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Top 10 Marketing Ideas - Part II
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By Tom Behan

1. A book to read. There are a few hot books always coming to market. This isn't one of them. There are a few books that become classics. This is. It's David Ogilvy's: Ogilvy on Advertising, and here is why it is good. First, there is so much crummy, wasteful advertising out there, it would be a shame if yours was among it, and this will help you avoid that. Secondly, Ogilvy grew up in MARKET RESEARCH and later used that as a nearly scientific basis for good advertising. What's important in business (and in advertising) is to understand what your customer is thinking about and you don't truly know until you ask. The book is great reading.

2. Create a moving experience. Go into a convenience store in July. It's 100% guaranteed you'll see a point-of-sale sign for a beer or wine product WAVING at you. Motion works. It attracts the eye, but for most marketers this is still a secret. Without ANY other help, a display with MOTION will outpull the same one without. But you're not in the beer business? Well, do you do trade shows? Have a store window? Have a cash register? Get moving!

3. Flying high. This is a marketing idea connected to Number 2. Flags. They deserve special attention. They move by themselves, no electrical motors. They are inexpensive. They add an air of specialty, of festivity. They are pretty. They attract attention. They even work indoors with just a buff from the ventilating system. Flags work even better if they mean something--USA, state flag, corporate flag, Earth Day flag, countries of the world. What would the impact be tomorrow of 30 new flags fluttering in the breeze outside your door?

4. Dumb idea of the decade. A few years back a story in Ad Age told about a company that built a monstrous replica of the waterproof wrist watch they made. A BIG replica--like 20-30 feet across. Then they flew the thing to the Red Sea, reassembled it, submerged it, and filmed it with scuba divers around it. Cost well over a million just to produce the spot. What a stupid waste of money. Consider this instead. Spend the vast portion of your production budget on THINKING UP the selling concept. Spend the smaller portion on execution. I think you'll do better marketing.

5. Low light looks best. This isn't exactly a marketing tip, but at some point, either to save a buck or because you want it done quickly, you (or some other amateur on staff) will shoot a picture of someone to be used by the company in a newsletter, press release, advertisement, brochure, etc. Here are two tips that will get you a better picture--at least from a lighting perspective. Shoot in the SHADE or on a gray day, because soft light looks more pleasing and the subject won't be squinting. Or shoot very early in the morning or very late in the afternoon when the sun is near the horizon. Neat colors and a neat lighting angle.


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