tag:blogger.com,1999:blog-9240964948869476432024-03-13T09:20:56.961-06:00Advertising and Marketing small to medium businessLarry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.comBlogger65125tag:blogger.com,1999:blog-924096494886947643.post-76387634567431636772012-02-19T19:30:00.000-07:002012-02-19T19:30:29.278-07:001984, George Orwell's landmark achievement. Steve Jobs too!<div dir="ltr" style="text-align: left;" trbidi="on">Inspired again by Terry O'Reilly's CBC radio show "<a href="http://www.cbc.ca/undertheinfluence/season-1/2012/02/18/the-marketing-genius-of-steve-jobs---part-1-1/">Under the Influence</a>" where he speaks of Steve Jobs marketing genius (<a href="http://www.cbc.ca/undertheinfluence/season-1/2012/02/18/the-marketing-genius-of-steve-jobs---part-1-1/">Part 1 of 2 ran yesterday</a>) and how his landmark commercial, 1984, will not be like 1984, made me think of the originator of the book, author George Orwell.<br />
<div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/HhsWzJo2sN4?feature=player_embedded' frameborder='0'></iframe></div>Mr. Orwell's story in many ways is a parallel for Steve Jobs. Both thought outside the box, against conventional wisdom. Both had ideas rejected by others and stayed with their convictions until their vision was realized. "Animal Farm" and "1984" were written many years before a publisher had the vision to publish them. Both books were groundbreaking and have lessons that continue today about the fragility of democracy and how hard we need to work to keep the ideals of democracy alive. Complacency is it's greatest enemy.<br />
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With Apple and Steve Jobs, again it's a parallel. Instead of democracy, it's business. Complacency was Jobs greatest enemy in business. He always spoke out against it. When he came back to Apple in 1997, he told the executive they were better than this and he needed to see some innovation or heads would roll. Complacency, the safe route, would not be tolerated. He put Apple back on the map as an innovator of products, but also as a Bold marketer.<br />
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As I have said in many Blogs before, your business must live up to your marketing. In George Orwell's case, where he has written about the challenges of communism and technology taking over the world, this helped society make sure neither was the case. If people had let Communism or Big Brother take over, his words and books would not have stood the test of time. In the case of Apple and Steve Jobs, if the innovative products had met with safe, boring commercials, or his products were boring, with fantastic advertising, the success Apple had as a corporation or as a changer of everyday society would also be greatly diminished. See Apple's performance as a business when Jobs was let go.<br />
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So as a small business, if you wish to grow, you must think like Jobs and Orwell or spend the rest of your business career in a safe environment that is vulnerable to the changes in paradigms. Stick to your vision and convictions, whatever they may be. Until next time, I am Larry "The Ad Man"</div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com2tag:blogger.com,1999:blog-924096494886947643.post-48856337718497691452012-02-12T11:39:00.000-07:002012-02-12T11:39:33.665-07:00Would you like to be chased by a tree?<div dir="ltr" style="text-align: left;" trbidi="on">In another of what is becoming a long list of bizarre television commercials, Kia comes up with a tree, coming to life and chasing a Kia.<br />
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</div><div class="separator" style="clear: both; text-align: center;"><object width="320" height="266" class="BLOGGER-youtube-video" classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=6,0,40,0" data-thumbnail-src="http://3.gvt0.com/vi/wQL_sDVI6Bc/0.jpg"><param name="movie" value="http://www.youtube.com/v/wQL_sDVI6Bc&fs=1&source=uds" /><param name="bgcolor" value="#FFFFFF" /><embed width="320" height="266" src="http://www.youtube.com/v/wQL_sDVI6Bc&fs=1&source=uds" type="application/x-shockwave-flash"></embed></object></div>I think we can all agree, that the message here is not a practical one. So.. what is the point? What is the emotion they are trying to link to the vehicle? The only one I can conceive is that the car is fast on snow. But how can we relate it to a running tree? Are tree's known for their speed? Do you as a consumer often get chased by someone? or something? Is that a need in the marketplace?<br />
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I certainly would have enjoyed being at the table when they conceptualized this one. Until next time, I am Larry "The Ad Man".</div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com0tag:blogger.com,1999:blog-924096494886947643.post-90008372903420078262012-02-05T11:22:00.001-07:002012-02-05T19:41:05.330-07:00Marketing's biggest day... The Super Bowl<div dir="ltr" style="text-align: left;" trbidi="on">Today is the day advertising professionals live for. Super Bowl Sunday is here! The creativity of advertisers have made this event more about the advertising than football. Major networks will air the commercials during their newscasts around the globe and the commercials themselves will become viral on the Internet and I will do my bit and show you a few:<br />
<div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/0-9EYFJ4Clo?feature=player_embedded' frameborder='0'></iframe></div><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/6ntDYjS0Y3w?feature=player_embedded' frameborder='0'></iframe></div><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/WUFSHzT2xuY?feature=player_embedded' frameborder='0'></iframe></div><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/VhkDdayA4iA?feature=player_embedded' frameborder='0'></iframe></div><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/ajxr--uMXNE?feature=player_embedded' frameborder='0'></iframe></div><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/lHZbXvts0LE?feature=player_embedded' frameborder='0'></iframe></div><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/lw9ZeXB2uKs?feature=player_embedded' frameborder='0'></iframe></div>There are many more than this, but you will see the common thread is humorous and entertaining spots that speak very little to the product, but do capture a feeling about the product. They key to advertising now is a feeling a product gives you. Even if you don't have Millions to spend on epic television commercials, your ads should speak to a simple message of how your product or service makes you feel. Tag an emotion to your ads and they will sing back long after you run them. The VW commercials themselves actually sing back to a popular commercial they ran during a previous Superbowl:<br />
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You may also ask yourself how marketers know whether the ads work or not? A simple increase in sales, even of 1% shows them it works. After all would you stop in and tell the VW dealer that you came in and bought this $20,000 because you saw a dog chase a car during the Superbowl? Probably not, but you did in part. It takes 7 impressions get action in most cases. Asking customers how they found out about you only paints part of the picture. Chances are they will only give you one impression, not all 7. They may even say, "I heard" something about your business, which may have been from an ad. Enjoy the Super Bowl, the spectacle and keep attune to how the whole event and the commercials make you feel, because that is the key to you what you want to achieve with your ads. Until Next time, I am Larry "The Ad Man"</div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com1tag:blogger.com,1999:blog-924096494886947643.post-23126310550771489052012-01-29T13:15:00.001-07:002012-01-29T13:19:16.561-07:00Some good ways of killing a good ad campaign.<div dir="ltr" style="text-align: left;" trbidi="on">You may have read in some of my Blogs in the past about walking the walk when it comes to advertising and how your competitors gain from your advertising. To further explore that idea, I'll start with a book I am reading called "<a href="http://www.alpinebookpeddlers.ca/node/395">13 Ways to Kill Your Community</a>" authored by Alberta MLA Doug Griffiths and newspaper writer Kelly Clemmer.<br />
