OOH Sells the Sizzle
You should have heard some form of that phrase early on in your sales career.
Selling the sizzle is part of what the National Cattlemen’s Beef Association (NCBA) does. Over the years they have done it well. With all the ‘impossible and beyond foods’ which are stepping up its game, it is time for beef to step their’s up as well. The NCBA has developed a series of sizzle videos to make beef, well, appetizing. The latest sizzle video is called the ‘Beef Drool Log’ and it is a 2 hour and 6 minute video of a Prime Rib Roast cooking to perfection on a rotisserie over open flame. The YouTube video is here ⇒ The Drool Log. Replacing the ‘Yule Log’, the ‘Beef Drool Log’ makes you warm and hungry.
Cinema got a ‘taste’ of this business last year over Thanksgiving for two weeks, when the Drool Log or some part of it, appeared in movie theaters in 10 states.
If I had a digital display, I would run this beef as it roasts over the fire for hours using all flips/segments that I could per OOH display. And only around drive time at the end of the day as well. Is anyone selling 3PM to 6PM segments only?
With place based digital, I would display the full video roasting continuously running the last 15 minutes of the video and buying only the hours of 3 and 6 PM.
It should take little explanation how effective a continuous image of this beef roasting just off the highway would drive beef sales. And no, beef is not just for the holidays. It is what’s for dinner.
Of course, I would be selling the benefits of OOH to the National Cattlemen’s Beef Association directly. Whose is calling on the NCBA? Last time I called on them was 1988, sold them posters in Kansas City. Time to reacquaint myself with the account.
Here is an article from the Beef folks ⇒ GATHER ‘ROUND THE DROOL LOG WITH BEEF. IT’S WHAT’S FOR DINNER. THIS HOLIDAY SEASON It lists the name of the Senior Executive Director of brand marketing and communications. That is going to be my first person to contact. What would happen if Season Solorio received dozens of calls from OOH people next week?