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Blog posts in Advertising
Honesty is the best policy
September 01, 2010
In marketing, people often say what they would like to be the truth rather than what it is. It always catches up with them.
It reminds me of something I read in a New York Times obituary in 1984. "Honesty is not only the best policy. It is rare enough nowadays to make you pleasantly conspicuous."
This is not only funny; it is very good advice and came from Charles H. Brower. He was chairman of the advertising agency BBD & O — Batten, Barton, Durstine and Osborn — a name the great W. C. Fields said sounded like a man dragging a heavy trunk down a flight of stairs.
When he took over, the agency was in a mess, and he was the architect of its renewal. Today it is one of the world's three biggest advertising agencies.
Sometimes telling the truth can get you out of a tricky situation. For example years ago I was writing copy for a slimming product when the law changed, and you had to say in your ads that such products had to be used in conjunction with a calorie-controlled diet.
My client was very worried. Now losing weight didn't sound nearly as simple and easy.
I just revised the ads, putting at the start the following:
"Doctors agree: you can't lose weight without having a calorie-controlled diet."
I believe the ads did just as well or better, because most people don't believe in miracles — and the mention of doctors did no harm.
The principle of accepting and even capitalising on your short-comings is well worth considering. Here's another -—something we wrote for a client about a year ago.
"To be honest, you may find a slightly lower interest rate if you hunt around. That's because the loan industry is in a price war. But will there be a guarantee it will never go up? 6.8%APR is one of the lowest rates around (in fact we are committed to being amongst the very best value providers for every product we offer)."
There are plenty of examples where people don't tell the truth in their marketing. What's more, finding a claim that is true and differentiates you is not easy.
But Waitrose - Quality food, honestly priced — may not seem creative but it is good.
As is Never knowingly undersold — John Lewis
Drayton Bird is a renowned direct marketing teacher, speaker and author. Find out more about him on his profile.
A little learning is a wonderful thing
July 19, 2010
I am amazed how little people study in this business. It’s very hard to pick it up as you go along. More to the point, why spend years learning by painful trial and error when you can get guidance over a weekend from someone ten times as smart as you, who spent years finding out what works?
So if you agree that a little learning is better than no learning at all, here are some of the books I have learned from most. They are not all about marketing or advertising. If you learn about nothing but these two subjects your vision will be very narrow, your development as a human being stunted and you’ll have nothing to think about when you get old.
A History of Western Philosophy by Bertrand Russell. This convinced me that you probably can’t actually know anything, but you can explain even the most complex thoughts clearly if you learn to write well. It also helped me think a little more logically – though not enough.
How To Write A Good Advertisement by Vic Schwab. He was a partner in one of the first specialist mail order agencies. Well-written, practical – with a list of 100 good headlines that I’ve often used as a starting point when looking for ideas. You will find many of them copied or adapted by internet marketers.
Ogilvy on Advertising by David Ogilvy. Almost as amusing as Confessions of an Advertising Man by the same author, but more informative. If you work in this business and haven’t read it, you’re really making things hard for yourself. It reminds me of something important every time I pick it up.
My Years With General Motors by Alfred P. Sloan. His approach is no longer in fashion, but few people had more impact not just on business but on the 20th century than the man who built up General Motors.
How To Make Your Advertising Make Money by John Caples. Caples explains better than anyone what works, what doesn’t, and why, because he conducted more tests than anyone. Ogilvy once told me he learned everything he knew from Caples.
The 100 Best Advertisements edited by Julian Watkins. We learn best from example. This is the best selection I know – many described by their creators.
Scientific Advertising by Claude Hopkins. Judges who should know – like Ogilvy – consider him the most able advertising man ever. In his day that encompassed marketing. This very short book, written in 1924, is near-perfect. You can download it free at www.draytonbirdcommonsense.com.
There are quite a few more books I like, listed at www.draytonbirdcommonsense.com, but that little lot will keep you busy. More to the point, they’ll give you a priceless competitive edge.
