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| Marketing Page 2 |
45 years ago, advertising pioneer David Ogilvy wrote, "How to Build Great Campaigns".
Ad Age reports that most of Ogilvey's axioms still hold true, decades later. Here are some
of the best:
What You Say Is More Important Than How You Say it. Beautiful, impressive promotions
mean nothing if what they are talking about is not worth the print or flash technology.
You Cannot Bore People Into Buying. Marketers often become enamored with their own
stories, believing that if they tell their story long and often enough, the world will come around
to their way of thinking. It won't.
Never Write An Advertisement Which You Wouldn't Want Your on Family To Read. Concern
about lack of eyeballs and attention span is causing some marketers to go over the edge in
taste, hoping to gain attention via shock value. In the end, strange commercials are
remembered, but their message tends to be forgotten. Also, underestimating the intelligence
of your audience, contrary to popular belief, is not in the product's best interest.
Ad Age reports that most of Ogilvey's axioms still hold true, decades later. Here are some
of the best:
What You Say Is More Important Than How You Say it. Beautiful, impressive promotions
mean nothing if what they are talking about is not worth the print or flash technology.
You Cannot Bore People Into Buying. Marketers often become enamored with their own
stories, believing that if they tell their story long and often enough, the world will come around
to their way of thinking. It won't.
Never Write An Advertisement Which You Wouldn't Want Your on Family To Read. Concern
about lack of eyeballs and attention span is causing some marketers to go over the edge in
taste, hoping to gain attention via shock value. In the end, strange commercials are
remembered, but their message tends to be forgotten. Also, underestimating the intelligence
of your audience, contrary to popular belief, is not in the product's best interest.
The U.S. auto industry is in self-destruct mode. Too many brands, too
many dealers, too many cars people do not want. Seth Godin has
suggested that allowing the suppliers to go bankrupt and come back as
many diverse manufacturers is a good idea, and I certainly agree. He points
out that 100 years ago there were 1,000 car manufacturers!
Bankruptcy would also allow a re-alignment of the dealership business. Do
we really need car retailers that offer only one or two brands of new cars?
Why not shop for cars the same way you shop for used cars? Why should
they offer every model the brands make?
When you buy a TV or toaster the retailer offers what they believe to be a
good assortment of offerings, including several brands and select models.
Why not with cars?
Repairs expertise is not a problem either, any competent repair shop can
work on any vehicle, why can't dealerships?
For that matter, why can't you buy a car from a warehouse club? Maybe they
offer just one or two models each month, and a local dealer services the
purchase? The easier you make it for people to buy something...well, you
know what I mean.
many dealers, too many cars people do not want. Seth Godin has
suggested that allowing the suppliers to go bankrupt and come back as
many diverse manufacturers is a good idea, and I certainly agree. He points
out that 100 years ago there were 1,000 car manufacturers!
Bankruptcy would also allow a re-alignment of the dealership business. Do
we really need car retailers that offer only one or two brands of new cars?
Why not shop for cars the same way you shop for used cars? Why should
they offer every model the brands make?
When you buy a TV or toaster the retailer offers what they believe to be a
good assortment of offerings, including several brands and select models.
Why not with cars?
Repairs expertise is not a problem either, any competent repair shop can
work on any vehicle, why can't dealerships?
For that matter, why can't you buy a car from a warehouse club? Maybe they
offer just one or two models each month, and a local dealer services the
purchase? The easier you make it for people to buy something...well, you
know what I mean.
The music business is in decline, bookshops are in trouble. But some
businesses thrive. The apple App Store for the iPhone and latest iPods has
only been in existence since July 2008.
Although many applications are free (and most others are under $10),
analysts project that the sales volume for Apple in 2009 will be about $800
million dollars. This is fabulously profitable for Apple, who keeps a third of the
retail.
But for many of the 10,000 application creators, this store has been a major
business creator. Music service Pandora is running at 15,000 free downloads
a day, helping the ad-supported model.
Many free games have click-on ads, or upgrades at low prices. One or two
dollar applications can quickly pay the bills for software developers who no
longer need to worry about costly packages and distribution systems.
The amazing thing is that no one else has really challenged this method of
distribution for the many other platforms out there, including other mobile
phones.
But there is no doubt in my mind that enterprise will thrive when the right
model is applied, and you make it easier for people to purchase what you
offer in services, music, or publications.
businesses thrive. The apple App Store for the iPhone and latest iPods has
only been in existence since July 2008.
