I received a phone call tonight that Steve Barcus has passed on.
Steve was a creative director at Roska for many years. Those of you who knew him will never forget him. For those of you who did not know him, I’ll share a small bit of who Steve Barcus was.
A creative genius, a husband and father, a true friend to many.
Steve loved nature and he loved to fish. I have stood with him on a Nantucket beach casting all night into the surf to catch a big Striper. And during that night I heard great fishing stories of when he and his friend stacked the Stripers like cordwood, 20, 30 40 pounders. Based on those stories, I now understand how the Stripers were put on the endangered species list for many years. It was because Steve was personally responsible for almost wiping them out.
I have fished for Bone Fish in the Bahamas with Steve and for giant Bass in the mountains of Mexico. And every time he caught a fish, I remember the excitement and joy he exuded, like a 12 year old who has caught his first fish. He loved the sun. He was bald and would rub his head with Wesson oil and fish all day in the sun. “Steve”, I would plead, “put your hat on.” He would put his hat on and when I turned around, he would take it off again. “Steve, put your hat on.” I would say again. “I swear to God that your head is starting to smoke, it smells like bacon frying.” “Yeah”, he would say, “isn’t it wonderful!”
Steve was one of the most creative people I have ever met. He could craft the written word to touch the very core of your emotions. Words that made you laugh or cry or want to buy whatever he was writing about. Steve was the master of creating the special moment.
Steve was the kind of writer that you had to rip the copy from his hands before he would stop writing. He was never satisfied. When we were telling him it was the best copy we had ever read, he would change a word and make it better.
Steve once told me that great copy was like a string of expensive pearls. When a jeweler makes an expensive pearl necklace, he puts a knot between every pearl. “That”, he said, “is how copy must be written; with a knot between every word.”
Steve, you were a special person, you lived your life to the full, and put a knot between every moment.
Jon
Thursday, November 12, 2009
Thursday, October 22, 2009
The DMA Meeting Love Fest
The DMA business meeting was held on Sunday in San Diego.
They moved the meeting to a much larger room because everybody wanted to attend to see what a proxy vote shoot-out between Gerry Pike and the Board looks like.
I don't know how many proxy votes Gerry picked up with his campaign, but it must have been a lot. When I got there the word was that Gerry and the board had gone late into the night to come to a settlement.
By the time we showed up, it was a love fest. With the board announcing that Gerry had been reinstated for a second term and Gerry telling us what a great bunch of people were on the board. In addition to Gerry being back on the board, he gets to nominate three more board members.
I'll add to the love fest by saying that there are a lot of smart cookies on the DMA board and I hope they figure it out. If not, I think a lot of members will vote with their feet in 2010.
I went to the Electronic Retail Association (ERA) party Monday night and had a good time. It reminded me of the dot.com explosion back in the late 90's. Lots of good contacts, lots of booze. Lots of people wearing all black. Back in those days you could walk into a party and by the time you got to the bar, you had been offered at least $20 million by three different venture capital groups.
No matter how dumb your idea was.
Jon
They moved the meeting to a much larger room because everybody wanted to attend to see what a proxy vote shoot-out between Gerry Pike and the Board looks like.
I don't know how many proxy votes Gerry picked up with his campaign, but it must have been a lot. When I got there the word was that Gerry and the board had gone late into the night to come to a settlement.
By the time we showed up, it was a love fest. With the board announcing that Gerry had been reinstated for a second term and Gerry telling us what a great bunch of people were on the board. In addition to Gerry being back on the board, he gets to nominate three more board members.
I'll add to the love fest by saying that there are a lot of smart cookies on the DMA board and I hope they figure it out. If not, I think a lot of members will vote with their feet in 2010.
I went to the Electronic Retail Association (ERA) party Monday night and had a good time. It reminded me of the dot.com explosion back in the late 90's. Lots of good contacts, lots of booze. Lots of people wearing all black. Back in those days you could walk into a party and by the time you got to the bar, you had been offered at least $20 million by three different venture capital groups.
No matter how dumb your idea was.
Jon
Sunday, October 18, 2009
DMA Conference-DMEF Awards Dinner
Direct is alive and kicking!
I attended the Direct Marketing Educational Foundation (DMEF) Awards Dinner last night. Close to 300 marketers from all over the country gathered to honor Beth Smith, http://sbdirect.net/ with the Edward Mayer Award. Beth is a super lady who over her career has taught so many people direct advertising that she probably has had a direct affect on the country's GNP.
For the past three years the DMEF has asked me to do the auction part of the evening. That's because I'm a shameless ham who has absolutely no problem asking people for money in public. Some day, I will probably have a very successful career as a homeless person.
I must admit that with the economy the way it is, I did not have great expectations to raise a lot of money, in fact, I had decided to go easy on the crowd and not shake them down for their last penny like I usually do.
Well let me tell you something, when it comes to a good cause like the DMEF, direct marketers step up, no matter how bad the economy is!
In about 30 minutes, I think we raised over $150,000.00, I haven't heard the official count yet, it might be more.
I must admit that putting me on "before" dinner was served was a brilliant strategy and I apologize to everyone for threatening to not feed anybody until they gave me all their money.
Hey, it was for a very good cause.
Today is the DMA board meeting and they have moved it to a much larger room so that we can all come to see what a proxy fight is all about! (see my previous post). Everybody is talking about it and excited about the changes that could take place.
I'll fill you in on what happens.
Jon
I attended the Direct Marketing Educational Foundation (DMEF) Awards Dinner last night. Close to 300 marketers from all over the country gathered to honor Beth Smith, http://sbdirect.net/ with the Edward Mayer Award. Beth is a super lady who over her career has taught so many people direct advertising that she probably has had a direct affect on the country's GNP.
For the past three years the DMEF has asked me to do the auction part of the evening. That's because I'm a shameless ham who has absolutely no problem asking people for money in public. Some day, I will probably have a very successful career as a homeless person.
I must admit that with the economy the way it is, I did not have great expectations to raise a lot of money, in fact, I had decided to go easy on the crowd and not shake them down for their last penny like I usually do.
Well let me tell you something, when it comes to a good cause like the DMEF, direct marketers step up, no matter how bad the economy is!
In about 30 minutes, I think we raised over $150,000.00, I haven't heard the official count yet, it might be more.
I must admit that putting me on "before" dinner was served was a brilliant strategy and I apologize to everyone for threatening to not feed anybody until they gave me all their money.
Hey, it was for a very good cause.
Today is the DMA board meeting and they have moved it to a much larger room so that we can all come to see what a proxy fight is all about! (see my previous post). Everybody is talking about it and excited about the changes that could take place.
I'll fill you in on what happens.
Jon
Monday, September 28, 2009
DMA - Time for some changes
There's a big controversy brewing at The Direct Marketing Association (DMA). One of their board members by the name of Gerry Pike has nailed his proverbial theses to the door of the DMA in the form of a website titled http://abetterdma.org/ . Mr. Pike is asking all voting DMA members to give him their proxy vote so he can implement the changes he feels are needed to change (save?) the DMA.
The DMA has lashed back with an email to it's members http://www.the-dma.org/cgi/dispannouncements?article=1328 that if you didn't know better, would portray Gerry Pike as a trouble maker who is bitter over the board not nominating him for a second term.
I'm qualified to make a few comments
As a 25 year member of the DMA and an expert in direct marketing, I think that I'm qualified to make a few comments on the situation.
First let's start with Gerry Pike. I've known him professionally for several years. I've had drinks and dinner with him and other professionals in the field on several occasions and he never came across as a wacko. He's a professional who is not afraid to speak-up. I can see how he might rub other DMA board members the wrong way.
On the other side is the DMA board. http://www.the-dma.org/cgi/disppressrelease?article=1225 There are approximately 40 people on the DMA board, all top professionals and they only meet three times a year as a full board, so things move slow. John Greco is the President of the DMA. There have been some very big lay-offs at the DMA and their ability to service members has suffered. On top of that, Mr. Greco makes over $800,000.00.
Three or four years ago I was having a chat with John Greco and told him that the term "Direct Marketing" was antiquated and misunderstood. When you tell someone you're a Direct Marketer, the usual reply is, "So you do direct mail?" I said, "that was why I changed our agency name to Roska Direct Advertising instead of direct marketing." To most people, Direct Advertising covers all forms of media, including interactive. The name change has really worked. Not only our clients perceptions, but our own perceptions of what we do.
John Greco asked me if I was suggesting that the DMA change its name to The Direct Advertising Association? I said yes and added that if they didn't, some other associations were going to eat their lunch.
Most people don't call themselves direct marketers anymore
Direct Marketing is not dead. But it has gone through a transformation. Most people don't call themselves direct marketers anymore. Today people identify themselves as marketers, and they "use" direct marketing as a tactic.
To the majority of brand and product managers I have worked with over the years "direct marketing" usually means "direct mail" or "junk mail". Our industry has done a terrible job of educating or expanding knowledge in the direct field. The DMA claims that over 50% of total advertising spend is direct, yet we do not have a proper college level textbook and the majority of colleges and universities do not teach direct/interactive courses.
Whereas "Direct Advertising" is perceived as multi-channel, including interactive. We could go as far as to rename it The Direct and Interactive Advertising Association (DIAA). Changing the name to Direct Advertising will meet today's marketers perceptions.
More importantly, changing the name is an important first step in a commitment to change the DMA into an organization that is in tune with where things are going and not focusing on trying to save the past.
And John, take a pay cut. Temporary.
Jon
Thursday, August 27, 2009
Staying Busy
You can feel when the agency is doing well.
Everyone has a glow of confidence and there is a definite smoothness in the work process. Everyone’s busy and the work is good.
We’ve been hiring over the past few months; writers, designers, account managers, even some just graduated trainees.
We took our “it’s the economy” hit last year. We got so freaking paranoid as business slowed down that we trimmed down, tightened up and re-evaluated every process and procedure. We got focused on what clients need, right now.
We must have done something right.
The agency came out of the gate strong in 2009 and whatever it is that we are doing right; we plan to keep doing it!
Speaking of Trainees
We have three new college grads starting next week.