Drayton Bird is a renowned direct marketing teacher, speaker and author. Find out more about him on his profile.
Tell us about the books that have inspired, informed and entertained you.
Five things to think about if you’re going to design your own leaflets
June 24, 2010
You’re probably savvy enough to realise that you need to get the pro’s involved when it comes to creating your logo and website. But what about everything else? The reports, invoices, proposals and posters that you create yourself? Are they sending out the right signals, or do they chirrup “cheap! cheap!”.
The good news is that you can make some simple changes to the way you design your own collateral in-house that will make a big difference to how people perceive your business. Get it right and you’ll build more confidence and win more business. And you don’t need a graphic design degree or an expensive piece of software to do it. Here’s how…
1. Work out what’s important (it’s probably not your logo!)
2. Get some decent structure in place
3. Use fonts that enhance your brand (that means no Arial or Verdana!)
4. Use colours that engage and attract your ideal clients
5. Make sure your images are relevant and do you justice
1. Work out what’s important
With the exception of your business stationery, your company logo and name shouldn’t take centre stage – so move the logo away from the top! Think about what message your clients will respond best to and make sure that’s what stands out. Secondly, think about what you’re asking people to do. Your call to action also needs to be clear.
2. Get a decent structure in place
Don’t send your text from one side of the screen to the other! Use columns and grids to add structure and clarity. And remember, odd numbers are good – threes, fives, sevens. Feel free to “break the grid” and use text across two columns.
3. Use fonts that enhance your brand
Fonts are often overlooked, even by some graphic designers, but nothing will scream amateur more than a dodgy stock photograph coupled with Verdana! The point is that fonts subconsciously create moods and send your clients signals about your business. Ask your designer to advise you on what fonts will work best with your brand and use them for all printed material. Emailing something? Consider creating a PDF if it’s important.
4. Use colours that engage and attract your ideal clients
Colour psychology is a powerful thing. Using the right colours will have a big impact on how your clients and colleagues perceive your business. And it’s not just about the colours you use – think also about the tones and how they all fit together. Ask your designer to recommend you a colour palette and make sure you use it!
5. Make sure your images are relevant and do you justice
Images can make or break your design. Try and avoid the temptation to use over-used and cliched “clever” images that you have to shoehorn a headline around. Instead, pick images that are in content relevant to what you do and are also visually pleasing.
And finally… let’s not get things out of perspective. I’m not suggesting for one moment that these simple tricks can replace your fabulous graphic designer. But I’m a realist – I know you’re always going to need to design something in-house, so why not learn how to make it look a cracker!
Is Your Brand Old Hat?
June 18, 2010
Recently I was lucky enough to spend some time with a voluntary worker for Oxfam. He was a fascinating chap and gave me some really valuable input into how the charity sector works. One of the major challenges Oxfam has faced recently is the perception of it being old fashioned. The brand was seen to represent something the charity didn’t, and this was a major problem.
Oxfam’s solution was to identify ways to appeal to a younger audience and in 2006 it launched OxJam, a UK-wide series of music festivals. Every year local Oxfam branches team up with schools and universities in their area to organise the events, hunt for musicians and discover interesting venues. The results are impressive; not only has the charity used OxJam to raise awareness and money, but it’s also an effective way of recruiting the next generation of supporters.
This got me thinking about brand perception with traditional businesses. Now unless you are led by your demographic — SAGA springs to mind — being perceived as old fashioned could be a major problem.
There has been a lot of discussion regarding retaining customers and servicing their requirements, however the risk is your business grows old with your existing customers at the expense of the all-important new blood. Honda is another great example. During research in the 90s it discovered the average customer was over 50. While this isn’t necessarily a bad thing, it was counter to the Honda marketing strategy.
As business owners, it’s important we understand how our brand is being perceived against the markets we are targeting.
Are you unintentionally growing old?