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In chapter 2, the tongue in cheek approach is "Don't attract Business", which many would say of course a community needs to attract business. But how? What if the Mayor owns the only Gas station in town and someone wants to put in a gas station? It is a real life case study that Griffiths talks about in the book. One of the other ideas presented that business can learn from is the following: (<a href="http://www.douggriffiths.ca/speeches.php?id=26">from his speech on the subject</a>) " <span lang="EN-CA"><span style="font-family: Times New Roman; font-size: small;"><i>In touring the province we found that communities of about one thousand people in which there was one grocery store, that grocery store owner barely made enough money to support his or her family. However, in communities of roughly the same size where there were two grocery stores, interestingly enough, both did quite well. Likewise was the case in communities of three to five thousand when it came to restaurants. Where there were only a couple of restaurants both suffered, but where there were many restaurants they all seemed to do well. There are many more examples I could provide but space is limited.<br />
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What is more important is why that would occur. And they like to feel they are purchasing in a competitive environment that assures them the best price. In communities where competition is limited we found that people would chose to drive to another community where there was more choice, more variety, and better prices because of competition. Essentially, their dollars would leave town</i>."</span></span><br />
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<span lang="EN-CA"><span style="font-family: Times New Roman; font-size: small;">Interestingly enough, through my years as an Advertising Consultant, I have had a number of clients who have had an expectation that they would have exclusivity in their business category in our publications. It was never spoken of prior to placing ads, but when the time came when a competitor advertised with us, they took offense and pulled their ads from our publications. That is one way to kill a good ad campaign.</span></span><br />
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<span lang="EN-CA"><span style="font-family: Times New Roman; font-size: small;">So did the value of our publication to their ad campaign change? Did their competitive advantage over their competition change? Was their message any less effective with a competing business advertising near them? Simply put, the relationship, the marriage if you will, was lost because they had an unrealistic view that I was offering exclusivity. The relationship between a customer and a business is more like dating than a marriage. Do one thing to upset a customer and they will storm out and never come back, regardless of how many great years your business has been them. Those are the customers that are up for grabs in the competitive business of advertising. The free agents, the single, the recently dumped. Don't lose sight of that when you are putting together your ads. </span></span><span lang="EN-CA"><span style="font-family: Times New Roman; font-size: small;">If your customers are not comparing you in our publication, they will compare you with ads in other media. </span></span><span lang="EN-CA"><span style="font-family: Times New Roman; font-size: small;">Perhaps the worst is, they may not compare you with anyone at all.</span></span><br />
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<span lang="EN-CA"><span style="font-family: Times New Roman; font-size: small;">Remember what the book said "</span></span><span lang="EN-CA"><span style="font-family: Times New Roman; font-size: small;"><i>People in general like choice and variety". </i>With that in mind, you should be placing ads in places where the competition is, or encourage your competition to place ads where you are. You are more likely to get the response you are hoping for and so will your competition. Until next time, I am Larry "The Ad Man"</span></span></div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com1tag:blogger.com,1999:blog-924096494886947643.post-64824599688315764532012-01-22T22:00:00.000-07:002012-01-22T22:00:41.062-07:00Did you run away from this product?<div dir="ltr" style="text-align: left;" trbidi="on">Here is another example (you will see a few in my Blog) of a commercial that takes an awful risk. Dentyne Frost Bites took humor to a new level in this spot. Some might enjoy this humor, those of the Horror Film variety, but many might be repulsed by the product in this classically bad commercial which <a href="http://www.coloribus.com/adsarchive/tv-commercials/dentyne-frostbites-frost-bitten-6374705/">debuted in September 2004</a>:<br />
<div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/hCY8UjUyBCI?feature=player_embedded' frameborder='0'></iframe> </div><div class="separator" style="clear: both; text-align: left;">I'm sure I don't have to tell you the risk Dentyne took with this TV spot? A look at their product list on the website and behold, No Dentyne Frost Bites Gum. I would suspect that this commercial was the reason the product is not listed. It just didn't connect with the end user. I know I saw this hundreds of times, so Dentyne must have spent a small fortune worldwide.</div><br />
Don't get me wrong, risks can pay off. Just make sure you have enough to fall back on if it doesn't work. Dentyne did. Until next time, I am Larry "The Ad Man" </div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com0tag:blogger.com,1999:blog-924096494886947643.post-42017311025773875282012-01-15T19:46:00.000-07:002012-01-15T19:46:23.256-07:00Subliminal Advertising, creative or immoral ?<div dir="ltr" style="text-align: left;" trbidi="on">Subliminal Ads are generally found in Television or radio ads, but also can be in print ads. They are illegal and many media will pull them if there is an accusation. Defined, subliminal means "<span class="pg"><span id="hotword"><span id="hotword" name="hotword" style="color: #333333; cursor: default;"></span></span></span><span class="labset"><span id="hotword"></span></span><span id="hotword"><span id="hotword" name="hotword" style="color: #333333; cursor: default;">existing</span> <span id="hotword" name="hotword" style="color: #333333; cursor: default;">or</span> <span id="hotword" name="hotword" style="color: #333333; cursor: default;">operating</span> <span id="hotword" name="hotword">below</span> <span id="hotword" name="hotword">the</span> <span id="hotword" name="hotword">threshold</span> <span id="hotword" name="hotword">of</span> <span id="hotword" name="hotword">consciousness;</span> <span id="hotword" name="hotword">being</span> <span id="hotword" name="hotword" style="color: #333333; cursor: default;">or</span> <span id="hotword" name="hotword" style="color: #333333; cursor: default;">employing</span> <span id="hotword" name="hotword" style="color: #333333; cursor: default;">stimuli</span> <span id="hotword" name="hotword">insufficiently</span> <span id="hotword" name="hotword">intense</span> <span id="hotword" name="hotword">to</span> <span id="hotword" name="hotword">produce</span> <span id="hotword" name="hotword">a</span> <span id="hotword" name="hotword">discrete</span> </span><a href="http://dictionary.reference.com/browse/sensation">sensation</a><span id="hotword"> <span id="hotword" name="hotword" style="color: #333333; cursor: default;">but</span> <span id="hotword" name="hotword">often</span> <span id="hotword" name="hotword" style="color: #333333; cursor: default;">being</span> <span id="hotword" name="hotword">or</span> <span id="hotword" name="hotword">designed</span> <span id="hotword" name="hotword">to</span> <span id="hotword" name="hotword">be</span> <span id="hotword" name="hotword">intense</span> <span id="hotword" name="hotword">enough</span> <span id="hotword" name="hotword">to</span> <span id="hotword" name="hotword" style="color: #333333; cursor: default;">influence</span> <span id="hotword" name="hotword">the</span> <span id="hotword" name="hotword" style="color: #333333; cursor: default;">mental</span> <span id="hotword" name="hotword" style="color: #333333; cursor: default;">processes</span> <span id="hotword" name="hotword">or</span> <span id="hotword" name="hotword">the</span> <span id="hotword" name="hotword">behavior</span> <span id="hotword" name="hotword">of</span> <span id="hotword" name="hotword">the</span> <span id="hotword" name="hotword">individual:</span> </span><span class="ital-inline"><span id="hotword"><span id="hotword" name="hotword">a</span> <span id="hotword" name="hotword">subliminal</span> <span id="hotword" name="hotword">stimulus;</span> <span id="hotword" name="hotword" style="color: #333333; cursor: default;">subliminal</span> <span id="hotword" name="hotword" style="color: #333333; cursor: default;">advertising."</span></span></span><br />
