by Ellen Curtis, Creative Commander

If you are in marketing and or breathing, there’s no way you haven’t heard about the massively pervasive and successful Old Spice advertising campaign. I’m sure there are millions of marketers doing as I am now writing blogs about how Old Spice did it. (A google search shows there are 1.7 million results on those key words, “Old Spice Marketing.”)  All you really need to do is to go to the source: the agency that created it. http://bit.ly/bWygXp.  I’m sure there are millions of CMO’s asking their agencies to give them an “Old Spice” campaign. So how do you “Spice” up your marketing.

Look at your advertising. Now look at Old Spice advertising. Back to your ads. Now back to their ads. Sadly, your ads don't look like their ads. But they can if you follow these three simple steps.

1. Have a great idea. Of everything that is written about the Old Spice campaign, the most obvious point is missing. It started with a great idea. It’s simple, like all great ideas. “Smell like a man, man” doesn’t get any more basic.
2. Share it smartly. While the viral video portion of the Old Spice campaign has garnered most of the attention, Old Spice used both traditional media (TV and print including couponing) as well as social media (Youtube, Facebook and Twitter) to reach out and engage their target audience.
3. Execute it brilliantly. Using a celebrity isn’t new. But the choice of Isaiah Mustafa, actor and former wide receiver in the NFL, was an exceptional good one. And of course, the writing and art direction was top notch. Notice all the parody spots on Youtube (919 last count). Imitation is indeed flattery.

By Ellen Curtis, Creative Commander

So I was listening to talk radio (that’s what people in my age demographic do) and heard that the recession is over. At least, that’s what the economists are saying. While many businesses are still hurting, I have seen many signs of recovery. And to be honest, not all of the signs are positive. Businesses are falling back into the business as usual mode and settling into comfortable routines. And as any creative person will tell you, comfortable is the death zone of innovation and business growth. The following are some tips to keep you on your recession toes:

1.   Getting out there – I mean this literally. In 2009, everyone I know was out networking. Witness the explosion in social media. I connected with tons of old co-workers and clients on Linkedin, Twitter, and Facebook. On the local level, every week there seemed to be a business mixer to go to. Today, I don’t see the same turn out. This is unfortunate. A lot of new business was generated through this interaction.

2.   Getting out there- I mean this figuratively. The recession gave most businesses permission to try something new. Facebook campaign? Sure. Writing on sidewalks? Why not? Staging an event? What could it hurt? Nothing breeds inspiration like desperation.

3.   Getting back to the fundamentals – The thing I loved about the recession (I know that sounds weird) is that it forced everyone to revisit marketing basics. To do outstanding creative work, you need a strong marketing foundation. You can’t just throw money at a problem to solve it. You actually have to think about it and come up with a solution.

4.   Making do with less – This is where creativity and innovation soar and scare the pin stripe pants off of most business types. Everything has to work harder. That includes your budget as well as your brains.

5.   Understanding your best customer is the customer you have – The recession has done a great service to customer service. In a time when most business couldn’t afford to acquire new customers, the smart businesses invested in their current customers. Enduring these trying times with our clients has strengthened our relationships with them and allowed us to grow together. We will always have the recession to remember together, hopefully.

By Ellen Curtis, Creative Commander

By Ellen Curtis, Creative Commander

What costs more; an unexpected ad or a straightforward ad? Hint: this is sort of a trick question. From a creative development viewpoint, both ads take about the same time to create. Research needs to be done, creative briefs need to be developed and art directors and writers need to come up with something to fill a page or screen. From an ROI viewpoint, however, the straightforward ad costs significantly more as it has less impact.

In this current economic environment, many advertisers are playing it safe. But as a previous creative director reminded me “the safe way is a grocery store not a creative direction”. With that in mind, here are four criteria to make sure your ad has maximum impact for your marketing dollar:

1.  Is your advertising distinctive? Does it stand out from the competition? Or is it a slice of white bread in a loaf of white bread?

2.  Is your advertising ownable?  Volvo owns safety. Pepsi owns youth. Obama owns hope. What does your brand own?

3.  Is your advertising memorable?  There’s good memorable like Doritos’ crystal ball Superbowl spot and bad memorable like Cash for Gold’s Superbowl spot. Which way would you like for your brand to be remembered?

4.  Is your advertising relevant? De Beer’s recently ran an ad that said if you’re going to buy a gift, buy something that lasts forever not something that will be forgotten about tomorrow. A relevant message for a luxury item like diamonds, as well as for a necessary item like advertising, considering the times we find ourselves in.