They will go through six months of training and if they’re still here in 6 months will be promoted to Assistant Something or Other. Their first week, we don’t give them any work. It’s all about orientation by different departments and agency process training, which can be pretty intense. They walk around in a daze and tend to cling to each other. We have a pretty good training process in place. On average, it takes two to three months before it all comes together for them and they have what I call the AHA! moment. All of a sudden, they understand how the agency can go from a challenge to a brilliantly executed solution and what part they can play in that.
What’s good with having several trainees at once is that they learn to work as a team and support each other. Once several years ago, I had a trainee that just wasn’t getting it. She was a hard worker and very smart, but not firing on all cylinders. I called together three other trainees in the agency and told them that it was their responsibility to get her up to 100%. I also told them all of the terrible things that would happen to them if they failed.
Worked like a charm.
I love eCommerce
Ever since we built the PetFoodDirect.com site in the late 90’s, I’ve been fascinated with eCommerce.
We just soft launched an eCommerce site called www.SkinRenu.com . The site sells high quality skin products. We needed to keep the budget in control while we built the first phase of the site. So we went with a Yahoo Store Front that we customized. It looks pretty good and started pulling orders right away. But there’s still a lot to be done over the next six months.
A RPV session led to the concept of “Love what you see when you look in the mirror.” The brand vision is paid of well on the site. Next we start to build in all the response triggers. Things like special offers, promotions, and events. Once we get all the bugs out of it, we’ll begin testing Search Engine Marketing (SEM). You’ll see the site grow and change over the next year and I’ll keep you posted on what’s happening and what I’m learning.
And I’m open to your suggestions! Really.
Jon
Everyone has a glow of confidence and there is a definite smoothness in the work process. Everyone’s busy and the work is good.
We’ve been hiring over the past few months; writers, designers, account managers, even some just graduated trainees.
We took our “it’s the economy” hit last year. We got so freaking paranoid as business slowed down that we trimmed down, tightened up and re-evaluated every process and procedure. We got focused on what clients need, right now.
We must have done something right.
The agency came out of the gate strong in 2009 and whatever it is that we are doing right; we plan to keep doing it!
Speaking of Trainees
We have three new college grads starting next week.
They will go through six months of training and if they’re still here in 6 months will be promoted to Assistant Something or Other. Their first week, we don’t give them any work. It’s all about orientation by different departments and agency process training, which can be pretty intense. They walk around in a daze and tend to cling to each other. We have a pretty good training process in place. On average, it takes two to three months before it all comes together for them and they have what I call the AHA! moment. All of a sudden, they understand how the agency can go from a challenge to a brilliantly executed solution and what part they can play in that.
What’s good with having several trainees at once is that they learn to work as a team and support each other. Once several years ago, I had a trainee that just wasn’t getting it. She was a hard worker and very smart, but not firing on all cylinders. I called together three other trainees in the agency and told them that it was their responsibility to get her up to 100%. I also told them all of the terrible things that would happen to them if they failed.
Worked like a charm.
I love eCommerce
Ever since we built the PetFoodDirect.com site in the late 90’s, I’ve been fascinated with eCommerce.
We just soft launched an eCommerce site called www.SkinRenu.com . The site sells high quality skin products. We needed to keep the budget in control while we built the first phase of the site. So we went with a Yahoo Store Front that we customized. It looks pretty good and started pulling orders right away. But there’s still a lot to be done over the next six months.
A RPV session led to the concept of “Love what you see when you look in the mirror.” The brand vision is paid of well on the site. Next we start to build in all the response triggers. Things like special offers, promotions, and events. Once we get all the bugs out of it, we’ll begin testing Search Engine Marketing (SEM). You’ll see the site grow and change over the next year and I’ll keep you posted on what’s happening and what I’m learning.
And I’m open to your suggestions! Really.
Jon
Friday, August 7, 2009
Eyeball Candy Websites
We’re working on a lot of websites at the moment.
When I think of websites, I think of a seminar I went to given by Amy Africa, an authority on how people use the internet. Go take a look at her website and when you come back, I’ll make my point.
http://www.eightbyeight.com/
My point.
You probably think her website is butt-ugly. But I’m telling you, Amy Africa knows more about building websites that generate business then I will ever know (and I’m pretty good). She uses all the tricks she’s learned doing research on how people surf, purchase and interact with anything on the web. This is a website that generates response!
Using the Rosen Velocity Scale -- http://www.rgrosen.com/velocity.html ,
I would rate Ms. Africa’s site at an 8 or 9.
That’s because the site is totally focused on visitor interaction.
When I tell our interactive and web designers to go to Ms. Africa’s website; they all moan and cry about its lack of beauty and failure of design. They are missing the point.
The secret to a customer interactive site is Eyeball Candy!
Ms. Africa has eyeball candy piled up all over her site. Your eyes go from tidbit to tidbit. Offer to offer. She knows that the reds and blues and orange are the best colors for a website.
The secret to improving your website is not to copy the Africa look. Though I would say that you couldn’t go wrong if that’s what you did.
The trick is to incorporate eyeball candy technique into your site wherever possible.
One trick to create your eyeball candy is to make a list of every key fact, offer, benefit and feature you want the site to deliver on the home page. With this list you create individual pieces (eyeball candy) that show a visual, headline and a short punchy copy lead that draws to eye to it. Each one of these candies allows you to click deeper into the site to find out more. You might have three different eyeball candies that all click to the same inside page, each one leveraging a different feature/benefit.
Go take a look at this site:
www.PetFoodDirect.com
I designed this site 10 years ago. It’s an eyeball candy site. I think Amy Africa would be very pleased with it. The homepage consistently converts visitors into orders better than anything that has been tested against it. That’s because the homepage delivers everything it can to pay-off the anticipated needs of the visitor. It then draws the visitor into the site to capture the orders.
If I could redesign this site based on what I know today, I would do a better job of brand delivery, but the eyeball candy style would remain and continue to draw visitors in.
Eyeball candy design need not be ugly. Done correctly, it can be dramatic and award winning design. If your website is to be judged on clicks, sign-ups and/or orders…eyeball candy works!
Jon
When I think of websites, I think of a seminar I went to given by Amy Africa, an authority on how people use the internet. Go take a look at her website and when you come back, I’ll make my point.
http://www.eightbyeight.com/
My point.
You probably think her website is butt-ugly. But I’m telling you, Amy Africa knows more about building websites that generate business then I will ever know (and I’m pretty good). She uses all the tricks she’s learned doing research on how people surf, purchase and interact with anything on the web. This is a website that generates response!
Using the Rosen Velocity Scale -- http://www.rgrosen.com/velocity.html ,
I would rate Ms. Africa’s site at an 8 or 9.
That’s because the site is totally focused on visitor interaction.
When I tell our interactive and web designers to go to Ms. Africa’s website; they all moan and cry about its lack of beauty and failure of design. They are missing the point.
The secret to a customer interactive site is Eyeball Candy!
Ms. Africa has eyeball candy piled up all over her site. Your eyes go from tidbit to tidbit. Offer to offer. She knows that the reds and blues and orange are the best colors for a website.
The secret to improving your website is not to copy the Africa look. Though I would say that you couldn’t go wrong if that’s what you did.
The trick is to incorporate eyeball candy technique into your site wherever possible.
One trick to create your eyeball candy is to make a list of every key fact, offer, benefit and feature you want the site to deliver on the home page. With this list you create individual pieces (eyeball candy) that show a visual, headline and a short punchy copy lead that draws to eye to it. Each one of these candies allows you to click deeper into the site to find out more. You might have three different eyeball candies that all click to the same inside page, each one leveraging a different feature/benefit.
Go take a look at this site:
www.PetFoodDirect.com
I designed this site 10 years ago. It’s an eyeball candy site. I think Amy Africa would be very pleased with it. The homepage consistently converts visitors into orders better than anything that has been tested against it. That’s because the homepage delivers everything it can to pay-off the anticipated needs of the visitor. It then draws the visitor into the site to capture the orders.
If I could redesign this site based on what I know today, I would do a better job of brand delivery, but the eyeball candy style would remain and continue to draw visitors in.
Eyeball candy design need not be ugly. Done correctly, it can be dramatic and award winning design. If your website is to be judged on clicks, sign-ups and/or orders…eyeball candy works!
Jon
Thursday, July 30, 2009
Where's the Gee Wiz?
Direct marketing is not a sexy word.
Whenever I told someone that I was a direct marketer, the universal response was, “Oh, you mean direct mail.” It would drive me freaking crazy, because direct mail is only one channel of a
multi-channel/media discipline.
So I started referring to my work as direct advertising and right away, people had a better grasp of what I did.
Direct advertising is not a sexy word either, but it’s better.
Direct advertising is advertising that has clear accountability, as well as a good brand delivery. It consists of a mix of direct mail, web, TV, print, outdoor, etc.; you can even spray paint your ad on the sides of sheep, as long as you can read the results.
I'm going to focus on direct mail for this post. What a lot of people don’t realize, is how powerful direct mail is. And I’m not talking about all those postcards I receive and toss in the trash every day. We have client direct mail campaigns going right now that are doing so well that a tear of happiness runs down my cheek every time I read the reports. And on top of that they look great!
Direct mail is not a postcard.
You lose most of the advantages of direct mail by using a postcard. And the number one advantage is having all of the room you need to deliver a marketing message and ask the recipient to respond.
Good direct mail always has a well written letter.
The letter is a personal one-on-one communication that clearly explains what we are offering you, what it is, what it can do for you, how you get it. . The letter refers the reader to the support materials that are in the package like a brochure, fact sheet or reply device. Each additional piece in the direct mail package supports the brand message/offer and works with the letter to generate a response.
I refer to the letter communication as:
A logical progression of thought that leads to a specific outcome.
In addition to the letter comes the supporting material like a brochure and response card. This is where you can pay off the brand creative with a big “Gee Wiz” idea that brings in creative memory triggers and/or unique positioning. These “Gee Wiz” ideas can be carried over to the outside envelope where they break through the mail clutter (usually a bunch of postcards from your competition).
Sometimes at our agency you’ll hear someone in a creative meeting ask,
“Where’s the Gee Wiz?”
And if it’s not there, we start looking for it.
Jon
Whenever I told someone that I was a direct marketer, the universal response was, “Oh, you mean direct mail.” It would drive me freaking crazy, because direct mail is only one channel of a
multi-channel/media discipline.
So I started referring to my work as direct advertising and right away, people had a better grasp of what I did.
Direct advertising is not a sexy word either, but it’s better.