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Have a look at this KFC commercial. Some nice people on the video will point out a dollar bill hidden in the lettuce of the burger.<br />
<div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"><object width="320" height="266" class="BLOGGER-youtube-video" classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=6,0,40,0" data-thumbnail-src="http://1.gvt0.com/vi/2jEVJGbu7_E/0.jpg"><param name="movie" value="http://www.youtube.com/v/2jEVJGbu7_E&fs=1&source=uds" /><param name="bgcolor" value="#FFFFFF" /><embed width="320" height="266" src="http://www.youtube.com/v/2jEVJGbu7_E&fs=1&source=uds" type="application/x-shockwave-flash"></embed></object></div>Some might argue it's creative, many would argue it's playing mind games. Researchers have said that the affects are neither strong or long lasting, yet it is frowned upon in this industry. Would making this legal open up a slippery slope of brain washing? It was once believed that propaganda movies during the second world war did exactly that, but contemporary research does not back that up.<br />
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You will see many claims of print ads and logo's of a sexual nature. Many phallic symbols seem to find their way into relatively benign photographs and drawings. Have a look at this Blog on it (<a href="http://www.artistmike.com/Temp/SubliminalAd.html">http://www.artistmike.com/Temp/SubliminalAd.html</a> ) . It seems artist Mike had a one track mind in this one? And Sex again takes the front row on this urban legend from Red Dog Beer:<br />
<div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"><a href="http://creativebrief.thoughtdistrict.com/wp-content/uploads/2010/02/reddog.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="112" src="http://creativebrief.thoughtdistrict.com/wp-content/uploads/2010/02/reddog.jpg" width="320" /></a></div>Do we really think the graphic artist that made this logo had intentions on Batman doing this when thinking about how to help sell some beer?<br />
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You be the judge... click on the google ads to the right of this Blog.... Subliminal advertising. Creative or Immoral? Would love to heard from you.. until next time, I am "Larry The Ad Man."<br />
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</div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com1tag:blogger.com,1999:blog-924096494886947643.post-87990919132615289152012-01-08T09:29:00.001-07:002012-01-08T22:48:26.930-07:00Do focus groups give honest answers?<div dir="ltr" style="text-align: left;" trbidi="on">McDonalds is one of the number one advertisers worldwide. You would think that all marketing and advertising would go through a focus group? One wonders if people who are asked to participate in focus groups give honest answers? Most people, are likely to give you the answer they think you want.<br />
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I was once asked to be involved in a focus group about cell phones. It was WAY back in the dark ages prior to the advent of the flip phone. Early days. One of the questions centred around my feelings about AT&T. I answered "American". The shocked administrator then probed further to find that I preferred to deal with Canadian companies. Again, this seemed to shock him like he had never heard this or even considered it. It was not long after that, the WWE (Then called WWF) had one of their most popular story lines of Canada Vs. USA. So clearly, many Canadians felt the way I did, but the company came north and clearly others did not voice their opinions. AT&T Canada didn't last long here.<br />
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So back to the McDonalds example, which came to my door:<br />
<div class="separator" style="clear: both; text-align: center;"><a href="http://4.bp.blogspot.com/-7O_qrCd3zsA/Twj8rCRcspI/AAAAAAAAAGY/IKyYGdxJ7n4/s1600/Crave+001.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="http://4.bp.blogspot.com/-7O_qrCd3zsA/Twj8rCRcspI/AAAAAAAAAGY/IKyYGdxJ7n4/s320/Crave+001.jpg" width="237" /></a></div>A nicely printed, direct mail piece complete with full colour photo's and money saving coupons. One might say a slick look that should get some play with people in January when dollars are a bit tight after Christmas time. The word Crave is a nice word relating to restaurants and food, descriptive, yet open to interpretation. But one must also consider the impact of the film, "<a href="http://en.wikipedia.org/wiki/Super_Size_Me">Supersize me</a>" and the healthy eating revolution that has been the theme of media for the last decade. McDonalds themselves have tried to add some healthier options to the menu, at significant cost. Did no one in the focus group, or at the board room table, when considering fonts think about the VERY FIRST impression I got when this came to the door? A little correction tape and 10 seconds later it becomes this:<br />
<div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/-vXfWoysZNvM/Twkjf0GeFBI/AAAAAAAAAGg/Akw7O4PXvXs/s1600/Grave+001.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="http://3.bp.blogspot.com/-vXfWoysZNvM/Twkjf0GeFBI/AAAAAAAAAGg/Akw7O4PXvXs/s320/Grave+001.jpg" width="240" /></a></div>Did the play on words not come up? or did the yes people decide not to rock the boat? Add to that how quick a photo like this can make it's way around the Internet..... in a heartbeat! One must consider all the ways people have access to, to make a joke. Humor on the world wide web spreads like wildfire.<br />
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The lesson, be careful of your perception, be careful of your slogans and make sure that your words and advertising can not be taken the wrong way. Many businesses have learned this the hard way over the years, especially when translating ads into different languages. A bad decision on wording can cost more than the advertising itself and you may never get back to the level you were before the mistake. Until Next time, I am Larry "The Ad Man"</div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com2tag:blogger.com,1999:blog-924096494886947643.post-73421859398860336312012-01-07T18:18:00.000-07:002012-01-07T18:18:55.862-07:00New CBC radio "Under the Influence" a must....<div dir="ltr" style="text-align: left;" trbidi="on">Well I am certainly under the Influence. I am an ardent follower of Canadian Ad Man Terry O'Reilly since discovering his "Age of Persuasion" radio show a few years ago. My regular readers will note my mentions of him from time to time. As I mentioned in my <a href="http://larrytheadman.blogspot.com/2011/12/2011-evermoving-target-market.html">final Blog of 2011</a>, the one thing that is certain in the ad game is uncertainty and in Terry's first show with a new title, the theme is clear. The title of his show needed to change because of the ever changing world of Advertising. If you have not had the pleasure of listening to the show, please do at: <a href="http://www.cbc.ca/undertheinfluence/">http://www.cbc.ca/undertheinfluence/</a>.<br />
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A couple of great stories, especially the Standard Vodka ad strategy, but my one takeaway from the first episode says it all about Advertising. This "Contract" needs to be emblazoned on every advertising executives eyelids: "<em>Brazil banned outdoor advertising because that advertising didn't give anything back to the people of Brazil. This echoes a concept I talk about often on the show - which I call "The Contract." <br />
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Essentially, advertising has to give something back to the public, in return for the public being exposed to the advertising. In radio and television, for example, the ads underwrite the programs. In newspapers, print ads pay for reporting, bus shelters give you protection from the elements, and so on. <br />
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<strong>Therefore, the trend coming out of Sao Paulo is a warning bell. Before that outdoor ban extends to other cities and countries, the advertising industry needs to heed this wake-up call, and give back.</strong>"</em><br />
