If It Works, Milk It

Written on June 25, 2008 by Susan Payton

I’m sure you can think of several ad campaigns whose longevity surprised you:

Got milk? (and all variations other companies used)
Trust the Midas touch
Milk: It Does a Body Good (milk must have some kind of marketing firm)
Where’s the beef?

My point is, these campaigns worked. And worked. And worked. You probably got sick of hearing them. But it’s a good marketing ploy:

If people love it, give them more.

My modern example is what Oprah’s been doing for the past few months with the book ‘A New Earth.’ She held a teleclass for anyone and everyone around the world a few months ago, and now she’s pulling in more experts and more classes. Milking it, as it were. Why?

Some people can’t get enough. Anything associated with this book, they will buy or buy into. Why shouldn’t she capitalize off it?
She’s drawing people who missed the initial buzz. I was one of those for ‘The Secret.’
She knows what people like. She’s Oprah. ‘Nuff said.