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Advertising worth talking about

image Wilkes University wows potential students by running ads that woo them personally. Real ads on billboards, TV, and even gas pumps.

Andy Nulman gives you the full scoop here.

Lesson:  Are your ads worth talking about? Make them buzzworthy or don’t waste your money.

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Comments

  1. BIG Kahuna June 5, 2008 at 10:28 am #

    “Make them buzzworthy or don’t waste your money.”
    Andy, another broad statement that makes no sense. What if they are brand image ads? When Nike runs a billboard with just its swoosh that’s image building and there is no ROI expected. But it’s memorable and effective. Will it generate buzz? Nope. Effective? Yup.
    I’m a big fan of WOMM but, I repeat, BUT it’s just one part of an intergrated branding strategy. Rely on WOMM alone and you will fail 95% of the time. Sure some get away with it but most will fail.
    A well planned, integrated branding strategy is always the best option.
    Just my thoughts as a branding guy.

  2. Andy Sernovitz June 5, 2008 at 11:27 am #

    Every ad can be better. Every ad is more effective if the person who sees it is compelled to tell a friend. That doubles the exposure.
    Don’t make an ad that isn’t worth talking about.
    Every company does NOT need an expensive, complete ad campaign from an expensive agency who tells you that you will fail if you don’t spend all your money on ads.
    You can build an amazing business with word of mouth. You can build a fantastic brand without a big budget. You can do it yourself, or you can do it supported by advertising.
    99.9% of the businesses out there are not Nike or Microsoft or any other global brand with massive resources. What works for them is not an option for regular businesses.

  3. BIG Kahuna June 6, 2008 at 9:03 am #

    Nike began out of a truck, Microsoft out of his garage. I’m not an ad guy at all and infact don’t recommend TV. But I have to disagree with you that you can build a business with JUST word of mouth. Some do, but most will fail. Word of mouth is just ONE tactic. Other strategies and tactics are needed to support the brand. If you rely on just one you will most likely fail.
    If you need brain surgery you wont cut into your melon right? So what makes hiring a professional branding, marketing or advertising firm any different? So doing it “on your own” can be a risky adventure. Again, most that try will fail and end up wasting money.
    Here’s what I know to work very effectively. An integrated branding strategy supported by a myriad of tactics. Sometimes those tactics can include great WOM, search engine optimization, events, direct mail etc. What works for one will not work for another. But if you just rely on WOM…well you could hit a homerun or strikeout looking.
    Just a different school of thought…

  4. Andy Sernovitz June 6, 2008 at 9:14 am #

    Never said it was one or the other.
    The point here is entirely different: Word of mouth is an objective. If you can make ads worth talking about, they will work better.

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