ROI: 1st Radio Commercial Sells 3 Condos
PT Barnum invented many of the techniques that we employ in advertising today. How many can you utilize in your business? Click here to read my article at adforum.com: P.T. Barnum: The George Washington of Advertising.
Paul Rand is known as one of the most iconic graphic designers in American history, but his contributions are even greater than that. He elevated commercial artistry into graphic design. Previously, art directors were often known (behind their backs) as page decorators. Make it pretty, make it blue, send it through. Rand was one of the best, most articulate, most persuasive practioners to show companies the power of a corporate vocabulary — how their imagery (logo, colors, type, visuals, etc.) established how they were perceived in the marketplace. Other famous Rand logos were for UPS, Westinghouse and NeXT computers (for Steve Jobs).
In 1620: The Mayflower lands at Plymouth [in now Massachusetts] with 102 people. The brutal winter kills half within five months. “Wild beasts and willd [sic] men” are all around them. This was the start of the settling — and then selling — of what became America. 100 years later, here's a drawing of Savannah, Georgia, showing the clean grid format the city still has today. The idea was to make it compelling for people to come and settle there.
Insight Marketing gives priority to your Insights: the rocket fuel to your inbound sales operations. This is advertising, which is an idea business.
Insight Marketing is about the two parts needed to generate leads. First you need a CRM tool — Hubspot is the gold standard — that you actually use and leverage to its full capacity. The other vital half is having something interesting to say: Insights. This is often relegated to the term content, but it's much greater than that. It's big thinking, designed well and uniquely you. It might be funny or profound; text or video; raw or polished. But it will be your voice. Then you go to town with it.
Pizzanar lunch & learn: Wed., 11/30. $10 at The Voice or stream free online at bit.ly/2fRrK9z.
John Wanamaker is known in the biz for saying “Half the money I spend in advertising is wasted; the trouble is, I don’t know which half.” Jumping forward, direct marketing used to be called “accountable advertising”… because you could actually measure ROI, e.g., if AT&T spent x dollars on a mail campaign and got y number of responses, they could measure what was going on. The advertising was accountable to itself.
This classic WWI poster has a one-word headline and a powerful image of a mother going to the bottom with her child. It refers to the German sinking of the passenger ship Lusitania. On Veteran's Day and in the aftermath of the great election upset, take a look at some war posters and consider the extraordinary power of patriotism in advertising. Patriotism pulls the same string that all of us who love this country share. Advertising has a long history of the federal government using it to sell war bonds, promote enlistment and a variety of other communications needs. And companies who participate in the war effort are quick to promote their role, too.Click here to view the gallery of war posters.
This modern poster does the same thing. I started it at 2am when Trump won the election. I feel that this presidential campaign blew a hole in the heart of our country. Now we come together.
One of the reasons political advertising is usually so bad is that it suspends many of the cardinal rules in advertising. For instance, the current presidential race had constant negativity: Attack the opponent, they are bad, slander, etc. Comparison advertising can be very powerful in advertising, but you can't just say the other guy is poor... you have to give your prospects a reason to choose you, too.Why does political advertising do this? For one reason, the candidates are often surrounded by a team of veteran flunkies who don't know what they're doing. They may be great in forming platforms and have a golden media rolodex and other marketing components, but they don't know how to develop the creative. And the ad agencies they do hire to develop the work have to pierce that layer of advisors, so it's hard to get the compelling work through. It's OK to go public with a battle with your competition, if you have the stones in your leaf bag. But remember it's not enough to slam them; you must give your prospects a Reason to Believe in you.