Ever know someone in a social situation who constantly talks about himself or is always working some angle for his benefit at your expense? It usually doesn’t take too long before you begin avoiding a person like that. While you expect a salesman during a sales call to try to sell you something, most people aren’t fond of getting sold by friends or acquaintances.
Social media is largely the same way. Individuals follow on Twitter, friend and fan on Facebook, read blogs, watch YouTube videos, etc. mostly to be entertained and to garner information. If you try to hard sell this audience, it takes only a click for them to make you go away and there are thousands of others ready to take your place.
The key to social media is that it’s social. You must engage your audience in conversation. As tempting as it is to tweet about your sale or tell that person on LinkedIn to call you because you’re an attorney and can help him with his issue, don’t. Simply talk to your audience like you would an acquaintance at a cocktail party. Here are some more tips to getting your message across without hitting anyone over the head.
Offer value.
Rather than selling that person on LinkedIn your legal services, post a link to some information that pertains to that person’s issue. The more useful information you provide through social media, the more people will remember you as the go-to source for help.
Respond to negative and positive comments.
Don’t delete negative comments; respond to them thoughtfully and apologize. Deleted comments are likely to get louder somewhere else. On the flip side, thank people who post praise for your product or service. This kind of positive reinforcement makes your audience feel good and keeps the praise alive for an additional period of time.
Entertain and surprise.
Followers of social media love to be entertained and surprised. Both are great vehicles to elicit fans and followers of your message. Think of an author or pundit on television, etc. who you regularly look for to hear what he’s going to say next. You can become that person or entity to a great many individuals.
Ask questions
By posting questions, you’re inviting conversation, which keeps your message alive and stimulates your audience. One-way information is fine some of the time, but mix it up occasionally.
Be transparent.
Nobody likes a fake and that goes for businesses as well as individuals. The more you share, the more your audience will believe you and look forward to your next post.
At Ryan William’s Agency, we’re regularly tweeting and blogging and posting on Facebook and the like for a number of clients who recognize the importance of social media, but are busy running their companies, and we do it for our agency as well. It’s one of the keys today of running a successful business. (Subtle, huh?)
Thursday, June 16, 2011
Friday, June 10, 2011
Tips for Successful Marketing at Tradeshows, Conferences, Sales Meetings and Other Business Exhibitions
Exhibiting your product or service at an industry event seems straight forward. But unless you prepare a solid game plan in advance, you can spend big bucks with no appreciable impact on sales. Here are some tips to think about:
1. Establish a solid reason for participating in the first place.
In this economic climate, money is tight for even the most successful companies. Exhibiting at a tradeshow or other similar event because “you always have” doesn’t cut the mustard anymore. Clearly define and focus your objectives and determine if the show is worthy of the time and money to exhibit.
2. Select appropriate events.
One of the goals of an event planner is to get as many businesses as possible to participate—i.e. sell booth space. Unless you’re RJ Reynolds trying to exhibit at an American Lung Association tradeshow, chances are the show is going to let you in. Make sure you really need to be there. Is it a consumer event or B2B? What percentage of your customers will likely be attending? Will your competitors be there? What kind of impact might result if you don’t attend?
3. Set a hard budget and allocate it specifically.
Big events with lots of industry colleagues together all in one place tend to take on a festive quality, which can lead to lapses in judgment. Whipping out the corporate credit card for unexpected expenses—from big unplanned dinners with associates to last-minute promotions pushed by the show planners, etc.—may be money you wouldn’t spend under different circumstances. Unless something comes up during the show that really makes sense on which to spend additional funds, stick to the budget.
4. Market your business prior to the event.
Be sure to market to current and potential customers well in advance of the event. Direct mail, ads in trade publications, blurbs on your website, blog and Facebook business page, etc. that broadcast your booth number, specials for writing business at the show and basic reminders that you’ll be exhibiting are effective at enticing your customers to visit you during the event.
5. Create a clean and simple exhibition.
Tradeshows and the like promote a lot of competition for your customers’ attention. While flashy often attracts at the outset, the business message can easily be lost. Certainly try to pop among the throngs of exhibitors, but don’t confuse your customers. Keep the design and navigation simple.
6. Create and promote some type of hands-on customer participation.
If at all possible, put your product or service into the hands of your customer to try out. Signage, looping videos, displayed product, take-away literature and sales speak are all great, but every exhibit at the event has them. Stand out from the crowd and create some type of live interaction between your customer and your product. If you manufacture fishing lures, create an area where customers can cast them. If you’re a locksmith, let customers cut keys.