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"When marketers give back, people reciprocate. A recent global survey found that 33% of consumers are willing to pay a 5% to 10% premium to companies they know are doing good. It's something the advertising industry has to embrace. Sao Paulo is the choking canary in the ad mine" </em><br />
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</div><em><span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">Words to live by for advertisers. What are your advertising dollars doing to fulfill your contract with your prospects and customers? Add value in all media and your ads will gain respect. Until next time, I am Larry "The Ad Man". <b>This will be a bonus to my regular Sunday Blog this week!</b></span></em></div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com1tag:blogger.com,1999:blog-924096494886947643.post-39529819842664238202011-12-31T21:45:00.001-07:002012-01-07T21:34:55.931-07:002011, the evermoving target market.<div dir="ltr" style="text-align: left;" trbidi="on">The one thing marketers will look back on in 2011 is what they didn't know. Markets, the world wide web, nations and all people were a VERY moving target in 2011. Any medium that is not flexible may have resulted in a stale advertising piece. Those advertisers who were not ready to adapt, not ready to change with the the flow were doomed to suffer in obscurity. In 2011, <a href="http://larrytheadman.blogspot.com/2011/05/common-sense-is-not-so-common-question.html">conventional wisdom</a> may have put you behind your competitors. It may have even put your entire industry behind staying competitive.<br />
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Moving forward into 2012, Marketers must keep reading, researching and keep things flexible to stay ahead of the game. The only thing that certain is uncertainty. Listen close to the wind. Until next year, I am Larry "The Ad Man" Happy New Year!!</div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com2tag:blogger.com,1999:blog-924096494886947643.post-65091003861234878232011-12-18T12:47:00.003-07:002011-12-25T15:36:33.229-07:00Television commercials can be puzzling?<div dir="ltr" style="text-align: left;" trbidi="on">Visa's marketing department also puzzles me. After watching a questionable television commercial for the last couple of weeks, I can not find a video file of the commercial online. Not on YouTube? Not on their website? Not anywhere. So that in itself is a lesson to the budding marketer of what NOT to do.<br />
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Now I have to describe the commercial in hopes you have seen it? It starts with a couple in their 30's with no kids, checking out at a store and pulling out their Visa card. Then the dream sequence begins. I'm sure the people behind them in line loved these two mental midgets being off in la la land? The dream begins with the couple on the back of a catamaran looking at a manatee or walrus describing it as an old dolphin, then along comes a dolphin, jumping out of the water and the man says "there's a young dolphin, I dont' want to be an old dolphin" and back to the store lineup and off they go.<br />
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So.. the point of the commercial? It looks as if they want you to think having a Visa card will get you dreaming of travel? But what I take away from it is they want their customers to be stupid and rude. Like the Pizza Pop commercial I spoke about in a <a href="http://larrytheadman.blogspot.com/2011/03/risks-of-advertising-taking-chances-can.html">Blog last year</a>, it makes me want to NOT use their product if that's the level of intelligence they think their customers have. I have spoken to others who feel the same way. Yet Visa obviously spent a lot of money on producing the commercial and they run it quite frequently on CBC. They must have shown the commercial to focus groups? How does a commercial like this make it out of a system like that? I'd really love to hear your answers if you have any?<br />
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There seems a trend in television and radio commercials to portray people as stupid, especially males. Many times, I may not like the commercial, but I see the point, the appeal, and the humor to a certain market segment. So do <a href="http://larrytheadman.blogspot.com/2011/05/common-sense-is-not-so-common-question.html">18-35 year old males</a> find this Visa commercial funny? I wonder?? Until next time, I am Larry "The Ad Man". Happy Holidays to you and your family !<br />
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After writing this, someone found it on YouTube, posted December 9th. NOT easy to find:<br />
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</div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com5tag:blogger.com,1999:blog-924096494886947643.post-14152196764628929352011-12-12T10:19:00.000-07:002011-12-12T10:19:48.030-07:00Building your online profile. Expectations can be disaster.<div dir="ltr" style="text-align: left;" trbidi="on">When building an online profile for your business, it is important to have a goal, but more important to be flexible with your expectation of results. Some of the musts include a website, blog, facebook page, LinkedIn profile, and Twitter for "most" businesses. I myself, as a sales person do not have a website, but the publications I represent all have an online version that I can send out as links to prospects. For retail business a LinkedIn profile may not be a priority, but might be a good way to connect with suppliers. I would recommend, if you haven't already taken the time, it is worthwhile to study social media and how it can work for your business. If you don't have the added time, look to add an employee or consulting firm to your books. Stay far away from "catch all" phrases when it comes to social media. At the end of the day, it is about the personality of your business. Nothing more and nothing less.<br />
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Keep in mind, the more tools you have, the better you can be and the better you look to potential customers. It has taken me a year to get a direct response from my Blog for my business, but that doesn't mean that it did not work prior to that. It just means this customer in particular felt strongly enough to tell me. Therein lies the magic of advertising. It is so subtle, you don't even know it is working on you. Have you ever been asked how or why you frequent a business? Some, you feel strongly about and would probably be a customer without advertising. Others however, are not so overt. Subtle images and messages over time most likely? These are the customers marketers are looking for. Politico's call them the swing vote. Marketers refer to them as market share. A small business might look at them as the difference between break even and profit. However you might look at them, they are worth the effort to get your message out to in as many ways as you can afford.<br />
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Like any relationship, you have to work at the one you have with your customers. In person and online. Until next time, I am Larry "The Ad Man"</div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com0tag:blogger.com,1999:blog-924096494886947643.post-48482412736976845902011-12-04T13:33:00.000-07:002011-12-04T13:33:22.983-07:00How do you handle adversity??<div dir="ltr" style="text-align: left;" trbidi="on">Many things can happen to your business via external sources. A supplier may fail you, a competitor may undersell you, A customer may bad mouth you. What ever the reason, your marketing and service function should have a plan ready to all eventualities. Recently a major wind storm blew through our city, wreaking havoc on many structures.<br />
<div class="separator" style="clear: both; text-align: center;"><a href="http://2.bp.blogspot.com/-1cv7bEoox_w/TtvTHvzZJmI/AAAAAAAAAFY/uZRs3MxtyVk/s1600/DSCF1268.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="http://2.bp.blogspot.com/-1cv7bEoox_w/TtvTHvzZJmI/AAAAAAAAAFY/uZRs3MxtyVk/s320/DSCF1268.JPG" width="320" /></a></div>Two of the local area merchants, both national corporations were affected as well. 7-11 and Petro Canada. Both of these retailers had plastic signs with a metal frame. The wind was so strong that the plastic blew out crashing to bits against the pavement. The Petro Can, was right at a major intersection. When I went out for a walk and took these pictures for our community facebook page, the 7-11 had cleaned up the mess leaving just the empty sign. The Petro Canada had not done so yet. It took a couple of days for the debris to disappear as hundreds of vehicles drove over it, risking tire punctures in the process.<br />
