Know Your USP?

For decades we’ve told our clients about the importance of staying on message. And, it’s one of the most difficult strategies to employ. So many times we see advertisers go off message because they pick up a hot new topic. While that’s not a bad idea if it collides with your USP you’ll end up confusing consumers.

So, what is a USP?  It’s your Unique Selling Proposition. In other words, what is it that your company does better than anybody else?  To be sure, this takes some real thought and that takes time.  Let me give you several examples of very successful USP ideal.

Sam Kreamer is not only an attorney but also a CPA. His USP is this: “We get things done!” It seems that in his line of work many attorneys’ take so much time doing their job that often clients complain. He thought so much of his USP that it is also trademarked. (You can click on the image to enlarge.)

Von Maur is a regional high end department store that traces its beginnings back to 1872 and in 1928 became Peterson, Harned & Von Maur. Today, 37 Von Maur stores are scattered across 15 states: Alabama, Georgia, Illinois, Indiana, Iowa, Kansas, Kentucky, Michigan, Minnesota, Missouri, Nebraska, New York, Ohio, Oklahoma and Wisconsin; and still expanding.   For decades their USP has been, “Our only interest is you.” The firm does not charge an interest fee on their credit cards and when you visit the store the staff makes you feel like their only interest is in serving…you. Brilliant.

So, what is it that you do better than anybody else in your field and can you distill that activity into just a few words?  Do that and the rest of your marketing/advertising will be easy.

So, You Want to Add a Podcast for Business?

Back in the day we were early adopters of the business blog. It's a great way to tell your business story outside of somebody else doing the work for you. And, we've always believed that organic is much better than hiring outside help...unless you don't have the time or interest.

It's the same for business podcasting.

Let's be clear, with more consumers being mobile and listening to "spoken word" on their devices the business podcast makes sense. And, while you could invest in radio or television why not become your own broadcast facility?  But, we get it. You may not have the equipment and or experience to create the content or edit the finished product.  Totally understand and that's why we've launched our new business podcast service.

If you've followed our work you know we've been in the broadcasting and podcasting world for over a decade. Recently we added the equipment necessary for us to assist our clients in creating their own branded podcast. Our work includes the recording, editing, dubbing in your branded music/jingle and more. We'll even help you create your social media channels to distribute your content. Just like we're doing for a new Minnesota based client.

OK, so let's say your business isn't using social media (which, we think, is a mistake) perhaps you've been doing email marketing or direct mail marketing. Did you know that you can use those tools to also distribute your business podcast? 

There are many ways a business podcast can be helpful in telling your story. And, if you've been doing a business blog for some time turning those stories into a podcast gets even easier.

So, let's visit. That conversation won't cost you a dime and you may come away with some great marketing ideas.

Thanks for reading! 

 

The Inside Marketing Team

There are plenty of reasons big corporations...and small businesses...use an "inside marketing team" or Marketing Department. You know, the folks who work where the product or service is being delivered also do the marketing. The common reason is "They know what we do so we don't have to train them." or "Rather than have the expense of an outside marketing specialist we save the money and do it ourselves."

We get it...sort of.

But, when the stuff hits the fan because the "inside marketing team" was too close to the product or service and not connected with the consumer it can be a problem.

Don't believe me?  Ask Pepsi...

They rolled out this hideous piece linking Pepsi to calming civil unrest. But worse, they co-opted the Black Lives Matter Movement and were forced, by consumers, to pull the effort less than 24 hours after launch:

 

Ouch...

Then there is this which started this week from Nordstrom, "Muddy Jeans" for $425. Just how out of touch can a company be? Celebrating the rugged American Worker at a price...they (we) can't afford. 

Ya want some muddy jeans?  Come to Iowa...we've got the real thing.

But, on the positive side check this video clip from Heineken. 

 

While it doesn't convince me that Heineken really cares about transgender issues, feminism or climate change it's much more thought provoking than...the other two.  And, yes, it was created by an "outside agency".

So, why use an outside agency? Because we're often the folks who, perhaps, know consumers and can be much more focused on a positive outcome. Truly had Nordstrom or Pepsi come to us and asked, "So what do you think of this idea..." We would have saved them...millions in "brand hurt".

Just a thought....

 

 

 

Hire Me to Roof Your House

Often when talking about our craft of advertising and marketing people nod their head as if they understand what it is that we do. And some folks do get it. But most people don't have a real good idea of what an advertising agency does or what we create. Worse yet many business owners think they already know about marketing and advertising so getting professional help isn't necessary. "I've got this." they may say and go about their business of providing a product or service while "dabbling" in marketing/advertising.

It's sort of like hiring me to roof your house.

Make no mistake I have a house with a roof. I have seen roofers in action. I have even gone so far as to go up on the roof and clear branches and clean gutters. But, I know my limits. I'd be a lousy roofer.

Let me give you an even better example. The house next door to ours is having their roof done. The place is awash with workers stripping the old roof, setting up new plywood and stacking shingles. Busy....busy.

But wait...three years ago the house next door had a roofing job. I know because I heard and saw them struggle through three weeks of work. They were not professionals at their craft and today, a scant three years later, the homeowner is paying, yet again, to have his roof singled.