7. Be sure your exhibit is comfortable to approach and enter, and that your sales technique is appropriate.
Put yourself in the shoes of your customer. Does your exhibit draw in visitors naturally or is there some kind of metaphorical hoop through which to jump; and is it your plan to allow visitors to warm up to speaking with a representative or to immediately pounce on them with your ten-second elevator pitch? Eliminate barriers between your exhibit and your customers and customize your sales pitch for the type of customer attending the event.
8. Take adequate notes and record contact information during the event, and always follow up with your customers immediately afterward while your company is still fresh in their mind.
Whether phone calls, emails or direct mail, always follow up with your visitors. They’re the hottest lead for new business that you have at that time. And every day that passes following the event, cools off the lead dramatically.
Tradeshows, conferences, sales meetings and other industry events are a great way to directly reach your market in one fell swoop if you approach them correctly. At Ryan William’s Agency, we’ve been helping small to midsize businesses not only market and advertise themselves through the unique use of print, online, social media, and radio and television, but we’ve been preparing them for the “Big Show” as well, and we can help you too.
1. Establish a solid reason for participating in the first place.
In this economic climate, money is tight for even the most successful companies. Exhibiting at a tradeshow or other similar event because “you always have” doesn’t cut the mustard anymore. Clearly define and focus your objectives and determine if the show is worthy of the time and money to exhibit.
2. Select appropriate events.
One of the goals of an event planner is to get as many businesses as possible to participate—i.e. sell booth space. Unless you’re RJ Reynolds trying to exhibit at an American Lung Association tradeshow, chances are the show is going to let you in. Make sure you really need to be there. Is it a consumer event or B2B? What percentage of your customers will likely be attending? Will your competitors be there? What kind of impact might result if you don’t attend?
3. Set a hard budget and allocate it specifically.
Big events with lots of industry colleagues together all in one place tend to take on a festive quality, which can lead to lapses in judgment. Whipping out the corporate credit card for unexpected expenses—from big unplanned dinners with associates to last-minute promotions pushed by the show planners, etc.—may be money you wouldn’t spend under different circumstances. Unless something comes up during the show that really makes sense on which to spend additional funds, stick to the budget.
4. Market your business prior to the event.
Be sure to market to current and potential customers well in advance of the event. Direct mail, ads in trade publications, blurbs on your website, blog and Facebook business page, etc. that broadcast your booth number, specials for writing business at the show and basic reminders that you’ll be exhibiting are effective at enticing your customers to visit you during the event.
5. Create a clean and simple exhibition.
Tradeshows and the like promote a lot of competition for your customers’ attention. While flashy often attracts at the outset, the business message can easily be lost. Certainly try to pop among the throngs of exhibitors, but don’t confuse your customers. Keep the design and navigation simple.
6. Create and promote some type of hands-on customer participation.
If at all possible, put your product or service into the hands of your customer to try out. Signage, looping videos, displayed product, take-away literature and sales speak are all great, but every exhibit at the event has them. Stand out from the crowd and create some type of live interaction between your customer and your product. If you manufacture fishing lures, create an area where customers can cast them. If you’re a locksmith, let customers cut keys.
7. Be sure your exhibit is comfortable to approach and enter, and that your sales technique is appropriate.
Put yourself in the shoes of your customer. Does your exhibit draw in visitors naturally or is there some kind of metaphorical hoop through which to jump; and is it your plan to allow visitors to warm up to speaking with a representative or to immediately pounce on them with your ten-second elevator pitch? Eliminate barriers between your exhibit and your customers and customize your sales pitch for the type of customer attending the event.
8. Take adequate notes and record contact information during the event, and always follow up with your customers immediately afterward while your company is still fresh in their mind.
Whether phone calls, emails or direct mail, always follow up with your visitors. They’re the hottest lead for new business that you have at that time. And every day that passes following the event, cools off the lead dramatically.
Tradeshows, conferences, sales meetings and other industry events are a great way to directly reach your market in one fell swoop if you approach them correctly. At Ryan William’s Agency, we’ve been helping small to midsize businesses not only market and advertise themselves through the unique use of print, online, social media, and radio and television, but we’ve been preparing them for the “Big Show” as well, and we can help you too.
