Hi! Does anyone have any suggestions or ideas for a Gourmet Popcorn store? I'm pretty new to radio and can't seem to find much info this type of client. Thanks for any help anyone can offer.
Hmmm. Interesting client.
Who buys gourmet popcorn, and for what reason(s)?
Perhaps it would make sense to start at the end, the customer's experience, and work the idea backwards from there.
I'm guessing that you're not just going to be selling flavored popcorn, but the fun of receiving it...the tickle to the tastebuds...that sort of thing.
Husband
to Wife
...
You know, what I dreamt last night?
Hope we were not into an argument again...
Honey, as a matter of fact we were...
Huh...
Listen…Listen, we were at a gourmet outlet...and I heard this crackling sound of popcorn...but it smelled of apple pie...and then you said that they are making apple pies and I said ‘no it's popcorn...’
Hmm...so who won...
No hold on...then you smelled caramel...and we still heard this crackling sound of popcorn...
Hon...now don't tease me...have you ever heard of any place which smells apple pies of caramel or chocolate and at the same time you say that it had to do with popcorn...darling, what place did you see in your dream...
Sound of the couple's conversation fading into the background as they continue with their friendly banter...
Voice Over - Folks, it's not a dream...they just discovered...<Client’s Product/Service Mention>
More than one ad unit can be thought on the theme...when dream becomes a reality. Could be two kids, siblings, college goers...
Hi Karen~
The first thing that came to my mind was something like:
Remeber when microwave popcorn was the latest, greatest thing in popped corn? Well that's nothing compared to so-and-so's gourmet popcorn! Because for true popcorn lovers nothing compares to big,freshly popped, flavor-loaded kernals of corn! Their busy every day at so-and-so's, making gourmet popcorn that's a true treat! If you can imagine a flavor, they probably have it plus some your taste buds have waited their whole life to try! Come in and sample some today! You'll never go back to the microwave again!
Two concepts to build off of:
Sometimes we sacrifice taste for convenience. Sometimes it's just not worth it. You don't have to sacrifice the taste of homemade popcorn any more...and you can still have the convenience. For tase, it's _______________ gourmet popcorn. For convenience, It's ______________________ gourmet popcorn.
Address price upfront. Compare _______________ gourmet popcorn with the price of popcorn at the movies.
Find out about their customers and their habits....what they like and don't like...maybe produce an ad that would play on that angle....maybe, "the couple down the block didn't like our popcorn when it was time for movie night....I noticed they eat _________ gourmet popcorn.....mybe a dream sequence or a thinking out loud story line. Another idea for an ad might be to have an air popper sfx and here's is what movie you might see....And with ______Gourmet popcorn, you're watching this movie.... Or 1 more....A play off the old Airplane movie, "Bill never asks for another bowl of popcorn at home....."
Have fun