Direct advertising is advertising that has clear accountability, as well as a good brand delivery. It consists of a mix of direct mail, web, TV, print, outdoor, etc.; you can even spray paint your ad on the sides of sheep, as long as you can read the results.
I'm going to focus on direct mail for this post. What a lot of people don’t realize, is how powerful direct mail is. And I’m not talking about all those postcards I receive and toss in the trash every day. We have client direct mail campaigns going right now that are doing so well that a tear of happiness runs down my cheek every time I read the reports. And on top of that they look great!
Direct mail is not a postcard.
You lose most of the advantages of direct mail by using a postcard. And the number one advantage is having all of the room you need to deliver a marketing message and ask the recipient to respond.
Good direct mail always has a well written letter.
The letter is a personal one-on-one communication that clearly explains what we are offering you, what it is, what it can do for you, how you get it. . The letter refers the reader to the support materials that are in the package like a brochure, fact sheet or reply device. Each additional piece in the direct mail package supports the brand message/offer and works with the letter to generate a response.
I refer to the letter communication as:
A logical progression of thought that leads to a specific outcome.
In addition to the letter comes the supporting material like a brochure and response card. This is where you can pay off the brand creative with a big “Gee Wiz” idea that brings in creative memory triggers and/or unique positioning. These “Gee Wiz” ideas can be carried over to the outside envelope where they break through the mail clutter (usually a bunch of postcards from your competition).
Sometimes at our agency you’ll hear someone in a creative meeting ask,
“Where’s the Gee Wiz?”
And if it’s not there, we start looking for it.
Jon
Thursday, July 9, 2009
Accountability by Testing
You need early accountability to succeed.
As an agency founder with my feet firmly planted in direct marketing, I've never had a problem with being judged by the results of my work. The quicker I know that something I'm doing is not generating business for my client, the quicker I can get it fixed!
That means that not only do I need to find a way to measure the results of my advertising; I need to measure those results as early as possible.
Vision and energy...no clients
When I started Roska Direct, I had a vision and a lot of energy. What I didn't have was clients. I hauled my portfolio all around town, banging on doors and driving people crazy looking for my first big break. That break came from Marty Goodman, the national circulation manager at TV GUIDE. I honestly think that Marty gave me that first assignment just to get me off his back. The job was to create a direct mail package for new subscribers. I worked on that concept day and night for two weeks and when I presented my ideas to Marty, he liked what he saw and gave me the go ahead to finish it up for a test mailing.
I continued to work on the package day and night for another two weeks and when it was done, Marty included it in a group of test mailings.
And when the response results came back...my creative did so poorly that when it hit the ground, it left a crater. I remember walking into Marty's office after the results were in with my head down, knowing I had blown my big opportunity. Marty looked at me and said, "What's your problem? We all thought your idea was a good one, now we know it doesn't work." and he gave me another assignment!
Once again I worked day and night, applying what I had learned from the first test. When the results of the second test came in Marty told me that it had done much better, but did not beat the control. (The control is the direct mail package that generates the best results with a positive ROI) and he gave me a third assignment. The third assignment became a control position for TV GUIDE for the next four years.
Test early, test often
Marty Goodman taught me that testing early, testing often and learning from each test leads to advertising success. I was very lucky to have the opportunity to work with him.
Most advertisers don't test, they come up with what might be a very good idea, sometimes do research to validate the idea and then shoot the entire advertising budget on a campaign. They find out if the idea worked or didn't work after the ad budget has been spent. That's one of the big reasons why the average tenure of a Chief Marketing Officer (CMO) is around 2.4 years!
Good marketers approach their job like a general approaches a battle. The general tests different parts of the enemy's lines, looking for weak spots or opportunities. When that opportunity is identified, that is where he strikes!
Test, find the opportunities and focus your resources where they will generate the best ROI.
Jon
As an agency founder with my feet firmly planted in direct marketing, I've never had a problem with being judged by the results of my work. The quicker I know that something I'm doing is not generating business for my client, the quicker I can get it fixed!
That means that not only do I need to find a way to measure the results of my advertising; I need to measure those results as early as possible.
Vision and energy...no clients
When I started Roska Direct, I had a vision and a lot of energy. What I didn't have was clients. I hauled my portfolio all around town, banging on doors and driving people crazy looking for my first big break. That break came from Marty Goodman, the national circulation manager at TV GUIDE. I honestly think that Marty gave me that first assignment just to get me off his back. The job was to create a direct mail package for new subscribers. I worked on that concept day and night for two weeks and when I presented my ideas to Marty, he liked what he saw and gave me the go ahead to finish it up for a test mailing.
I continued to work on the package day and night for another two weeks and when it was done, Marty included it in a group of test mailings.
And when the response results came back...my creative did so poorly that when it hit the ground, it left a crater. I remember walking into Marty's office after the results were in with my head down, knowing I had blown my big opportunity. Marty looked at me and said, "What's your problem? We all thought your idea was a good one, now we know it doesn't work." and he gave me another assignment!
Once again I worked day and night, applying what I had learned from the first test. When the results of the second test came in Marty told me that it had done much better, but did not beat the control. (The control is the direct mail package that generates the best results with a positive ROI) and he gave me a third assignment. The third assignment became a control position for TV GUIDE for the next four years.
Test early, test often
Marty Goodman taught me that testing early, testing often and learning from each test leads to advertising success. I was very lucky to have the opportunity to work with him.
Most advertisers don't test, they come up with what might be a very good idea, sometimes do research to validate the idea and then shoot the entire advertising budget on a campaign. They find out if the idea worked or didn't work after the ad budget has been spent. That's one of the big reasons why the average tenure of a Chief Marketing Officer (CMO) is around 2.4 years!
Good marketers approach their job like a general approaches a battle. The general tests different parts of the enemy's lines, looking for weak spots or opportunities. When that opportunity is identified, that is where he strikes!
Test, find the opportunities and focus your resources where they will generate the best ROI.
Jon
Friday, June 26, 2009
My Secret Sauce
When your advertising is accountable...you better be good.
I know the results of every campaign we have done because as a direct marketer I test and build in accountability to prove the success (or failure) of our advertising.
Over the years I've learned what the power of incorporating good branding into direct advertising can do. I've developed and tested the techniques that allow me to "fuse" brand and direct together to create a different type of advertising.
These techniques are my "secret sauce"
Here are the ingredients:
I know the results of every campaign we have done because as a direct marketer I test and build in accountability to prove the success (or failure) of our advertising.
Over the years I've learned what the power of incorporating good branding into direct advertising can do. I've developed and tested the techniques that allow me to "fuse" brand and direct together to create a different type of advertising.
These techniques are my "secret sauce"
Here are the ingredients:
- Reputation - What customers and prospects are saying about your product or service.
- Promise - The tangible attributes that your product or service deliver.
- Vision - What customers and prospects will be or become through interaction with your product or service.
- Response Triggers - Words and visuals that get customers and prospects to take action.
- Memory Triggers - Words and visuals that remain with the prospects who do not react to the response triggers.
- Individuality - A unique communication experience for each customer or prospect.
- Accountability - A risky ingredient, but well worth it to prove success.
When you combine these ingredients the right way, you create my secret sauce--advertising that delivers brand and generates response.
Jon
Monday, June 22, 2009
The Annual Roska Picnic
Our annual agency picnic is fast approaching!
That means all of the trash talk emails start flying around the agency as different agency teams try to recruit or just psych-out the competition. Ed B. and I love to play horseshoes and below is our trash talk email:
Equestrian Footwear Competition
That's right folks, it's that time again.
You have a shot at beating the unbeatable, of gaining some serious bragging rights by winning a game of horseshoes against the Jon R./Ed B. Equestrian Footwear team. We've won so many games over the years that we have lost count. The only team that even came close was the Ed R. team and we came back last year and beat them so bad that Ed R. needed a sock puppet to tell his therapist what happened to him.
Spectators and challengers are invited to watch Ed B. drink gallons of beer while throwing ringer after ringer. Don't miss Jon R. insulting the competition's Mother, children and dog as he caps their last throw. Come by, take your best shot, while Jon and Ed open a can of horseshoe whoop-ass on you.
Hear Ed and Jon not only insult you and everything you hold dear in life, but as a bonus you get to hear them insult each other with disparaging remarks sure to have you cheering.
So pick your partner, get some practice and say a prayer, light a candle or dance naked around a chicken, whatever works for you. See you there!
This trash talk is brought to you by the Jon R./Ed B. Equestrian Footwear World Champion Team.
Talk to your HR department before you send trash talk emails out.
Jon
That means all of the trash talk emails start flying around the agency as different agency teams try to recruit or just psych-out the competition. Ed B. and I love to play horseshoes and below is our trash talk email:
Equestrian Footwear Competition
That's right folks, it's that time again.
You have a shot at beating the unbeatable, of gaining some serious bragging rights by winning a game of horseshoes against the Jon R./Ed B. Equestrian Footwear team. We've won so many games over the years that we have lost count. The only team that even came close was the Ed R. team and we came back last year and beat them so bad that Ed R. needed a sock puppet to tell his therapist what happened to him.
Spectators and challengers are invited to watch Ed B. drink gallons of beer while throwing ringer after ringer. Don't miss Jon R. insulting the competition's Mother, children and dog as he caps their last throw. Come by, take your best shot, while Jon and Ed open a can of horseshoe whoop-ass on you.
Hear Ed and Jon not only insult you and everything you hold dear in life, but as a bonus you get to hear them insult each other with disparaging remarks sure to have you cheering.
So pick your partner, get some practice and say a prayer, light a candle or dance naked around a chicken, whatever works for you. See you there!
This trash talk is brought to you by the Jon R./Ed B. Equestrian Footwear World Champion Team.
Talk to your HR department before you send trash talk emails out.
Jon
Wednesday, June 3, 2009
Don't Forget the Memory Trigger
“Nobody bakes a cake as tasty as a Tasty Cake!”
A great advertising man, Charlie Coffey, who I had the honor of working with for several years, once told me, “If you can’t think of anything to say about a product, sing it.”
One of his best was the Tasty Cake jingle. Once you get that little tune stuck in your head, you were condemned to replay it over and over, for the next 24 hours. Now that’s a memory trigger.
