The founders of one of today's hottest, most innovative advertising agencies explain how to ignite the kind of marketing explosions that will capture customers' attention.
Linda Kaplan Thaler, the CEO and Chief Creative Officer of the Kaplan Thaler Group, is the brains behind a host of memorable and highly successful ads, from the irresistibly sentimental "Kodak moment" campaign to Herbal Essences' "totally organic experience" to, most recently, the irrepressible AFLAC duck. In Bang !, Kaplan Thaler and Robin Koval of the Kaplan Thaler Group, currently ranked as the fastest-growing ad agency in the country, offer the kind of out-of-the-box thinking and proven strategies that marketers anywhere can use to create loud, clear, attention-grabbing messages about their products and services.
Presenting an arsenal of "big bang" ideas, the authors discuss how to create a memorable publicity hook and how to design attention-grabbing packaging that taps into consumers' innermost desires. They interweave entertaining accounts of their successes and failures, as well as those of other companies to suggest specific ways to establish an atmosphere conducive to innovative breakthroughs--why having "enough" time to work on a project can be a disadvantage, and why having a small staff in a cramped space is often the best way to come up with big ideas.
Full of colorful anecdotes and inspiring accounts of campaigns that have catapulted revenues and increased market shares, Bang! shows how to create a marketing campaign that rises above the banal barrage of commercials to create a genuine marketing explosion.
From the Hardcover edition.
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|Title of Business & Economics eBook: Bang!|
|Release Date: 12-18-2007|
|Allowed Countries (hover)|
|Publisher: Doubleday Publishing|
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Chapter OneWHAT IS A BIG BANG, ANYHOW?
These days, getting people to notice you isn't easy. The Information Age has morphed into Information Overload. Messages are everywhere: At the bottom of golf cups on the putting green, flashing on ATM screens, even posted over urinals (an excellent product placement for Budweiser). People gazing out the window when flying into O'Hare a few years ago couldn't escape the colossal rooftop sign advertising Altoids. Urban strivers can now turn to promotional high-rise video screens to avoid the ever-dreaded elevator eye contact. Come-ons decorate coffee cups, umbrellas, commuter train schedules, shopping carts, delivery trucks, lampposts. We even put an ad at the bottom of this page.
So how do you get heard? How does your company connect with the consumer?
You need a Big Bang.
When The Kaplan Thaler Group opened for business six years ago, we knew that everything taught in Marketing 101 is no match for this daily deluge of data. We'd spent almost two decades creating campaigns that were tremendously successful, but we weren't exactly sure why. We knew that they were well liked, communicated with our consumer, got remembered-even entertained. But before we could go much further we needed to try to decipher the science behind our million-dollar ideas. We needed to understand what was unique about our way of thinking and working. We didn't want to feel that every time we approached a new campaign we had to reinvent the wheel.
Robin, who spends her spare time reading books that could top Mensa's advanced reading list, just happened to be boning up on cosmology at the time. "What a...