Print Advertising

A Successful & Minimalist Print Ad

Transition-Marketing-Services

Incredible design work in this ad. Simple. Clean. No bells and whistles.

Beautifully rendered it creates a Venn diagram out of two minimalist images of two well-known animals. Both possess features that represent the product.

In the middle where the two animals meet is the product itself, showing that it is the best of both worlds. Jeep, the prowess of the wolf with the capacity of the camel. Both hunter and pack animal.

The ad itself in all of its simplicity communicates the brand thoroughly.

Very well done.

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Successful Advertising Demonstrated

"So hot it'll pop yer corn!"

“So hot it’ll pop yer corn!”

One Thing To Know About Successful Advertising:

Advertising and in fact all Marketing Communications should always demonstrate some aspect of the product.

That is why you see athletes performing in Nike ads, or screenshots of next-gen graphics for Xbone and PS4 ads.

It doesn’t need to be 100% realistic either. Consider the Gatorade ads that show athletes sweating out various colours. No one here at TMS sweats fluorescent purple, yet we can relate and understand what is being communicated. It gets the message across.

Such is also the case with this ad. It is clearly referring to the explosive and heat generating effect of the Tabasco sauce that it is selling.

It is appealing to those who enjoy a good HOT culinary experience. What is more, it is doing so through a humorous and memorable way.

That is the key to a great ad. Communicate the value in your product or service and do so in a fun, engaging or otherwise memorable way. Make it a positive experience.

Understanding Successful Advertising.

We continue our look at “advertising for dummies” by taking a look at how quickly careless advertising can backfire.

Argentina VS Brazil… Fails To Perform.

Anyone who follows World Cup Football (Soccer) knows that tensions run high and rivalries are deeply ingrained. These rivalries almost always spill over and out of the arena and are often reflected in the various advertising campaigns.

Past rivalries have seen some very “interesting” ad campaigns between rivals. Consider this little exchange between Argentina and Brazil. The top ad was Argentina’s opening shot, the bottom was Brazil’s response after Argentina “failed to perform” in such a way as to “stick it to” Brazil.

Oops, looks like Brazil had some performance issues.

Oops, looks like Brazil had some performance issues.

France Throws A Few Stones At Ukraine, Forget They Live In A Glass House…

For the upcoming Ukraine VS France Football match French fans were creating various posters of their chicken mascot showing dominance over other teams (in France the Rooster is one of France’s national animals… yes we know the irony and humour in France being represented by a chicken). Needless to say the campaign chucked a few stones towards the Ukraine who responded quite quickly with their own little ad.

The left is one of the French ad’s the right was the Ukraine’s response.

France VS Ukraine... Oh and they are playing a football match also!

France VS Ukraine… Oh and they are playing a football match also!

We have one word: “Owned”.

Consider The Backfire.

When advertising, one needs to always consider the various angles and possibilities of a backfire.

Consider it like this. When a parent is choosing names for their newborn, they often consider the many nicknames that can go along with it. “Ben” for example will 99% of the time result in such nicknames as: “Bendover, Benjamin Franklin, Bent, Bender, Bendy etc” (no none are very original). Guarding against nasty nicknames is a very common thought process for new parents.

Any instance of communication with the public (advertising, PR etc) must ponder things in much the same way. Angles need to be considered, public perception of events and materials need to be understood and the overall message being communicated must be honed appropriately. What could go wrong? What leverage may it provide your rivals?

History is riddled with ad campaigns that have backfired violently, damaging the brand they are meant to build up. This is only amplified by the wide-spread use of Social Media to share and spread the failure.

A campaign can start with good intentions but spiral quickly out of control if not properly researched and planned. Try as we may however, we cannot always plan for every possible outcome. To illustrate this, let’s return back to the metaphor of naming your child. I knew a young man whose parents named him Michael Hawk. Not so bad right? Until you start calling him Mike…. and then say his full name out loud, Mike Hawk. Go ahead and say that (quietly) to yourself.

