And What You Can Learn From Them BEST CONTEMPORARY AD CAMPAIGNS
SMALL GESTURES THAT RUIN RELATIONSHIPS WITH CLIENTS
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of small gestures that can turn potentials, clients, and members of the public against you — gestures that could have folks sullying your name on Facebook or leaving negative reviews. Why? So, you can avoid making these same mistakes. That way, instead of having disgruntled folks digging holes online (so to speak) for you to fall into, you’ll have people singing your praises. Here’s the link: http://speakeasy. marketing/ relationships
The internet has made it easy for any client (or potential client) to speak badly about you online, trash your reputation on Facebook, or even leave negative reviews. And so, even if your practice area is a “transactional” one, maintaining a warm and positive relationship with anybody who walks through your door is VITAL. In today’s podcast, we’re going to talk about this in more detail. Richard Jacobs is going to show you some examples
A great advertising campaign transcends the company that creates it. The Budweiser Clydesdales are nearly as iconic as the beer itself. People still say, “Dude, you’re getting a Dell,” in 2019, despite the fact that PCs aren’t even a major part of Dell’s business model anymore. When it comes to creating an ad campaign that Don Draper would be proud of, it’s best to look at massively successful examples from recent history. Here are a few of our favorites, as well as commentary on why they work and how you can use similar tactics. BRAND DIFFERENTIATION: APPLE This mega-popular ad campaign consisting of 66 spots personified the difference between PCs and Apple computers. Playing the role of “PC” was a buttoned-up, nebbish character you’d expect to find in the most morose workplace on earth. The “Mac” character, by contrast, was laid-back, youthful, and effortlessly cool. After launching the campaign in 2006, Macs became the default laptop for nearly every incoming college student. Clearly, the Most deodorant and shampoo commercials are bare-bones basic. They describe the “odor protection,” “moisturizing effects,” and the like. Old Spice takes the opposite approach. Their ads often feature absurd imagery, insane special effects, and Terry Crews literally yelling at you that you smell bad. Would this tone work for a life insurance company? Probably not, but it’s a great way to make simple consumer goods feel fun and exciting. SOCIAL AWARENESS: DOVE Dove’s “Campaign for Real Beauty,” which launched in 2004, was a long overdue change of pace for the beauty industry. Since time immemorial, fashion and beauty campaigns featured only impossibly beautiful women who had body types that the average person could never attain. Dove threw this aspirational, and potentially toxic, messaging in the garbage and decided to celebrate women of all shapes and sizes. If you can create a campaign that includes those who aren’t used to widespread representation, you’ll increase your reach in a hurry. CURATED COOL: DOS EQUIS Here’s a dirty little secret the beverage industry won’t tell you: Most industrially produced beers are made by one of two companies, and the vast majority of them taste remarkably similar. The difference, for the most part, comes down to the way they are marketed. Dos Equis, with their “Most Interesting Man in the World” campaign, carved out a name for themselves as the beer for urbane, thrill-seeking drinkers, despite the fact that their product is about as exotic as a Coors Light. Sometimes, perception really is reality. lighthearted jabbing at the competition worked. OFF-THE-WALL IRREVERENCE: OLD SPICE
REAL SECRETS OF ATTORNEY MARKETING LAW SCHOOL DARES NOT TEACH
3rd Edition
• Five new chapters, live chat, the 2019 marketing changes for personal injury attorneys, and more • Completely revised and updated for 2019 • Complimentary copy mailed or emailed upon request
Available on Amazon Kindle or by emailing rj@speakeasymarketinginc.com.
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