There comes a point in the life cycle of many businesses when advertising needs outgrow the “homespun” and it’s time to call upon the services of a professional agency. When you’ve reached this point, whether you’re looking for a partner to help you implement a major campaign, or a “boutique” agency to focus on just one marketing niche, you want to make sure that the choice you make is a sound one. (more…)
Archive for the ‘Advertising’ Category
Tips for Choosing an Ad Agency
Wednesday, August 11th, 2010Are phonebooks – and other print directories – a dying breed?
Saturday, July 31st, 2010I was at a meeting of small business owners recently where we shared our experiences and ideas about marketing effectiveness – what works and what doesn’t. I was surprised at the vehement reaction (more…)
What advertising images go best with your product?
Monday, July 5th, 2010Does a talking fish make you thirsty for iced tea with citrus? Lipton’s marketers must think it does – their TV ad shows a weary woman shopping at the market. It’s part of their “Drink on the Bright Side” campaign. She pulls a Lipton green tea with citrus from her bag and, as she takes (more…)
Be careful how you read those numbers!
Tuesday, May 25th, 2010I was recently catching up on some reading and came across an article in Fast Company that made the assertion that: “major consumer brands still have a lot to learn as social tools continue to proliferate.” The author shared some data comparing Starbucks and Dunkin’ Donuts in terms of the percentage of people who hear positive things about the brands and percentage of people who would never recommend the brands. Here’s how it shakes out: (more…)
Do you know who your competitors are? Are you sure?
Thursday, May 6th, 2010When most businesses consider their competition, they tend to think of the obvious – their direct competitors. If I run a salon, the salon across the street (assuming it targets the same clients) is my direct competition. But direct competitors aren’t the only competitors we need to be concerned with. (more…)
Progressive – an ad campaign that works!
Sunday, April 11th, 2010OK – so I’ve blasted the E*Trade babies because, although attention-generating, they don’t seem to be achieving results. But here’s an example of a campaign that is clever, memorable – and working! (more…)
Sure the babies entertain – but do they get results?
Saturday, April 3rd, 2010I *love* the ETrade baby ads. I’ve said it before. I absolutely love them. But, do they work? I really wonder if – aside from the buzz value – these ads have achieved any meaningful, measurable goals.
A recent piece in Fast Company (March 2010) (more…)
Try These Copywriting Tips to Boost Sales
Sunday, March 7th, 2010Whether you’re writing a brochure, copy for a newspaper ad, a script for a radio announcement or a page or blog for your web site, there are some tried and true techniques that can help you make sure that your copy gets the results you’re looking for.
Think about writing copy as making a sales pitch to a customer. Your goal is to persuade that customer to do something – most likely to purchase your product or service. Here’s how: (more…)
The Purpose of Advertising – to Entertain, or to Sell?
Monday, February 22nd, 2010I love the E*Trade commercials with the talking babies. They’re cute and clever and they make me laugh. In fact, every time I see one – regardless of how many times I’ve seen it previously – I laugh. I like them. They’re well done. Good production values. Clever. But, do they sell?
Hard to say. A quick check online reveals that according to E*Trade Financial Corporation’s monthly report for Jan., 2010, U.S. brokerage accounts (more…)
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