Hi,
Last thoughts about newspapers:
When you advertise in a news environment, it helps if what you've got to say is "news". Newspapers were first used for announcements. Make your ad an announcement. It's what people are looking for.
David Ogilvy tells the story of a time way back when he looked in the 'paper and saw the most excruciatingly bad ad. It simply read "H. Smith & Co. has time available of its screw-making machine".
DO rang the guy and told him: "That's not how you advertise. You should focus on the benefits of the product for the user."
"Mate," came the reply. "There's so much demand for those damn screw-making machines I only have to say we've got some time available and they come running!"
The power of announcement.
(Tomorrow I will tell you about the best advertisement I ever saw in a newspaper. Pure gold, and no bigger than 4 postage stamps.
Cheers!
Michael Kiely
Stats
Marketer of the Decade (Again)
Michael Kiely is a Hall of Fame marketer. He made his name as a multi-award-winning creative director and copywriter. He forged a career in brand strategy. He innovates online campaigns - creating the Online Campaign of the Decade (pending) in the famous "Adopt A Sheep" program. His career client roster features Toyota, Lexus, Macquarie Bank, American Express, Fuji Xerox, Australia Post, and numerous other top echelon brands. He won 12 US Echo Awards, ADMA Awards, a Caples Award, and a Chicago Direct Marketing Association Award, plus several David Ogilvy Awards before he stopped entering awards. He has been a panel judge on numerous award systems in marketing. He has been a keynote speaker at many conferences around the world. His thoughts on marketing have been highly valued by marketing professionals and readers of Marketing Magazine for more than 20 years. He has time available for advice and projects and would welcome your enquiry.
No comments:
Post a Comment