Think Differently!

October 27, 2011

That’s what Steve Jobs did. Even though he revolutionized the digital era, he did not think much of the internet as a branding medium. While everyone was jumping on the digital bandwagon, Jobs effectively remained “old school.”

In 2010, Apple spent an estimated $420 million on advertising. Over 90% of that budget was allocated to network television, newspapers, magazines and billboards. Less than 10% went toward digital initiatives.

And when Apple did spend online, it was usually an extension of a TV campaign like the iconic Mac vs. PC ads.

Jobs also believed in controlling the message which files in the face of the current wisdom that consumers should tell the brand story via Facebook and Twitter. Upon his death, Apple barely had a presence on either platform.

Throughout his brilliant career, Jobs created products for the masses. And he wisely chose mediums that targeted the masses. In advertising, as in product development, he relied heavily on his convictions and intuition. He did not rely on “likes” or “tweets.” He took a much more pragmatic approach: tell the story of how an amazing product can change a consumer’s life in the best environment possible. And then he was smart enough to understand that the best environment – then and now – is still traditional media.

TV is Still the Biggest Cannon for Retail Marketers

August 11, 2009

artygun8TV is still the biggest cannon in the land” That’s what Steve Boal, the CEO of said when he launched his first TV campaign in the company’s 11-year history on August 1st.

The campaign features three humorous commercials that remind recession-strapped consumers that is the place to “Click. Print. Save.”

Based on testing with the company’s subsidiary online brands, Boal found that TV advertising proved “extremely cost effective.” (Imagine that.)  He even went a step further and credited the TV initiatives for “creating more brand affinity than their online initiatives.” (How can that be?)

“The response rate and the rate of return of those people who found out about us on TV was slightly higher than those who found out about us on the Internet,” said Boal. (Whoa! I’m speechless…this can’t be happening.)

Actually, it’s been happening for the last half century. Start off with a good product or service that people want, add in a dash of creativity, mix in the ultimate mass media platform and presto….you have the perfect recipe for what every advertiser is really searching for: Results.

Nothing takes a brand to the next level like TV.