An Office is a Terrible Place From Which to View the World.

by Brad Smith

With over 30 years experience in B2B advertising, I feel pretty comfortable talking with most B2B audiences. And I consider myself a fair and impartial judge of how a certain message will be received and processed by various B2B audiences.

Did I say that, or am I just repeating what clients have told me over the years? Probably.

Which leads me to my story. We developed four conceptual ads for a new client recently, and we felt pretty good about them. All of them. But which ad would resonate best with our target audience?

We felt we knew, but we took the time to do a little investigating. We took the ads out and sat down with the owner of a company in the industry we were trying to persuade. We showed him the ad layouts and reviewed the text. We watched him react to the different ways we communicated the client’s main product benefits.

It wasn’t a sophisticated research survey. The results weren’t even projectable. But we came away confident we now knew which concept would work the hardest.

My point here is that no matter how long you’ve been doing your job, never presume to know how your markets will receive your ad. If you have the time (notice I didn’t say “if you have the budget”), leave the comfortable confines of your workspace and venture out into the real world. You may be pleasantly surprised by what you learn.

Flickr Photo Credit: http://www.flickr.com/photos/moriza/

Branding, Bald Guys and Bluetooth

by Steve Badertscher

My colleague Brad Smith wrote a blog a little while back (Thursday, May 21 to be exact) describing an ad that made a lasting impression on him. It was about McGraw Hill Magazine's classic "Man in the Chair" ad created in the late 1950s. That particular ad has always been on my Top 10 list, as well.

That memorable "Man in the Chair" ad was brought to life -- literally -- with a live staging event at the June 2009 Conference of the Business Marketing Association (BMA). Be sure to watch the entire video as a little twist was added to demonstrate how the timeless message is still relevant in today's social media savvy world.

It's "Ugly" But I Love It

by Steve Fodor


Two things I love – fishing and great advertising.


This is another example I show people when they ask me, “What’s your idea of great advertising?”


I love this spot for Ugly Stik fishing rods. Truly, Ugly Stik lives up to its claim as “America’s most popular fishing rod.” And the positioning line they’ve stayed true to, “America’s strongest, most sensitive rod” sums up the product’s core advantage.


But what’s great about this spot? They resisted the temptation to focus on product features in a literal sense. All the benefits of durability, dependability and long lasting are implied and you, the viewer, make that connection yourself. The literal benefits are elevated into an entertaining story of how the “typical” fisherman feels about fishing. It’s empathetic, humorous and fun to watch. The folks at Ugly Stik (Shakespeare Fishing Tackle) “hook” you with emotional interest and then “reel you in” with the rational payoff (strength and sensitivity).


It would have been so easy to fall into the trap of explaining how Ugly Stiks are made, their proprietary processes and the like. I can also imagine some very trite and obvious creative executions playing on the “strong yet sensitive” positioning line. And Ugly Stiks do have some distinct product advantages (trust me…I research fishing poles). But this spot is a great example of understanding the customer in more than just demographic terms. This spot demonstrates an understanding of how the typical, recreational fisherman feels and how fishing fits into their life.


It doesn’t matter if you like to fish. And it doesn’t matter if you’re selling consumer products or industrial goods and services in the business-to-business world. No matter what, the principle of understanding your target audience as human beings first is the foundation of creating effective communications in any medium. I commend the good folks who have made the Ugly Stik brand such a strong one. Enjoy the 30-second clip.

Honesty is the Best Policy

by Steve Fodor

I was in a meeting with a new client yesterday and I had what I would call a very refreshing experience.

You never know how things are going to go with a new client. It’s sort of like being on a first date and you don’t really know the other person yet. You think to yourself, “If I say this, will I offend them? Or will they think I’m too forward?”

Well, this particular client asked me what I thought about some of their current marketing materials (Yikes…now I was on the spot. And my boss was with me, too.) Well, I gave them a very honest, respectful and professional opinion. Their materials were written in a very literal, “one-dimensional” way. They did a good job of explaining the “what,” but did not translate information into a customer benefit. They used a lot of common, over-used terms like “value” and “quality.” In other words, there was room for improvement to give this brand some personality and make it connect with customers in more meaningful ways.

I spoke my mind. I was respectful, yet honest. And I qualified everything I said with past experience and examples.

After my pontification, our new client said, with a smile on his face, “Thank you for being honest. We need someone to keep us in check.”