Although many applications are free (and most others are under $10),
analysts project that the sales volume for Apple in 2009 will be about $800
million dollars. This is fabulously profitable for Apple, who keeps a third of the
retail.
But for many of the 10,000 application creators, this store has been a major
business creator. Music service Pandora is running at 15,000 free downloads
a day, helping the ad-supported model.
Many free games have click-on ads, or upgrades at low prices. One or two
dollar applications can quickly pay the bills for software developers who no
longer need to worry about costly packages and distribution systems.
The amazing thing is that no one else has really challenged this method of
distribution for the many other platforms out there, including other mobile
phones.
But there is no doubt in my mind that enterprise will thrive when the right
model is applied, and you make it easier for people to purchase what you
offer in services, music, or publications.
| Illinois ad of the month |
I am reading Predictably Irrational by Dan Ariely. It is a book about how apparently irrational
behaviour becomes predictable buying patterns for consumers. It talks a lot about the science of
emotional decision-making, and is a very interesting subject.
In one of the chapters Dan touches on the fact that the US savings rate is among the lowest of
developed nations, and that the acceptance of household debt was a potentially dangerous
phenomenon. (Observations recently borne out).
He observes the trend in consumerism with the design of closets (to hold our goods). A hundred
years ago, houses had virtually no closet space. There were several reasons for this, including
practical construction, wardrobe furniture, and tastes. But the primary reason is probably that
people just did not own a lot of clothing (or a lot of anything).
By the 1940's closets began to grow a little, but were still cramped. In the 1970's they were large
enough to hold clothing and some extra gear.
But only in recent decades has the concept of 'walk-in' closets taken hold, allowing us to fill these
spaces with lots of things that we do not use every day.
behaviour becomes predictable buying patterns for consumers. It talks a lot about the science of
emotional decision-making, and is a very interesting subject.
In one of the chapters Dan touches on the fact that the US savings rate is among the lowest of
developed nations, and that the acceptance of household debt was a potentially dangerous
phenomenon. (Observations recently borne out).
He observes the trend in consumerism with the design of closets (to hold our goods). A hundred
years ago, houses had virtually no closet space. There were several reasons for this, including
practical construction, wardrobe furniture, and tastes. But the primary reason is probably that
people just did not own a lot of clothing (or a lot of anything).
By the 1940's closets began to grow a little, but were still cramped. In the 1970's they were large
enough to hold clothing and some extra gear.
But only in recent decades has the concept of 'walk-in' closets taken hold, allowing us to fill these
spaces with lots of things that we do not use every day.
Ford's market share in the US has increased four months in a row. According
to Advertising Age, this has not happed for nearly 15 years.
Now why should ford be benefiting in this difficult economic environment? They
are not giving away large rebates, like other manufacturers, in fact, most of their
promotions are going towards their brand.
It seems that a whopping 93% of Americans are aware that Ford has not
accepted any government bail-out money. And 95% of our citizens know that GM
and Chrysler have.
Could it be that even in this socialist day and age Americans really respect
companies and individuals who take personal responsibility to get the job done,
and accept the consequences of their actions..?
to Advertising Age, this has not happed for nearly 15 years.
Now why should ford be benefiting in this difficult economic environment? They
are not giving away large rebates, like other manufacturers, in fact, most of their
promotions are going towards their brand.
It seems that a whopping 93% of Americans are aware that Ford has not
accepted any government bail-out money. And 95% of our citizens know that GM
and Chrysler have.
Could it be that even in this socialist day and age Americans really respect
companies and individuals who take personal responsibility to get the job done,
and accept the consequences of their actions..?
I live in the small town of west Chester, Pa. Over the past year or so,
several highly original food purveyors have opened up in town. Each
shop offers something decidedly out of the ordinary.
By marketing to a specific subset of shoppers, they are attempting to
speak to people who are fans of a type of food, or else expose them to
a brand in a unique way.
I recently visited the interesting shop, a Taste of Olive. The walls are
lined with metal vats, each containing a different type of exotic olive oil
or vinegar. There may be a virgin Italian oil infused with intense Tuscan
herbs, for example, or a balsamic vinegar with essence of tangerine.
several highly original food purveyors have opened up in town. Each
shop offers something decidedly out of the ordinary.
By marketing to a specific subset of shoppers, they are attempting to
speak to people who are fans of a type of food, or else expose them to
a brand in a unique way.
