We Need to Catch Advertisers With Honey, Not Vinegar!By Carolyn Hinsey Posted: Apr 19, 2011
First of all, how great is Hoover? "My wife and mother are both passionate viewers of ALL MY CHILDREN and ONE LIFE TO LIVE, as are many of my colleagues here at Hoover," wrote Hoover VP of marketing Brian Kirkendall. "In fact, we will discontinue our advertising with ABC this Friday, 4/22."
So let's declare this Friday "BUY HOOVER DAY." Go to your local store and buy a Hoover vacuum or air purifier or even just vacuum bags for your existing vacuum. Or go on Hoover.com and order something, then post on their Facebook page that you did it.
The important thing to remember when saving our soaps (which we ARE doing) is to keep it POSITIVE. My opinionator Rachel reports that she called ABC advertiser Excedrin (800-468-7746) to say that as a longtime user of their product she would like for them to follow Hoover's lead and support the ABC soaps. "The lady I talked to was so cool," shares Rachel. "She said, 'How could they do that to Erica Kane?!'" But another opinionator Eric told me that when he went to Hershey's page to write nice things about the example that Hoover is setting for their brand and the consumer support they'll receive as a result from ABC soap fans, "there were a lot of posts from people saying they weren't buying Hershey's products anymore unless they pulled their advertisements."
That is the WRONG way to go, people! Hoover honcho Brian Kirkendall got the connection between soaps and their passionate viewers because of his mom and his wife. We need other advertisers to do the same. We don't want the head of Hershey's dismissing us because we're threatening to not buy his product when his company IS ADVERTISING ON OUR SOAPS!
Keep it simple. Focus all your energy on Hoover this week. Spread the word about the bold stand they took against ABC's wrongheaded decision to cancel their soaps. "Like" their Facebook page. Buy their products. Let's move forward positively. See if any other advertisers follow suit. Do NOT threaten to boycott ANY company until September when THE CHEW debuts — if it even does.
I'm thinking up a plan at this very moment while I Hoover my living room rug and watch ALL MY CHlLDREN... How about boycotting all of ABC's coverage of the Royal Wedding next week? That might make ABC realize how much they depend on their Daytime viewers.
In fact, it might even make their plans to cancel AMC and OLTL bite the DUST.
Just a little vacuum humor… Stay positive, fans!