by Next Wave Team | May 8, 2007 | Ad Agenices in Dayton, OH, Advertising, Advertising Case Studies for The Next Wave, Creativity, Dayton Bombers Advertising, Everything You Want to Know About Advertising, How To Select An Ad Agency, Low Budget Advertising, Practical Marketing 101, Secrets of Great Advertising, The Craft Of Advertising
There is a secret to great advertising- and it’s not the size of the agency or the number of awards on the wall. It’s not how hip the creatives are, or how cool the offices or even how big the budget is. And even though you could argue that the quality of the account planning can make all the difference in the world- it’s not what makes great ads.
What makes great advertising is the same thing that makes great leaders, great athletes, great scholars – basically great anything, and it’s one word: passion.
If the people coming up with the ad have a passion for the task at hand- and know the product and who they are trying to reach- you will end up with advertising that doesn’t suck- the kind that actually brings in the big bucks- without costing big bucks.
It’s taking what you have- and turning it into something that is a bit more than advertising- it’s a conversation that you just can’t turn away from. It’s a battle cry that resonates and won’t go away- be it “Where’s the beef” https://www.youtube.com/watch?v=Ug75diEyiA0 or “Whazzzup” https://www.youtube.com/watch?v=2GWrrTpJ1eU- it sticks in your head like peanut butter to the roof of your mouth.
When you are in the business of advertising, and know a good ad from a bad ad, you can tell when you do something great- because you can’t get it out of your head either.
So, here’s the latest in the saga of pulling rabbits out of the hat for the Dayton Bombers- a client that no matter how vexing the time frame, budget, material to work with- brings out the passion from us at The Next Wave.
It comes from two things: we love ice hockey and, we love it when underdogs are kicking ass and taking names. The Bombers are in Florida right now- about to play the first 2 games of the semi-finals before heading back for 3 possible games at home. We were asked to put together a poster for the games- over the weekend- so far, everyone who has seen it has loved it. We hope you do too.
Come to the Game Saturday night- and maybe you can get one too.
by Next Wave Team | May 6, 2007 | Advertising, Brand Relevancy, Creativity, Differentiating Your Brand, Everything You Want to Know About Advertising, Guerrilla Campaigns, Marketing & the Web, Practical Marketing 101, Public Relations in the Web 2.0 world, The Craft Of Advertising, Viral Marketing
Call this round 5,839,493 in the continuing saga of letting customers generate your content. While everyone thinks they are an expert on advertising, few really are. While we live in a society that has the attention span that makes the 40 yard dash seem like forever- attempts to capture attention “by any means possible” are backfiring left and right.
Some may still believe that “Any press is good press”- but that was when newspapers ended up in birdcages instead of online forever.
When you start mixing religion with your brand- be aware, you could either lose or gain customers- and it may be permanent. Several times a year “Hobby Lobby” runs full page ads about Jesus- Christmas, Easter - and it makes me wonder how many Jews, Hundus, Muslims, Buddists etc. choose not to shop there every time.
When it comes to controversy as a marketing tool, it’s ok when you you are the upstart- but if you are the market leader, you are taking chances- here is the article about how God and Starbucks went on a collision course here in the flyover states:
Woman expresses indignation at quote on Starbucks cup
By Margo Rutledge Kissell Staff Writer
SPRINGBORO — – Michelle Incanno was an admitted Starbucks addict.
She’d buy the company’s coffee beans every week. Whenever she’d get the chance to drop by a Starbucks, she would, placing the same order every time: a large, house brewed coffee with nonfat milk and two Splenda. When the Seattle-based chain opened a drive-through near her Springboro home, she was in java heaven.
That was until she got an unexpected jolt last week from her coffee cup.
Printed on the cup was: “Why in moments of crisis do we ask God for strength and help? As cognitive beings, why would we ask something that may well be a figment of our imaginations for guidance? Why not search inside ourselves for the power to overcome? After all, we are strong enough to cause most of the catastrophes we need to endure.”
It is attributed to Bill Schell, a Starbucks customer from London, Ontario, and was included on the cup as part of an effort by the company to collect different viewpoints and spur discussion.
“As someone who loves God, I was so offended by that. I don’t think there needs to be religious dialogue on it. I just want coffee,” said Incanno, a married mother of three who is Catholic.
She wasn’t satisfied with a company disclaimer saying the quote is the author’s opinion, not necessarily that of Starbucks. It invites customers to respond at www.starbucks.com/wayiseeit.
Starbucks spokeswoman Sanja Gould said the collection of thoughts and opinions is a “way to promote open, respectful conversation among a wide variety of individuals. “
But Incanno said her Starbucks days are over.
“I wouldn’t feel right going back,” she said.
This morning- it was the “most popular story” at the Dayton Daily News site- which means it will be making the rounds- and eventually becoming sermon fodder for the fire and brimstone set- and possibly setting off yet another Starbucks boycott.
I went to the Starbucks site- and couldn’t find this quote on the site (btw- the site wasn’t very web 2.0) and am already wondering if this had been pulled because of complaints already.
Often times agencies look for “hot, young, talent” to “spark” their creativity- and with many of the big agencies isolated from “mainstream America” by being in the major meccas of advertising- sometimes the sensibilities of business get overlooked.
No matter what your position on religion, it’s best to check it for being a universally accepted theme before allowing it to make it into your advertising.
Note: a quick Google of this phrase only brings up the Dayton Daily News article. I’m sure that will change soon.
by Next Wave Team | May 4, 2007 | Advertising, Advertising humor, Brand Relevancy, Creativity, Differentiating Your Brand, Everything You Want to Know About Advertising, Low Budget Advertising, Practical Marketing 101, Secrets of Great Advertising
Big ad campaigns are great- for clients with big budgets. But, sometimes it’s the little things that make all the difference. Seth Godin talks a lot about that “something extra” in his book, Free Prize Inside.
For Jason Liff, film festival organizer extraordinaire, there was no budget, no time and no real plan for how to present himself at the Toronto Jewish Film Festival as a consultant for other film festivals.
And, while you would think that a visionary would have these things all planned out- it’s often not the case. He just called us and said, “I need something to hand out, and I’m leaving tomorrow at 6am.”
Nothing like a deadline to get the creative juices flowing- and nothing like a rush to get clients to step outside their comfort zone and approve something that they would normally give the boot.
Business cards can be phenomenal selling tools- and having a great card is something we always stress for our clients. It’s often your first meeting- and first impressions can be game changing. So for a guy going to meet with a bunch of Jewish film festival types- only one solution seemed right- we hope you agree.
Would a title under his name said as much? And in your card file- would this one stand out? (note to SH, while a 2 sided business card would have been cleaner- if you’ve seen a business card case, with all the card contacts in it- this works a bit better- and saved the client some extra cash on the rush job).
Good, Fast and Cheap- doesn’t happen in advertising very often- but here it is.
