Branding Ad Vice

Save Your Breath

A local pool and spa store is holding a sale on floor models.  They’re running a thirty-second television ad but when they ran out of things to say halfway through they resorted to stating the obvious…

“When they’re gone, they’re gone!

Hmm… and when they’re here, they’re not?

The Milwaukee Auto Dealers group ran a promotional ad on the radio a few weeks ago.  I was nearly knocked breathless when I heard that…

“They’re dealing like never before!”

Perhaps they’re dealing from the bottom of the deck, blindfolded or left-handed. 

Drivel filled ads that state the obvious are not only a waste of the audience’s time, but also a huge waste of advertising dollars.  Spend some time thinking about what your prospects need to know then tell your story in as persuasively as you can. 

If you haven’t got anything to say, then remember - Silence Is Golden.

When You're Here You're On Vacation

Advertising ends at the point of customer contact.  You either deliver the experience you’ve promised or you’re dead meat.  In a previous post, I discussed how the physical attributes of your building could adversely affect traffic.  Today I’ll share a tale of two salespeople, of a sale made and a sale lost.

I found a men’s clothing store while wandering through the shops of the “European Village” having a clearance on black leather jackets.  I wasn’t shopping or had any intention to buying anything but my wife mentioned that I might look good in a black leather jacket (she feels I look a bit disheveled when I wear my 12 year old winter jacket). 

I found one in my size (perhaps a bit short) but it seemed too tight.  I’d put it back on the rack when the saleslady told me that there was a removable liner in the jacket and she’d found that the jacket was plenty warm without it.   She took the liner out for me.  I tried it on again – tight around the wrists.  The saleslady unsnapped the cuffs – saying that most people wear them this way.  Hmm, she sounds like she knows what she’s talking about and it’s forty percent off.  I’ll take it.

The lady in the “Made In Wisconsin” shop seemed busy doing something at the cash register.  It was late on a Tuesday afternoon in the middle of winter.  She wasn’t dealing with any customers.  No greeting, kiss my foot or anything.  I came across a package of “Popcorn Soup.”  Intrigued I looked over at the salesperson hoping to catch her eye and start up a conversation.  She was studiously avoiding me.  Guess I don’t really need to buy a six-dollar package of soup after all. 

One look, a smile even if the salesperson had asked me if I’d ever had popcorn soup before would have made me take out my wallet and gladly handed her my money.  Instead, I put the package back on the shelf and walked out.  No “Thank You” no acknowledgement whatsoever.

I mentioned these experiences to the “Village” owner.  Everyone has a bad day but if he wants more locals to shop, he’ll need to work on customer service training.  There are plenty of places to be taken for granted.  When a customer walks through the front door of the “Village” they should feel like they're on vacation.  They should walk into a European tourist experience – warm, open, friendly and helpful.  Just like the men’s clothing store.

Danke, leather jacket lady!

Your Personal Brand

According to an on-line Brandweek story, The National Association of Realtors has launched a $25 million awareness campaign, highlighting the benefits of using a qualified Realtor to sell a home.

Association president Thomas M. Stevens as says, “NAR's public awareness campaign helps millions of home buyers, and sellers and commercial business owners understand the benefits of working with a Realtor.

That's fine as far as it goes.  However, having spent the past thirty some years as an itinerate peddler and advertising maven, I can tell you that no two Realtors® are created equal.  So while the national campaign (which is adaptable for state and local organizations) may raise awareness for Realtors®, the question individual Realtors® need to answer is, “Why You?”

Every Realtor® (every salesperson for that matter) is a personal brand.  More than the company you work for, more than the products you sell, your brand is everything you do for your customers.   How are you different?  What are you prepared to do that others aren’t?  What do you want to be known for?

If you know the answers, how are you telling people about them?  It takes more than slapping your picture in magazines, for sale signs and billboards to convey your brand.

I never make a conscious decision to use a Realtor® yet I’ve used a Realtor® to buy and sell all my homes.  I’ve had several great experiences and one memorable experience where the Realtor® helping me purchase a home disappeared three days before closing.

If you’re doing great things and learn how to market yourself you’ll be on your way to becoming the Oprah Winfrey, Michael Jordan or Jimmy Buffet of your product or service category.

A View From The Parking Lot

Recently, a business owner asked me why more locals don’t visit his boutique shops.  His successful supermarket next door that gets plenty of traffic but he’s had a great deal of difficulty drawing people to his indoor “European Village.”  I told him I’d check it out and report back before we discussed advertising.

The ”Village” building sits back off the road on the edge of town (the opposite end of town from the Super Wal-Mart). It isn’t the highest traffic location around but the attached supermarket does well. 

