Newspaper ads that are a laundry list of weekly specials do not work on radio.
A sofa, chair and love seat for 999.99 or a queen size 792 pocket coil for 499.99 and with the 100 dollar rebate is only 399.99 but only until 6 pm Saturday the 15th at 1234 Main street. Call Acme Furniture 555-1212 for more info. Open 7 days a week 9 to 6.
That ad is a tune out.
The explosion of media choices has shortened attention spans. And price point advertising on radio is so 70's and 80's.
If its all about price point in your advertising, remember you are at the mercy of the competitor who can always sell it cheaper.
Tony Mariani
Friday, February 19, 2010
Thursday, February 18, 2010
And the award goes to
Motor trend car of the year. Award winning car of the year. This year's top homebuilder.
You get the drift. The line is old and overused in ads.
Awards are won and lost each year. What do you use for copy next year when you aren't the cock of the walk?
Nobody is buying that award winning stuff and it doesn't build brands.
Tony Mariani
You get the drift. The line is old and overused in ads.
Awards are won and lost each year. What do you use for copy next year when you aren't the cock of the walk?
Nobody is buying that award winning stuff and it doesn't build brands.
Tony Mariani
Tuesday, February 16, 2010
Do you deliver what your ads promise
Here is an ad for DoubleTree Hotels.
Wish I could say my stay was all of that.
United Airlines put 8 of us up at the Double Tree on Ilaff in Denver because the airline caused us to miss our connectors. Airlines have arrangements with hotels so it shouldn't be a surprise when you show up with vouchers.
Sadly it was. Instead of, "Hi and welcome to the DoubleTree Hotel. We are so sorry you missed your flight home but not to worry, we are going to do everything possible to make you feel at home. Can I get you a bottle water or juice while we get you checked in?"
No it was, "credit card and license please. Sign here and the elevator is on the other side of the pillar!"
Calm cool relaxed. Nice positioning statement and claim. You don't deliver the goods.
Tony Mariani
Wish I could say my stay was all of that.
United Airlines put 8 of us up at the Double Tree on Ilaff in Denver because the airline caused us to miss our connectors. Airlines have arrangements with hotels so it shouldn't be a surprise when you show up with vouchers.
Sadly it was. Instead of, "Hi and welcome to the DoubleTree Hotel. We are so sorry you missed your flight home but not to worry, we are going to do everything possible to make you feel at home. Can I get you a bottle water or juice while we get you checked in?"
No it was, "credit card and license please. Sign here and the elevator is on the other side of the pillar!"
Calm cool relaxed. Nice positioning statement and claim. You don't deliver the goods.
Tony Mariani
Monday, February 15, 2010
Location, location, location
This is Mario. He has been repairing watches for 15 years in Puerta Vallarta, Mexico.
This is his business location.
Mario's business is on a bridge that is at the foot of one of the big market areas. While I wandered by he had a couple of customers waiting to have batteries replaced for 40 peso or about 3 and half bucks.
No rent, no staff and your advertising consists of a buck and half to buy the paper and marker to make his store signs.
Now that's priceless.
Tony Mariani
Monday, February 1, 2010
When comedy works in your ads
A & W Restaurants have hit a winner in the entertainment department with their latest TV campaign.
Really, how many ways can you show food to get excited about or to talk about how long you have been serving mama burgers.
The ads are refreshing. Rethink Communications from Vancouver, Canada created these ads. (You will have to click on the links to view the ads)
Tell me you wouldn't want to be the guy in the car.
Drive Thru |
These two characters have a great chemistry as good if not better than the mac and pc guy.
2 for $4 Mama Burger |
These ads work for me but then again I have always preferred A & W to McDonald's and Burger King.
Tony Mariani
Really, how many ways can you show food to get excited about or to talk about how long you have been serving mama burgers.
The ads are refreshing. Rethink Communications from Vancouver, Canada created these ads. (You will have to click on the links to view the ads)
Tell me you wouldn't want to be the guy in the car.
Drive Thru |
These two characters have a great chemistry as good if not better than the mac and pc guy.
2 for $4 Mama Burger |
These ads work for me but then again I have always preferred A & W to McDonald's and Burger King.
Tony Mariani
Monday, January 11, 2010
The noise is deafening
The number of advertising messages we are exposed to everyday is around 3000 and growing fast.
Its getting harder and harder to reach people and now with digital and social media platforms the playground has just added some new bullhorns. The noise is deafening.
There is no doubt about it, social media is the new black.
While you figure out how social media is going to fit into your business, consider the old Faberge TV ads. At the end of the day if your business delivers what it promises and treats their customer like gold, the new black will ring nothing but greenbacks.
Tony Mariani
Its getting harder and harder to reach people and now with digital and social media platforms the playground has just added some new bullhorns. The noise is deafening.
There is no doubt about it, social media is the new black.
While you figure out how social media is going to fit into your business, consider the old Faberge TV ads. At the end of the day if your business delivers what it promises and treats their customer like gold, the new black will ring nothing but greenbacks.
Tony Mariani
Thursday, January 7, 2010
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