I recently visited the interesting shop, a Taste of Olive. The walls are
lined with metal vats, each containing a different type of exotic olive oil
or vinegar. There may be a virgin Italian oil infused with intense Tuscan
herbs, for example, or a balsamic vinegar with essence of tangerine.
If you love food and cooking, you will
quickly get caught up in the shop
offerings - little pill-type cups are set
out to allow you to taste every oil.
You are encourage to mix oils and
vinegars, to experience the possible
dressings or marinades you can
concoct.
When ready, you open the tap and fill
your bottle - the staff seals it like a
precious split of wine.
You get credit for returning clean
bottles for a new purchase.
quickly get caught up in the shop
offerings - little pill-type cups are set
out to allow you to taste every oil.
You are encourage to mix oils and
vinegars, to experience the possible
dressings or marinades you can
concoct.
When ready, you open the tap and fill
your bottle - the staff seals it like a
precious split of wine.
You get credit for returning clean
bottles for a new purchase.
Nearby is Eclat - a chocolatier run by Christopher
Curtin. Mr. Curtin studied chocolate making in
Europe, most notably Germany and Cologne.
The result is a shop that sells malt whisky
chocolate balls, Sizhuan-spiced squares, and
dark wafers with pink peppercorns trapped inside
them.
The staff wears handsome black chef cook
outfits, and the quality of the confections are
wonderful.
Curtin. Mr. Curtin studied chocolate making in
Europe, most notably Germany and Cologne.
The result is a shop that sells malt whisky
chocolate balls, Sizhuan-spiced squares, and
dark wafers with pink peppercorns trapped inside
them.
The staff wears handsome black chef cook
outfits, and the quality of the confections are
wonderful.
My last stop of the day was at a wine bar run by the Kreutz Creek Winery, located in Chester
County. Kreutz Creek has BBQ and wine festivals like many local producers, and wine
bars, while nice, are nothing new in wine marketing.
...Until the woman behind the bar explained that they offered a "BYOF". A what? "Bring Your
Own Food," she explained.
For a few dollars, you can sit at a table with take out, home prepared, or delivered food and
sample all the wines that Kreutz Creek makes. On many nights, they offer live music while
you sip. Of course, they hope you become familiar with their offerings and pick up a few
bottles.I bet plenty do.
The economy has seen better days - but it is in times like these that great marketing ideas
stand out, and capture the public's imagination. That's what marketing is all about.
County. Kreutz Creek has BBQ and wine festivals like many local producers, and wine
bars, while nice, are nothing new in wine marketing.
...Until the woman behind the bar explained that they offered a "BYOF". A what? "Bring Your
Own Food," she explained.
For a few dollars, you can sit at a table with take out, home prepared, or delivered food and
sample all the wines that Kreutz Creek makes. On many nights, they offer live music while
you sip. Of course, they hope you become familiar with their offerings and pick up a few
bottles.I bet plenty do.
The economy has seen better days - but it is in times like these that great marketing ideas
stand out, and capture the public's imagination. That's what marketing is all about.
The WSJ had an interesting candy article. Candy used to be
regional - lack of transportation and refrigeration meant that
every city had favorite candy bars that people grew up with.
One author figures that between the World Wars, 30,000
brands of candy were introduced in the US. The growth of super
brands, created by Forrest Mars and Milton Hershey, ended
most of those choices - they simply were not efficient to market.
How many people wanted a Chicken Dinner bar? (thankfully
bereft of actual chicken, but what a brand!)
Some regionals have survived - it is popular to discredit Chris
Anderson's theory of The Long Tail. But I believe that it holds
water - it is just that the Tail is not profitable enough for mega
corportations, but just fine for small producers.
Which is why you can go to www.candydirect.com and buy
yourself a box of Idaho Spuds or Twin Bing.The success of the
tail remains relative to the producer.
regional - lack of transportation and refrigeration meant that
every city had favorite candy bars that people grew up with.
One author figures that between the World Wars, 30,000
brands of candy were introduced in the US. The growth of super
brands, created by Forrest Mars and Milton Hershey, ended
most of those choices - they simply were not efficient to market.
How many people wanted a Chicken Dinner bar? (thankfully
bereft of actual chicken, but what a brand!)
Some regionals have survived - it is popular to discredit Chris
Anderson's theory of The Long Tail. But I believe that it holds
water - it is just that the Tail is not profitable enough for mega
corportations, but just fine for small producers.
Which is why you can go to www.candydirect.com and buy
yourself a box of Idaho Spuds or Twin Bing.The success of the
tail remains relative to the producer.