A North Carolina grocery chain is running billboards with a huge photo of a juicy, medium-rare steak. That’s not new, but this is: A powerful fan, rigged to the billboard, blows out a barbecue scent that drivers can smell. Clever? Definitely. I love the idea. Will it sell more steaks? I bet no one measures. That’s the part I don’t love.
I often rue the fact that advertising uses the same media that the entertainment industry uses. The resultant temptation is to assume that good entertainment makes good marketing.
Wowing people with your creativity doesn’t sell. Using your creativity to make someone connect with and want your product—that sells.
Ethan Bolt’s new article in Direct Marketing IQ has some much-needed, nuts-and-bolts reminders about how to make direct mail work harder. You’ll note that more than one expert Bolt interviews cautions against pizzazz for its own sake. Click here to read it now.
My new column in Deliver magazine:
Note to parents: Washing your kid’s mouth with soap doesn’t prevent cussing. I know this because when my son was small, he tested it. Upon seeing a repeat-offender friend’s mouth cleansed for the umpteenth time, he came home, applied soap to his own mouth and then tried to say “damn.” And succeeded.
Little did he know that he’d used the scientific method. And if potty-mouthed kids can use it, so can marketers who want to increase their effectiveness.
Click here now to read the rest of the column.
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