Your Ready-Made Ad – IS READY!
In the worlds of film and music, long before hard drives, “in the can” meant that a job was complete. Done, finished, and well … in a canister. Another scene, another song, was “done and down,” and now resided as analog film or tape in a large canister, ready for use. To this day, record producers and film directors still exclaim, “There’s another one in the can.”
The same applies to ad agencies who, while they may not wish to admit it, create far more material – sometimes truly exceptional material – than will ever see the light of day. Attrition in all its forms – business lost, different approach used, Marcom manager preferred pink, whatever, means that there is a lot of great material out there, just waiting to be used. Also, companies cease operations or are regional only– for example, service businesses: A barbecue chain in the Carolinas, a car wish in Minnesota. In such cases, it is standard practice to build ads around winning formulas. While regional preferences can make a difference – generally – what works in Peoria will work in Seattle – or anywhere.
Brilliant Ideas is pleased to announce even more Ready-Made Ads for you to audition February 20, 2013
Q. “Why Ready-Made Ads?”
A. Because they are,™ “Ads With a History of Success.” With a great, form-fitting idea just lying there,waiting to be used, there is less hand wringing, agonizing and decision by committee. After all, the mere PROCESS of deciding to launch a campaign saps the energy of many companies and diverts it from its goal: Working as a team with selected third parties to create advertisements that sell goods and services. It’s not just too many cooks – Marcom Manager, CEO, Leadership Teams, “Charley our best letter-writer,” etc., all of whom have input. Factor in the agencies and sometimes, PR companies you hire, who must interpret such disparate opinions and you’ve got a time-consuming mess. Whole markets can and do shift by the time your creation is ready for prime time.
Q. Why should we pay a company to basically recycle an old idea?
A. For the simple reason that it works. That’s why the largest, most successful companies in the world can and do revive ideas, continually.
Q. Fine. But why not just create something totally unique for our company?
A. We will, – however see, “Decision by Committee,” above. Tried and true formulas are the backbone of radio advertising … Probably because there are “no pictures” to accompany a radio ad. If your company can benefit from formulas that reserve space in the listener’s mind, we suggest you do just that.
Q. What about the legalities of re-using a similar advertisement?
A. We make sure there are none. For example, if we’ve created an ad for a Fish and Chip restaurant in Fremont, California, we would not propose that another such firm in San Jose, California, 30 miles away, use something similar. However, if the last chip shop to use a version of such an ad is in Pasadena, 450 miles away, and the Pasadena company’s business management gave us written permission to re-use, we would do so, assuming the ad fitted your company perfectly. We mention obtaining permission because it seemed like the next question.
Q. So, after reading the above, it seems that re-constituting radio ads is accepted practice that in fact, makes great sense. Brilliant Ideas will obtain written permission in advance from companies for whom you have run similar ads before re-use with ours. Generally, that company will be well out of our region. Is this right?
Q. Have you a list, preferably a sizeable one, of industries for which you have Ready-Made ads? Also, do you have one of these Brilliant Ideas radio ads I can listen to?
A. Absolutely. The list is below (with links to some examples) or call us toll-free, 866-241-8484 Ex. 2 , for a download of winning radio ads. (In some instances the advertiser’s name has been removed at their request.)
Q. Last question. We’ve largely been discussing radio ads. Can print advertisements also be, “re-used,” in this manner?
A. Sometimes, but with far less specificity. The principles that apply to print ads are different than those for radio. Unlike most radio ads, print ads (good ones) are often quite detailed. In other words, radio is an excellent medium to get a ‘big’ idea across – anything from brand reinforcement to a world-beating sale. Hey, in many cases, your prospect is in a car, a wonderful place to remind 40 year olds they must have life insurance, but a poor place to explain the intricacies of Term Life. Print ads often have illustrations and depth; again, it’s a different animal. Nonetheless, if yours is a regional business, re-use of a print ad idea is fine, where and if it makes sense.
Q. Oops, forgot this one! Can you define please, the KEY reason you would propose re-using an existing ad, to some degree, instead of starting from scratch?
A. Surely. Because they are,™ “Ads With a History of Success.” We might go on to say that the things that motivated people years ago, still do – and probably will, a million years from now. But the biggest reason is that we know you will be so excited by our Ready-Made ads, it might just considerably shorten the decision-making cycle. It will seem to you as if ™”we read your corporate mind!” “Why, these are precisely the things about our company we most wanted our customers to know,” we can hear you exclaim. Armed with such momentum, the decision by committee brigade hasn’t a chance!
™”It’s In The Can, Man!”
Retail, 1-50 employees: (We have so many examples for this area that the below can only be considered a highlight. If you don’t see your business type listed please contact us. Click on the colored text for examples.)
1. Fish and Chip Shop
2. Pet Store
3. Synthetic Materials
4. British Food and British Culture Collectibles Center
5. Italian Restaurant
6. Mediterranean Restaurant
7. Hair salon
8. Specialized Vacations
9. Auto Transmission
10. Antiques and collectibles 1
11. Antiques and collectibles 2
12. Antiques and collectibles 3
13. Antiques and collectibles 4
14. Auto Dealership 1
15. Auto Dealership 2
16.Audio Engineering Society
17. Hotel 1 (Privately owned, bearing chain’s name.)
18. Hotel 2 (Privately owned, bearing chain’s name.)
21. Dog Grooming 1
22. Dog Grooming 2
23. Dog Grooming 3
24. Veterinarian 1
25. Veterinarian 2
26. Retail Music store, (privately owned)
27. Popular Rock band
28. Yachting line (Line used for rigging in sailing ships)
29. Flying School
30. Cement making company
31. Printer Repair
Retail large, or Corporate Owned:
32. Independent Retail Grocery Store Chain
33. Wholesale Grocers
34. Steamship Company 1. (Steamship Division)
35. Steamship Company 2. (Steamship Division)
36. Steamship Company 3. (Steamship Division)
37. Ski Resort
38. Mortgage Lender (50 million annually)
39. Medically Supervised Weight Loss
40. Women Only Fitness Centers (National)
41. Server Re-Purposing
42. Social Media
43. School Test Forms
44. Work Flow Software
45. IT School ‘Boot Camp.’ (*Agency of record to.)
46. Greeting Cards
47. Department Store
48. Children, adolescents (“Tweens and Tweens”) clothier
49.Telecom and Wireless
50. Clothier (Catalog and Chain)
51. Clothier (Catalog and Chain)
52. Lawn Care Products
53. International Cruise Line
54. Software Reseller 1
55. Software Reseller 2
56. Shipping Company (International)
57. Packaged Foods Company 1
58. Packaged Foods Company 2
59. Health Care Company
60. Publisher of Children’s Magazine
61. Owner, Manager, Retail Shopping Centers, (International)