Paperitalo Publications

11 Sep 2015

IN THIS ISSUE

Building Brand Recognition

Older Issues

More marketing resources

This objective of this newsletter is to clarify and debunk the world of electronic advertising. If this does not interest you or is not in your line of work, please kindly unsubscribe below. We certainly don't want to clutter your inbox with irrelevant material.

SEPTEMBER SPECIAL - Don't Miss Out!!

February 2016 is our Transportation Month. We are offering 50% off our advertising schedule for our Transportation Monthly Special. This offer is valid through 30 September 2015 with commitment and payment received by 30 September 2015.

Call Helen Roush at 937-403-8602 or email her at [email protected] to learn more.

Building Brand Recognition

Conventional wisdom holds that there are two basic ways (with variations) on how to build brand recognition. They are (1) find in the brand a different and distinctive feature or attribute and trumpet it loudly. If there is no distinctive feature in your product that sets it apart from competition, (2) give it or attach to it a winning personality. Both of these methods are widely employed in the consumer products fields, but are equally adaptable to industrial advertising.

It might be difficult to imagine at first thought how one of these methods might be tailored to fit your product or service, but it should not be considered impossible. Here is a look at how both are handled on television

The Winning Product Feature

A home-directed paper towel is a paper towel--right? Not so for Bounty; it is "the quicker picker-upper." This is how television commercials present the liquid absorption capacity of Bounty towel paper as being greater than that of competitive brands. And it is a prime example of how a distinctive product feature is used as the product's selling point.

Ford Motor Co., whose trucks are already selling in great numbers, is indulging in none of the usual hoopla associated with motor vehicles. Instead, Ford shows you videos of its trucks performing under tough conditions and over tough terrain and basically just tells you they can do it because they are built "Ford tough."

The Winning Personal Element

For many years, before the digital photography revolution, Eastman Kodak's advertising was superb. What made it so special? EK did not advertise cameras or film for sale; instead, its ads sold the capture of precious family moments--golden moments in time. This, not the camera itself, was the winning EK feature.

Flo, she with the white pants suits and the red lipstick, is the personal element in Progressive Insurance's appeals to check with the company for a money-saving quote on your insurance needs. She is the living invitation to save money on your portfolio.

Mr. Sparky is emblazoned on the sides of electrical installation and repair trucks as well as on television in this neck of the woods. And Mr. Sparky will never let you forget his telephone number.

Chuck Swann is Senior Editor of Paperitalo Publications.

For more information on Paperitalo Publications, feel free to contact:

Curt Gifford

[email protected]
770-367-4823

Helen Roush

[email protected]

937-403-8602

Jim Thompson
[email protected]
678-206-6010

Older issues....

4 September 2015 Issue

30 January 2015 Issue

23 January 2015 Issue

16 January 2015 Issue

9 January 2015 Issue

2 January 2015 Issue

26 December 2014 Issue

19 December 2014 Issue

12 December 2014 Issue

5 December 2014 Issue

28 November 2014 Issue

21 November 2014 Issue

14 November 2014 Issue

7 November 2014 Issue

31 October 2014 Issue

24 October 2014 Issue

17 October 2014 Issue

10 October 2014 Issue

3 October 2014 Issue

26 September 2014 Issue

19 September 2014 Issue

12 September 2014 Issue

5 September 2014 Issue

More Paperitalo Resources on Marketing...

Thoughts on Marketing, Episode 1

The need for marketing, no matter your business.

Thoughts on Marketing, Episode 2
One of the most effective marketing tools--if you have the patience.

Thoughts on Marketing, Episode 3

The power of the QR Code and other techniques.

ABOUT PAPERITALO PUBLICATIONS

"Paperitalo" (pop-er-ree-towel-o) is Finnish for "Paper House." We produce and distribute, electronically only, many publications dealing with all matters in the pulp and paper industry worldwide. You can see a list of these here. Additionally, we broadcast live, and in podcast form, from Pulp and Paper Radio International.

Our print publications are the highest ranked publications in the pulp and paper industry worldwide according to alexa.com. We publish our and our major competitors' Alexa rankings each Monday here.

We currently experience around 20,000-plus clicks, or as we like to call them "touches", every day from around the world. This means on average, every minute of every day, slightly more than 14 people choose to click on to one of our publications or podcasts.

Paperitalo Publications, LLC
4018 Keeneland Court
Duluth, Georgia 30096
678-206-6010

Vice President, Publisher & Editor--Steve Roush

Sales & Account Manager--Curt Gifford

Regional Sales--Art Burgess

Vice President, Sales & Communication Sciences--Helen Roush

CEO & Executive Editor--Jim Thompson

Administration Manager--Allison Gifford

Paperitalo Publications
4018 Keeneland Court
Duluth, Georgia 30096
678-206-6010