There's an ad running on the telly that
caught my attention from the creative
point of view. It pokes gentle fun at Major
League Baseball by telling the story of a
young employee who just vaulted over
everyone else, and everybody else is
whispering that the newly minted executive
is using "productivity enhancers."
The linking of MLB's steroid problem to
corporate ladder climbing is very clever, and
I applaud whoever cooked up the idea. It's a
good one. But when you get really clever in
advertising, there is a downside.
You see, I can't remember the company who
is running the ad.
In advertising, this isn't good.
If your customers have trouble remembering
what you're selling you need to remember the
the words of Yosemite Sam, "You in a heap a
trouble now, Boy!"
Advertising is a great medium, but you have to
keep in mind that if it doesn't bring you added
revenue, it just ain't worth what you paid for it.
And don't fall for any of that brand awareness-
name recognition crapola. If it doesn't bring in
any money, it ain't worth spit.
It doesn't matter if 100 per cent of the people
recognize your brand if they don't buy it.
Thems the rules.
Advertising dollars must bring in additional
revenue. Nothing else matters in the long run.
Unless you want to be the Vincent Van Gogh
of the business world.
Four hundred years after he died Van Gogh is
recognized as a genius. He sold one painting
at a discount while he was alive.
Most people, and most businesses, would like
a little recognition while they are here.
If you aren't getting it, you need to change the
message.
From the big saddle,
Jim Whelan
P.S. Here at the Rancho Randall, we specialize
in getting out a message that will bring in buckets
of buckaluckas. We may not be the most clever
folks to put an idea on paper, but I'll take old
fashioned profits over awards for creativity any day.
206 407 3124.
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