Two industry headlines in this morning's AdMall Minute email
serve as great reminders that anything is possible in advertising. Both
reference recent stories in Advertising Age magazine.
First, and most timely, is Richard Sherman. At this point
even the most sleepy non-football fan is likely aware of the Seattle Seahawk's
TV tirade following his team's win last Sunday, punching their ticket to the
Super Bowl. This pro-wrestling-meets-Darth Vader rant featured a deep cutting
insult aimed at San Francisco 49er receiver Michael Crabtree, a
"mediocre" player according to Sherman (who also pointed out that he
himself is the best at what he does).
True? Who knows. Rude? Definitely. Inappropriate? Not according
to national, big-label marketers who want to cash in on Mr. Sherman's streaking
notoriety. According to the story, this is what many marketers hope for: an
opportunity to ride a huge wave in the middle of an ocean of hype that is the
Super Bowl. Cha-ching for Richard Sherman and his entourage of agents and
advisors. Underneath the surface of this sometimes angry athlete is a very
smart and savvy man. This was no accident.
Local advertising lessons: non-criminal crazy behavior by
the suddenly famous can be an opportunity to latch on to. The key is to move
fast and grab the wave while it's there. Super Bowl size events probably don't
happen in your market so look for opportunities that do occur that you can
squeeze for ad dollars.
Second is a humorous account by writer Sally Abrahms whose
husband happens to be a dead ringer for "the most interesting man in the
world." You know who he is..."Bigfoot once took a picture of
him!" He "doesn't always drink beer, but" when he does he
prefers you probably know what. The look-alike's life is full of sightings and
folks who want their picture taken with him. Probably a mixed blessing. The
point of the story, though, is the opportunities created for mature models and
spokespeople as the gracefully aging population buys more goods and services
than ever before.
Local advertising lessons: know your market, know your
audience and use appropriate models, terminology and scenarios to entice them.
Selfish reasons for this: if you're an FCPNY member, use
your AdMall. It's a tremendous member benefit, full of data and information.
It's paid for by selling CPAN network ads, especially ClassifiedsNY ads. When
you sell these ads, we keep benefits like AdMall, CVC Audits, training,
conferences and more flowing to you. If you don't sell the ads those benefits
and your edge in the local marketplace go away. And we all know that once you
lose something good, it seldom returns.
No comments:
Post a Comment