We’ve come a long way in the past 100 years. We are more sophisticated… technologically advanced… smarter… or so we think. Well, think again. You know, we still advertise like we did 100 years ago, perhaps even 200 years ago. But, that’s OK. You see, the fundamentals of advertising are tried and true and have stood the test of time – and I believe, should be followed.
I found a great article that discusses the details of the development of a “modern” ad campaign that J. Walter Thompson Company created in the early 1900s for Johnson & Johnson’s new shaving cream soap – in the newly innovative collapsible tube! The parallels to today’s efforts are worth a closer look –
So let’s advertise like it’s 1913!
Target you Audience – in our 1913 example the target market for shaving cream was obviously men who shaved, therefore the agency focused the ad placement in the newspapers and magazines of the day that proved popular with men. As kitchen and bath designers and showroom owners, your target audience is likely women aged 35 and older. Be sure your message is everywhere they are likely to be found.
Develop a Message that exploits your competitive advantage and resonates (with your target audience) – J. Walter Thompson made his informative and convincing, using product testimonials in the ads. Testimonials are a kitchen & bath industry marketing staple on websites, in showroom, via social media and on printed collaterals (for those who remember those).
In addition, Johnson & Johnson (J&J) gave away free tubes of the Shaving Cream, generating thousands of letters a day requesting free samples. In the same way many kitchen & bath professionals have found success with free educational seminars, remodeling guides and even free or discounted design fees.
Creative that Makes an Impression – 100 years ago there was no TV, no radio, and no web – there was print, and it was in its infancy. So the creative, including the message, had to stand out immediately. The agency placed full and half-page ads and used color where possible. In addition by directing readers to the nearest drug store to pick up their free sample, druggists were more than willing to place advertising in their store windows and as point of purchase displays. How are you approaching creative, does it stand out and are allied professionals and manufacturers willing to support your efforts?
Fast forward to 2013 >>> today we are enamored with the technology that is literally at our fingertips and we tend to forget about the fundamentals in our rush to upload, post and keyword clutter our “marketing”. We typically don’t take time to brand ourselves correctly or effectively – so let’s take a tip from history.
- Target your market.
- Develop your message.
- Influence with your creative.
THEN choose the “delivery system” that will best reach your target market – and adapt the creative for TV, radio, website, social media, print, mobile, direct mail, whatever works best for you. The brand you create through your message and creative should be instantly recognizable to your target market whether you upload or broadcast. It will pay greater dividends that just “posting it”!
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