Posts Tagged 'Apartment'

Fried Chicken Relieves Anxiety

vintage kfc woman eat chix

Recently we saw food researcher and writer Michael Pollan speak in support of his new book Cooked. A smart man with great insight into how our food system works, Pollan knows about marketing, having written and published four books. One of the things he said that stood out: “Marketing is relieving anxiety.” The example he used was the anxiety created when in the 1960s women left the home and joined the workforce, yet they were still expected to deal with the kids, house cleaning and cooking. The marketers behind Kentucky Fried Chicken recognized the anxiety and tension this created within families and jumped in with their advertising to convey, “Hey, we’ll take care of that for you, don’t waste your precious time in the kitchen, let us cook you a family size bucket of fried chicken instead.” Watch this vintage KFC commercial where the fast food chain tries to relieve a family’s anxiety over who’s going to make dinner.

Here’s another video with the same theme — a scattered mom with a lot to do picks up a bucket of chicken to the catchy jingle of “Why Cook?”

I’m a sucker for vintage videos, and I can get caught up on youtube for far too long. If you’re the same, check out these other old school videos below and let us know what you think — are these examples of good promotion or marketing gone awry?

mc hammer

Uh oh, it’s Hammer time! How many of you lived through the late 80s doing the MC Hammer dance with those funky flowing pants? Here MC Hammer is featured in a KFC commercial, but they didn’t take enough advantage of his wacky dance moves. After all, BET ranked him the #7 best dancer in the world. You can’t touch this!

After watching many KFC commercials, I can say that most of them included singing and dancing as if they were musicals, which was probably a sign of the times, such as this one from the 1970s. Do you remember this catchy jingle?

Oh, bless his heart, Colonel Sanders botched this commercial voiceover again and again — I’d say this might fall into the category of marketing gone really awry.

wheres the beef

To end our commentary on commercials, the fast food chain that beat them all with the best marketing is the Wendy’s commercial, “Where’s the Beef?” I know you remember this one!

If you’re an apartment community manager who needs to market to your residents, we’ve already done the work for you. Beyond Wine & Cheese has hundreds of marketing campaigns catered to your industry on numerous topics in a variety of formats (posters, door hangers, e-flyers, postcards). Call us at 888-472-8898 or email us at and we can tell you more about becoming a member and get you set up to log in to our exclusive website so that you can start taking advantage of completed marketing campaigns today.


On to the Next One

I’ve said it before, and I’ll say it again: resident retention is one of the most important aspects of apartment marketing.  But some of the retention ideas I’ve seen floating around out there suck need some fine tuning.  For example:

  • Attach renewal letters to a balloon.

Followed closely by…

  • Attach renewal letters to a Mylar balloon.

WHAT???  I can attach a renewal letter to a non-Mylar OR a Mylar balloon?!  And if your mind isn’t already blown, wait ‘til you find out that either kind of balloon can be attached to the doorknob in case the resident isn’t home.  If that doesn’t work for you:

  • Attach renewal letters to a 100 Calorie Pack with a clever phrase about residents “desserting” you.

Oh, come on people!  I know that there’s an obesity epidemic in America, but you couldn’t spring for some Ho Hos or Little Debbies?  I’m a woman – I read into things, and I would get a very different message from the 100 Calorie Pack than you are intending.  Moving on:

  • Party: A theme party; example – a murder mystery dinner – have the papers ready for them to sign.

You could even take it a step further and just make those who don’t sign the papers the victims of your murder “mystery”.  Done.  It’s all about the hard sell.  But if you’re concerned that blood stains will scare away new prospects, try a more lighthearted approach:

  • Attach renewal letters to a Whoopee Cushion and incorporate the expression “Whoopee!!”.

Your 8 year old male residents (or maybe those with the maturity of an 8 year old), will be sure to renew their leases on the spot.  Huh?  You don’t have 8 year olds renting apartments?  Well that’s strange…

  • Inflatable Monkeys: Attach a sticker or card that says ‘Don’t monkey around! We want you to stay!’

Just what I need.  More crap lying around my apartment.  How about offering me an extra closet for storage?  But if you combined this idea with a Mylar balloon (cannot be non-Mylar)…

Consider. It. Renewed.

Or there’s always the option of not having a crap apartment with crap customer service that turns residents off.  But that doesn’t include a fun trip to the dollar store, now does it?

Is a monkey trying to get you to renew your lease?  Share with us at!

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