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November 14, 2007

Lacefield Music brilliance

Being an aficionado of good marketing and advertising as well as being in charge of creating it from time to time, I'm always on the lookout for messages that stand out. Particularly when I listen to KMOX 1120, where I've decided all the commercials essentially sound the same, and when effective are largely due to repetition.

This is likely due to one of two things. One, the advertiser listens and makes their spot to "fit in" with the others (which, yes, seems counterintuitive, but I think in this market there's a certain message sent by merely running on the station, given its image), or two, production is included with the buy and as I know from my experiences, while each spot is unique, they tend to have the same "feel."

So, two weeks ago when I heard the new Lacefield Music commercial during my drive home, I nearly drove off the road.

Lacefield Music clearly "gets it" because the whole store is built upon the concept of the customer desire as opposed to simply selling commodities. The store's mission is:

"To provide a place where anyone, regardless of age or musical experience, could fulfill a lifelong dream of learning to play a musical instrument as well as a place, to purchase top quality instruments, operating with a sense of corporate responsibility placing customer service at the top of its priorities list."

Dreams first, transaction second. Simple. Yet so many businesses can't seem to grasp it. But I digress.

Before you listen to the commercial, please go to the Lacefield website. If you click on one section, please choose the "Pictures/Media" section. Get a sense of who they are and who their clients are.

Lacefield Music website >

Ok, now imagine you're listening to the 6pm news on KMOX (for non-St. Louisans, think talk radio, but not as subdued as NPR - they're a CBS affiliate), driving along. You've just heard a commercial for the Overhead Door company or Gutter Helmet. Maybe a commercial about the value or gold or an investment opportunity with a 2 million dollar minimum. The you hear this >.

Points to Lacefield for running this spot. I bet people make stuff like this much more often than it ever sees the light of day. And extra points for the Ray Vincent nod (which maybe wasn't on purpose, but I'm thinkin' so).

When I begged them to post the commercial to their site so that I could post it here, I got a bonus.

The full song >. Merry early Christmas to me.

Music and Lyrics by Andy Stephen and Larry Lacefield
Commercial voice-over by Cathy Krubsack, President Lacefield Music

Posted by nikl at November 14, 2007 10:45 AM

Comments

Ho-ly. I can't decide what is better - the song/jingle, or the 4th picture on the Pictures/Media site, titled "Man with handlebar mustache and expression-full-o-gumption."

Thanks for pacing on.

Posted by: Beth at November 14, 2007 02:16 PM

thanks for compliments and press. here is a video of our company song

http://youtube.com/watch?v=IDOnsFA6vic

thanks again

steve

Posted by: Weebie at November 29, 2007 06:48 PM

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