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Advertising kibble and bits.

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How to Change your Positioning Without Losing Market Share

How to Change your Positioning Without Losing Market Share

Taking Olathe Ford Lincoln from ‘O’Fordable’ to ‘MVP – Market Value Pricing’ After years of branding Olathe Ford Lincoln as the ‘O’Fordable’ place to buy your next vehicle, they decided to make the transition to MVP – Market Value Pricing.  MVP delivers the best price around on new Ford and Lincoln models. No fuss, up front pricing. Market Value Pricing is unique because it is more than a simple…

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How to Change your Positioning Without Losing Market Share

How to Change your Positioning Without Losing Market Share

Taking Olathe Ford Lincoln from ‘O’Fordable’ to ‘MVP – Market Value Pricing’ After years of branding Olathe Ford Lincoln as the ‘O’Fordable’ place to buy your next vehicle, they decided to make the transition to MVP – Market Value Pricing.  MVP delivers the best price around on new Ford and Lincoln models. No fuss, up front pricing. Market Value Pricing is unique because it is more than a simple…

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The small-ing of America.

The small-ing of America.

Newspapers are shadows of their former selves. Magazines are thinner. The number of TV channels is rising, but the mass reach of the medium is fading.  New digital networks are buzzing, but Snapchat, Twitter and Facebook aren’t media for the masses. They’re one-to-one-to-one sharing networks.

America’s mass media reach is getting smaller.

The opportunity for the small, nimble, local business is…

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Want your advertising to work? Sell from the inside, out.

Want your advertising to work? Sell from the inside, out.

Sell from the inside, out.

It’s one of our founding principles. Get your staff and managers behind your advertising and your advertising can’t miss. If they’re not — if your customer service doesn’t match your ad’s promise — then it doesn’t matter how many awards it wins or how much money you throw at it – your ads are going to give your company a split personality.

Wizards of Ads author Roy H.…

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Should you buy that Super Bowl ad?

Should you buy that Super Bowl ad?

Yes*

  *But not if you’re just going to run any old ad that you have on the shelf. I would bet your current commercials work best after they’ve been viewed three to seven times. Most ads are like that. But your Super Bowl ad needs to hit home after just one viewing.  Better make it special.

The Super Bowl (like all special event programming on TV) can generate lots of new eyeballs for your…

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The end of radio in Kansas City.

The end of radio in Kansas City.

I know that I’m sounding a Chicken Little here, but the sky is falling for local radio as we know it.

Pandora equipped cars — now available in 140 different car models plus, aftermarket products for everyone else.

26.7 million SiriusXM subscribers.

A gazillion podcast choices on (literally) every topic and interest imaginable.

Bluetooth enabled phones which put your entire music library and the…

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What's the point of advertising?

What’s the point of advertising?

I’ve had my ideas shot down for every conceivable reason…

My customers (my boss, my client, my mother) might not like it.

It might not work.

I might look silly.

The committee couldn’t agree.

Purple is the color of the devil.

It’s not perfect.

That’s not how we do things.

They’re all painful, but they’re all missing the point.

If you keep doing the same things, the same way, why would you…

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Go first.

Imagine the trouble you’d avoid, the consumer confidence you’d exude and the community you’d surround your business with if you followed Seth Godin’s words and “Go First”

“Before you’re asked.

Before she asks for the memo, before the customer asks for a refund, before your co-worker asks for help.

Volunteer.

Offer.

Imagine what the other person needs – an exercise in empathy that might become a…

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How to make managing your small biz social media manageable.

How to make managing your small biz social media manageable.

Most small business owners loves the idea of social media, “it’s free!” So they start a Facebook page, maybe a Twitter account and if they’re really go-getters, a Google+ page.  Reality hits pretty fast, “this takes too much time.” And so those small biz social media accounts go fallow.

Can you spare 18 minutes a day? If so, Hootsuite put out a pretty smart social media plan for small businesses:

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You don't have enough ad dollars. Nobody does.

You don’t have enough ad dollars. Nobody does.

Any ad will “work” if you put enough money behind it. Bludgeon your audience with a persistent message and it really doesn’t mater what that message is. Look at Geico’s advertising. Lizards. Cavemen. Talking pigs. Camels. Spelling bee farmers. It doesn’t matter what their commercials look like, their pockets are so deep we all know that “15 minutes could save you 15%.” If you had Geico money you…

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The importance of saying "no" in business.

The importance of saying “no” in business.

“Merely giving the people what they want is a shortcut to banality, mediocrity and invisibility.” – Seth Godin

Saying “yes” pays the bills.  But saying “no” pays better dividends.

Saying “yes” is easy. Saying “no” builds your legend.

Saying “yes” to everything your customer asks, or worst pandering to your customers  (“using your perception of your customer’s wishes as an excuse to do work you’re…

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Looking to change your business fortunes? Change your design.

Looking to change your business fortunes? Change your design.

Design changes everything.

Want to change your bottom line? Change your design. We all buy products and services to remind ourselves, and to show everyone in Kansas City, “THIS is who we are” “THIS is what we stand for.” Think about how many bottles of wine you’ve picked up at the corner Berbigliastore based on label design alone. Your company’s brand design has a direct influence on whether or…

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The biggest marketing mistake small business owners make.

The biggest marketing mistake small business owners make.

Most business owners believe that everyone thinks like they do. It’s understandable. Your business is your livelihood. You think about it every waking moment. This has led to more advertising disasters than you can imagine.

You simply know too much about your own business to objectively judge your advertising.

You care too much about your business – as you should.  The trap is that you assume…

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Oblivious advertising and the small business

The Super Bowl and it’s $4 million per :30 of commercial time is over (for this year). We can all now go back to our regular ad watching habits – and that means generally ignoring most advertising.

We, as consumers, have become immune to “the tricks” of…

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Location is no longer enough to move your small business.

“Location. Location. Location.”

Before online checkouts, easy highway access and a Quiktrip on every corner, the location you chose for you business mattered. Convenience mattered. The right rent in the right neighborhood was like printing money. And…

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Want to grow your small business? Surround yourself with attitude.

As the business owner, you can only do so much, work so many hours, meet with so many people, and be in so many places at once.

You need people around you.

And not just any people, but the best people.  ”Good enough” is just filling slots. Fill your…

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Don’t just take our word for it.

There's not an ad agency in the land that will miss an opportunity to tell you how great they are... we're no different. Except we think it's more meaningful to you if some of our client partners d...