Are you in advertising or sales?
I ask myself that a lot. I wonder if there is a difference at all. So, when my brother-in-law told me he was going in to print sales I thought he'll be great. He's a great sales man. He's talked me in to many things that I haven't regretted but wouldn't have done without him pointing out the clear benefits and explained the risk/reward of the situation at hand.
He can sell.
I guess the thing that has me pondering his success would be whether he knows the advertising business well enough and, honestly, does it really matter if you do or don't?
Is there a benefit we can weigh or measure that can prove whether or not a person with a strong background in advertising has any advantage over somebody that is just damn good in sales?
Does it matter if you know ad giant, TBWA, is responsible for the 20+ years of historic Absolut ads?
Sunday, August 30, 2009
Monday, June 1, 2009
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)
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)
Friday, May 1, 2009
Online Role Playing
So, our paper was approached by one of our long-term clients and they asked us if we would do a "pay per lead" advertising run. That sort of question normally gets cringes.
It was time though. We are going forward with an experiment in the "pay per lead" arena that is seems to be popular with ad networks. I'm interested to get any feedback on this post.
We are trying to create something bigger by:
Even though it is a common practice in some arena's, it is still new to me.
It was time though. We are going forward with an experiment in the "pay per lead" arena that is seems to be popular with ad networks. I'm interested to get any feedback on this post.
We are trying to create something bigger by:
- Opening up another communication channel and allowing more communication through the weekly updates on leads
- Creating idea trading with our client to ensure they are getting the best response
- Allowing us to modify the ad while it is running to measure the leads and message clarity
- Being even more accountable to our client
- Optimizing their ad dollars
- Testing the future of "pay per lead" with our paper.
Even though it is a common practice in some arena's, it is still new to me.
Monday, April 27, 2009
Bad Bank Of America Visa Card
Our interest rates doubled. From 5.9% to 11% for no good reason. No late payments. Nothing.
We had a fixed rate and they said "Mr. Siatkowski, letters went out to 40 million people" so I don't feel alone?
Wondering who else this happened to?
We have 4 accounts with Bank of America and I'm trying to wrap my head around where the logic is in this. Was it Visa or was it Bank Of America - they girl I spoke with said it was Bank of America - I was shocked.
Customer service sent me to Percy who sent me to Samantha, the credit analyst and she said it happened to her too (with another company.) She told me "we're [Bank of America] the leader in the industry and other banks will follow what we do."
That doesn't help me much, nor am I concerned about that.
It seems that, in a recession, businesses would worry more about their customers, not less. Fact is we can pay off and close the account and we're looking for options to close the other three as well. We can find a 5%-7% interest rate elsewhere but - more importantly - it's the feeling we have. The yukky-nasty-boy-we-screwed-you-and-your-wife-feeling that won't go away after we transferred money and closed other accounts to use our Bank of America "Fixed" 5.9% rate. Then, months later hear its going to double. And, all I get is some customer service validation in "Sir, our 5.9% was kinda like a promotional rate." Gee, thanks kid.
In financially lean times, I won't tolerate it. I hope you won't either.
We had a fixed rate and they said "Mr. Siatkowski, letters went out to 40 million people" so I don't feel alone?
Wondering who else this happened to?
We have 4 accounts with Bank of America and I'm trying to wrap my head around where the logic is in this. Was it Visa or was it Bank Of America - they girl I spoke with said it was Bank of America - I was shocked.
Customer service sent me to Percy who sent me to Samantha, the credit analyst and she said it happened to her too (with another company.) She told me "we're [Bank of America] the leader in the industry and other banks will follow what we do."
That doesn't help me much, nor am I concerned about that.
It seems that, in a recession, businesses would worry more about their customers, not less. Fact is we can pay off and close the account and we're looking for options to close the other three as well. We can find a 5%-7% interest rate elsewhere but - more importantly - it's the feeling we have. The yukky-nasty-boy-we-screwed-you-and-your-wife-feeling that won't go away after we transferred money and closed other accounts to use our Bank of America "Fixed" 5.9% rate. Then, months later hear its going to double. And, all I get is some customer service validation in "Sir, our 5.9% was kinda like a promotional rate." Gee, thanks kid.
In financially lean times, I won't tolerate it. I hope you won't either.
Monday, April 20, 2009
Salespeople should buy lots of stock
I think salespeople are the best stock brokers. Here's why: When one of my salespeople calls on a place and gets hung up on or belittled, I want to know who it was.
Because I do have a stock portfolio and, in times like this, I want the companies I'm invested in to be listening to all potential vendors. If there is a product or service out there that can better a company I have my kids future savings invested in, I want them to at least give them a listen.
We hear this over and over and over, that "it's not how it used to be."
When I personally make outbound calls I get a first hand experience with the company on the ground floor.
If they whip you in to some black hole of a voice mail or abruptly stop me in my first sentence or even hang up on me, I make a note of that. Not like some sinister hitlist; but I'm making sure I don't invest my money with them. Let's say I am peddling medicine and I call a doctors office and want to tell them we've just created an oral syrup that can drop the flu out of a person in 12 hours. The doctors office that listens and hears me out is the one that is not only going to get the word-of-mouth and some happy patients, but they're going to have a huge head start on the new business and the revenue. In the meantime, the company that hung up on me is going to have to scramble once they read about it in the paper or see they are losing money to their competition and find out how to get in touch with my company.
I abide by this. I have had great experiences with Apple, Proctor and Gamble, and Whole Foods and that's where I keep my money.
I have a horrible experience somewhere and the last thing I'd want to do - or have any friends and family do - is invest in that.
