Lets face it Billy Mays knew how to catch your attention even if you didn’t care about OxiClean, Orange Glo or any cleaning product for that matter, his loud sales pitches prevented you from switching the channel and ignoring the ad. I truly enjoyed his big well groomed bread, loud voice, and high energy level. I recall when Billy first came out with the OxiClean product. I called my mom and told her to look at this guy screaming and full of energy we were both drawn to the ad. Yes, she brought OxiClean and the product worked. When he pitched Orange Glo my mother trusted him and brought that product as well. Clearly Billy Mays marketing was effective.
Billy Mays later went on to air the show “Pitchman” on the discovery channel which followed Billy Mays and Anthony Sullivan as they attempted to sell various inventions through direct-response marketing.
So what marketing lessons can we learn from Billy Mays?
Have a product that works. The problem with selling a product that is junk is that you will lose credibility and you don’t want that. Make sure your product does what your claiming. Your brand/product= trustworthy/reliable
Research consumers response to your product. Go out and find out what consumers are saying and feeling about your product. These are the people, consumers, who will be buying your product so get some feedback.
Be able to answer “How will (insert product/brand) make my life easier?” For example I love the Swiffer Why? Because I do not need to grab a mop and bucket and get my hands all dirty. Or why do I like my electric toothbrush because I do not need to shake my hand vigorously to brush my teeth. It makes my life easier. (I have cleaner teeth in the morning.)
Test your campaign on a small scale before doing it big and WATCH YOUR COMPETITION. Don’t but your feet up and call it a day. Always continue optimizing and seeing where improvements can a be made, “what else can you do to increase sales, etc?”
If i missed something please let me know! Thanks
Billy Mays passed away on June 28, 2009.