New clients are hard to come by, especially in today’s economy. And if you’re in the agency business, the last thing you want to do is say or do something that will sour a relationship. But honesty, respect and trust are the foundation of any good business relationship. Clients will respect you a whole lot more when you lead by example and share your knowledge in a way that is not condescending. And the more I think about it, that’s true for just about anything in life.

Flickr Photo Credit: http://www.flickr.com/photos/sivaprakash/

'Holy Schnike' -- It's Brand Equity

by Steve Fodor

It’s a long story, but I have the movie “Tommy Boy” running through my mind. Especially the line from the movie when Tommy (Chris Farley) says to a customer, “You can get a good look at a T-bone steak by sticking your head up a bull’s (rear end), but wouldn’t you rather take a butcher’s word for it?”

I’m thinking about this line from “Tommy Boy” because I’ve had yet another person comment that they can develop marketing communications as well as a proven and recognized agency (“proven” and “recognized” are the key words there). And you know what, in some cases that may be true.

I once heard that “brand equity is no different than home equity.” Brand image is the most valuable asset a company has. And, just like a home – many people’s most valuable asset – you can only go so far with “Do-It-Yourself” know-how. Sometimes you need to hire an expert. Someone with a proven track record. Someone who knows how to get it right the first time. Someone you can trust because they’ve done many other successful home improvement jobs. Because it’s more expensive to redo a job done wrong.

I see both good and bad marketing communications done in-house by companies. And I also see both good and bad creative work from a lot of agencies, too. The point is, your brand needs to be updated, maintained and presented in its most positive light. And, from my point of view, real creativity means knowing how to develop a strong message – on a budget.

You only have one chance to make a first impression. Making a good first impression and “saving a few pennies.” That reminds me of another great scene from “Tommy Boy.” Enjoy the video clip!


Tommy Boy sales training

Video Credit: video.google.com

Live For Today?

by Steve Fodor

I heard an interview on National Public Radio recently (yes, I’m a late night, talk radio junkie). Philip Delves-Broughton, an English journalist who attended Harvard Business School, was interviewed about his recent book, “What They Teach You at Harvard Business School.”

There were many interesting points discussed during the 20-minute interview. However, the most interesting point I took away was how the curriculum at Harvard, from the author’s point of view, focuses on business strategies for achieving short-term, immediate gains versus long-term, sustained performance.

Interesting, in light of where the economy is today, and why it’s that way.

It got me thinking about the value of a brand. A brand’s value is not just measured in short-term awareness and sales. It’s measured in real dollars over time. In sales that last decades, not months. In why people will pay more for your brand versus a seemingly similar product at a lower price.

I once heard a “brand” defined as, “the process of creating a constellation of values for forging a strong bond with customers to create loyalty.” Wow. To me, that sounds like investing time and energy to understand why people purchase something for reasons that go beyond price. It’s hard to resist the urge to “live for today” and focus on short-term sales and promotions. Especially in today’s economy. But, in the long run, successful brands always command higher margins. And, in return, strong brands are rewarded with greater customer loyalty, ultimately lowering the cost-per-sale and delivering a greater return on investment over time.

I wonder if they teach that at Harvard?

Flickr Photo Credit: http://www.flickr.com/photos/joeshlabotnik/

B2B versus B2C?

by Steve Fodor

Having worked in both worlds, I get asked this question a lot: What’s different about business-to-business marketing communications versus business-to-consumer?

Well, “nothing and everything” is usually my reply.

By “everything is different,” I mean that B2B usually means shaping your selling proposition into a business case. What kind of cost savings? What kind of productivity is achieved? B2B also requires a more in-depth understanding of selling scenarios. Selling through channel members or distributors and the need for push strategies, pull strategies…or usually a combination of both. And creating B2B marketing communications, I’ve found, requires a greater understanding of a product’s technical aspects.

Business-to-consumer marketing communications are generally more life-style appeal. Personal gratification is often at the root of a B2C selling proposition. How will this product make you feel? Will this make you the “hero” to your friends and family?

What’s the same about B2B and B2C marketing communications? To be effective and memorable, both recognize that you’re speaking first to people. Industrial buyers do not stop being people with emotions between the hours of 8:00 a.m. and 5:00 p.m. They still must be drawn in by an emotional appeal, and then presented a rational case for considering your product or service. The same is true when talking to private consumers.

Whether you’re marketing to housewives, product engineers, home improvement DIY folks, or chief financial officers, you need to understand how your product impacts their lives – be they private lives or professional lives. If you don’t understand how to connect with the emotional drivers, your brand will be “replaceable” when price is equal.

Flickr Photo Credit: http://www.flickr.com/photos/glasgows/