Not exactly the name you want called out when stepping out onto the field for the first time or during role-call in a small high school. Let’s just say the rest of his first year was very good for “character development”.

The point we are trying to make is that one can only do their very best to plan for every possible outcome of an advertising / marketing campaign. You can only do your very best but YOU MUST DO your very best. Careless advertising can quickly backfire (as we see in the Football ad’s above). Consider your audience, consider what is appropriate and what is taboo, consider your wording and then polish your message.

Then fire away.

Just don’t use a chicken as your mascot.

Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.

Two Takeaways From JC Penney’s “Hitler” Kettle

Early last week this article appeared on several prominent websites.

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The “Hitler Kettle”. A rather unique kettle that through unusual circumstances shared a similar appearance to one of histories most loathsome individuals.

The rather unusual similarity was documents by The Telegraph, Mighty Optic Illusions and the New York Daily to name a few.

Just one glance at the image above is enough. The similarity between the infamous Austrian born dictator and this little kettle are indeed there.

Each of the articles we read on the matter indicated that JC Penney had indeed made an error and there would likely be fallout as a result. The amount of brand damage that was expected ranged in estimate.

However, we must remember the world we live in and the latest report is that this model of kettle sold out within days of the article first appearing online. As TIME documents well in their online article from May 29, the teakettle sold out in quick fashion.

Most recently one of these “Hitler Kettle’s” showed up on Ebay at a price of $199.00 (up from around $45 retail) others also appeared at prices ranging from $175 – $190 SOURCE

The mass online spread of the image above (and subsequently the novelty) is attributed of course to social media, including such sites as Reddit.

The conspiracy theorist in all of us is left wondering whether this was all just a bizarre series of events? Did JC Penney’s marketing team really not notice the similarities? Likely yes, unless you know to look for it, it is not necessarily apparent.

Or was this all a clever ruse & ploy that was executed in a rather bold fashion? We say… probably (and hopefully) not.

Two immediate takeaways from this rather unusual story are:

a. If there is a novelty, even perhaps an offensive one, it will likely have a market.

b. Online exposure clearly works wonders and social media again has proven its weight in the world of advertising and consumerism

The Bold Look Of Kohler – The Power Of Print

Printed advertising is only as limited as your imagination

Printed advertising is only as limited as your imagination

We love printed advertising…

It was where we first cut our teeth, developing, designing and printing advertising and layouts. Our respect for it and its impact is enormous. We have such a love for print, graphic design and typography, that we host profiles on both Pinterest and Facebook to help curate all of the incredible works from across the marketing and advertising world. There have been numerous agencies and clients throughout the last century that have defined and redefined printed advertising. One of the big standouts throughout the last 50 years has without a double been Kohler. We first came into contact with Kohler’s advertising many years ago and each year since, we have been floored by their bold, beautiful and engaging designs.

“An interesting anecdote, we came into contact with one individual who has more than once attempted to PURCHASE prints of their ads for framing, to be hung in their home.”

KOHLER was the first to boldly introduce colour into the plumbing world.

KOHLER was the first to boldly introduce colour into the plumbing world.

Kohler was the first brand to introduce bathroom fixtures, sinks, bathtubs etc. in colours other than white. This seems normal to many of us now, but at the time, it was considered revolutionary. Many of their competitors felt they would fail in the endeavor, but as we know now, they introduced an entirely new way of thinking into the interior design world. Kohler has attempted to develop their brand as one that thinks boldly, that thinks progressively and that incorporates artistic elements whenever possible. As such, they have spared no expense in many of their advertising campaigns. Their print ad’s attempt to bridge a gap between industry and art. Here we will share some of the outstanding Kohler print ad’s that have spanned the last half century. Do they succeed in bridging this gap? is this a good use of marketing fund? We’ll let you be the judge.

 Transition Marketing would like to issue a formal thank you to Pam Kueber at “RetroRenovations” for several of the beautiful vintage ads included in this article. More of her great collection can be visited here.

Okanagan Small Business Marketing Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.