Small Business Marketing Tip #2 Return To The Roots Of Advertising
Gravitational Marketing is about returning to the roots of what advertising is really all about.
But, the question isWhat is real advertising?
Well, I can tell you with surety that it is not what they do on Madison Avenue these days. And for you, my small business marketing friends, it is not what most of your peers are doing either.
On Madison Ave they have lost all clarity about what advertising is and its real purpose. I was reading an article today by Denny Hatch, who is an amazing direct marketer, about the current Bud Lite “Real American Genesis” advertising campaign.
Denny was expressing his frustration regarding the campaign and how the entire concept is a mockery of the core customer that the campaign has been designed to serve.
So, where do you draw the line on cute and clever?
Is entertainment value at the expense of your core customer base a sound and acceptable practice in advertising today? Should it be?
I would have to say no.
And I think the forefathers of advertising would back me.
See, at the heart of all of the big Madison Avenue ad agencies there was at one time a true ad man, a real marketer who knew what the purpose of advertising is.
It’s not entertaining, it’s not alienating your core customer base, and it’s not being funny or cute or creative for the sake of being funny, cute, creative or entertaining.
But, these great ad men are gone and the new r
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