When I was a boy, there was a toothpaste called Ipana. Its commercials were pitched by an animated character named Bucky Beaver. The narrative on Wikipedia for this product is not quite right, at least as I remember the story. For in the mid-seventies, in a graduate course on entrepreneurship in which I was enrolled, the story was told that this product had been pulled from the market in the early 1960's. By the time of the course I took, a couple of entrepreneurs had bought the brand and was selling it--without any advertising. They were relying on people like me remembering the product and buying it when we saw it on the shelf.
In industrial advertising, there are few campaigns that are remembered. One that is infamously remembered is that of a small machine clothing company from Piqua, Ohio whose print ads were "decorated" with voluptuous models caressing the product. However, times have changed and such a campaign today would not produce the desired results.
Today's campaigns often lack pizzazz. Distilled to the common formula of "headline-features-benefits," coupled with descriptive but boring names, there is little to remember.
Here at Paperitalo Publications, we have built exciting campaigns. Using a combination of electronic print, internet radio and mailers, we have been able to move markets. These campaigns will be remembered, we are sure.
The trick is to be unique but not weird. I always say there is a fine line between unique and weird, and one strongly needs to be unique, but never weird.
One of the areas where one can start (besides advertising with Paperitalo Publications) is being very careful as to how you name your products or services. It has been done before, and done successfully. Look at "Six Sigma" and its qualifying categories called "Black Belt" and so forth. I am sure that when this was first introduced, there was lots of laughter. Now, there is no laughter.
We have many ways to help you stand out and last. A simple way is to have an advertisement on one of our key columns, such as my Nip Impressions column. You may be surprised to know, but six month old Nip Impressions (both print and audio) are very popular. Typically half of the contemporary reads (or listens) of a Nip Impressions column occur in the first two weeks after it is published. Yet, half of the readership then occurs over the next six months.
It makes a difference where you advertise.
