Archive for the 'marketing' Category

One Thing in Advertising That Sells – It is Not Sex

May 12, 2009

Let me give you a hint. It is not creativity. No matter how creative you may think you are, if you don’t understand how advertising works you will not get very far. Most advertising agencies focus to emphasize how creative they are. Just google few of them and you will see it yourself. So why not take a different approach?

Advice from advertising guru

According to David Ogilvy, the founder of Ogilvy & Mather, an international advertising agency giant, “Advertising has only one purpose: to sell. Everything else is secondary.” And how do you sell? He gives this example from selling: If you are at a party and a woman next to you asks which car to buy, what would you do? Would you start describing to her adjectives of the car such as pretty, cool and nice or would you give her the facts? Which one do you think sells more?

Forgotten professional secret

The one thing in advertising that always sells is information. That is what you want when you are buying something and that is what you should get. However, people working in the modern advertising tend forget what they are suppose to be doing. To make advertising that sells. Even all of the digital buzz campaigns and online communities around your brand has only one purpose; to sell – or at least they should have.

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Ben & Jerry’s – Are They Tribe Leaders?

April 30, 2009

Out of the blue Ben & Jerry’s decided to pull away one of their most delicious product in Finland. Flavor called Phish Food. Not the bestselling ice cream they expected it to be since it just made room to other flavors. That is what Ben & Jerry’s in Finland said when I asked them about this. But did they miss something?

Will this hurt Ben & Jerry’s brand?

This is a wild theory but try to bare with me. Will it hurt the brand when they deny one product from fanatic Ben & Jerry fans? Phish Food flavor is not something you would eat everytime you buy Ben & Jerry’s ice cream, but it is the one and only flavor which makes people obsessed enough to start support groups to get it back. Visit Facebook group here. If you like the cause by all means join along.

If their sales figure shows that everything is okay, then great. But if  they ask from their fans is their relationship with Ben & Jerry’s a same, then I would say no.

Ignore Apple Users

April 15, 2009

Do it. The market share of Apple in computers is only 10 %. For most marketers that means peanuts. A lousy fraction of the whole cake. However, this doesn’t have to mean you. Because you know that it is crucial to get early adaptors to love your site. They are quick to try new things and stand out from the crowd. They are the ones who spread your idea. Most of them are Apple fanatics. And they use Mac.

Someone will say now that it takes too much effort to make your site to work both on PC and Mac. And they are right. It is easier to make a product aimed directly to masses. But, to get it sold to the crowds you need people the early adaptors.

What if instead of aiming where everyone else is aiming, you choose a completely different target? Instead of showing that you don’t care, you take an alternative approach. You care. Because you know that a small group of brand enthusiastics can make your product a success. Imagine if your brand would get even 10 % of that same love that Apple users show to their mothership? Your servers would crash due to the traffic boom and eventually you would be acquired by Microsoft or Google. So I say don’t try. Keep up with an old view, it is safer.