Category Archives for "Advertising"

3 One tough mother, two marketing objectives.

It’s an old debate… can brand advertising actually move the needle on bottom-line business objectives? Ad agency execs say yes, but direct response guys don’t concur. Marketing Directors and C-level execs are often skeptical.

My humble opinion… absolutely. When it’s done well, an “image” ad campaign certainly can move product, and I have a case study that proves it.

Meet Gert Boyle, the iconic matriarch of Columbia Sportswear, and a face only a mother could love.

28_200705251701111Gert’s story is an inspiration and a testament to the power of well-executed advertising. The campaign by Borders, Perrin & Norrander bridged the great divide between image advertising and product-oriented response ads and helped the company become the number one outdoor apparel company in the country. No doubt about it.

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6 From Cola Wars to Computer Wars – Microsoft misses again.

Back in the 70’s and 80’s the most talked-about battle of the brands was between Coke & Pepsi. The Cola war was a popular topic of college marketing classes, sit coms and even Saturday Night Live.

“No Coke. Pepsi!” John Belushi once said.

Today the battlefield has shifted from soft drinks to software. From free-spirited young people who’d “like to teach the world to sing” to nerds all over the world claiming “I’m a PC.”

It’s the war between Microsoft and Apple. A war that should never have been fought.

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2 Learning from Mad Men: Old-school advice on choosing the right message for your ads.

Life in an advertising agency makes for great TV drama. And sometimes the powerful men of those fictitious agencies can even teach us a thing or two.

Donald Draper in Mad Men

Donald Draper in Mad Men

Take Donald Draper of Mad Men. That character is based on a real-life ad man of the 50’s — Rosser Reeves. As chairman of the Ted Bates Agency, Reeves produced some of the most memorable slogans of all time, like “M&M’s… Melts in your mouth, not in your hands.”

Creatively, Reeves’ TV ads were formulaic and boring. He had a blatant contempt for public intelligence and many of his spots were banal and insulting by today’s standards. But by God, they worked.

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2 Now, more than ever, you need to quit running those recession ads.

I pay attention to ads. When I read the morning paper or one of my favorite magazines, I notice who’s running what and I thoroughly study the ads that catch my eye. For better or worse. Lately, a lot of headlines lead with the preamble: “now, more than ever…”

Now, more than ever, you need this new Ford.
Now, more than ever, you need to put your money in a little, local credit union.
Now, more than ever, you need a financial planner.
Now, more than ever, you need a vacation to warm, relaxing 5-star resort.
Now, more than ever, you need to support your local non-profit.
Now, more than ever, you need this coupon for pest control services.

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48 State Farm is Where??? A customer service disaster.

By John Furgurson

A couple years ago, when my kids were just 9 and ll years old, the subject of insurance came up at the dinner table. God only knows why.

My kids could recite — and often sing — the slogans of every major insurance company in the country. They had been exposed to so many commercials, they knew ‘em all…

“Nationwide is on your side.”

“Like a good neighbor, State Farm is there.”

“You’re in good hands, with Allstate.”

Prudential. “ Like a rock.”

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7 Put some meat in your marketing messages.

Every year, millions of dollars are wasted on advertising that is well-produced, but not very well thought-out. Kind of like a supermodel… nice to look at, but there’s just no substance there.

I was talking with a restauranteur the other day about this very subject. No, not the models. He had retained an ad agency to help promote his launch, but after our hour-long conversation, he had talked himself into never going back.

The agency in question produced a website, some print ads and a slogan without having a single, meaningful conversation with him about his business. If they had, they would have known that this particular business owner didn’t understand his own brand.

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1 How to survive when the economy tanks.

There’s a lot of economic doom and gloom in the news these days; Unless you’re living in a cave somewhere, you’ve heard about the housing market, the unemployment rate and the rising price of groceries and gas.

For many business owners, it’s frightening. The fortune-teller economists are predicting even more “belt tightening” as the year goes on, and if you let it, all the crummy forecasts might scare you into doing something totally rash. Like nothing at all.

It’s pretty common, actually. When the leading economic indicators start heading south, many business owners go into immediate survival mode. Stop, drop and roll! Duck and cover!

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Is it car sickness, or just nauseating radio ads?

Kids get car sick. Cleaning vomit from the back seat is part of every parent’s on-going indoctrination process. But when adults start getting woozy every time they run a quick errand, you have to wonder about the cause. Is it car sickness or the constant barrage of bad radio advertising that makes you want to throw up?

Thankfully, the automotive engineers have devised a cure. With the new steering-wheel mounted audio controls, drivers can now change the channel, quite literally, without lifting a finger. So the instant a bad commercial comes on, they’re outta there. Before the gag reflex forces them to the side of road.

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