At the corporate level and ground level things can go back-and-forth. The corporate level may stink while the ground level operations go well. What I ask is: What's worth more? What happens when there is a mismatch and you have a good experience with one and not the other? Do you take your money out then? I do. I'm very conservative.
Looking for feedback here.
Because I do have a stock portfolio and, in times like this, I want the companies I'm invested in to be listening to all potential vendors. If there is a product or service out there that can better a company I have my kids future savings invested in, I want them to at least give them a listen.
We hear this over and over and over, that "it's not how it used to be."
When I personally make outbound calls I get a first hand experience with the company on the ground floor.
If they whip you in to some black hole of a voice mail or abruptly stop me in my first sentence or even hang up on me, I make a note of that. Not like some sinister hitlist; but I'm making sure I don't invest my money with them. Let's say I am peddling medicine and I call a doctors office and want to tell them we've just created an oral syrup that can drop the flu out of a person in 12 hours. The doctors office that listens and hears me out is the one that is not only going to get the word-of-mouth and some happy patients, but they're going to have a huge head start on the new business and the revenue. In the meantime, the company that hung up on me is going to have to scramble once they read about it in the paper or see they are losing money to their competition and find out how to get in touch with my company.
I abide by this. I have had great experiences with Apple, Proctor and Gamble, and Whole Foods and that's where I keep my money.
I have a horrible experience somewhere and the last thing I'd want to do - or have any friends and family do - is invest in that.
At the corporate level and ground level things can go back-and-forth. The corporate level may stink while the ground level operations go well. What I ask is: What's worth more? What happens when there is a mismatch and you have a good experience with one and not the other? Do you take your money out then? I do. I'm very conservative.
Looking for feedback here.
Thursday, April 9, 2009
Community Lean
I think there is a big lean towards allowing companies back in to the communities.
Think of this: Is government saving your communities? Is government saving corporations?
Or, is the private sector actually going to do an end around and be the one saving local
communities?
It's all going down now. There are big deals in place in major markets where companies WANT to step in.
It's the best way to get in front of a community and say "we care." It's visceral and measurable.
If I told you I was going to have to stop my food voucher program (like Washington DC is currently doing for students in poor neighborhoods) and I had to pick private or government, I'd go private.
The school system should be turning to consumer packaged goods giants like General Mills and Kraft or looking back at some of DC's biggest vendors like Sysco or US Foods and ask for something back. Safeway did it - Safeway stepped in as a major grocery chain should in San Francisco and just donated $50k to a school system.
You think the people in that community didn't go out and support Safeway?
Exactly what I'm saying. NASCAR has the most loyal fan base out of any sport. If my driver uses Tide on his car, I'm using it on my BBQ-stained shirt.
If I told you your kids wouldn't have JV sports in their high school, but UnderArmour stepped in and helped them with underwriting the sports programs by sponsoring their football teams, you are telling me every parent, teacher, and student wouldn't be giving UnderArmour a good look over Adidas, Nike, and Wilson gear?
Exactly what I'm saying. Communities are getting lean and it's the perfect time for somebody to step in and step up. My money is on the private sector.
Think of this: Is government saving your communities? Is government saving corporations?
Or, is the private sector actually going to do an end around and be the one saving local
communities?
It's all going down now. There are big deals in place in major markets where companies WANT to step in.
It's the best way to get in front of a community and say "we care." It's visceral and measurable.
If I told you I was going to have to stop my food voucher program (like Washington DC is currently doing for students in poor neighborhoods) and I had to pick private or government, I'd go private.
The school system should be turning to consumer packaged goods giants like General Mills and Kraft or looking back at some of DC's biggest vendors like Sysco or US Foods and ask for something back. Safeway did it - Safeway stepped in as a major grocery chain should in San Francisco and just donated $50k to a school system.
You think the people in that community didn't go out and support Safeway?
Exactly what I'm saying. NASCAR has the most loyal fan base out of any sport. If my driver uses Tide on his car, I'm using it on my BBQ-stained shirt.
If I told you your kids wouldn't have JV sports in their high school, but UnderArmour stepped in and helped them with underwriting the sports programs by sponsoring their football teams, you are telling me every parent, teacher, and student wouldn't be giving UnderArmour a good look over Adidas, Nike, and Wilson gear?
Exactly what I'm saying. Communities are getting lean and it's the perfect time for somebody to step in and step up. My money is on the private sector.
Wednesday, March 11, 2009
Swaggerize Me
So, I tried the www.swaggerizeme.com website for Old Spice. Pretty neat but like some campaigns it starts really strong - all the effort in the front end to ensure I plug all my contact information for future use - then ends a bit weaker. The actual articles are bland and broad in nature. Plus, if somebody googles you afterwards they actually show up which (like most new media) blurs the lines of facts and fiction since my real life misadventures and minor accomplishments are mired with some fictitious swagger articles.
To be fair, I didn't really have a goal there when I input my stuff so it's easy for me to be let down with the Swaggerize me campaign.
The campaign does fit in with the whole overall theme of Swagger so I give the proper respects there and the creative is good and the usability is solid.
It's definitely worth the 30 seconds it takes to complete the entire process (outside of the intro video that is pretty damn funny.) Hit it at www.swaggerizeme.com and let me know what you think.
To be fair, I didn't really have a goal there when I input my stuff so it's easy for me to be let down with the Swaggerize me campaign.
The campaign does fit in with the whole overall theme of Swagger so I give the proper respects there and the creative is good and the usability is solid.
It's definitely worth the 30 seconds it takes to complete the entire process (outside of the intro video that is pretty damn funny.) Hit it at www.swaggerizeme.com and let me know what you think.
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