Marketing communications designed to build business
Advertising
Proven Techniques for Ads that Generate Business
Written by Kerry O'Malley Monday, 12 October 2009 17:29
At a time when marketing budgets are being cut to the bone, it's more important than ever to make your print ads compelling. Here are some techniques that will make YOUR ads stand out from the competition, and generate more inquiries.
What do Successful Print Ads Have in Common?
Written by Kerry O'Malley Wednesday, 02 September 2009 14:25
Too often, ad concepts get evaluated on gut instinct - especially when you're sending them around for approvals from other managers. Rather than letting the project stall as opinions fly back and forth, I've found it's useful to offer some objective criteria for evaluating the ad.
What works?
Here's a checklist you can use. In my experience, I've found that successful ads usually share some of the same characteristics.
Plan Ahead for 2010 Advertising!
Written by Kerry O'Malley Thursday, 06 August 2009 18:19
You're saying, 2010? You've got to be kidding! We're focusing everything on making our sales numbers for 2009!
Believe it or not, trade publications will start circulating media kits and editorial calendars for next year as early as September. You may not be ready to make commitments that early, but it's wise to start thinking ahead and planning for best - or worst case scenarios.
Planning ahead does several things. First, it allows you to put real thought into a strategy instead of responding with a knee jerk reaction. Second, advertising sales are down - at least right now. Negotiating deals before the end of the year will enable you or your agency to get the best deals possible: reduced rates and probably some value-added freebies thrown in. And finally, the best reason of all: you won't have to think about it over the holidays!
Write Ads That Sell
Written by Kerry O'Malley Thursday, 30 July 2009 18:59
If you want to create ad copy that sells, start thinking about emotions. I know, I know - I've said before than an engineer can smell marketing "hype" a mile away - but if it's done correctly, you can even have an engineer feeling a sense of urgency (and action) about your products or services.
Experiment with your ads. Instead of always designing a straight forward, literal presentation of your products or services, consider an ad concept that taps into one of the following emotions:
Short and Tweet
Written by Kerry O'Malley Monday, 15 June 2009 17:05
As online communication becomes more and more brief (case in point, Twitter) you have to wonder how this will eventually affect offline (print) advertising. Twitter wouldn't be the first option that comes to mind for an industrial company's advertising efforts, but let's face it: the online world is affecting the way we communicate in all areas of life.
Hi, I'm Kerry O'Malley - the Industrial Marketing Muse (and your own personal Marketect, should you so choose!) I have over 27 years of experience developing marketing communications for engineered industrial products and services sold to industry. For the past 10 years, I've done that as a consultant through my company, Marketects.
I love the idea of advertising (and good writing) being catalysts that move people to action. I'm jazzed by the challenge of creating concepts for communications campaigns that work. I'm intrigued by the possibilities that exist on the Internet for the industrial marketer, and I'm always thinking about how to translate those opportunities to my clients. I've never practiced marketing in the retail, mass consumer arena, but I see a lot of that kind of marketing that inspires me and translates over well to the industrial world. I hope I can inspire YOU!
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