Issue #35 The Space and Time Conundrum

October 8, 2009

A well known business author and speaker C.L. Karass is famous for his saying; "In Business As in Life, You Don't Get What You Deserve, You Get What You Negotiate".
When it comes to advertising and marketing this isn’t always true.
Regardless of media choices, your advertising is like an Empty Square This example represents all media, traditional or on line. Most media companies are in the business of selling empty squares. You may have negotiated a great price to place your Empty Square and you hope that your choices are the best environment or “fit” for potential consumers to see, hear or click through to your business.

The Space and Time Conundrum is; why do some squares generate better results for the advertiser than other squares? You already know the answer, it what’s on the inside that counts. IF time and technology have taught us anything is that there is no must buy media or media outlet. The market is just too fragmented. A continued market fragmentation comes with a whole new army of sales people. By the time selection, cost evaluations and negotiations are done, many business people are exhausted but yet hopeful that their square will accomplish something for their business.
What can you do to distinguish yourself and business to catch the attention of potential customers? (First you call Moodswing Media). :)
By the way, these are often the same consumers that will tell you emphatically that they don’t pay attention to any advertising of anykind. Another common phrase is something called "Ad Avoidance". In reality ad avoidance is really a bad ad avoidance. People still talk about great ads that they have seen or heard and nowhere in that coversation will a consumer ever wonder about the cost of airing or placement. Yet the cost of placement while important, seems to take priority with advertisers over what will actually go INTO their Square. Interestingly enough advertisers will rarely blame their actual ad for poor results (especially if was their idea). They will blame the media. Does any of this sound familiar? "TV doesn't work, radio doesn't work, print doesn't work...oh and don't get me going on this whole web thing."
What we all need from time to time is a little inspiration.
ART & COPY is a new critically acclaimed documentary that focuses on the world of advertising and the people in it….Watch.


ART & COPY Trailer from ART & COPY on Vimeo.

If you are in advertising business and that trailer doesn’t quicken your pulse just a little then maybe accounting was your calling. If you remember anything from this edition of the MSM, I hopes it's this;
Inspirational, impactful and creative advertising doesn't cost a fortune. Great ideas come from anywhere and anyone, just be listening for it. The amount you spend on advertising is not proportionally tied to the actual result. Whether you have $10,000.00 or $1,000,000.00 in advertsing and marketing funds, the only defining difference between success and failure is creativity and commitment. If you really think about what you are putting in your Square you can overtake competitors with larger budgets just by having better ideas and a little courage.
ART & COPY: The actual movie is not available for purchase as of yet as it is still making the stops at various screenings and film festivals. Just click this link it will take you to their website for more info.
http://artandcopyfilm.org/
If you have time to watch, below is an interview with the main characters in the documentary. It is worth the 10 minutes.

I leave you with a quote from Doug Pray the director of ART & COPY;
“You may hate advertising but you are wearing our jeans".

Stay in a good mood,
Brad

(p)

Issue 34 “Sofa so Good?

September 18, 2009

Attack Ads.
A couple of months ago, Rogers Phone launched a direct attack at Bell's home phone service with a headline of “Simply better by Comparison” advertising strategy. To quickly grab the fleeting attention of a prospective customer, Rogers used a simple visual of the red and blue couch as the “symbol” of this particular strategy…”compare us to them". This was the response from Bell.
Bell’s ad cut the legs out of the Rogers creative very quickly and effectively. Whether the ad is accurate in terms of particulars is not as important for our purpose as the average 1 second required to catch the eye of a consumer. It minimized the preceived value Roger’s offer very quickly. Most people can’t distinguish a real difference between Rogers (Shaw in the west) or Bell in terms of products so their battle is always “price based.” And price is the last line of defense.
MSM: Attack your advertising. The average consumer is indifferent to the fact that you are renovating, overstocked, moving etc. Or that you are big, you are better, you are cheaper. These are YOUR motivators, not theirs. They care about "what is in it for me?"
Before you are about to spend marketing and advertising dollars ask yourself a two simple questions:
What do you want to be famous for?
What is the benefit to a potential customer?
Whatever “that” is make it the focal point of your messaging through advertising, your staff and customer interaction.
This simple exercise can fine tune your message in order that a competitor(s) cannot directly attack your position with relative ease. It is worth repeating that the Definition of a Satisfied Customer Is Simply One Who Perceives a Lack of a Better Alternative. And isn’t THAT the point of good advertising and marketing?

Stay in a good mood,
Brad

Issue #33 Is it Time We Shoot the Dog?

September 10, 2009

What happened to summer? I just put my head down for a little nap and bang, four months skipped by since the last MSM posting.
Let’s get caught up. Here is a fast summary of the events of the last while; Michael Jackson is dead, GM is almost dead, Bernie Madoff probably wishes he was dead. And according to the Feds, the recession is dead, but it just doesn’t know it yet.

Is it Time We Shoot the Dog?

It is that time of the year again, yellow page renewals. Are the calls from their telemarketers are coming in fast and furious?
With technology, consumers have turned to industry specific web sites and Google to get your address, phone number, information etc. I am finding that the “yellow page effect” with clients is similar to a growing kid finally letting go of a favorite blanket. They know that they should let it go but are unsure about life without it.
MSM opinion:
1.) Do not confuse yellow pages with advertising or marketing because its not.
2.) Depending on your industry, 70 – 85% (sometimes even higher) of potential customers have checked out your website prior to first contact. The web has changed how consumers shop.
3.) Yellow pages are demographically sensitive. For example, if your business depends on “older” consumers, they might be more likely to use it.
4.) Ask yourself, when was the last time you used the yellow pages?
5.) Alphabetical order is a thing of the past. Priority in your category or worse categories depends on expenditure.
6.) It isn’t cheap. Yellow page prices depend on size of ad, colour, URL search components and the number of books published in a city. It is expected that you would insert ads in all of them. In very short order you are spending many thousands of dollars annually and take a large chunk out of your “advertising budget”.
7.) Alternatives? Could you decrease your spend and choose advertising options that allow you to change creative and offers frequently to reflect current needs / wants of consumers and economic climate?
8.) Does your website reflect you and your business accurately? As mentioned, it is often the first point of contact. Permission Based Marketing through email to your existing customers can be very effective as long as it is used sparingly and offers real value. Traditional media is unfairly being condemned as “its best days are behind it.” TV, radio, local and regional newspaper, direct mail are still very effective especially when used in tandem with your site. I have used all on behalf of my clients at different times with strong results. The key is strategy, creative and budget with measurable / attainable objectives.
9.) I am sure that there are many businesses that use yellow pages with success and this item is not intended to simply slam the book, but rather just to illustrate that it isn’t the “must have” holy grail of marketing as maybe it once was.
A question: Is it time to loosen the grip on the blanket or just shoot the dog?

Stay in a good mood,
Brad