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Ad Age: Depth and Authenticity September 8, 2008

Posted by Amanda in Clear Tracks.
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A unique store in SoHo NY

A unique store in SoHo NY

One of my favorite parts of Ad Age is their three minute video news briefs. For example, this past friday they talked with a high-end fashion store in NY that has differentiated itself by providing the history behind a piece of clothing. All of the clothing at Operations has a history behind: Fireman’s Jackets, Railroad worker pants, watchmaker shirts. The owner explains that what sells their product isn’t the style of clothing. A type of clothing can be duplicated easily. What sells the product is the history and the authenticity it adds to every piece of clothing.

3 minute Ad Age

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Are You Really Ready to Advertise? June 11, 2008

Posted by Amanda in A Better Mouse Trap, Business Tails.
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John Moore over at Brand Autopsy highlighted an article from Advertising Age, where they recommended Jet Blue focus on its current customers and improving their experience rather than releasing a new campaign to promote the company.  This concept of improving the customer experience before spending the advertising money highlights a change in the advertising industry.  It’s the change from the hard sell to viral marketing techniques that are so prevalent now (as I mentioned over at Ad Mouse)

It also changes the job market.  No longer are advertising and marketing companies just there to create a great campaign, they are expected to be Brand Managers. Their job is to manage the entire experience that a customer has with a product.

I feel this has changed because no matter how great your advertising campaign is, if your product is not up to the customers expectations it is money wasted.  A happy customer tells 1 person.  An unhappy customer will tell 10.  So to end up ahead, you need to have a LOT of happy customers.  Raising customer’s expectations when the product hasn’t changed is not a good idea.

So ask yourself, before you spring for that new ad campaign.  Are you really ready to advertise?