Get the idea?  My neighbor figured he could save some money and hire some kids to come over and do the job. He settled on doing it himself...cheaper and in the end it cost him thousands more.

We don't roof houses, take out gall bladders or do root canals. Our craft is creating words and images that capture the attention of consumers so they will buy more of what our clients make...or provide.

Just a reminder. 

Thanks for reading and as always we're interested in your take. 

Next up: The Danger of an In House Marketing Department (no, really)

So What Do you DO?

It's a question I get...all the time. Somebody asks, "So, what do you do?" and my reply is 
that I have an advertising and marketing agency. The questioner then nods politely as if he/she understands. But, I've been in this long enough to know that unless your business is advertising and marketing the vast majority of people have absolutely no idea what we do in this space.  Heck, even my Mother often said, "My children? One is a doctor the other...I have no idea what he does something about advertising...I think."

And that...from my Mother.

So what do we do around here?  Two words:

Awareness & Desire

We create awareness of our client's products and services and we do that with many different techniques. It could be with traditional media such as television commercials, radio commercials, print advertising, billboards...you know the stuff you see every day. Or it could be creating awareness using new media or digital media like email, texting, Facebook, Twitter, blogging. You get the idea.  And, because not every product or service matches the media we need to discover who our target is and where they are hanging out.

Creating desire is all together different. Creating desire includes a call to action, visual images that put the consumer in a touch with our clients product/service.  Allowing them to see or imagine themselves using or at least trying the product or service we are delivering. We emote, we share, we drive a message that creates desire to learn more.

For example this morning I spent four hours looking at images of food as we prepare to create a website for a client. No, really...four hours looking and writing words that match the images that will create awareness and desire.

That's what it is we, and hundreds of advertising agencies do...every day. We like to think of it as a craft. The craft of creation.  

Maybe that's why, even my Mother, had no idea what I do...

Thanks for reading!

 

 

We Do Voodoo...

Not really, but it sometimes seems that way.  Our craft is advertising and marketing; getting more people to know who you are and then purchase your product or service.  How?  By creating well crafted advertising and marketing plans. We don't do what you do...we do...voodoo. We even tell folks that we do it. Have a listen: 

Insight Advertising VooDoo March 2015

Look, if you're happy with the return on your advertising dollars stick with it. But, if you would like to increase your ROI let's talk.  We'll share with you marketing methods, why they work, what we think you should do and how you can measure success.

We're Insight Advertising, Marketing and Communications a full service advertising agency.  Let us do some voodoo for you...too. 

 

I'm Not A Pulmonologist

We do some work with non-profits because non-profits also need help when it comes to advertising and marketing. Why?  Because non-profits need to focus on their mission and have the ability to distill their message to attract donors and clients. Anyway...

Last week I had a meeting with a non-profit board of trustees that was made up of individuals from varied career paths.  Each a professional in their area. Here is how I started our presentation:

"Thank you for meeting with us.  We are grateful for the opportunity to share with you our expertise about your future marketing efforts. To be honest with you I am not a Pulmonologist, I have never been a Postmaster, nor have I ever made kitchen cabinets or owned a chain of McDonald's restaurants. Our craft is advertising and marketing.  I could never do, nor would I propose that I could do...what you do.  We are experts in our craft and what we are about to propose comes from decades of experience and success in this field."

It was the best presentation...ever...and in the end they made the decision to move forward with an agreement and our marketing plan.

So, why share this with you?  Because, and to borrow the lyrics from Cole Porter, "Do do that voodoo that you do so well." 

 

That's Marlene Dietrich...hot, hot, hot...(Smokin' too!)

We're in advertising and marketing.  We do that voodoo...well.

 

 

What we learned last week...

Last week we nearly made a dreadful mistake.  We're a few months away from a new product launch for a client and they needed a brochure.  Not wanting to be boring we encouraged the client to move away from a standard looking brochure and do something unique.  We were told, "That's fine I just need it to fit in a #10 envelope."  We wrote it down and design started in.  But everything looked boring.

Then one of the team members asked the pivotal question, "Why does it have to fit in a #10 envelope?"  So, we called the client and asked the same question. After some thought the client said, "Well, it really doesn't. Mailing brochures isn't something that we do very often."

Disaster averted and we're now well on our way to creating a unique point-of-purchase item that will get noticed.

What did we learn? It's always best to think through the project.  While we wasted little time our mistake was to not follow through with a simple question..."Why?"

Mixed Signals

This past Sunday a friend of ours spent 12 hours on a television commercial shoot.  That's right...12 hours.  It was a full fledged operation with set building, lighting, talent and removal of the set. Twelve...hours.

Why?

This is the part you need to pay attention to:  Our friend has had this client for several years and for most of that time he's said, "You are selling really high end stuff but your television ads look like...crap."

Did the client listen?  No, not until my friend formed a focus group familiar with the business to review about a dozen television commercials that had been shot over the years.  Their opinion was, "You are selling really high end stuff but your television ads look like...crap.  You are sending mixed signals to consumers.  Stop it."

So the questions are obvious: Are you sending mixed signals to the consumer? Does the product/service you sell match the marketing message or are you confusing the consumer?

Everything is in play from your business cards to your advertising message. It all matters.

 

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