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'Honestly, It's Not For Everyone' Nebraska Campaign Is Marketing Genius

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Honestly, the new Nebraska tourism campaign is genius and a lesson to those who want to attract high-paying clients.

Honesty is the best policy.

Research revealed that consumers don’t consider Nebraska a leisure travel destination, and because they don’t view the state that way, most won’t put forth the effort to find or research things to do here. No duh.

Headlines include: “Honestly, it’s not for everyone” and “Famous for our flat, boring landscapes.”

Here is the premise of Nebraska Tourism Commission’s new marketing campaign that was unveiled in October 2018.

Nebraska may not be on everyone’s bucket list of places to visit, but if you like experiences that are unpretentious and uncomplicated or if you enjoy escaping the big city life for moments of solitude in the open plains, creating your own fun or exploring the quirkiness the state has to offer, chances are, you will like it here.”

Now I have been to Nebraska a few times. I will back them up on this statement about not being on everyone’s bucket list. And that is okay.

Consider this: Honesty is disruptive.

According to the Nebraska Tourism Commission: “Because of the marketing challenge Nebraska faces, the campaign needs to be disruptive. Nebraska’s qualities of warm and welcoming are good, but the campaign needs to go beyond that. The new approach addresses people’s preconceived notions about the state using self-deprecating humor.”

Some of my great sales mentors like David Sandler and Tony Alessandra have taught that when you are talking to a client it’s okay to go a little negative. Let’s call it transparent.

When a prospect asks, “Why should I hire you?” here is a perfect answer.

“I don’t know if you should. I’m not a good fit for everybody.”

Takes them aback every time.

Then follow up with, “Would it be okay if I asked you a few questions to see if we are a good fit?”

Next I ask them about their goals, what they are doing right, and their roadblocks. Lastly I ask them the magic question: “Would you like to know how others have gotten from where you are to where you want to go?”

The goal is to change their perception of you as just another smarmy sales person who will say anything to get the sale. Just like the goal of this new tourism campaign is to change the perception there is nothing to do in Nebraska.

In the spring of 2018, Nebraska’s “It’s not for everyone” campaign was tested in out-of-state markets that have the greatest potential to deliver visitors. According to the tourism officials, “testing proved that the advertising effectively overcomes significant hurdles Nebraska faces as a leisure destination, the campaign increased the likelihood to visit for most or increased their potential time in the state.”

Respondents also recognized and understood the self-deprecating humor. I am a big fan of self-deprecating humor. Per the advice of Judy Carter, the author of The Comedy Bible, I use the first 17 seconds of my speeches to make a self-deprecating remark.

Really, a little self-deprecating humor about your accent, baldness or spare tire is being honest. Trust me, when clients hear you say “I’m not for everyone” they will understand you are taking the honest and transparent approach.

If you want to see the Nebraska campaign, go to VisitNebraska.com, the official Nebraska Travel Guide.