<div class="separator" style="clear: both; text-align: left;"><a href="http://2.bp.blogspot.com/-9KZvFt6dizk/TtvVrQ3GH6I/AAAAAAAAAFg/uTn9iy43Sk0/s1600/DSCF1267.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="http://2.bp.blogspot.com/-9KZvFt6dizk/TtvVrQ3GH6I/AAAAAAAAAFg/uTn9iy43Sk0/s200/DSCF1267.JPG" width="150" /></a><a href="http://1.bp.blogspot.com/-mQwHjWe2JcI/TtvV2_3IWmI/AAAAAAAAAFo/-koVkKadFFQ/s1600/DSCF1265.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="http://1.bp.blogspot.com/-mQwHjWe2JcI/TtvV2_3IWmI/AAAAAAAAAFo/-koVkKadFFQ/s320/DSCF1265.JPG" width="320" /> </a></div><div class="separator" style="clear: both; text-align: center;"><a href="http://1.bp.blogspot.com/-sCbIjoSeRBo/TtvYkwETaDI/AAAAAAAAAFw/YkjG9nlsFtI/s1600/DSCF1269.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="http://1.bp.blogspot.com/-sCbIjoSeRBo/TtvYkwETaDI/AAAAAAAAAFw/YkjG9nlsFtI/s320/DSCF1269.JPG" width="240" /></a></div><div class="separator" style="clear: both; text-align: left;">So how did these stories affect your image of the businesses? How do you think the people driving over the plastic in the intersection felt about Petro Canada? From a Marketing and Advertising perspective, how much money will it take to make us forget about the bad feelings we have over a bad neighbor?</div><div class="separator" style="clear: both; text-align: left;"> </div><div class="separator" style="clear: both; text-align: left;">So if you can't respond to adversity well then be ready to spend a lot of time and money to correct the bad feelings. If you can correct it at all. Until next time, I am Larry "The Ad Man".</div></div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com0tag:blogger.com,1999:blog-924096494886947643.post-28811825907694332742011-11-20T16:50:00.000-07:002011-11-20T16:50:12.937-07:00Sweat the details<div dir="ltr" style="text-align: left;" trbidi="on">I came across a television commercial last week that had me thinking about the little, half second things, that can ruin a commercial or overall campaign. The commercial in particular was about the United States Gulf Coast. Tourism people in Florida, Alabama and Mississippi spoke passionately about how their areas were great places to visit. Keep in mind, I have enjoyed Florida on many occasions and they had me seriously considering it during this ad. Something rung true to me and had me thinking. THEN... in the last second of the commercial the BP logo popped on the screen. Effectiveness GONE.. in a heartbeat. I had forgotten about that massive oil spill that experts say will have an impact for MANY years. the BP logo reminded me. It shows the power of branding in a big way, but unfortunately for them, their logo is linked to a major disaster.<br />
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Consider this when you link yourself to a company or a celebrity. What if that company or celebrity become involved in a PR nightmare as BP did. If you had previously linked yourself to them your company can be harmed, perhaps destroyed over something you have no control over.<br />
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Many companies dropped Tiger Woods and Micheal Vick after controversial episodes in their lives. But can the damage be fixed by just dumping them? After the Billions of dollars spent to link Nike and Buick to Tiger, I don't think that link can be broken that easily. A business relationship is much like a marriage, even after divorce, there is still a link.<br />
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So be very careful of your business relationships and how much you link your business to another business or person. Until next time, I am Larry "The Ad Man".</div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com0tag:blogger.com,1999:blog-924096494886947643.post-65306288365490751302011-11-06T10:51:00.000-07:002012-06-04T12:05:42.713-06:00One ad in one medium will not work for you!<div dir="ltr" style="text-align: left;" trbidi="on">
When starting out in business many new business owners fail to budget and strategize their business advertising during the planning process. Then, once up and running, they have no time to sit down and put together an advertising plan, because they are the chief cook and bottle washer, trying to master all other aspects of the business. As such, when an advertising rep like me, comes in and speaks to them about advertising, they have little time for me and even less to produce a good ad.<br />
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An ad rep can only do so much. I do NOT know your customers and what makes them frequent your business. I don't know your product as well as you do and know your overall customer service and in store them you may wish to convey. Yet, the advertisers who place one ad with me, will invariably say, "It didn't work". Like somehow the medium has failed. You couldn't be more wrong and short sighted. Many factors go into responding to an ad, the first of which is how many impressions you have of the business. If I offered you a free ad and said in the ad, all products are free this week, do you think you might get a response? If your answer is yes, then the message, not the medium is to blame.<br />
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And be prepared to answer the question to yourself, what is my expectation? When I spend $65 on a display ad in a community newsletter, am I expecting a flood of people walking in the door stating "I saw your ad in the newsletter"? Keep the bar of expectation low for one ad. Your goal should be over a time period like 6 months or a year. It should also be clear to you and your ad rep. what your goal is, so that ads are designed in such a way that goal can be reached. It should also be combined with other media to convey the message more strongly. That includes your signage, brochures, and other in house marketing pieces. In Marketing, remember Synergy. The whole is greater than the sum of it's parts.<br />
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It has been a rare day in the last 3 and a half years, that a client has raved about the response from one ad. I can only think of one. But there have been many lamenting " It didn't work for us" and once they convince themselves it is the medium, there is no convincing them otherwise. So is it the medium or the message? What do you think? Until next time, I'm Larry "The Ad Man".</div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com1tag:blogger.com,1999:blog-924096494886947643.post-33119368433681534812011-10-22T14:16:00.001-06:002011-10-22T14:21:45.328-06:00The best marketing may not make a successful product. Set the bar accordingly.<div dir="ltr" style="text-align: left;" trbidi="on">During a recent move, I came across a couple of beer bottles labeled X and Y with a Labatt Copper label on the neck. "X" was a Lager, while "Y" was an Ale. It's been years since I've seen a Labatt Copper beer, but I recall I was part of the beer drinking public that decided which of X and Y would become Labatt Copper. Chances are, they sold more X and Y than they did Labatt Copper. In a two-week period during January 1995, more than 115,000 people voted in the most creative market research initiative ever conducted by a brewer. In the end, "X", the lager, which should come as no surprise to Canadian beer drinkers, was chosen by 56.9 percent of voters in four provinces.<br />
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</div><div class="separator" style="clear: both; text-align: left;">So as a marketer, I would rank this creative endeavour VERY highly. It engaged the consumer in a way that had never been done before or since. And it sold them a lot of beer over that 2 week period. If each voter purchased a 6 pack (3 of each X and Y) then Labatts sold 690,000 bottles in 4 provinces in 2 weeks. Based on the fact I have not seen a similar initiative since 1995 and that the product is not longer available from Labatt's, the campaign must have cost a fortune and not lived up to expectations.</div><div class="separator" style="clear: both; text-align: left;"><br />