I pulled into the parking lot, got out of the car and looked for the entrance.  The exterior of the building resembles a chalet.  Awnings proclaim a Hallmark Shop, Clothing, Gifts and Café.  There appear to be two entrances.  One under the Café awning, one in a small courtyard blocked off by brick walls and wooded trellises.  I’m confused.  I don’t want to go into the café I want to wander through the shops.  Hmm… 

The courtyard door looks like it opens into the café as well.  But the courtyard is abandoned. It is the middle of winter, and it looks like the café is closed.  I look through the door under the café awning.  It’s rather dark inside.  I’m not sure I’m in the right place.  I’m not getting very good vibes.  I'm feeling borderline stupid.  If I were a casual looky-lou, I'd turn around, go back to the car and leave.  Instead, I look for a third door.  No luck, so I open the door under the café awing and go in. 

Whew, I chose wisely.  Inside a pathway leads me through a delightful collection of small shops.  There’s the café along with shops showcasing home accessories, Wisconsin made products, men’s and women’s clothing.  All in all very warm, very interesting, a great place to explore.  I even find a black leather jacket calling my name.  Too bad the exterior of the building is so confusing and so uninviting.

I inform the "Village" owner that before spending more money on advertising he should put some money into exterior improvements.  Something as simple as changing the awing over the front door to say, “Welcome” instead of Cafe would be a major improvement.  The courtyard’s trellis should always be decorated – even in winter - since it acts as a front porch for the Village.  Rope lighting would brighten and warm the space.  Seasonally decorated grapevine wreaths would add a welcoming touch. 

Advertising ends at your front door.  Does your front door give prospective customers a warm welcome or a cold shoulder?  Can they even find your front door?

Next time - "When You're Here You're On Vacation!"

Every Generation Throws A Hero Up The Pop Charts

The number 10 Album on this week’s Billboard Top 200 hasn’t received any airplay on the 1,000 or so radio stations that factor into the chart.  “High School Musical,” the Soundtrack to a Disney made for TV movie also placed nine tracks in the Billboard Hot 100 (more). 

Forty-five percent of the album’s sales came from digital retailers.  That’s 24,000 sales and 341,000 downloaded tracks.  This may not represent a torrent of change but it’s a good-sized stream.  So much for the National Association Of Broadcaster’s “You Hear It Here First” marketing campaign (NAB).

I’m not saying that traditional radio is in danger of losing relevance (well actually I am), but this story brings up one of the most common questions advertisers ask.   "What impact will satellite and iPods have on my radio advertising? " My short answer is, “More choices equal more fragmentation equals smaller audiences."  But all things are seldom equal and frankly the vast majority of local advertisers could increase the return on their advertising investment even in the face of smaller audiences.

Consider the following equation:

Return on Investment = Audience x Schedule x Message Impact.

Let’s assume that the size of the audience will shrink.  You can still improve the return on your investment by improving your schedule and your message.  Even today you don’t have to advertise on the biggest stations to get results.  With the right schedule and message you could successfully advertise on a station featuring post-modern Lithuanian orchestral music (sample).

So don’t worry about tomorrow.  If your message and schedule are anemic, you aren’t seeing the results you deserve today.  But you already know that don’t you?

Tilting At The Windmills Of My Mind

It seems to happen in slow motion (moantion). I can see it coming but no matter how loud I scream I can’t stop it.  The announcer pauses slightly, then says... for all your (blank) needs.

Faithful readers (along with anyone who has discussed advertising with me for more than five minutes) know how much the phrase “for all your (blank) needs,” drives me to distraction. See Branding AdVice October 13, 2004 and November 15, 2005 (read more).  Call me naive, call me foolish, call me late for dinner, but I’ll pass along three more examples of "needful ads" on the outside chance that a few concerned radio advertising people will wake up and help me change radio ads for the better.

Since  February 1st,  I have been told to see (advertiser):

For all you STP® needs… (my head hurts)
For all your last minute alteration needs… (As in Janet Jackson?)
For all your home theater, audio and security needs…

This last  example adds insult to injury.  Here's an excerpt of the script:

“For all your home theater, audio and security needs we carry a great selection of home theater, audio and security systems.”

Imagine that.  All this time I thought I should look into the Dewey Decimal System for all my home theater, audio and home security needs. 

I'd rather fix the problem than the blame but since they haven’t hired me, here goes:

1.    I blame the radio station’s salesperson for not getting enough information to write something that tells the listener something they don’t already know
2.    I blame the radio station’s management for not training salespeople how to help clients say something worthwhile after they sell the schedule.
3.    I blame the programming and production department.  Someone should have said, "This sucks like a Hoover – rewrite it."
4.    I blame the client (ignorance is no excuse) for allowing the station to run stupid ads on his behalf.