Memory triggers are a key component to incorporating brand into a direct advertising campaign. They can come in many forms, visual, music, copy and they all relate to your product, service or brand.
Take a little quiz
Here’s a list of 10 memory triggers. You tell me what brand or product they represent –
1. Blue Box
2. Duck
3. Hot Air Balloon
4. Gecko
5. Repairman with nothing to do
6. LSMFT
7. Garden Gnome
8. Rabbit
9. Cowboy
10. Zoom Zoom
All of the above are memory triggers for large, broad market brands. Their advertising budgets give them the reach and frequency to ensure that most of you will be familiar with them, (#6 is worth bonus points if you get it right). The best memory triggers relate to things that we will see, hear or encounter in our everyday lives. It doesn’t matter how big the audience is; memory triggers can make an advertising campaign better.
Memory triggers help direct advertising work better
Many of you have a finite audience and using targeted direct advertising that delivers a memory trigger that ties back to your brand will do a better job.
We are working on a direct advertising campaign right now that uses famous statues in unusual poses as the memory trigger. The visuals are very creative, easy to remember and when people see a picture of the actual statue during their everyday work or play, they will relate it back to our client’s brand on a conscious or subconscious level.
Our objective is to generate an immediate response from a portion of the target market, while leaving strong brand memory triggers with the non-responders. This will maintain or improve response from the target market during future marketing efforts.
The RPV session leads to memory trigger development
As I’ve pointed out in previous posts, clearly defining your brand reputation, promise and vision gives you the positioning statements and power words you need to focus your creative thinking. It’s not unusual for a big idea to leap out of the process and deliver a great copy line or visual. Turn that into a memory trigger and you’re creating great advertising.
Here are the answers to the quiz
1. Blue Box – Tiffany & Co., if you’re ever lucky enough to get a gift from Tiffany’s, hang
onto the box. You’ll look like a big spender when you toss a $5 pair of earrings into it
and give it as a gift. In fact, that’s probably what the person who gave you the box did!
2. Duck – Aflac Insurance
3. Hot Air Balloon – RE/MAX Realtors
4. Gecko – GEICO, the lizard is good.
5. Repairman with nothing to do – the Maytag repairman
6. LSMFT – Lucky Strike Means Fine Tobacco – A famous campaign from the mid 40’s.
If you got this one, you’re old.
7. Garden Gnome -- Travelocity
8. Rabbit – you get two chances to get this one right. Kix cereal, “Silly rabbit, Kix are for kids”
or the Energizer Bunny.
9. Cowboy – Marlboro Man
10. Zoom Zoom – Mazda Automobiles
Jon
A great advertising man, Charlie Coffey, who I had the honor of working with for several years, once told me, “If you can’t think of anything to say about a product, sing it.”
One of his best was the Tasty Cake jingle. Once you get that little tune stuck in your head, you were condemned to replay it over and over, for the next 24 hours. Now that’s a memory trigger.
Memory triggers are a key component to incorporating brand into a direct advertising campaign. They can come in many forms, visual, music, copy and they all relate to your product, service or brand.
Take a little quiz
Here’s a list of 10 memory triggers. You tell me what brand or product they represent –
1. Blue Box
2. Duck
3. Hot Air Balloon
4. Gecko
5. Repairman with nothing to do
6. LSMFT
7. Garden Gnome
8. Rabbit
9. Cowboy
10. Zoom Zoom
All of the above are memory triggers for large, broad market brands. Their advertising budgets give them the reach and frequency to ensure that most of you will be familiar with them, (#6 is worth bonus points if you get it right). The best memory triggers relate to things that we will see, hear or encounter in our everyday lives. It doesn’t matter how big the audience is; memory triggers can make an advertising campaign better.
Memory triggers help direct advertising work better
Many of you have a finite audience and using targeted direct advertising that delivers a memory trigger that ties back to your brand will do a better job.
We are working on a direct advertising campaign right now that uses famous statues in unusual poses as the memory trigger. The visuals are very creative, easy to remember and when people see a picture of the actual statue during their everyday work or play, they will relate it back to our client’s brand on a conscious or subconscious level.
Our objective is to generate an immediate response from a portion of the target market, while leaving strong brand memory triggers with the non-responders. This will maintain or improve response from the target market during future marketing efforts.
The RPV session leads to memory trigger development
As I’ve pointed out in previous posts, clearly defining your brand reputation, promise and vision gives you the positioning statements and power words you need to focus your creative thinking. It’s not unusual for a big idea to leap out of the process and deliver a great copy line or visual. Turn that into a memory trigger and you’re creating great advertising.
Here are the answers to the quiz
1. Blue Box – Tiffany & Co., if you’re ever lucky enough to get a gift from Tiffany’s, hang
onto the box. You’ll look like a big spender when you toss a $5 pair of earrings into it
and give it as a gift. In fact, that’s probably what the person who gave you the box did!
2. Duck – Aflac Insurance
3. Hot Air Balloon – RE/MAX Realtors
4. Gecko – GEICO, the lizard is good.
5. Repairman with nothing to do – the Maytag repairman
6. LSMFT – Lucky Strike Means Fine Tobacco – A famous campaign from the mid 40’s.
If you got this one, you’re old.
7. Garden Gnome -- Travelocity
8. Rabbit – you get two chances to get this one right. Kix cereal, “Silly rabbit, Kix are for kids”
or the Energizer Bunny.
9. Cowboy – Marlboro Man
10. Zoom Zoom – Mazda Automobiles
Jon
Sunday, May 17, 2009
The Advertising They Deserve
We get a lot of "Request for Proposal" (RFP) at the agency.
It’s the first stage of how a prospective client begins a search for a new advertising agency. They will send out a RFP to a group of agencies that they think might be a good fit with them. When the response comes in, the client will review and select several of the agencies for a meeting. Sometimes that will lead to a hire and sometimes it leads to a full agency pitch between one or two other agencies.
What a lot of potential clients may not realize is that a good advertising agency is looking at them, just as hard as they are looking at the agency! As much as a company wants a good advertising agency, a good advertising agency wants a good client.
We recently received a RFP from a company that had an unusual request in it.
Describe your ideal client and working relationship
Now you might think that this is a very common request in a RFP, but I cannot remember the last time that I have seen a request like this and it leads me to believe that this company might be a very good client. I thought I’d share our response with you --
There is a famous saying by David Ogilvy about the advertising business,
“Clients get the advertising they deserve.”
Your first impression when reading Mr. Ogilvy’s quote might be to take it as a negative comment. But let’s assume it was never meant that way and put a positive spin on it.
“Great Clients get great advertising”
When you’re a great client, everybody in the agency wants to work on your account. Creative staff put in extra hours to deliver their best work for you. Account Executives find excuses to be at your place of business. HR hints to a hot new talent they are trying to recruit that they “might” get to work on your account and Project Managers send you emails with little smiley faces at the end.
Do you want to be a great client? Just wanting to means you probably already are, but I’ll give you some inside tips that can make you even better and you’ll see the results right away.
Be the cheerleader
Your positive attitude is contagious! Great clients know that their agency will come up with the “big idea” and you’re there to help them in any way you can. One great client sent 20 pizzas to the agency with a thank you card after a successful launch. We’d take a bullet for a client like that.
Share your ideas
Let’s be honest, every idea is not a good one, but like President Reagan loved to say, “There’s got to be a pony somewhere in this manure heap.” Great clients join with the creative team and we all share in the success.
Be realistic with your schedules
If we go for it, we go for it together. Great clients make sure that their agency has everything they need to get the job done. They return phone calls and emails and if, God forbid, we miss the date by a day, thank the team for trying and for the great work.
Be open with information
We are at our best as an agency when we’re working as an extension of your marketing team. The only way for this to happen is when we know as much about your business as possible. So share as much as you can – your goals, plans, priorities, and hurdles – and invite us to your company picnic! The more your agency knows, the more they can contribute to your success.
Great clients get great advertising
Jon
Friday, May 1, 2009
Fishing Where the Fish Are
I used to fish in a lot of Bass tournaments.
It was a lot of fun, flying across the lake in my 20 ft bass boat, pushed along by a 200 Horse, fuel injected Merc engine. But I never caught a lot of fish because I could never figure out where the fish were! I read in a fishing magazine that 80% of the fish were in 20% of the lake. The problem was that they were very big lakes.
Advertising has the same challenge. 80% of your customers are in 20% of the country, or marketing channels, or media.
I once gave a presentation before an audience of around 1000 marketers and I asked if anyone in the audience had a $100 million or more ad budget to work with, no hands were raised. “What about $50 million,” I asked, and two people raised their hands. I didn’t see more than ten hands go up until I dropped below $10 million and the vast majority of hands rose when I hit $3 million or less.
When you have a limited budget, and I’ll make a safe bet and say, ‘That means you.” you cannot afford to waste one dollar on advertising to people that will never buy your product or service. You must fish where the fish are.
Now I may not be a very good fisherman, but I’m a pretty good marketer and I’m going to tell you how to find out where your prospects are.
A best customer profile
You start by clearly identifying the characteristics of your best customer, we call this a “Best Customer Profile” (BCP). How old are they? Gender? Where do they live? How much education? Do they have children? How old? Pets? Hobbies? Income? Etc.
The same technique is used if you’re a business marketer. Look at your business customers and identify your BCP.
You then start looking for prospects that match your BCP. In our agency we have mapping software that allows you to overlay all of the different best customer values and
you begin to see the areas where your prospects are that match up with your BCP. We call these areas “Opportunity Zones”. They are where you want to focus your limited marketing budget to get the most bang for your buck.
Here’s an example of how this technique worked very successfully for a client.
In 1997 we launched PetFoodDirect.com (PFD), a dot.com start-up that sold pet products. PFD had a marketing budget of around $5 million.
At the same time Pets.com launched a competitive operation with a marketing budget of over $100 million. Pets.com hired a big, broad market advertising agency and started spending money like a drunken sailor on a Saturday night. They created the Sock Puppet mascot and ran TV spots all over the country, including Super Bowl ads.
We did our homework.
23% of all the pet owning households in the USA, with a household income of $50,000 or higher, and a wife and two kids are located down the I-95 corridor between Connecticut and Carolina. And guess what? 80% of all pet product purchases are made by females. We knew what our Best Buyer Profile was and we knew where our best prospects were.