Wednesday, June 8, 2011
Has Newspaper Advertising Become Obsolete?
There’s no doubt about it: With the advent of the Internet, newspaper readership, in general, is dramatically waning—especially where dailies are concerned. Many papers around the country have folded and the remaining players have staffs and newspapers that are likely a fraction of their former size. However, there still are benefits to newspaper advertising and situations when buying display space makes sense.
When making your advertising decisions, think about the following to help determine if newspapers might fit into your campaign.
* A newspaper ad is tangible, and concepts read from a hard copy versus other mediums, especially electronic, are often easier to understand and remember. That’s one of the reasons why, still to this day, most anything created electronically that absolutely must be free of errors includes a round of proofing on paper.
* A newspaper ad tends to hold the reader’s attention longer than some other forms of advertising. Sure, you can always turn the page, but electronic media encourages taking in smaller bits of information faster than the concept of reading a newspaper. A new Web page or television station is just a click away. People tend to take time with a newspaper.
* Studies indicate that newspaper readers are generally an older, better educated and more affluent demographic, which, depending on your product or service, can be a real advantage.
* An upside to the newspaper industry shrinking is that there are fewer ads against which to compete, so you can expect better exposure than in the past.
* Consider where very large companies—those who likely know best where to spend their ad dollars--advertise. Online? Of course. Television? Radio? Certainly. However, open your daily paper and you’ll see they are there as well. Why? Because given the right timing, display size and a product or service suitable for a newspaper’s primary demographic, newspaper ads pull.
Sure there are a lot snazzier, sexier medias to advertise in these days, but don’t count newspaper out of your media mix. Print can still play a very effective part of your company’s marketing plan given the right message aimed at the right audience. Not sure who or what that is? We know some people who can help you with that.
When making your advertising decisions, think about the following to help determine if newspapers might fit into your campaign.
* A newspaper ad is tangible, and concepts read from a hard copy versus other mediums, especially electronic, are often easier to understand and remember. That’s one of the reasons why, still to this day, most anything created electronically that absolutely must be free of errors includes a round of proofing on paper.
* A newspaper ad tends to hold the reader’s attention longer than some other forms of advertising. Sure, you can always turn the page, but electronic media encourages taking in smaller bits of information faster than the concept of reading a newspaper. A new Web page or television station is just a click away. People tend to take time with a newspaper.
* Studies indicate that newspaper readers are generally an older, better educated and more affluent demographic, which, depending on your product or service, can be a real advantage.
* An upside to the newspaper industry shrinking is that there are fewer ads against which to compete, so you can expect better exposure than in the past.
* Consider where very large companies—those who likely know best where to spend their ad dollars--advertise. Online? Of course. Television? Radio? Certainly. However, open your daily paper and you’ll see they are there as well. Why? Because given the right timing, display size and a product or service suitable for a newspaper’s primary demographic, newspaper ads pull.
Sure there are a lot snazzier, sexier medias to advertise in these days, but don’t count newspaper out of your media mix. Print can still play a very effective part of your company’s marketing plan given the right message aimed at the right audience. Not sure who or what that is? We know some people who can help you with that.
Friday, June 3, 2011
Facing down Facebook: Do you really need fans for your business?
Over our favorite takeout lunch last week – Tuna Bombs from Jon Smith Subs – we got into a conversation about using Facebook to promote businesses.
“What do I need a Facebook page for?” Our client asked.
Ah, there it is. The question on the minds of over half the small business owners in the United States who have, to date, bucked the trend and refused to bow to the frenzy of Facebook. These companies remain fanless and friendless, but is that really such a bad thing? What are fans and friends gonna do for your company?
A lot, most experts agree, assuming, of course, that you do Facebook right. And that, for the other half of small business owners who do have company pages on Facebook, is the biggest challenge of all.
First, though, the original question: What do you need a Facebook page for? Well, the latest count of Facebook users stands around 500 million. That means 1 out of every 13 people on the face of the earth use Facebook with half of them logging on every day. So, suppose we told you your company could have the potential of reaching a fraction of 500 million people – let’s say just .00001% of them – for free. That’s 5,000 people and you don’t have to spend a dime. How much would it cost you to reach 5,000 people on TV or in the newspaper? It sure wouldn’t be free.
So, at the very least you should have a Facebook page because… it’s free! If you get one sale from someone who found you on Facebook, the return on investment blows away any other form of marketing.
