Monthly Archive
for: ‘May, 2017’

Quote from a Forbes Article

Recently, a comment of mine appeared in the Forbes Article “Should Amazon Make Their Boxes Available to Advertisers?”.  My Answer: If Amazon keeps these deals rare, then they can keep a freshness and still be worth it. But if Amazon does this regularly we will ignore the Amazon boxes as easily as we ignore the other advertising wallpaper in our lives.

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Quote from a Forbes Article

Recently, a comment of mine appeared in the Forbes Article “Should Amazon Make Their Boxes Available to Advertisers?”.  My Answer: If Amazon keeps these deals rare, then they can keep a freshness and still be worth it. But if Amazon does this regularly we will ignore the Amazon boxes as easily as we ignore the other advertising wallpaper in our lives.

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Innovative Products Need Specialized Marketing: The Kobalt Double Drive

Product innovation is the lifeblood of consumer goods companies. And I’ve spent my career using communication to maximize business and brand impact from innovative products. The more my agency drives powerful impact from innovative products, the more frustrated I get watching companies with astounding innovation waste their opportunity with “business as usual” marketing. Innovation can’t be handed over to the same resources used for everyday marketing of products already on the shelves. The skills needed to nurture a well-known, successful product and brand are very different from the skills needed to move a branded innovation from zero to hero. So let’s look at a brand innovation success: Lowe’s Kobalt Double Drive Screwdriver. Innovative Screwdriver? Really? We have to get past the idea that innovation must “change the world”. Those kinds of innovations are exciting to theorize about. But there’s also incredible short-term and long-term payout from innovations that are incremental – making an existing product better. So, yes. Screwdrivers. In 2011, our clients at Lowe’s were pretty excited when they approached us with the Double Drive Screwdriver. We were a bit skeptical…until we had one in our hands. The core of the innovation is revolutionary gearing that leaps beyond ratcheting — as you rotate the handle back and forth, you keep on driving the screw. It’s not just powerful to use but also fun. And it offers big consumer value – tremendous advantages whether assembling RTA furniture or working on the electrical box. Business as Usual Marketing Would have Led to Weak ROI. Sitting on the shelf shoppers would never […]

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Business As Usual Advertising Won’t Drive Product Innovation Success

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8 Reasons Product Advertising and Video Is Right for Your Brand

In the ad business, too many agencies lack the skills and experience to look at a client’s business problem and know how to develop a strategy that implements the right mix of advertising solutions as it specifically relates to your problem. Instead, they fall back onto brand advertising or promotional work (in-store signage or ads focused on discounted prices). And that means they ignore a powerful type of advertising that is critical to innovative products: Product Advertising. I have over 20 years of experience driving brand growth with product-based advertising. It works powerfully for both your product and your brand. Like any other type of advertising, it shouldn’t be used in every situation, but there are times when it’s the ONLY option that can move your business forward. Unfortunately, many agencies don’t fully understand its power, so it’s often taken it off the table. In fact, when you have a product that has compelling consumer benefits, product advertising is the right direction for building brand value while selling product in the meantime. How? Here are eight important reasons product ads are powerful for your brand:  Product Stories are Recalled at Critical Sales Points. Byron Sharp reminds us that a strong brand has strong “physical and mental availability”. Mental availability means consumers think of your product at the right times – like needing a pick-me-up snack and thinking “Snickers”. When you have a unique, compelling product, and when consumers know why your product relates to them, they will recall it when they need it or give you […]

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