We targeted 100% of our marketing efforts on those pet owning women who lived in that small part of the country and had the money to pay for the product.
Long story made short, PetFoodDirect.com today is the largest, web-only pet product site in the country. Pets.com went bankrupt after a few years and the last I heard, the Sock Puppet was shilling loans out of an alley in Las Vegas.
Fish where the fish are.
Jon
It was a lot of fun, flying across the lake in my 20 ft bass boat, pushed along by a 200 Horse, fuel injected Merc engine. But I never caught a lot of fish because I could never figure out where the fish were! I read in a fishing magazine that 80% of the fish were in 20% of the lake. The problem was that they were very big lakes.
Advertising has the same challenge. 80% of your customers are in 20% of the country, or marketing channels, or media.
I once gave a presentation before an audience of around 1000 marketers and I asked if anyone in the audience had a $100 million or more ad budget to work with, no hands were raised. “What about $50 million,” I asked, and two people raised their hands. I didn’t see more than ten hands go up until I dropped below $10 million and the vast majority of hands rose when I hit $3 million or less.
When you have a limited budget, and I’ll make a safe bet and say, ‘That means you.” you cannot afford to waste one dollar on advertising to people that will never buy your product or service. You must fish where the fish are.
Now I may not be a very good fisherman, but I’m a pretty good marketer and I’m going to tell you how to find out where your prospects are.
A best customer profile
You start by clearly identifying the characteristics of your best customer, we call this a “Best Customer Profile” (BCP). How old are they? Gender? Where do they live? How much education? Do they have children? How old? Pets? Hobbies? Income? Etc.
The same technique is used if you’re a business marketer. Look at your business customers and identify your BCP.
You then start looking for prospects that match your BCP. In our agency we have mapping software that allows you to overlay all of the different best customer values and
you begin to see the areas where your prospects are that match up with your BCP. We call these areas “Opportunity Zones”. They are where you want to focus your limited marketing budget to get the most bang for your buck.
Here’s an example of how this technique worked very successfully for a client.
In 1997 we launched PetFoodDirect.com (PFD), a dot.com start-up that sold pet products. PFD had a marketing budget of around $5 million.
At the same time Pets.com launched a competitive operation with a marketing budget of over $100 million. Pets.com hired a big, broad market advertising agency and started spending money like a drunken sailor on a Saturday night. They created the Sock Puppet mascot and ran TV spots all over the country, including Super Bowl ads.
We did our homework.
23% of all the pet owning households in the USA, with a household income of $50,000 or higher, and a wife and two kids are located down the I-95 corridor between Connecticut and Carolina. And guess what? 80% of all pet product purchases are made by females. We knew what our Best Buyer Profile was and we knew where our best prospects were.
We targeted 100% of our marketing efforts on those pet owning women who lived in that small part of the country and had the money to pay for the product.
Long story made short, PetFoodDirect.com today is the largest, web-only pet product site in the country. Pets.com went bankrupt after a few years and the last I heard, the Sock Puppet was shilling loans out of an alley in Las Vegas.
Fish where the fish are.
Jon
Tuesday, April 21, 2009
Copywriting Tricks
Trick #1- Buy this book.
The best copywriter in the business is Herschell Gordon Lewis. His book, “On the Art of Writing Copy” is the finest education your money can buy.
I consider myself the third best writer in the business and there are two rules that I follow when writing good advertising copy:
1. Know exactly what you want the reader to do or take away before you start writing.
2. Write like you talk.
Another trick that I use when a writer brings me their first draft to review is to cross out the first (and sometimes the second paragraph) before I even start reading. And the vast majority of the time, the second or third paragraph is the best lead. That’s because when most people write advertising copy, it takes one or two paragraphs before their brain hits its stride.
Cut and paste is your friend!
When you write copy, you usually try to put your thoughts in order before you write. The problem is that your brain doesn’t work that way. Your brain just shoots out a constant flow of unrelated material. If you try to put it in order before you begin to write, you end up sitting in front of your computer with nothing on the screen. Just write it down! Don’t try to arrange it, just let it spew out as it comes along. You can then arrange your random thoughts into --
A logical progression of thought that leads to a specific outcome.
Here’s the next trick. Go back to the previous paragraph you just read, the one that starts with, “Cut and paste is your friend”.
Count how many “you” and “yours” are in that paragraph. Thirteen, there are thirteen freaking you and yours in one paragraph. And that’s great! Because to the reader,
“It’s all about me”
Your reader is not interested in you, your product or your company. They are interested in themselves and what your product and your company can do for them. Everything you write should relate to your reader. Go back through your copy and wherever possible change every I, me, we and our to you and yours.
If you run into a situation where you can’t seem to come up with the right words to use, try this trick. Pretend that you’re sitting in front of your prospect or customer and you are talking to them. What you say is what you should write.
When I’m reviewing copy, I will often write notes on the side, sometimes they’re nice, sometimes not so nice (it often depends on my mood at the moment). I have grown more diplomatic as the years have passed.
On one occasion, I was reviewing a long and poorly written B2B sell letter and after I realized that editing the letter would take too long, I took my red pen and wrote down the side;
“The ranting of someone who desperately wants to write the great American novel and has failed miserably at it”.
Later that afternoon the manuscript reappeared on my desk with the note, “F@*k you”, written under my comment. What was I to do? How was I to teach a promising young writer with a lot of spunk that he should never mess with the Creative Director?
The solution was simple. I mailed the copy, comments and all to his Mom with a note attached that said, “Look at how your son talks to his boss.”
His Mom was waiting for him at the door when he got home.
That young man, I’m very pleased to say, is today an Executive VP Creative for a leading agency and a brilliant writer. I take some credit for his Mom giving him a good whooping and setting him on the right path.
Jon
Friday, April 10, 2009
Share the Vision
If you can see it, they will buy it.
This is the third installment about RPV Sessions, (Reputation, Promise, and Vision) that we have at our agency. (see the February 14 and March 7 posts) These sessions, when done correctly, help us gain clarity on what the brand and it’s position is. We end up with a list of “power words” tailored to the brand. These power words become the base for concept and copy development that leads to big, ideas that bring tears of happiness to a client’s eyes.
Vision is the third part of the Reputation, Promise, Vision (RPV). For a quick review--
Reputation is what prospects and customers are saying about your brand.
Promise is the tangible attributes your brand gives the customer.
Vision is what people will be or become through interaction with your brand.
Here are some examples of visionary words:
Happier, healthier, prettier, safe, confidant, relaxed, stronger, popular, respected.
When you are considering the purchase of a piece of exercise equipment, how do you envision yourself?
A - All buff and toned up, with members of the opposite sex (maybe even your spouse) throwing themselves at you?
B – All sweat-stained and gasping for air as you crawl off the machine after a 30 minute workout?
If you’re looking to get laid, it’s the first vision that will get you to buy. If you’re looking for a good workout, it’s more likely that the second vision will trigger your purchase.
The right vision will get you to buy the product. And as my example above demonstrates, there can be more than one vision, depending on who you are targeting your message to.
You must be very careful to deliver on one focused vision in a marketing communication. If you try to communicate multiple visions by putting something in for everybody, you will water down your message and response will suffer for it.
Get out a Sharpie and write this on your cube wall:
We communicate to our target audience, to the exclusions of all others.
Different customer groups have different visions. If you try to be all things to all people you will fail.
Today’s technology allows us to target our prospects and customers like never before. You can write one advertisement that delivers on the vision of a specific customer group and write another ad that communicates a different vision to another group. You end up with two ads that generate a better return on your investment.
People’s visions are positive things. I’m always amazed when I see advertising that communicates negative visions in words and/or photos.
Negative ads reflect back on your brand.
Think about it. What makes you feel better?
A little baby seal with its brains bashed out?
A little baby seal playing with its little baby seal buddies?
Showing the positive results of the brand vision will always generate a better response.
If you have been following along, you now have a list of “Power Words” for your brands Reputation, Promise and Vision. Your mind is focused on your brand.
You are closing in on a big hairy, honkin’ idea!
Jon
This is the third installment about RPV Sessions, (Reputation, Promise, and Vision) that we have at our agency. (see the February 14 and March 7 posts) These sessions, when done correctly, help us gain clarity on what the brand and it’s position is. We end up with a list of “power words” tailored to the brand. These power words become the base for concept and copy development that leads to big, ideas that bring tears of happiness to a client’s eyes.
Vision is the third part of the Reputation, Promise, Vision (RPV). For a quick review--
Reputation is what prospects and customers are saying about your brand.
Promise is the tangible attributes your brand gives the customer.
Vision is what people will be or become through interaction with your brand.
Here are some examples of visionary words:
Happier, healthier, prettier, safe, confidant, relaxed, stronger, popular, respected.
When you are considering the purchase of a piece of exercise equipment, how do you envision yourself?
A - All buff and toned up, with members of the opposite sex (maybe even your spouse) throwing themselves at you?
B – All sweat-stained and gasping for air as you crawl off the machine after a 30 minute workout?
If you’re looking to get laid, it’s the first vision that will get you to buy. If you’re looking for a good workout, it’s more likely that the second vision will trigger your purchase.
The right vision will get you to buy the product. And as my example above demonstrates, there can be more than one vision, depending on who you are targeting your message to.
You must be very careful to deliver on one focused vision in a marketing communication. If you try to communicate multiple visions by putting something in for everybody, you will water down your message and response will suffer for it.
Get out a Sharpie and write this on your cube wall:
We communicate to our target audience, to the exclusions of all others.
Different customer groups have different visions. If you try to be all things to all people you will fail.
Today’s technology allows us to target our prospects and customers like never before. You can write one advertisement that delivers on the vision of a specific customer group and write another ad that communicates a different vision to another group. You end up with two ads that generate a better return on your investment.
People’s visions are positive things. I’m always amazed when I see advertising that communicates negative visions in words and/or photos.
Negative ads reflect back on your brand.
Think about it. What makes you feel better?
A little baby seal with its brains bashed out?
A little baby seal playing with its little baby seal buddies?
Showing the positive results of the brand vision will always generate a better response.
If you have been following along, you now have a list of “Power Words” for your brands Reputation, Promise and Vision. Your mind is focused on your brand.
You are closing in on a big hairy, honkin’ idea!
