An Ad Man’s Marketing Advice
Advertising is about spotting boundaries and providing novel solutions to both immediate and long-term problems. I’ve been an account manager in the digital marketing industry for nearly ten years, and let me tell you this: Agencies do not have a monopoly on good ideas or novel solutions. We simply have processes in place to prevent us (usually) from proposing bad ideas. There are three pillars to running a successful ad campaign: truth , resourcefulness , and diligence . Let’s look at how to make them work for you. Truth One of the first promotions I was asked to run for a client was a display advertisement calling attention to an early-bird special for senior citizens. There is a nugget of truth to the idea we should reward people who come in early, and there is a nugget of truth to the assumption early-bird shoppers skew older. I was intrigued and a little confused. Do seniors smoke weed? Would they show up to a dispensary at 8 a.m. for a 10-percent discount? Yes, they smoke, a...