Why is Ask.com selling the drill bit?

One of the earliest bits of marketing knowledge that was imparted to me was the lesson of the drillbit. The saying is along the lines of "people don't buy a 1/4 inch drill bit, they buy a 1/4 inch hole". The focus on the end result and the benefit over the feature has stuck with me over time.

When I started seeing the new ad campaign for Ask.com, this lesson came flying back into my mind. The ads are mostly unbranded placements that focus on their algorithm. My immediate thought was "I bet Google is doing this", not good for Ask. Secondly I thought "who cares about the algorithm?". If you have not seen the messages, here are a couple pulled off of Flickr:

Photo by johntrainor	Photo by stan
Photo by mil8	Photo by mlinksva

Here is a TV ad in the same campaign:

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If you are not a computer scientist or an engineer at a search company, why should you care about the algorithm? I don't think most Americans know what an algorithm is, much less how it benefits them.

I don't envy the position Ask is in. They are a smaller player in an industry with a LOT of very well funded competition. This campaign, however, is not helping their cause. Selling the algorithm is the equivalent of selling the drillbit. What I'm really after are better search results. That's the hole they should be selling. That's the need I have that needs to be filled and is currently filled well by Google. Tell me how you do that in plain English and I may listen.

Their new TV campaign does have more focus on the benefit even if the over-the-top, broadway-esque production detracts from the message. He got what he was looking for. They need to expand on this point with new ads that reach more people.

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Search is a game that extends well beyond the browser. I interact with my search engine of choice from my global search on my desktop, from the toolbar on Firefox, from my OSX dashboard widget and they touch my life in many other ways too. Ask needs to tell me why I should make those moves and dislodge my current option. Their new 3D search is a start, but it's not really much different than what Google, Yahoo and Microsoft are doing. The results seem about the same too.

My question is why should I switch? I asked, now I'll wait for the answer. What would make you switch? Are they doing enough with these ads to make you try them out?

Technorati Tags:
marketing, Search, Google, interactive marketing, Microsoft, Yahoo!, Techno//Marketer, Matt Dickman, Ask.com

Comments

[Elaine Vigneault]

Yeah, I don't know. I think their ads would work if their product was better. But it's no better than Google so the ads don't work. Know what I mean?

Anyway, wanted to drop by and tell you you've been added to 2k bloggers :) http://www.2kbloggers.com

[Matt Dickman]

Elaine -- I know what you mean. The product isn't better, it mostly the same in my opinion.

Thank you for the 2k blogger ad. I need to go grab the icon.

[CK]

Ah, just my kind of post. First off, Ask needs to create a new category because Google owns the current one...and besides "getification" (getting what we're looking for) and a new "algorithym" (which doesn't show how their competitors are off) comes across as reaching and desperate.

The first ad just shows that people don't get what the heck it is and doesn't show us why we should try and get it. The 2nd is cute...but doesn't get me to switch.

Ask seems to have the human quotient to it with those guides, doesn't it? (shows how much I know about it). I would have differentiated on a more 'human' point...not an analytical-algorhtymic one (um, and algorhtym is hard to spell so they shouldn't have gone that route as I've likely not yet spelled it correctly in this long comment ;-). If they're going for a mass audience, use a word that masses can relate to and I'm not sure they'll readily link value with equations.

I HIGHLY recommend finding a contact or even a "contact us!" email over there and copying and pasting the link to this post in it. You've done them a huge favor here. Just tell them they need to (1) define a new search-engine category instead of trying helplessly to chip away at owned land, (2) brand on benefits and (3) use ACTUAL users in their ads that speak to the ACTUAL benefits of their service. Not only will that have a better potential of yielding results...it will cut their ad costs in 1/2. Alternatively they can continue to waste money. Up to them. Thanks for this great post and all the good detail/links and thinking. Like I said, my kind of post.

[Jackie Shervington]

Thanks for your post I hadn't seen all the billboards, being based in Perth Australia their advertising budget doesn't stretch that far.

You are so right they break basic marketing communication rules - imagine a headache tablet explaining the ingredients. I am struggling to imagine what the creative proposition is for the BBQ & billboards. I'm also amazed how different the "chicks with swords" and the "BBQ" are - so much for integrated campaign!

[Matt Dickman]

CK -- You're right on the money. I think Ask's angle should be a more personal experience. I personally think that trying to battle Google is a losing battle. How much is Google spending on ads? Nothing. Every dollar Ask spends on this campaign is putting them further behind.

The algorithm campaign was totally off the mark and the new one seems to be getting closer. But, why should I switch? I don't mean try, I'm talking switch. Google has been pretty smart with consolidating things like Gmail, Reader, etc in with search. I'm so tied in now that it would be detrimental to switch. Could they disprove that? Who knows.

[Matt Dickman]

Jackie -- Thank you for the comment! I wonder if they'll expand this campaign overseas. You'll have to let us know.

I love the point you made on the integration of the campaigns. It's almost bi-polar with the two completely different messages. I think the target may be the same though 18-35 male, not sure that's the direction they should be taking though. I'm in that group and they're not hitting me, but I'm not normal ;)

[mchale]

Boy did I get it wrong! All this time I've been thinking that the "Algorithm" campaign was new subliminal advertising designed to seed the idea that our former vice president was someone who could really shake it on the dance floor. You know, to make us feel like he's cool to hang out with, so that we elect him as the next president of the united states.

[Matt Dickman]

McHale -- That's freaking hilarious man. I guess it's only fitting that he invented this little thing we call the Internet. Thanks for the comment!

[CK]

I am VERY happy to see mchale in this thread (he's even had a few amazing book club threads that were crazy popular). I love seeing him in the 'sphere where he belongs. Will you tell him that? Oh, I'm dining with him in two weeks so I'll tell him...he told me I could ask anyone I wanted--so why not you? Won't you come to dinner with us? Only a 15-hour commute.

[Matt Dickman]

CK -- I would LOVE to come to dinner with you guys...alas the commute is long. I hope to be in NY a couple more times this year, not sure when yet.