Jon
Tuesday, March 31, 2009
New Trainee
Starting a new trainee today
He’s your basic, overachiever type that we recruit out of school. 3.8 GPA in Marketing and Digital Art, worked every summer, socially involved. Right now he’s in culture shock. All his life he’s been one of, if not the smartest kid in his class, now he’s surrounded by people as smart as or smarter than him…a lot smarter.
First thing I did was hand him a spiral notebook.
“Jim, write your name and today’s date on the cover, when the notebook is full, write the end date on the cover and start a new spiral notebook. This way, if the beer truck runs you over, your replacement will be able to pick right up where you left off.”
The main reason I do this is to constantly drill into a trainee the importance of taking notes, it’s one of the keys to becoming a good account executive. When a trainee is caught without their notebook, they face a barrage of verbal and physical abuse while they run back to their desk to grab the notebook.
Good notes lead to good client contact reports. Good contact reports mean that the agency team knows what’s going on and can react quickly to the clients needs.
One trainee went home over the weekend to visit her parents. Her Mom called her into the kitchen to tell her something and the trainee showed up with a notebook and pen and started taking notes while her Mother was talking. “Wow,” her Mom said, “that new job is really making a difference!”
Jon
He’s your basic, overachiever type that we recruit out of school. 3.8 GPA in Marketing and Digital Art, worked every summer, socially involved. Right now he’s in culture shock. All his life he’s been one of, if not the smartest kid in his class, now he’s surrounded by people as smart as or smarter than him…a lot smarter.
First thing I did was hand him a spiral notebook.
“Jim, write your name and today’s date on the cover, when the notebook is full, write the end date on the cover and start a new spiral notebook. This way, if the beer truck runs you over, your replacement will be able to pick right up where you left off.”
The main reason I do this is to constantly drill into a trainee the importance of taking notes, it’s one of the keys to becoming a good account executive. When a trainee is caught without their notebook, they face a barrage of verbal and physical abuse while they run back to their desk to grab the notebook.
Good notes lead to good client contact reports. Good contact reports mean that the agency team knows what’s going on and can react quickly to the clients needs.
One trainee went home over the weekend to visit her parents. Her Mom called her into the kitchen to tell her something and the trainee showed up with a notebook and pen and started taking notes while her Mother was talking. “Wow,” her Mom said, “that new job is really making a difference!”
Jon
Tuesday, March 17, 2009
Catalogs
We’re working on a catalog.
It’s targeted to an older audience (65+) so there is a demand for a printed catalog. That’s because this generation has been using catalogs the longest. They were in their 50’s when eCommerce took off.
Once this generation passes on, the printed catalog, as we know it, will pass on with them, going the way of the typewriter and the newspaper.
I’ll say “goodbye” to catalogs with a “thank you” for the money I’ve made on catalog marketing over the years and a “Good riddance” for the insane amount of printed catalogs I get at home that I have absolutely no interest in getting.
Even our older population is moving to the web.
Research tells me that 50% of 65 year olds use the WWW on a consistent basis and that figure is growing by 20% a year. In addition, research tells us that a lot of this generation are sending emails to their family and seeking information on their health and retirement.
One of the problems I run into when we are working on a catalog or website that will have a lot of older people reading it is the type size. There’s usually a 24 year old digital artist with 20/20 eyesight designing the work and I can see that the type is too small.
“Jimmy, I think that type face is a little too small,” I say.
“No it’s not,” he says.
“Older people will have a problem reading it,” I say.
“I can read it,” he says.
“You’re 24,” I say.
“Can you read it?” he asks.
“Not very easily,” I respond.
“I guess that makes you one of those older people,” he says with a sad look.
“Just make the type bigger!” I holler as I walk away.
When our client was considering giving us the creative on their new catalog, they asked me if I had any catalog experience. “Yes,” I said, “I’ve done around a million different catalogs over the years.” Maybe a slight exaggeration, but close enough.
It brought back memories of my first catalog assignment.
When I started out, I had a little art studio. A printing company I did some work with had a catalog they were in a rush to get out. I got a phone call from the owner of the printing company who said, “Jon, if you can turn the copy and art around in three days, I’ll give you the job.” I needed the work more than I needed the sleep, so I took the job.
There were three of us in the studio and we worked for 24 hours non-stop before we realized that there was no way we were going to have that job done in two more days. And by two more days I mean 48 hours, no sleep.
So I called my friend, the nurse. “Hey Peggy, how’s it going? Do you have any more of those little white pills that kept us all awake at your party last month? You do! Great!”
48 hours later three strung-out artists had the catalog done and delivered.
There was an interesting thing about those little white pills; after the second 24 hours you started to hear a little beep inside your head every two or three minutes. It sounded just like your microwave after the timer goes off and you don’t open the door. Which in a way, is exactly what your brain is saying to you.
“Beep. Hello, your brain has been micro-waved and is now ready. Beep-beep”
Jon
It’s targeted to an older audience (65+) so there is a demand for a printed catalog. That’s because this generation has been using catalogs the longest. They were in their 50’s when eCommerce took off.
Once this generation passes on, the printed catalog, as we know it, will pass on with them, going the way of the typewriter and the newspaper.
I’ll say “goodbye” to catalogs with a “thank you” for the money I’ve made on catalog marketing over the years and a “Good riddance” for the insane amount of printed catalogs I get at home that I have absolutely no interest in getting.
Even our older population is moving to the web.
Research tells me that 50% of 65 year olds use the WWW on a consistent basis and that figure is growing by 20% a year. In addition, research tells us that a lot of this generation are sending emails to their family and seeking information on their health and retirement.
One of the problems I run into when we are working on a catalog or website that will have a lot of older people reading it is the type size. There’s usually a 24 year old digital artist with 20/20 eyesight designing the work and I can see that the type is too small.
“Jimmy, I think that type face is a little too small,” I say.
“No it’s not,” he says.
“Older people will have a problem reading it,” I say.
“I can read it,” he says.
“You’re 24,” I say.
“Can you read it?” he asks.
“Not very easily,” I respond.
“I guess that makes you one of those older people,” he says with a sad look.
“Just make the type bigger!” I holler as I walk away.
When our client was considering giving us the creative on their new catalog, they asked me if I had any catalog experience. “Yes,” I said, “I’ve done around a million different catalogs over the years.” Maybe a slight exaggeration, but close enough.
It brought back memories of my first catalog assignment.
When I started out, I had a little art studio. A printing company I did some work with had a catalog they were in a rush to get out. I got a phone call from the owner of the printing company who said, “Jon, if you can turn the copy and art around in three days, I’ll give you the job.” I needed the work more than I needed the sleep, so I took the job.
There were three of us in the studio and we worked for 24 hours non-stop before we realized that there was no way we were going to have that job done in two more days. And by two more days I mean 48 hours, no sleep.
So I called my friend, the nurse. “Hey Peggy, how’s it going? Do you have any more of those little white pills that kept us all awake at your party last month? You do! Great!”
48 hours later three strung-out artists had the catalog done and delivered.
There was an interesting thing about those little white pills; after the second 24 hours you started to hear a little beep inside your head every two or three minutes. It sounded just like your microwave after the timer goes off and you don’t open the door. Which in a way, is exactly what your brain is saying to you.
“Beep. Hello, your brain has been micro-waved and is now ready. Beep-beep”
Jon
Saturday, March 7, 2009
Promises, Promises
Let’s talk about your brand’s promise.Previously I wrote about the RPV Sessions, (Reputation, Promise, Vision) that we have at the agency. (see the February 14 post) These sessions, when done correctly, help us gain clarity on what our brand and it’s position is. We end up with a list of “power words” tailored to the brand and it usually generates some Big Honkin’ Ideas.
The first step was the brand reputation; the next step is the brand promise.
The promise refers to the tangible attributes of the brands product or service. It lets you see exactly what you are selling, what it is and what it does. It lets you understand what you have that the competition doesn’t, and what the competition has that you don’t.
It’s a car, or a vacuum cleaner, a sandwich or a tax service, landscaping or designer jeans.
In addition the product or service has features:
- 26 flavors
- Money back guarantee
- A 10 horsepower electric motor
- Once a day dosing
It’s the brand’s promise to the buyer that clearly defines what they are going to get when they purchase your product or service.
This is where you take a hard look at what you are promising and be very sure that you are paying the promise off. Promise is a very strong word, that’s why I use it.
If your brand breaks its promise, your brand is a liar.
Reputation, Promise and Vision are closely linked together and if you break a promise, it will affect your brands reputation and vision.
Here’s a great saying:
“Nothing kills a bad product faster than good advertising”
The reason customers don’t come back is because a brand failed to deliver on its promise. Great brands always deliver, always. That’s how they became great brands. When I open a bottle of Coke, I know, beyond a shadow of a doubt what that Coke is going to taste like and that it’s going to be refreshing. When I get into a Volvo, I know that I’m safe. When I stay at the Four Seasons, I know that I’m going to get great service.
Now you have a column of your brand’s reputation words and a column of the brand’s promises. The reputation words helped you set a look or tone for the brand. The promise words help you understand exactly what you are selling. Next I’ll write about the Vision and how it brings it all together.
Jon
Wednesday, February 25, 2009
Everything Is Changing - Part Two
The Philadelphia Inquirer declared bankruptcy.
Ten years ago, our agency was hired to launch what was to be America’s first National African-American weekly newspaper. It was called “Our World News”. A brilliant idea, conceived by a great newspaper man by the name of Don Miller.
When we launched the paper, subscriptions were good, not great, but good. We also created a website called “OurWorldNews.com”. And a strange thing started to happen.
Slowly, over the next year the website traffic climbed while the subscriptions slowed down.
When I went to Mr. Miller and pointed out that there was something happening with the newspaper’s website that we might want to take advantage of, he told me to focus on marketing the printed newspaper. That was understandable, since Mr. Miller was a solid newspaper man. Sadly, Our World News ran out of funding and had to close its doors. I often think about what might have happened if we had focused on the Internet. Our World News might have become the premier on-line news source for African-Americans.
That was ten years ago, when no one could imagine that the internet would bring on the collapse of America’s newspapers over the next decade.
That’s why I was very surprised when I heard that Brian Tierney was putting together a group of investors to purchase the Philadelphia Inquirer. “Why would anybody want to buy a newspaper,” I wondered. “Mr. Tierney is a smart cookie. He must have the big idea,” I told my friends.
Wrong.
