
I see a lot of folks, both online and offline, running here and there throwing everything including the kitchen sink at it and net result getting nowhere fast. Doing that one thing very well can be one of the most productive things we can do to grow any business, whether offline or online.
Create that vibe, and it is incredible how quickly things can start coming together. The icingon the cake is that you achieve clarity about what you are doing and where you are going.
WorkingThe formula;
Turn up the first day, and you are not flash, the key can be to come back tomorrow, come back the next day, the next day and the day after that. Turn up even if you don't think that you are achieving as much as you would like, chances are that you are achieving way morer than you give yourself credit for.
That is the 101 to get good at anything; anything.
We can have too many irons in the fire. Managing them can be the difference between all the different possible outcomes—a learning curve for me at the moment. Once you zone in on doing the few well, the results can be spectacular, as I am finding out.
Results are what fuels the journey; I would like to know your thoughts.
Thank you for reading and sharing with your comments.
Alex Evans.
Recent Comments
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It made me think of the phrase, or at least part of it 'You're only as good as your last...."
I like your 'Turning up eveyday' line, that is so true and something I try to implement in a few arenas.
If we're not doing something, then you can be sure that someone else is.
Wasn't Coca-Cola originally a 'tonic', peddled by the mobile medicine man ?
Hi Twack, when we look at successful longevity there is a linkage there, it appears that certain things are done with regularity and one of the key aspects is focusing on the basics, with that hint of adaptability and reinvention.
Something that fits well with our heavy lifting is done for us in WA culture.
it can be hard for some to make the connection at the core all businesses are the same there is a need for customer acquisition, and the ability to do that efficiently.
The main driver is to turn upon every day and give it our best.
I like your reflection, if we are not then someone else is, some niches are fiercely competitive, so the key is to turn up because as soon as you stop it's like yesterday's newspaper.
Dr. John S. Pemberton an Atlanta pharmacist, created the first version of a distinctive tasting soft drink that could be sold at soda fountains, which were popular around this time, carbonated water drinks were considered to give health benefits so were very popular.
Originally it was marketed as "Coca-Cola: The temperance drink",
As at the time there was prohibition, in Atlanta. the evolvement of the company is really inserting hasn't come to the big screen but would assume it will at some stage.
Have a great weekend, Twack.
Alex
Thank you for your thoughts Alex, as always they give one 'pause'. I think that many overlook the basics and are keen to jump ahead to the razzle dazzle.
If they had a new book they would be straight to the last page to see 'Whodunnit'.
I started but never finished a piece that concentrated on the parallels between WA and our own websites. Each facet that we have here is almost always mirrored in some way on our site.
Regularity and consistency can be seen here and there, as vital for that 'longevity'.
I'll stop there or I'll end up rewriting the post.
Have a good one yourself.
That is so true, I think that many have high yield expectations, it can be hard to get through that reality shock.
I would enjoy reading your thoughts on the parallel between the websites that are created and the WA flow. it takes a little to get our heads around the WA flow and what it's all about.
Consistency does build fitness and stamina. That can be so helpful.
Will do, just getting back into things, renewed and invigorated.
I think I stopped writing it because I was still relatively new here, maybe now I can approach it looking through different eyes, though my perspective I might not have altered.
Coke can,and does advertise heavily and regularly, much to their success and profit. I've never been a coke fan regardless of how much they pitch their product. My soda of choice was always Pepsi. Today though, I seldom if ever drink a soda, too much sugar. You're right about one thing Alex, stop pitching and tomorrow no one will remember you.
Greg
Hi Greg, good to see you hope all goes well with your journey.
It is a pretty sweet drink sugar-heavy for sure, definitely one to watch when it comes to consumption.
I think that was what jumped out at me, they don't reinvent the wheel they do prevent themselves.
When it comes to our journeys much of the heavy lifting has been done all we need to do is follow, having said that moving field with the focus can make a huge difference to the outcomes that we achieve.
Part of that process is continually being out there, as soon as we stop the memory starts to fade.
have a great weekend.
Alex
When you have 128 years of history, there is a lot of case studies that could and has been written on Coca-Cola’s success and failure.
You are right about them keeping their business model simple from the first year.
1. Good branding
2. Distribution
3. Advertising
That is all they do, day in and day out for 128 years.
To bottle is also simple, 4 ingredients but you need a plant (factory) today that mixes the secret syrup, water, sugar and carbon dioxide.
I fall into the trap of thinking and making this online business more complicated that it should. Try too many things, do too many things.
Maybe it is time to learn from Coke, and drill the KISS message into this head of mine.
I can certainly relate to this post. Thanks, Alex.
Bingo Stanley, in that simplicity there is complexity.
When we look back so many things have happened in the course of history and generations.
My thoughts as well at times of struggle the basics serve us very well. Successful businesses that have stood the test of time have many lessons that we can share inane use to our advantage.
it just popped into y head Wealthy affiliate is in that league, year on year new innovation is introduced to make the journey of the members that much easier to tread yet are te core things remain constant.
Keeping things tight and focused does help create long term results.
Thank you for sharing your insights Stanley, much appreciated, glad that you enjoyed this post.
Have a great weekend.
Alex
*** Yes, a very, very interesting study of Success! ... it takes laser-like focused attention on a regular basis to climb that mountain and the 'staying' power' is the long-term Success that's the big challenge ...
.... Excellent thinking here ... thanks Awesome Alex for this Awesome blog post ... all the best in Coca-Cola -- a super case study on how to swing with the ups and downs of the biz cycle and getting through the century .... most of us just want to get through this year of 2020 that started out being so 'hopeful' ...
keep well & stay strong .... cheerio-o .... ⭐️😊⭐️....
a vanilla coke and a special sub for U ... 🥫 + 🌭 .. enjoy!
Hi Keisha,
For sure staying the course and creating a sustainable business is a challenge.
It was a recognition that all businesses are the same, we all need to acquire customers. Successful ones do that efficiently.
Adaptability is a quality worth fostering, it seems to run through the veins of many businesses.
2020, is a year of challenge if we look back 128 years, then there has been mayhem and change throughout that time.
How we adapt will set things in motion and if we focus on the few then the outcomes we create will happen in a sustainable fashion.
Thanks for the kind wishes, you are a treasure, Keisha.
Have a great weekend.
Alex
...awhh-h, you're the treasure, Alex ... I appreciate YOU! ...
yes, please do keep well & stay strong ... ⭐️😊⭐️ ...
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I see two reasons why you should advertise your brand:
1) As you point out to let your tribe know you are still alive and kicking and reach out to new potential customers.
2) In Coca Cola's case to launch a new product within their gamma. So can you in your niche.
We can learn a lot of this example , thanks for sharing Alex :-)
Hi Luc, two very good reasons;
That press release and advertising around a product launch are very good reasons to advertise.
Letting people know that we are alive and kicking is such a good reason to reach out; if we don't folks soon move on.
Observing what other businesses are dong especially ones that are mature and still relevant can have huge pluses for what we are doing in our businesses today.
I used advertising which can be a go-to for many businesses for folks blogging then content creation and management can be what keeps the message propagating.
Thank you for sharing your thoughts, much appreciated.
Have a great weekend.
Alex