We’re not encouraging you to just post a Facebook page and leave it there to gather dust. You’re going to have to put a little effort into this, but figuring out what to put on Facebook is not as daunting as it might seem. The main thing to consider is your audience. Who do you want to talk to? This isn’t much different than marketing on any other medium. If you want to talk to men about power tools, chances are you wouldn’t run a TV ad on Dr. Phil. It’s just not the right message for the audience. So, figure out who you’re talking to and fine-tune your messages to those people. Still stuck on a Facebook strategy? Inc Magazine has some great tips for creating an effective Facebook page.
If you need further inspiration, check out these 20 companies that have awesome Facebook pages.
Good luck getting on Facebook. Look us up when you get there. We’ll be your biggest fans!
“What do I need a Facebook page for?” Our client asked.
Ah, there it is. The question on the minds of over half the small business owners in the United States who have, to date, bucked the trend and refused to bow to the frenzy of Facebook. These companies remain fanless and friendless, but is that really such a bad thing? What are fans and friends gonna do for your company?
A lot, most experts agree, assuming, of course, that you do Facebook right. And that, for the other half of small business owners who do have company pages on Facebook, is the biggest challenge of all.
First, though, the original question: What do you need a Facebook page for? Well, the latest count of Facebook users stands around 500 million. That means 1 out of every 13 people on the face of the earth use Facebook with half of them logging on every day. So, suppose we told you your company could have the potential of reaching a fraction of 500 million people – let’s say just .00001% of them – for free. That’s 5,000 people and you don’t have to spend a dime. How much would it cost you to reach 5,000 people on TV or in the newspaper? It sure wouldn’t be free.
So, at the very least you should have a Facebook page because… it’s free! If you get one sale from someone who found you on Facebook, the return on investment blows away any other form of marketing.
We’re not encouraging you to just post a Facebook page and leave it there to gather dust. You’re going to have to put a little effort into this, but figuring out what to put on Facebook is not as daunting as it might seem. The main thing to consider is your audience. Who do you want to talk to? This isn’t much different than marketing on any other medium. If you want to talk to men about power tools, chances are you wouldn’t run a TV ad on Dr. Phil. It’s just not the right message for the audience. So, figure out who you’re talking to and fine-tune your messages to those people. Still stuck on a Facebook strategy? Inc Magazine has some great tips for creating an effective Facebook page.
If you need further inspiration, check out these 20 companies that have awesome Facebook pages.
Good luck getting on Facebook. Look us up when you get there. We’ll be your biggest fans!
Tuesday, May 31, 2011
Learning to be creative
We’ve all heard someone who’s being tapped for a little creativity say, “but I don’t have a creative bone in my body.” And we usually take them at their word and move on without much rebuttal to the more lampshade-wearing types in the room. It’s almost as if we believe creativity is a natural born quality—like red hair—either you got it or you ain’t. Even in the advertising industry, we tend to compartmentalize people into artsy, quirky, techie, salesy, etc. and assign in our head whether somebody is creative or not and, if so, where his creative strength lies—as in, “Sure, Juan can whip out a creative solution to a difficult website architecture in his sleep, but he doesn’t get a single ‘chicken crossed the road’ joke.”
While it’s true that some folks are creative and others aren’t, to just accept that you’re not is a copout. Anyone can learn to be more creative if they want to and here’s how to start:
To be creative, you have to first believe you are creative.
Positive reinforcement. Your inner voice. Mentally picturing yourself making the big play as opposed to dropping the ball. Everyone has the ability to be creative, but if you don’t believe you do, you won’t be. It’s no big secret. Just hold the creative vision.
Ask creative people about their process.
At Ryan William’s, we have weekly brainstorming sessions with the entire agency to hatch creative for new and existing clients. Some of the crew write down words and phrases and play with them on paper to get the juices flowing. Others sketch or doodle. Still others surf around on their laptop or smart phone. We’ve even got one guy who closes his eyes and looks like he’s nodding off, and then all of a sudden out will come an idea that rocks the room. These folks may not even realize that what they’re doing is a creative process, but indeed it is. Try them out and see what feels comfortable and natural.
Change up your routine.
Listen to a different radio station or watch a different show on television. Eat something you normally wouldn’t or eat at a different time of day. Hang out with someone new. Take a class. Read a new blog. Go to a stock car race if you’re an opera fan. You get the idea. Change is stimulating and promotes not only fresh individual concepts, but links those seemingly unrelated ideas and builds upon them.