He tried to make the Philadelphia Inquirer better and probably did in an incremental sort of way. Big deal. Trying to improve a printed newspaper is like trying to improve a steamboat.
It’s all about the business model.
What if Mr. Tierney and his team moved the Philadelphia Inquirer to the Web? 100% lock, stock and barrel. Just imagine what a team of top interactive developers, designers and writers can do with a national flagship brand like the Philadelphia Inquirer. Instead of chasing a declining local revenue base, they could become a leader in the reengineering of the American newspaper and reap the rewards of a growing national revenue base.
It’s all about the business model.
Jon
Ten years ago, our agency was hired to launch what was to be America’s first National African-American weekly newspaper. It was called “Our World News”. A brilliant idea, conceived by a great newspaper man by the name of Don Miller.
When we launched the paper, subscriptions were good, not great, but good. We also created a website called “OurWorldNews.com”. And a strange thing started to happen.
Slowly, over the next year the website traffic climbed while the subscriptions slowed down.
When I went to Mr. Miller and pointed out that there was something happening with the newspaper’s website that we might want to take advantage of, he told me to focus on marketing the printed newspaper. That was understandable, since Mr. Miller was a solid newspaper man. Sadly, Our World News ran out of funding and had to close its doors. I often think about what might have happened if we had focused on the Internet. Our World News might have become the premier on-line news source for African-Americans.
That was ten years ago, when no one could imagine that the internet would bring on the collapse of America’s newspapers over the next decade.
That’s why I was very surprised when I heard that Brian Tierney was putting together a group of investors to purchase the Philadelphia Inquirer. “Why would anybody want to buy a newspaper,” I wondered. “Mr. Tierney is a smart cookie. He must have the big idea,” I told my friends.
Wrong.
He tried to make the Philadelphia Inquirer better and probably did in an incremental sort of way. Big deal. Trying to improve a printed newspaper is like trying to improve a steamboat.
It’s all about the business model.
What if Mr. Tierney and his team moved the Philadelphia Inquirer to the Web? 100% lock, stock and barrel. Just imagine what a team of top interactive developers, designers and writers can do with a national flagship brand like the Philadelphia Inquirer. Instead of chasing a declining local revenue base, they could become a leader in the reengineering of the American newspaper and reap the rewards of a growing national revenue base.
It’s all about the business model.
Jon
Wednesday, February 18, 2009
It's a Test
Back to training.
Last year I got a call from a client who invited us to pitch for a new product. I sent an email out to our agency team that would fly there for the presentation and copied my new trainee.
In the email I told everyone about the opportunity and ordered my new assistant to make bologna and cheese sandwiches for the team to take with them on their trip.
About a week later, I walked into the agency and there was my assistant, wrapping up individual bags of bologna and cheese sandwiches for the team. “What are you doing”, I asked? “I’m making the sandwiches for the team to take on their pitch”. There must have been twenty bologna and cheese sandwiches on the table. “I was kidding,” I said.
She looked me in the eye and said, “Everything is a test”.
She’s right. She passed that test. The way a person goes about their job, says a lot about what that person is like. If they complain about making a bologna sandwich, someday they will be complaining about writing a marketing plan.
I once told a trainee to go make a pot of coffee and got the, “I’m not here to make pots of coffee,” look.
I replied with one of my “I’m smarter than you”, looks and said, “If you’re not capable of making a pot of coffee, you’re certainly not capable of managing a client’s advertising.”
When I hire a trainee, they get a textbook on direct marketing. Inside the flap I write a message.
Welcome to Roska Direct. Read one chapter a week and be prepared to discuss intelligently. Everything is a test. Knowledge equals confidence.
The focus of training during the first three months is not on advertising or marketing, it’s on self-management, communication and leadership skills. They are the key to a successful career and need to be taught. Things like:
-How to communicate clearly
-How to prioritize and delegate
-Managing pressure
-Speaking up in meetings
-Anticipatory management
(We’ll address all of the above points at another time)
Once the trainee has grasped these basics on how to work in an agency environment, you move to the next level:
You intentionally overload them with work to a point where they start to freak-out.
You then use the freak-out as an opportunity to review the skills they have been taught.
As they gain control over their work, they become more confident.
I tell every trainee, “When you wake from a sound sleep, sit up in your bed, your heart racing because you forgot to do something at work that day that had to be done.
That’s when you know you’ve arrived.”
And it has happened to every one of them.
Jon
Last year I got a call from a client who invited us to pitch for a new product. I sent an email out to our agency team that would fly there for the presentation and copied my new trainee.
In the email I told everyone about the opportunity and ordered my new assistant to make bologna and cheese sandwiches for the team to take with them on their trip.
About a week later, I walked into the agency and there was my assistant, wrapping up individual bags of bologna and cheese sandwiches for the team. “What are you doing”, I asked? “I’m making the sandwiches for the team to take on their pitch”. There must have been twenty bologna and cheese sandwiches on the table. “I was kidding,” I said.
She looked me in the eye and said, “Everything is a test”.
She’s right. She passed that test. The way a person goes about their job, says a lot about what that person is like. If they complain about making a bologna sandwich, someday they will be complaining about writing a marketing plan.
I once told a trainee to go make a pot of coffee and got the, “I’m not here to make pots of coffee,” look.
I replied with one of my “I’m smarter than you”, looks and said, “If you’re not capable of making a pot of coffee, you’re certainly not capable of managing a client’s advertising.”
When I hire a trainee, they get a textbook on direct marketing. Inside the flap I write a message.
Welcome to Roska Direct. Read one chapter a week and be prepared to discuss intelligently. Everything is a test. Knowledge equals confidence.
The focus of training during the first three months is not on advertising or marketing, it’s on self-management, communication and leadership skills. They are the key to a successful career and need to be taught. Things like:
-How to communicate clearly
-How to prioritize and delegate
-Managing pressure
-Speaking up in meetings
-Anticipatory management
(We’ll address all of the above points at another time)
Once the trainee has grasped these basics on how to work in an agency environment, you move to the next level:
You intentionally overload them with work to a point where they start to freak-out.
You then use the freak-out as an opportunity to review the skills they have been taught.
As they gain control over their work, they become more confident.
I tell every trainee, “When you wake from a sound sleep, sit up in your bed, your heart racing because you forgot to do something at work that day that had to be done.
That’s when you know you’ve arrived.”
And it has happened to every one of them.
Jon
Saturday, February 14, 2009
I heard about your brand the other day.
Let's talk about your brand's reputation.There is a process that I have developed over the past five years and we use at our agency to focus us on the client’s product or service. It brings clarity to the positioning and consistently generates good ideas. In addition we end up creating a concentrated list of "power words" that help set the tone for the copy and creative.
The Reputation, Promise, Vision (RPV) Session
It's called the "RPV Session", a group of five or more people get together to identify the brand's Reputation, Promise and Vision. The players do not have to be "creative types"; in fact we get some of our best ideas from people who claim to have no creative ability. What's important is that each member of the RPV session has read all the product or service information and done their homework. What you're going to see is that the RPV Session consistently delivers new and different material.
We start with-
Reputation
That's what the customer/prospect is saying about our product or service's brand. How they would describe it if they were at lunch and talking about somebody.
"She's intelligent" or "He's aggressive." Reputation is what attracts us to the brand (or makes us run the other way).
Reputation comes in several forms-
No reputation
On a new product or service you have the opportunity to define what you want the brand's reputation to be.
Bad reputation
Be honest, if that's what it is, then that's what it is. Now we know what needs fixing.
Good reputation
Run with it. Make it better.
So think about your company's product or service and ask yourself, "If my brand were a person, what would my customers be saying about them?" What is the brands reputation?
Here are some reputation words to help get your brain going-
Warm, Friendly, Experienced, Happy, Serious, Professional, Quiet. Nerdy, Aggressive, Pushy, Honest, Strong, Fast.
Once you list your reputation words, you usually begin to see a pattern that can lead to the development of a brand look or feel.
For example, if reputation words were Warm, Caring, Helpful and Approachable, we might consider developing copy/creative that delivers a warm, caring, approachable message.
All right, you should now have a list of "reputation" words for your brand. Think about how the reputation words can help set a look or tone for your brand. The next thing I'll write about will be the "Promise" part of the RPV session and how it works with your brand reputation.
Jon
Monday, February 9, 2009
Hiring and Training College Graduates
There are two areas of business that I have a passion for.
One is Direct and Brand advertising integration, the other is bringing young people into our field by hiring and training college graduates.
Here's a fact: Most advertising agencies do not like to hire college grads. That's because they (and they do not like to admit this) do not have a clue on how to train them.
Most young people who get into advertising start off in a corporate environment and then move to an ad agency after they gain experience. They're usually poorly trained and their experience doesn't amount to a hill of beans.
When ad agencies do hire college grads, they don't train them, they work them. Some young people make it, most don't. They get burned out and quit.
For years every time one of my agency managers needed a new hire, they would say to me, "I need somebody with experience. They have to hit the ground running." When I would suggest that they hire a bright young person and train them, they would give me their best "You don't have a clue nor do you appreciate how valuable I am to this organization and should not be wasting my time training people" look.
They would proceed to look for somebody with "experience" and occasionally they would find one, but usually the new hire had a lot of poor experience and had to learn the job by osmosis.
Around eight years ago, I decided to see if I could hire and train some bright college college grads.
The first thing I did was establish some recruiting ground rules:
- They must have a degree in marketing, advertising or communications.
- They must have graduated with a minimum of a 3.5 GPA
- They must have worked every summer, including high school.
- They must demonstrate social involvement or leadership (sports, charitable ventures, student clubs, etc)
They had to meet these minimum requirements just to get an interview and there were no exceptions.
The next thing I did was start meeting marketing professors at Colleges and Universities in the Philadelphia area. We have a lot of colleges and Universities in the Philadelphia metro market, I've been told that we have more than Boston, though I've never counted them all up,
Over the years I've made some great friends in the academic community and they have sent me their best and brightest.
I'll leave you with this little story.
I hired a bright young man, who met all of the requirements. I had a meeting scheduled with a big client and decided to take him along to observe. On the way to the clients office I turned to the new recruit and said, "Look, you don't know anything. So if the client asks you a question, simply respond by saying, 'I don't know sir, but I'll get back to you with the answer', you got that?" "Yes sir, got it," he said as we entered the client's offices.