</div><div class="separator" style="clear: both; text-align: left;">But if one considers a 2011 campaign, with Internet and social media available, one might consider selling a million bottles of beer over 2 weeks a huge marketing success. I look forward to seeing a similar campaign for a product in the near future once marketers grasp the best use of online and social media to create even more excitement. Who will be the first? Or the next? Until next time, I am Larry "The Ad Man".</div></div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com0tag:blogger.com,1999:blog-924096494886947643.post-16145044325804711732011-10-09T10:01:00.000-06:002011-10-09T10:01:16.456-06:00You don't know what you want until it's gone...<div dir="ltr" style="text-align: left;" trbidi="on">Absence makes the heart grow fonder, if you love something set it free, too much of a good thing can be dangerous. All true when it comes to advertising. There comes a point where your advertising may be ignored due to over exposure. Not common in small business circles, but take notice of some of the worlds biggest advertisers, Coke, McDonalds and Tim Horton's. While their branding never goes away, they do have big ad campaigns during certain times of the year, then are gone for awhile. When their ads do come back, do you realize you missed them? That first ad back can be very effective.<br />
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So how to relate this to small business? In a similar way, if you are running the same ad in the same medium over time, then a break from that medium for a time, may be all the doctor ordered to make it fresh again. More importantly, I think it makes sense to change the ad up a bit and keep it fresh. You might ask, how long should I run for, how long should I break for? That is something your customers may tell you. Take the time to engage customers in some way about their opinion of your advertising. You will then know how effective your ads are and when that effectiveness decreases, take a break.<br />
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You may have noticed I took a break from this Blog. Did you miss me? Until next time, I am Larry "The Ad Man".</div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com1tag:blogger.com,1999:blog-924096494886947643.post-14567928571051054092011-09-18T21:25:00.000-06:002011-09-18T21:25:07.960-06:00Building a profile for your business.<div dir="ltr" style="text-align: left;" trbidi="on">
When we speak of building a profile today, it is in stark contrast to how it was done in the past. What took major corporations millions of dollars and many years can be done quickly and far less expensive today with Internet tools like the Blog, social media and websites added to mainstream tv channels, radio, newspapers and an array of specialty publications.<br />
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So what is a profile? It is essentially the message you want the public to think of when your business name comes to mind. The feeling they might have of a visit to your business, what someone else said about it, what you have said in social media, advertising or other avenues. The marketing MUST match up to the experience. I have said it in several other Blog posts, listen to what your customers tell you about your business. No amount of advertising will make up for a poor experience.<br />
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So how do you build that profile? First take stock of what you have and what you are. Not what you "think" you are but what you actually are. Dozens of times watching the Dragon's Den will show you how many people over value their business. The ones grounded in reality get the money. If you have ZERO in sales, you DO NOT have a million dollar business. So ask yourself honestly, ask your staff, ask your customers for an honest assessment and once you determine what the profile should be it's time to build it. Obviously your customers "should" know what it is, so your target for this profile are new customers.<br />
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Build a website, facebook page, twitter page that all function together with this profile predominant. From there add Blogs about your business complete with tips for customers. Place advertising in strategic mediums over a long period of time, again feature the profile you wish to promote and live it. As always, DO NOT place one ad and expect it to help your business. One ad is a start to the synergy that marketing will deliver to your business over time.<br />
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Some examples of a good company profile might be "leading edge", companies who innovate and grow their market through original ideas. If you have a restaurant or coffee shop, warm, comfortable, friendly, tasty food, great service might be part of your profile.<br />
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So if you advertise with me and you say you are leading edge and your customers and potential customers don't believe it, then there is no amount of money you can spend on advertising to change that. Be authentic and share it with the world. Until next time, I am Larry "The Ad Man."</div>
Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com0tag:blogger.com,1999:blog-924096494886947643.post-47249154111638123822011-09-11T12:31:00.001-06:002011-09-18T20:48:22.225-06:00Getting back to basics<div dir="ltr" style="text-align: left;" trbidi="on">
I have spoken to many business owners in recent months about the magic of Twitter and used real examples of how their business could benefit adding it into their advertising mix. So far, not many have taken up the mantle of using it. My latest conversation with one business was "An hour a day?" when I mentioned that's what one should spend on social media to have any success with it. So if you have no time as a business owner to handle social media and don't have a budget to pay someone to do it, then stick with the basics.<br />
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The old basics are gone. EVERY business used to spend some money on the Yellow Pages. I now know very few businesses that spend money there and even fewer who use the yellow pages. So what are today's basics? I would say that depending on your specific industry basics, You need a website, business cards, Flyers and a local area news paper/community newsletter ad to get to residents close to your business. I am thinking specifically of retail locations when I speak to these basics. Many businesses use their website to both promote retail and sell products online. It is important to have a strong focus on both as some may be looking you up to get your hours and location as apposed to buying online. Both types of customers are important, so consider all reasons why someone will want to find you and focus your energy in that direction.<br />
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It amazes me how many restaurants do not have a website, in Calgary. The amount of information, from location, parking, menu that a restaurant can display the website it tailor made for restaurants. So is twitter. Daily specials can be broadcast on Twitter. <br />
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Other industries have other basics when it comes to marketing. For some industries it's trade shows. Others it's transit ads and for many others social media. But if you don't have the basics, it will be harder to get and keep customers. Until next time, I am Larry "The Ad Man".</div>
Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com0tag:blogger.com,1999:blog-924096494886947643.post-64749166254008720162011-08-28T12:44:00.001-06:002011-08-28T12:57:00.664-06:00Blogging, an unmeasurable marketing tool. For me<div dir="ltr" style="text-align: left;" trbidi="on">As I write this and spend time on it, week in week out, I can not tell you there there are any sales of advertising that I can directly attribute to it. Has someone found my Blog and e mailed me to advertise? Not to my knowledge, but perhaps? Has someone mentioned that they referred me because of what they read in my Blog? Not yet? So why am I doing this? Taking time on a Sunday to write these ideas, thoughts and tips? Well, I have gotten some decent feedback from friends and some colleagues and that's always nice. I am developing a profile on the Internet with this, my facebook account and Twitter. I've been nominated for A Canadian weblog award. And when I go and see a new client I ask them to read my Blogs so that they have some more understanding of the way I think about advertising and we can start on the same page. I am not sure that goal is resonating either? I'd love to see a comment from a client here.... I was asked to Blog for The Huffington Post recently, which must have been on the back of this Blog. And I have 49 Blog posts that will be up for all to read that will keep working for me in some way.<br />
