the 50's, a "witch hunt" started against marketers who used "subliminal
messages". At one point, the FCC came up with a regulation forbidding
film or TV ads displayed for a fraction of a second - to reach the viewers
at a "subconscious level".
it funny that today most advertisements are, in fact, subliminal?
Even if they are not "flashed", they rarely "register" above the subconscious
level. The average person is bombarded by 2,700 messages every day.
If you don't want a "subliminal" ad, !
"Old weapons" are those
that were created in the Industrial Age, between the times of the steam
locomotive and the B-52. Today's so-called "Information Age" offers
a good parallel between military arsenals and marketing tools. It's
the time of "smart weapons", able to hit a key target with efficient accuracy,
and of "micromarketing" - which does the same thing to select slices
of civilian population. This "new era" took off in the mid 80's,
with the advent of stealth bombers, word processors, and copy centers at
Although we specialize
mostly in "Smart Weapons" of marketing, we learned from our military colleagues
that old weapons still have some meaningful roles. After all, they
still use the B-52 once in a while.
Just two examples:
1. The metropolitan
newspaper. A veritable steam locomotive!
Expensive, and rather inefficient. It spreads messages over large
areas. It doesn't offer pinpoint accuracy in targeting - geographically,
or socially. Because it has so many pages, every ad is seen by a
very small fraction of the readership. However, it is a very good
match for large companies with more than 5-8 locations in a metro area,
who can afford at least one page per week, and who can make that page easy
to recognize. The best example is "Fry's Electronics". If you
read the papers, you know what we are talking about. Why would they
bother with other marketing channels? Their strategy is wonderfully
simple. Would it apply to your business situation? Let us know
- we may be able to help.
[Note: also keep in mind
that some metro area newspapers became much smarter. They now offer
specialized editions with inserts of strictly local gazettes. For
example, the Glendale News Press is an insert of L.A. Times in Glendale.
"Glendalians" who never bothered before with their city paper now read
it, along with the Times. The advertising space in these smaller
inserts is much more affordable. Also, don't forget La Opinion and
other foreign language editions that may soon follow].
2. The direct mail
campaign. Although it is an expensive "old weapon",
direct mail also has the flexibility of narrow targeting. If you
sell expensive items that justify a price tag close to $1 per recipient,
even at 1% response rate, go for it! For example, we know a supplier
of mailing labels with NEW HOME OWNERS, by zip code. Their lists
are compiled from recent official records - therefore extremely accurate.
Obviously, for someone who builds swimming pools or sells expensive appliances,
new homeowners represent the hottest market - and there's no better way
to reach them! If direct mail is a viable tool for you, and
you want a powerful message, call us. On such projects we work with
an outstanding bulk mail company, which will help you cut a lot of expensive
and time- consuming corners.