Brand ambassadors could give you wings
April 21, 2010
Recently I spent a very enlightening evening in the pub chatting to a friend’s son. Fresh from his first term at university, studying for a business degree, I thought I would pick his brains for some fresh ideas and inspiration. It turns out that using an impressive enterprising spirit, he has become a "student brand manager" for several high profile companies operating on his campus.
A student brand manager is basically the campus's “go to” guy or girl; they are being paid both in cash and freebies to promote a particular company’s brand or product. Companies as diverse as Microsoft, Red Bull and Wilkinson Sword employ hundreds of students across the UK.
I can see the attraction. For the brand, it’s a great foothold in the market. Gaining new customers is never an easy task, but having a living, breathing advocate passionately selling your brand or service to their peers certainly pays off.
Ask any student what their favourite energy drink is and I bet Red Bull is top of the list. As marketers we can really learn from this. Red Bull targeted students as a potential market for growth; they had a strategy and have continued to invest time and effort into it. This really got me thinking about customer communities and the impact brand advocates or influencers can have.
Influence is almost impossible to measure; the benefits are likely to take a long time to become established. However, it’s worth asking whether a brand ambassador could be the kickstart your business needs to gain a foothold with a new or even existing group of customers. Could they get them involved and interested in your company?
As for my friend’s son, he’s hoping to carve out a long-term career with one of the companies he represents on his campus. He’s not just an advocate, he’s a diehard fan and I haven’t seen any marketing campaign that can get close to his enthusiasm. Personally I would prefer to make up my own mind, and not be too influenced by someone who is effectively being paid for their views.
Design now for a competitive edge
March 10, 2010
You don't need me to remind you that markets are much more competitive, revenues are being squeezed and many have lost faith in our politicians and our economy. At times like this when budgets are shrinking, it can be tempting to cut your spending on design. After all, design is an area that can be difficult to understand, measure and source. However, could it be possible to design yourself out of a downturn?
The fact is that it is even more important to invest in design when times are hard. Now is the time that your target audience needs to be convinced that you are the right business to spend with. Now is when your potential customers need to be aware of you, your products and services. Now is when you need to connect with your target audience by responding to their needs and providing solutions.
What's more, if you go against the trend of reining in design investment your business could gain an edge over your competition. Let your rivals reduce or completely cut their spend on design, but continue your own investment in design.
Attitudes to design
According to the Design Council, "When times are tough it is change, dynamism and vitality – not hunkering down quietly – which are the keys to success... The decision to innovate – to rethink and regenerate products, operations and image – can be taken by a company of any size and in any area. Design and brand strategy can help elevate a firm or its products from the ordinary, the tired or the predictable, demonstrating that the business is alive, dynamic and responsive. And in a declining market that just might make the difference between growth and collapse."
I strongly believe that attitudes to design need to change, especially in the minds of start-up and small-business owners. I hear small-business owners convince themselves that they can manage with DIY design solutions, because they are not the 'big boys' and can't afford dedicated design departments. But how can you ever become a 'big boy' without investing in design?
Case study
Let's take beer, for example. This industry is declining with consumers spending less, and reduced supermarket pricing and the smoking ban causing even bigger challenges. Then there was Castle Rock Brewery in Nottingham. Well aware of the weakening beer market, they realised that a stronger brand was a priority. According to the design team that worked on Castle Rock, "Its corporate identity lacked authority, was being used inconsistently and in most cases almost apologetically across its communications. The crafting and attention to detail evident in its award-winning beers was not in any way reflected in its customer-facing image." A clearer focus was brought in, a coherent range of beer badges created and individual beers were given their own personality, whilst clearly remaining part of the Castle Rock range. And the results? Since the rebranding, the company’s barrel sales have doubled (20% year on year), a full year ahead of business projections, in a market which is otherwise in decline.
Is it time to recognise that investing in design (especially in an economic downtown) is not an extravagant luxury but a competitive necessity?
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