Stay ready to be creative.
You never know when anything from a seemingly inconsequential fleeting thought that might come in handy later to an utter brainstorm is going to pop into your head, so you want to stay ready. Carry with you a pen and pad, smart phone or mini-recorder, etc. to immediately note these ideas when they come. It’s likely that a great many strokes of genius came and went in the middle of the night because there wasn’t a paper and pencil on the nightstand, but we’ll never know for sure, will we?
Take the learning process a step further.
A lot of data suggests that deliberate exercise of the brain—word games; learning a new language or musical instrument; solving riddles and brain teasers or any of hundreds of methods—improves overall brain function and helps develop creativity. Pick one and try it. Who knows, you may find yourself moving from the accounting department over to marketing, and although we’re sure we’ll hear about this from our right-brained followers, marketing and advertising is WAY more fun than accounting.
While it’s true that some folks are creative and others aren’t, to just accept that you’re not is a copout. Anyone can learn to be more creative if they want to and here’s how to start:
To be creative, you have to first believe you are creative.
Positive reinforcement. Your inner voice. Mentally picturing yourself making the big play as opposed to dropping the ball. Everyone has the ability to be creative, but if you don’t believe you do, you won’t be. It’s no big secret. Just hold the creative vision.
Ask creative people about their process.
At Ryan William’s, we have weekly brainstorming sessions with the entire agency to hatch creative for new and existing clients. Some of the crew write down words and phrases and play with them on paper to get the juices flowing. Others sketch or doodle. Still others surf around on their laptop or smart phone. We’ve even got one guy who closes his eyes and looks like he’s nodding off, and then all of a sudden out will come an idea that rocks the room. These folks may not even realize that what they’re doing is a creative process, but indeed it is. Try them out and see what feels comfortable and natural.
Change up your routine.
Listen to a different radio station or watch a different show on television. Eat something you normally wouldn’t or eat at a different time of day. Hang out with someone new. Take a class. Read a new blog. Go to a stock car race if you’re an opera fan. You get the idea. Change is stimulating and promotes not only fresh individual concepts, but links those seemingly unrelated ideas and builds upon them.
Stay ready to be creative.
You never know when anything from a seemingly inconsequential fleeting thought that might come in handy later to an utter brainstorm is going to pop into your head, so you want to stay ready. Carry with you a pen and pad, smart phone or mini-recorder, etc. to immediately note these ideas when they come. It’s likely that a great many strokes of genius came and went in the middle of the night because there wasn’t a paper and pencil on the nightstand, but we’ll never know for sure, will we?
Take the learning process a step further.
A lot of data suggests that deliberate exercise of the brain—word games; learning a new language or musical instrument; solving riddles and brain teasers or any of hundreds of methods—improves overall brain function and helps develop creativity. Pick one and try it. Who knows, you may find yourself moving from the accounting department over to marketing, and although we’re sure we’ll hear about this from our right-brained followers, marketing and advertising is WAY more fun than accounting.
Thursday, May 26, 2011
Looking to the future. Does your ad agency have a bright one?
One of the biggest challenges of the advertising industry is keeping pace with the many changes that span all types of media. Almost all advertising mediums undergo constant evolution as technology improves and creative teams find new ways to get more creative. However, with the onset of advertising and marketing through social media, not only is this exciting new medium itself evolving at light speed, but its influence on traditional advertising has effected more change in just a few short years than we’ve seen in probably half a century.
In an industry where speed records are being broken on a daily basis, is your agency keeping pace with this change? More importantly, is your agency equipped to adapt to future change that promises to come at a furious rate?
As the internet and mobile technologies continue to shape the future of the industry, advertising agencies must decide what they are going to be when they grow up. Some agencies will opt to stick with more traditional mediums, continuing to provide strong strategies and messaging in print, outdoor, direct mail, television and other long-standing media channels. Staying with the tried and true is fine, but any agency must recognize the power of the many new mediums whether or not they choose to offer marketing within them as part of their service offerings.
If you decide to venture into social media, mobile marketing or any other evolving medium, it is important to know that your current agency or a new firm you might be interviewing have a grasp on where the industry is today and where it’s likely going. Blogging, tweeting, posting on Facebook and YouTube, optimizing your website for search engines, or marketing via mobile phones not only takes a lot of time and know-how; like any other medium, it takes solid strategy and execution to succeed. The right choice for a marketing partner is a company that can combine the traditional aspects of marketing planning and strategy with the cutting-edge power of the latest technology.