Physicians can be sued for malpractice, criminals can appeal on the basis of incompetent representation but there is little recourse for businesses who waste advertising dollars saying absolutely nothing.

How much are you spending on advertising?  Is your message, powerful and persuasive?  Would you like some help?  walterkoschnitzke@wizardofads.com.  Together we can slay a few giants and I promise not to yell.

Don't Trust Anyone Over 30

You have to be at least 30 to buy Miller Genuine Draft.  At least that’s the premise of the new television campaign (Ads).  In these commercials, late twenty-somethings are asked for identification then denied the purchase of Genuine Draft.  The ads end with the question, “Do you really have to be 30 to appreciate the golden rich flavor of Miller Genuine Draft?  Taste for yourself.”  I don't think so.

According to early press releases Miller is trying to reposition the brand to attract an older demo with “mainstream sophistication.”  Does denial of service equate with sophistication?  A Wisconsin grocery chain cards anyone buying alcohol to avoid age discrimination lawsuits.  It may be a good policy but it’s an annoying requirement for someone obviously north of forty years old.

I know it’s only an ad campaign.  But if Miller expects consumers to want something simply because they say we can’t have it, Miller doesn't understand the mindset of consumers they’re trying to reach.  There are about a bazillion commercial beers (List).  We have plenty of other choices so don’t expect us to jump through hoops to buy yours. 

Call me old fashioned but “It’s Miller Time”  says it all.  Or is it, "When you say Budweiser, you've said it all?"

Who'd care to be a bee and sip
Sweet honey from the flower's lip
When he might be a fly and steer
Head first into a can of beer?

Cheers!

Advertising Triage

I opened an email this morning.  Only the names and places have been changed.

Hi Walt,

Remember when you offered to critique an ad? This ad is so boring I can't stand it!  Any ideas on what I can do to spice it up?

It’s a celebration!  Bob’s Pharmacy of our town first anniversary celebration is February thirteenth through the seventeenth!  Stop by and check out the first anniversary sale with “our” brand vitamins and over the counter medications.  Buy one - get one free!  Register to win one pound of chocolate, given away daily from February thirteenth through the seventeenth!  Grand prize drawing is a $250 gift certificate good at over 700 merchants!   Stop by for a free blood pressure screening. Bob’s pharmacy of accepts over 250 Medicare part D medication prescription plans, and over 600 other prescription insurance plans including Blue Cross.  Bob’s Pharmacy bills your diabetic supplies to Medicare and other insurance companies.  Be sure to ask about Bob’s Pharmacy’s free meter program.  That’s Bob’s Pharmacy’s anniversary celebration, February thirteenth through the seventeenth, on East Main, Our Town.

I know nothing about Bob’s Pharmacy – so it is impossible for me to write an ad for him.  But at this very moment similar ads are airing on hundreds of radio stations (and cable systems) across the fruited plane so perhaps my initial observations will help prevent the wanton waste of advertising dollars for other businesses struggling in a crowded marketplace.

There are at least 4 ads in this copy.

1.    Anniversary
2.    Sale (vitamins and over the counter meds)
3.    Medicare Part D
4.    Diabetic

I’d ask Bob to explain what he does that other pharmacies don’t do or don’t do as well.   Is there anything compelling or unique?  Does he provide any service above and beyond the competition?   

1.  Anniversary Ad

Is a pound of fudge really anything to get excited about?  Give everyone a sample – sounds more generous and Bob would probably pick up some incremental sales. 

Paper is the traditional first anniversary gift.  Perhaps Bob could give gift-wrap, thank you notes or free cards (birthday, anniversary, etc).  No strings or purchase required.   A few hundred dollars worth of product would be worth thousands in word of mouth advertising.

2.  Sale

Seems like everyone has buy one get one free sales so there isn’t anything unusual here so I wouldn’t recommend a sale ad.  But if the client insists, then explain the sale in detail.  Does the buy-one get one free offer extend to all Bob’s store brands and what are “over the counter medicines anyway?” Perhaps you could take the angle that there’s plenty of winter (colds and flu) still ahead.  Better stock up on decongestants, etc. 

3.  Medicare Part D

Doesn’t everyone accept 250 Medicare prescription plans or over 600 insurance plans?  However, Medicare has been having a difficult time enrolling people in the program (Report).  Does Bob offer advice or direction on which plan is best for the individual?  Tell me something I don't know.

4.  Diabetic

What is the “free meter plan?”  Is direct billing unique?  Why should I trust Bob rather than Liberty Medical the company Wilford Brimley pitches on TV?  By the time you get around to mentioning this service anyone interested in Diabetic Supplies would have mentally tuned out. 

In conclusion (for now) remember that great ads are like a charging rhino.  They make one powerful point.  Have your client tell you which powerful point they want to make and go from there.

Now go save as many ads as you can.