Engage now more than ever

When a ad rep walks in and says, "hey, this guy on the phone wants to talk to you. He didn't get any response from his ad." I blame us. There is no reason anybody should let a sub-par ad see the light of day. Not in these times; not ever.

There are many sites and age old adages where you can find rules of advertising - the mainstay being Ogilvy on Advertising but there are a few tricks that can really be called on in tough times.

They don't just use newspaper or online or radio d.j.'s outside a liquor store. They don't include direct mailers or people in cardboard cut-outs standing at intersections (please, for your brand and the safety of these guys - stop that.)

There has to be something in your ad that says, "ENGAGE US."

Do something that will directly ask a specific person to do one specific thing. If it's a restaurant, pick one menu item - probably the one you sell the most or make a nice markup on - and promote the hell out of it. If it doesn't work; turn. Pick another one and do it again. If it works, the first sign you see it fade; turn. Pick another one and do it again.
This nifty little trick works with almost anything. Cars, food items, clothing, advertising, staffing.

But, here's the important thing: Ask. Ask the reader to engage you. Buffalo Wild Wings does a great job of this. They run an ad in our paper right now that says "6 Free Wings." They aren't running an ad for 1/2 price burgers - why? They aren't known for burgers. If your product is good; advertise it. Vice versa, somebody said the quickest thing you can do to kill a bad product is advertise it. Buffalo Wild Wings, or as my hipper friend says BW3, knows that if they offer you free wings with any purchase they are going to (hopefully) get you through the door. Then, people normally take care of themselves. At least, they are giving themselves a chance to impress somebody. Engage them.

There's a nightlife sector in Orlando and the hub of great marketing and advertising is Wall St. Plaza. They have a mastermind or something. They send me emails sending me on treasure hunts to find free Orlando Magic tickets and entwine those emails with other events and food specials. They are engaging.

If you spend your money and you want people to come in your establishment, or call your phone, or email you: Ask yourself why? Why would they unless you are engaging.

Look on Craigslist - I looked at "apartments for rent" on a Tuesday morning and at 9:00 a.m. there were already over 150 of them. Good luck sticking out in that crowd. Spend the money (full disclosure: I'm in advertising) but say something. If not, save your money and throw a kid on the side of the street and see if anybody falls for the "free cell phone" plan anymore.

Engagement advertising. Do something that you are good at and differentiate yourself and run through the procession screaming it like Paul Revere. Just don't scream "free cell phones."

(there are no free cell phones)