The Vice President of Marketing came down to meet us and I introduced my new hire as we got on the elevator to go to our meeting. On the elevator the Marketing VP turned to the young man and asked, "Are you from this area?"
My bright new hire looked the VP right in the eye and said,"I don't know sir, but I'll get back to you with the answer."
We'll continue this discussion later.
Jon
One is Direct and Brand advertising integration, the other is bringing young people into our field by hiring and training college graduates.
Here's a fact: Most advertising agencies do not like to hire college grads. That's because they (and they do not like to admit this) do not have a clue on how to train them.
Most young people who get into advertising start off in a corporate environment and then move to an ad agency after they gain experience. They're usually poorly trained and their experience doesn't amount to a hill of beans.
When ad agencies do hire college grads, they don't train them, they work them. Some young people make it, most don't. They get burned out and quit.
For years every time one of my agency managers needed a new hire, they would say to me, "I need somebody with experience. They have to hit the ground running." When I would suggest that they hire a bright young person and train them, they would give me their best "You don't have a clue nor do you appreciate how valuable I am to this organization and should not be wasting my time training people" look.
They would proceed to look for somebody with "experience" and occasionally they would find one, but usually the new hire had a lot of poor experience and had to learn the job by osmosis.
Around eight years ago, I decided to see if I could hire and train some bright college college grads.
The first thing I did was establish some recruiting ground rules:
- They must have a degree in marketing, advertising or communications.
- They must have graduated with a minimum of a 3.5 GPA
- They must have worked every summer, including high school.
- They must demonstrate social involvement or leadership (sports, charitable ventures, student clubs, etc)
They had to meet these minimum requirements just to get an interview and there were no exceptions.
The next thing I did was start meeting marketing professors at Colleges and Universities in the Philadelphia area. We have a lot of colleges and Universities in the Philadelphia metro market, I've been told that we have more than Boston, though I've never counted them all up,
Over the years I've made some great friends in the academic community and they have sent me their best and brightest.
I'll leave you with this little story.
I hired a bright young man, who met all of the requirements. I had a meeting scheduled with a big client and decided to take him along to observe. On the way to the clients office I turned to the new recruit and said, "Look, you don't know anything. So if the client asks you a question, simply respond by saying, 'I don't know sir, but I'll get back to you with the answer', you got that?" "Yes sir, got it," he said as we entered the client's offices.
The Vice President of Marketing came down to meet us and I introduced my new hire as we got on the elevator to go to our meeting. On the elevator the Marketing VP turned to the young man and asked, "Are you from this area?"
My bright new hire looked the VP right in the eye and said,"I don't know sir, but I'll get back to you with the answer."
We'll continue this discussion later.
Jon
Monday, February 2, 2009
Everything Is Changing
Everything is changing in the advertising world.
Technology is starting to give the average consumer the power to block out marketing communications that they do not want to see or hear. Some good examples of this are the "Do not Call" lists, email opt-outs and growing privacy and "do not mail" legislation.
As consumers gain more ways to block out advertising that they do not want, direct marketing becomes less effective as access to qualified prospects decline.
Brand marketing has its own problems as the reach of broad market channels like television, newspaper and magazine grow smaller and more expensive and increased choice splinters viewership or viewers migrate to the web.
What is needed is a combination of direct and brand advertising. Not working side by side, but combined into a new form of advertising. Advertising that builds brand while generating accountable response.
There's just one problem with that.
Brand and direct don't get along!
When brand is added to direct, response declines. When direct is added to brand, the brand weakens.
There is a way to make brand and direct work as one and that is what we're going to be focusing on over the next few months. The following list will be our table of contents:
Technology is starting to give the average consumer the power to block out marketing communications that they do not want to see or hear. Some good examples of this are the "Do not Call" lists, email opt-outs and growing privacy and "do not mail" legislation.
As consumers gain more ways to block out advertising that they do not want, direct marketing becomes less effective as access to qualified prospects decline.
Brand marketing has its own problems as the reach of broad market channels like television, newspaper and magazine grow smaller and more expensive and increased choice splinters viewership or viewers migrate to the web.
What is needed is a combination of direct and brand advertising. Not working side by side, but combined into a new form of advertising. Advertising that builds brand while generating accountable response.
There's just one problem with that.
Brand and direct don't get along!
When brand is added to direct, response declines. When direct is added to brand, the brand weakens.
There is a way to make brand and direct work as one and that is what we're going to be focusing on over the next few months. The following list will be our table of contents:
- Reputation - What prospects are saying about your product or service
- Promise - The tangibles that your product or service delivers
- Vision - What your prospect will be or become through your product or service
- Memory Triggers - Words or visuals that will remain with the prospect
- Response Triggers - Words or visuals that get the prospect to take action
- Individuality - A unique communication experience for each prospect
- Accountability - An accountable interaction with the brand
Stay tuned,
Jon
Saturday, January 31, 2009
Texas
I just got back from Texas.
I flew there to do an agency pitch for a potential new client. The flights got delayed, and I knew I would be at least 30 minutes late getting to the client's office (and there were around a dozen people waiting for me). Not a very good way to start a new business pitch.
There is something I instantly liked about Texas. You can go blasting down the highway at 85 miles per hour and nobody gives a damn. In fact, there were cars passing me!
The other thing I noticed were the flags. Texas flags, Texas State flags. Lots of them.
In the 50 miles I drove, I must have seen six or seven Texas flags, I didn't see one Stars and Stripes.
I'm from Pennsylvania, and if anyone asked me what our state flag looks like, I wouldn't have a clue...but we have the Stars and Stripes flying all over the place.
I think we may want to keep an eye on Texas.
Back to the pitch.
So I show up 30 minutes late, walk into a room with a dozen busy professionals and they were the nicest, warmest bunch of people you could imagine.
I remember several years ago, we were pitching a big account and it was down to us and two other agencies. One of the other agencies, got lost on the way to the pitch and the client cut them out. They said that it demonstrated poor planning. We won that pitch, but they were not a nice client to work for.
We had a great presentation with lots of back and forth interaction. Good questions. The prospective client is a hard core direct marketer that sees the value of brand integration. They asked the same question that every direct marketer asks me, "How do we integrate Brand into our Direct without lowering response?"
I have the answer. I've been working on it for years. But let me start by telling you what it's not.
It's not "using the brand colors" or "adding more pictures". It's not "keeping 1/2 inch of white space
around the logo" or "putting all copy in one type face." That's what the Brand Police do, and what the Brand Police want you to do will not fuse brand and direct together to give you the sales you need to grow your business or the loyalty and advocacy of your customers that will continue to grow your business organically.
Jon
I flew there to do an agency pitch for a potential new client. The flights got delayed, and I knew I would be at least 30 minutes late getting to the client's office (and there were around a dozen people waiting for me). Not a very good way to start a new business pitch.
There is something I instantly liked about Texas. You can go blasting down the highway at 85 miles per hour and nobody gives a damn. In fact, there were cars passing me!
The other thing I noticed were the flags. Texas flags, Texas State flags. Lots of them.
In the 50 miles I drove, I must have seen six or seven Texas flags, I didn't see one Stars and Stripes.
I'm from Pennsylvania, and if anyone asked me what our state flag looks like, I wouldn't have a clue...but we have the Stars and Stripes flying all over the place.
I think we may want to keep an eye on Texas.
Back to the pitch.
So I show up 30 minutes late, walk into a room with a dozen busy professionals and they were the nicest, warmest bunch of people you could imagine.
I remember several years ago, we were pitching a big account and it was down to us and two other agencies. One of the other agencies, got lost on the way to the pitch and the client cut them out. They said that it demonstrated poor planning. We won that pitch, but they were not a nice client to work for.
We had a great presentation with lots of back and forth interaction. Good questions. The prospective client is a hard core direct marketer that sees the value of brand integration. They asked the same question that every direct marketer asks me, "How do we integrate Brand into our Direct without lowering response?"
I have the answer. I've been working on it for years. But let me start by telling you what it's not.
It's not "using the brand colors" or "adding more pictures". It's not "keeping 1/2 inch of white space
around the logo" or "putting all copy in one type face." That's what the Brand Police do, and what the Brand Police want you to do will not fuse brand and direct together to give you the sales you need to grow your business or the loyalty and advocacy of your customers that will continue to grow your business organically.
Jon
Wednesday, January 28, 2009
A Story
I'm going to tell you a story.
Back 25 years ago, when I started my agency, I was schlepping my portfolio around trying to get some work.
I got a meeting with a guy named Shell Alpert, who at the time was a very famous copywriter.
I went into his office where he was sitting at a typewriter with a cigarette dangling from his lips and an ashtray that had an 8 inch pile of cigarette butts in it.
I sat down in front of his desk and he looked up at me and said, "Kid, do you know who I am?" "No sir", I said. He picked up a magazine and tossed it across the desk to me. "That's me", he said. On the cover of the magazine was Shell's picture with a six page article inside.
I look up in awe and said, "Mr. Alpert, how do I get to be as famous as you?"
"Do you really want to know the secret", he asked? I nodded and said, "Yes sir, I do."
He leaned forward and looked me right in the eyes and said, "Just stick around, if you're still here in five years, you'll be as famous as me."
Of course, he never told me how hard it is to stick around! But it was good advice, and anytime things got tough I remembered his advice and stuck around.
Jon
Back 25 years ago, when I started my agency, I was schlepping my portfolio around trying to get some work.
I got a meeting with a guy named Shell Alpert, who at the time was a very famous copywriter.
I went into his office where he was sitting at a typewriter with a cigarette dangling from his lips and an ashtray that had an 8 inch pile of cigarette butts in it.
I sat down in front of his desk and he looked up at me and said, "Kid, do you know who I am?" "No sir", I said. He picked up a magazine and tossed it across the desk to me. "That's me", he said. On the cover of the magazine was Shell's picture with a six page article inside.
I look up in awe and said, "Mr. Alpert, how do I get to be as famous as you?"
"Do you really want to know the secret", he asked? I nodded and said, "Yes sir, I do."
He leaned forward and looked me right in the eyes and said, "Just stick around, if you're still here in five years, you'll be as famous as me."
Of course, he never told me how hard it is to stick around! But it was good advice, and anytime things got tough I remembered his advice and stuck around.
Jon
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