Creativity, of course, is essential and awards for print ads, brochures, truck wraps, radio and television spots and more are great indicators that your agency can draw some attention to your business, but great creative in traditional mediums doesn’t always translate into the more interactive new mediums. Whether you’re using QR codes or mobile messaging, your agency must be able to marry provocative creative with a unique user experience to make a campaign successful. Tools like Twitter aren’t just for following Ashton Kutcher around Hollywood; they’re tangible marketing tools that if implemented and maintained correctly can raise to the first page of Google, right under “Dell Computers,” some one-man garage operation in Ocala, Florida, selling computer parts on EBay. An exaggeration? Okay, maybe a little, but you get the idea.
This isn’t to say that your ad agency has to have a team of ex-Google engineers running your social media or mobile campaign. Many concepts are more time-consuming than they are difficult to master, and although a lot of what’s going on in this arena is fast becoming common knowledge, it takes a lot of concerted effort to pull it off correctly.
The bottom line is that these new marketing mediums are powerful stuff that virtually every business needs to be doing now, in some way, shape or form, either itself or through an ad agency. If you do choose the agency route, however, we know just the one to get you well on your way to turning those virtual online messages that seemingly just flit around in cyber
In an industry where speed records are being broken on a daily basis, is your agency keeping pace with this change? More importantly, is your agency equipped to adapt to future change that promises to come at a furious rate?
As the internet and mobile technologies continue to shape the future of the industry, advertising agencies must decide what they are going to be when they grow up. Some agencies will opt to stick with more traditional mediums, continuing to provide strong strategies and messaging in print, outdoor, direct mail, television and other long-standing media channels. Staying with the tried and true is fine, but any agency must recognize the power of the many new mediums whether or not they choose to offer marketing within them as part of their service offerings.
If you decide to venture into social media, mobile marketing or any other evolving medium, it is important to know that your current agency or a new firm you might be interviewing have a grasp on where the industry is today and where it’s likely going. Blogging, tweeting, posting on Facebook and YouTube, optimizing your website for search engines, or marketing via mobile phones not only takes a lot of time and know-how; like any other medium, it takes solid strategy and execution to succeed. The right choice for a marketing partner is a company that can combine the traditional aspects of marketing planning and strategy with the cutting-edge power of the latest technology.
Creativity, of course, is essential and awards for print ads, brochures, truck wraps, radio and television spots and more are great indicators that your agency can draw some attention to your business, but great creative in traditional mediums doesn’t always translate into the more interactive new mediums. Whether you’re using QR codes or mobile messaging, your agency must be able to marry provocative creative with a unique user experience to make a campaign successful. Tools like Twitter aren’t just for following Ashton Kutcher around Hollywood; they’re tangible marketing tools that if implemented and maintained correctly can raise to the first page of Google, right under “Dell Computers,” some one-man garage operation in Ocala, Florida, selling computer parts on EBay. An exaggeration? Okay, maybe a little, but you get the idea.
This isn’t to say that your ad agency has to have a team of ex-Google engineers running your social media or mobile campaign. Many concepts are more time-consuming than they are difficult to master, and although a lot of what’s going on in this arena is fast becoming common knowledge, it takes a lot of concerted effort to pull it off correctly.
The bottom line is that these new marketing mediums are powerful stuff that virtually every business needs to be doing now, in some way, shape or form, either itself or through an ad agency. If you do choose the agency route, however, we know just the one to get you well on your way to turning those virtual online messages that seemingly just flit around in cyber
Saturday, May 21, 2011
Subtle Sex Sells Too
This brand of tasty creativity is akin to a Bill Cosby standup routine versus an Eddy Murphy gig. During their prime, each would leave you with a little pee pee in your shorts. But while Murphy’s brand of comedy involved language that would have death row inmates turning their heads like dogs deciphering Latin, Cosby could get across risqué concepts without using words any darker than … well … “pee pee.”
Is one a higher art form and the other lower? That’s a discussion for a different day. But in today’s world of advertising, there’s room for both kinds as well as for every shade in between, depending on your product and market. Sometimes, however, with all the obvious wordplays and creative advertising brainstorms that are generated today, we can forget how powerful a tool subtlety can be. Thanks for the reminder, Kraft Macaroni and Cheese. We’ll keep that concept on the back burner.
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