Sage Advice, LLC

Paul Sage's Marketing Work and Observations

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MARKETING COMMUNICATIONS LEADER skilled at planning, creating, implementing and measuring communications in consumer and business markets. Industry experience includes telecom, banking, utilities, business services, building materials and healthcare. Key Capabilities • Fractional Marketing Director • Marketing Communications Project Management • Marketing Research and Communications Measurement • Agency and Vendor Selection, Direction and Evaluation; Vendor Contract Optimization and Cost Reduction • Writing: Brand Definitions, Creative Briefs, Proposals, Online and Offline Content • Coaching and Training

A unique selling proposition it is

If you don’t live in Arkansas (and there’s a good chance you don’t) you’re missing the fun of Arkansas advertising.  Today in my fair city of Little Rock I was listening to a local radio station and the spokesman for a Chevrolet dealership pitched the Impala as “the car for the man who’s not trying to impress anybody.”

I doubt that’s what the folks in Detroit had in mind for copy, but you have to admit it’s unique. Not unique in the way Rosser Reeves intended for a USP.  I’d bet nobody else positions it the way we do in Arkansas.  The 2014 Impala. Shown here in Razorback Red.

The 2014 Chevy Impala. It's nothing special, and that's what's special about it.
The 2014 Chevy Impala. It’s nothing special, and that’s what’s special about it.

 

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2 responses to “A unique selling proposition it is”

  1. Ann Gorton Avatar
    Ann Gorton

    This is hilarious but also really clever when you think about it. Refreshingly honest and to-the-point!

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    1. Paul Sage - Marketing Avatar
      Paul Sage – Marketing

      Thanks, Ann. It reminds me a bit of the Volvo ad, “They’re boxy but they’re good.” created by the mental hospital patients in the movie “Crazy People” starring Dudley Moore and Daryl Hannah. http://www.imdb.com/title/tt0099316/?ref_=nv_sr_1 We aren’t used to seeing such blatant and self-effacing honesty.

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