John Moore at BrandAutopsy.com runs a series of blogs where he asks people if they would miss popular brands. Here he asks about Business Week. Inevitably, I find my answer to his question is usually “no”. He did one on Pizza Hut also. Seriously…would you care if Pizza Hut went the way of Sizzler? I truly wouldn’t.
I think this “would you miss em” mindset is the basis for WXRT’s “What would Chicago be like without XRT” marketing campaign. I think this is brilliant for the die hard XRT fans. But they’re running an outdoor campaign as well. I don’t get that. Most people who see these billboards are NOT XRT die hards…..so their answer to the question “What would Chicago be like without XRT”…is well….their current life. They wouldn’t miss WXRT because the attachment the radio station is trying to connect to is only something the people who listen can identify with. Out of nearly 8 million Chicagoans…that’s not many people. The percentage goes up however when that message is delivered to the one place where the majority of people are in fact diehard WXRT fans. That place is WXRT. There would be a collective sigh if WXRT dissappeared tomorrow.