Why are you still paying your social media expert to create posts that look like TV commercials and “for sale” ads? We are telling you to “STOP!” And if you won’t listen to us, then listen to Facebook. Please.
If the humor isn’t tied to the message; if you can’t talk about one without talking about the other, then any attempts at persuasion will be short-lived and not very memorable.
You probably read this and thought: that’s an unrealistic expectation. Kind of like expecting an ad to “go viral.” Who gossips about ads, of all things? And why would anyone want people gossiping about their brand?
The Coors campaign took market share from Bud and Miller while spending one-third as much money. They used a half-dozen smaller differentiators to build up “quality” and “caring” as what set their beer apart.
I woke up with an astoundingly simple, big idea. The limiting factor in the engagement ring diamond is that it is “one-and-done.” But a woman can have a whole collection of Anniversary Diamonds.
Heck, even one out of three is enough to get traction. But a trifecta is the stuff of legends.
How do you get the attention of the public when your product or service is a grudge purchase at best? Every home services provider suffers from this.
As General Manager of the Oakland A’s, Bill's payroll costs were one-third of the New York Yankees. He couldn’t compete with them. He hired Paul DePodesta, a Harvard grad in Economics. Together, they changed the game.
I’m not talking about a campaign that has run for 50 years, I’m talking about a single ad that still runs to this day and still drives results. So what’s behind the magic?
“Bill, why did you buy a highway billboard”? “It gives my company great exposure for getting more clients” Here’s the reality. Exposure doesn’t pay the bills.
We can use the recruiting spot to sneak messages into the minds of eavesdroppers that might have “bounced off” of skepticism had they appeared in a “regular” ad.
Vagaries and loopholes are the enemy. Specifics and clarity are your best friends. If you’re putting a special offer out there, do the things that make offers work.
Is your business in a boring industry? Then I’m PB&Jelly of you. Jealous because you have a YUGE opportunity to stand out.
Karen Post gave me the first definition of a brand that did not include colours, style guides, and logos. Brain Tattoos said, “A brand is the STORY embedded in the mind of the market”.
The only people who care about adequate frequency are people who are actually measuring, tracking, and being paid for the effectiveness of their work.