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So even though the reason I started Blogging has not been what I had hoped, other opportunities have come along which have been positive. So why should you Blog? That is a great question. If your business is related to the news in any way, is evolving in any way, or have a very technical product, then Blogging is probably a good use of your time. Picking up on current news items and relating them to your business is a great way to get attention. Your Blogs may actually serve as a Press Release and the media may pick up on it? Remember to use Twitter to promote your Blog posts. It has been my best way of getting traffic. A good headline will get you a reader on Twitter.<br />
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If you have a product that has many uses or is difficult to use, the Blog may not only help your current customers, but help people that may have decided against your product due to its complexity.<br />
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Like many things on the Internet, keep it flexible and your goals fluid and ready to change and you will become a successful Blogger, although you may have to redefine your definition of success. Commit to it and be authentic. Until next time, I am Larry "The Ad Man".</div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com0tag:blogger.com,1999:blog-924096494886947643.post-11698838750431466592011-08-21T12:08:00.000-06:002011-08-21T12:08:58.602-06:00Buzz words 101<div dir="ltr" style="text-align: left;" trbidi="on">Buzz words and jargon is a long held staple of the advertising business. Trendy statements that fit an era are often seen in advertisements, dating the ad. With today's online media, bringing back some of these old ads, might it not have been advisable to stay away from dating the ad, so it can work in future years?<br />
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One of these trendy statements that seem to fit a certain type of business that MANY want to stay clear of is "Make easy money!" "Making $$$" or "making thousands of $ per month part time". These are the mantra statements of the multi level marketing field and many online social media are resurrecting them to collect followers in the hope of a big payday. Another one online marketers are using is "deal". I have more "deal" followers on twitter in the last week than anything else. Saving or making money is what these marketers promise. However, the average online consumer is more interested in finding something that ads value and is authentic and will be there long term, not a fly by night, make a quick $, save $ type of business.<br />
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So how does this translate into your business? Your advertising? OWN your buzz words. Don't follow, lead. That will be the standard in long term marketing success. Don't buy into the idea that someone made x thousand dollars in a month using these buzz words or that they have 20,000 followers on Twitter. In fact, on a personal note, nothing will draw me away faster than the promise of making HUGE money and a 90% discount.<br />
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Each industry has it's own buzz words and phrases. Some have lasted the test of time and work, but the key or the magic of advertising is to set yourself apart from your competition. be different, be authentic and stay away from jargon and buzz words and you have a chance of gaining a loyal customer. Until next time, I am "Larry The Ad Man"</div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com1tag:blogger.com,1999:blog-924096494886947643.post-71386305126831155452011-08-14T22:02:00.001-06:002011-08-14T22:41:15.622-06:00Marketing with a social conscience.<div dir="ltr" style="text-align: left;" trbidi="on">We've seen many examples over the years of companies giving to charity, establishing their own charity or making social statements. In recent years we see businesses cropping all over the place that ARE social conscience. Solar Panels, Wind Turbines, Alternative Energy Companies, Farmers Markets, Organic Farms, Recycling and more.<br />
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So with this in mind, how can you identify your company with something like this? This is not as easy and simple as it might have been 5 short years ago. North American society is changing at a rapid pace and businesses have to be ready to adapt. The first rule to consider is be authentic. Just like your profile in social media, people will find out very quickly whether your chosen mantra is authentic to your business. Make sure the cause is just and is "yours".. and you personally have a passion for it so your business will "own it".<br />
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Next thing to consider, once you find your passion, will you chose to organize something on your own or pick an established organisation to support? If it's an established organisation, which one? In Canada these days there are dozens of charities and foundations that service a social area. Some causes much more than that. In this case it is even more important to own it. Many corporations have established a relationship with many major charities. There is a much bigger attention for your business to have a breast cancer awareness evening, or donate profits to breast cancer than there is for supporting the CIBC run for the cure. CIBC gets your thunder there!<br />
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Sometimes the cause chooses you. A client of mine had a water store, filing bottles and selling water filters. One day their daughter was diagnosed with Celiac disease, which eventually turned their business into Calgary Gluten free, a market of gluten free food products. When they speak of the Gluten free items there is NO doubt they are knowledgeable, passionate and authentic when they speak of their daughter.<br />
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So when considering advertising and marketing feel good thoughts and causes, make sure you put all of your might into it and be authentic and your ads will sing. Until next time, I am Larry "The Ad Man".</div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com0tag:blogger.com,1999:blog-924096494886947643.post-55138159268980113122011-08-07T14:50:00.000-06:002011-08-07T14:50:15.464-06:00They can't say that !! Can they?<div dir="ltr" style="text-align: left;" trbidi="on"><div class="separator" style="clear: both; text-align: left;">The recent fine to Air Canada by the U.S. Department of Transportation for deceptive price advertising had me musing about that age old line people say when they see an ad promise something it can't possibly deliver on. "They can't say that, can they?" In reality, advertisers can say anything they want to say unless government bodies decide to hand out corporate justice. In this case they did, in many cases, not. Why Air Canada this time?</div><div class="separator" style="clear: both; text-align: center;"><a href="http://www.unb.ca/transpo/mynet/cf_tca.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="247" src="http://www.unb.ca/transpo/mynet/cf_tca.jpg" width="320" /></a></div>Air Canada has been for many a decade an example of how NOT to run a business. It is a real life case study unfolding in front of our eyes for as long as I can remember. The only thing that keeps them in business is a lack of choice. They were a government owned airline and still today have all the advantages and history to keep a stronghold on Canada's airline industry, despite years of losses and the worst goodwill of any corporation I know of. Canadians from coast to coast are daily posting their disdain for Air Canada and its poor service all over social media. Travel agents across the country will tell you they dislike dealing with them on many levels. When this story broke about the fines, I could hear a collective cheer bursting out across the country. Yet, the company manages to have a healthy charitable side offering flights for Dreams take flight, dispatching flights to Haiti after the earthquake and most other countries in need. But if you can not offer a customer their level of expectation, then all of this goodwill means very little.<br />
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So back to the question, YES they can say that. There are few traditional media outlets who will turn down advertising with outrageous claims, and the Internet can be considered the modern version of the Wild West, with companies claiming whatever they want to. This move by the US Department of Transport to say to an international carrier that we DO pay attention to your Internet practices and if you do business in the US, you play by our rules, no matter where your web servers are based. They have that leverage. Many don`t. So for your business, if you have a monopoly or large control over an industry and can pay the fines, you can claim just about anything. You can upset your customers with poor attitudes, low customer service, bite the hand that feeds you, the people who sell your product, and still do business. If you don`t have that industry control, I suggest that you may want to be a little more truthful in your advertising and get your sales force, customers and governments ON your side so that you can be successful and make a profit. Not sure Air Canada will ever get to that point? Until next time, I am Larry "The Ad Man".</div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com1tag:blogger.com,1999:blog-924096494886947643.post-50777545156269755412011-07-24T15:46:00.001-06:002011-07-24T17:33:25.344-06:00Create an emotional connection.<div dir="ltr" style="text-align: left;" trbidi="on">This is the challenge of many an ad agency and marketing director for billion dollar products. If you consider the products and services you purchase, take note of how they make you feel. You may note that how you feel about the product relates to an ad campaign or marketing strategy employed by the product. Car companies try to play to "safety", "prestige", "well made" type of themes. Beverage companies go with "thirst quenching" and beer companies promise the company of good looking women.<br />
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How does one do this on a more modest budget? A more long term approach is required for success in this area. Months, perhaps years depending on the budget and reach. They key is to stay focused on it and stay consistent. The message MUST fit the product or service and MUST be true. A restaurant can't say they have the best tasting food and serve you something bland and uninspiring. If you say your product will make you dream of running through clover, than that had better be the result. Obtuse yes, but don't claim you are something you are not. Customers will react negatively to a claim if you do not meet the expectation. It's all about the experience of purchasing and how that makes your customers feel.<br />
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Undersell in your advertising and over deliver in your business and the customers will beat a path to your door. The tough decision is what will undersell, but get customers to try your business. That's the billion dollar balance. Until next time, I am Larry "The Ad Man".</div>Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com0tag:blogger.com,1999:blog-924096494886947643.post-58250259906233915642011-07-17T22:04:00.001-06:002011-07-18T13:43:35.851-06:00Getting attention during local festivals and events.Many businesses will shut their doors or trim staff during large local festivals, but there is an argument for putting out a larger effort in gaining attention during these lean times in order to start the momentum of your after festival time. One innovative way during the Calgary Stampede was a local media agency starting up <a href="http://www.stampedephotos.com/">http://www.stampedephotos.com/</a> . The company has received a bit of media attention and several local media have driven people to the site. They made it simple for people to participate, simply requiring people to post a hash tag #stampede when posting photo's on Twitter. It then is automatically added to the website. A great free service that will keep people remembering the business. Like this Blog, where I offer free and hopefully helpful hints for small business in hopes that the reader remembers Larry "The Ad Man".<br />
<div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"><a href="http://images.instagram.com/media/2011/07/17/740b1e01733a4c239bfd17fd898d5f76_7.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"> <img border="0" height="320" src="http://images.instagram.com/media/2011/07/17/740b1e01733a4c239bfd17fd898d5f76_7.jpg" width="320" /></a> </div><div class="separator" style="clear: both; text-align: left;">Another neat promotion I saw, was during Sam Steele days in Cranbrook, BC. During the opening parade, A Telus fan drove between a band and a float. I noticed some kids running up to the van and running back to the curb. I then realized that the van was covered with colourful frogs (you may have seen in the TV commercials) attached with magnet feet. Kids would run up to the van and grab them. Brilliant. Another twist on that I noticed recently, my neighbor, started a business called Tossy Tossy. Her car is painted with the logo and colours beautifully, but the savvy marketer decoratively adds fridge magnets for people to take, complete with all the businesses info.</div><div class="separator" style="clear: both; text-align: center;"><a href="http://1.bp.blogspot.com/-9h9IzbE0WVc/TiSMyFOv4zI/AAAAAAAAAE8/fAAmfFaROMg/s1600/TossyTossy.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="http://1.bp.blogspot.com/-9h9IzbE0WVc/TiSMyFOv4zI/AAAAAAAAAE8/fAAmfFaROMg/s320/TossyTossy.JPG" width="320" /></a></div><br />
Summer time can be a time for R and R and take it easy, but you can also speed up and go past your competition if you get creative. Until next time, I am Larry "The Ad Man".Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com0tag:blogger.com,1999:blog-924096494886947643.post-78490112836085326822011-07-10T11:48:00.000-06:002011-07-10T11:48:11.872-06:00Don't forget the details...I have spoken often about knowing your customers, but also be clear who your audience is when designing your advertising. A TV, radio, newspaper, twitter and facebook audience are ALL VERY different. Often I see people using one statement on all social media complete with hashtags and @addresses on facebook and LinkedIn. I also see the same print ad running in VERY different mediums or TV ads audio run as a radio commercial. While cost effective, you might be limiting the effectiveness of your ads by not speaking to your audience. Consider who watches, listens and reads the media before you commit your ad to air or print.<br />
<div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/-MxZDN2hwrK0/ThjzX9qZJdI/AAAAAAAAADc/OpRKWw4WGCE/s1600/Elephant+%2526+Castle+Jan+11.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="http://3.bp.blogspot.com/-MxZDN2hwrK0/ThjzX9qZJdI/AAAAAAAAADc/OpRKWw4WGCE/s320/Elephant+%2526+Castle+Jan+11.jpg" width="320" /></a></div>Also consider if the media reaches outside your city or area. My father lives in a city that is part of a larger region (5 towns) and often sees, hears and reads advertisements that don't mention which city or town they are in, just the address. If it's not an address he is familiar with, then he has to assume it is in another city? He might very well become a customer, but the ad has lost him by not mentioning the city.<br />
<div class="separator" style="clear: both; text-align: center;"><a href="http://1.bp.blogspot.com/-ApAqrXIO0Xw/Thjz-sp627I/AAAAAAAAADg/9Z98V-8XM1U/s1600/Fiddlers+Courtyard+Jan+11.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="58" src="http://1.bp.blogspot.com/-ApAqrXIO0Xw/Thjz-sp627I/AAAAAAAAADg/9Z98V-8XM1U/s320/Fiddlers+Courtyard+Jan+11.jpg" width="320" /></a></div><div class="separator" style="clear: both; text-align: center;"><a href="http://4.bp.blogspot.com/-6jIQOidms9g/Thj0ISLTJjI/AAAAAAAAADk/wx50yJjof0o/s1600/Highland+Scottish+Gift+Shoppe+January+2011+Proof+1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="176" src="http://4.bp.blogspot.com/-6jIQOidms9g/Thj0ISLTJjI/AAAAAAAAADk/wx50yJjof0o/s320/Highland+Scottish+Gift+Shoppe+January+2011+Proof+1.jpg" width="320" /></a></div>So, considering the design of an ad, which I have show a few good examples, should have the elements of what your customers think of your business and what will resonate with the audience of the media. The 3 examples ran in the Alberta edition of The British Canadian newspaper. Until next time, I am Larry "The Ad Man". Feel free to comment or ask a question below.... I'd love to hear from you.Larry The Ad Manhttp://www.blogger.com/profile/04974835457920842652noreply@blogger.com0