If advertising is indeed the motor trade, the heroes of our articles have managed to make this a quality engine tuning. Kings of sales genius of deception, they gushed ideas like Bender, but it actually existed. Their ways of obtaining money from the population hit its simplicity and cynicism, and their names will live in the history of advertising. Based on their experience, you can make money literally out of my head. So if you have unnecessary head and yet something unnecessary in the garage (on the stock of the company, in the bins homeland) - drag all here. Let us learn marketing on the great examples!
1 Well-known shortcomings of the unique properties
How did James Young
Dump all the hard work for beginners - the policy of many companies. Somewhere in this rite is called initiation, somewhere - hazing. But almost all of his practice. The exception does not become firm and mailings "J. Walter Thompson» (JWT), which in 1941 went to work young manager James Young. Simultaneously with the company a party of apples battered and frost covered with black spots. Fruits intended for distribution to customers, but seeing as they were able to guide JWT horrified. Managers would have to fill in a green wax apples and send in this form, but then they were struck by a better idea - to entrust the implementation of apples novice. To James apples muck some watered? No way!
apple
Young just sent them to customers, accompanied by sending a letter: "Pay attention to these spots. They point to the fact that apples are grown in the mountains, with sharp temperature changes. With this apple acquire their characteristic juiciness, sweetness and flavor. If it turns out that all we said is not true, you can send the entire product back. "Of course, none of the customers did not return to James Young apples. Moreover, almost all of the orders for the next harvest apples accompanied by a postscript: "Send this time with spots."
2 conspicuous
How did publisher 3Suisses
In 1931, human laziness has leaped forward: the first were invented catalogs. Then they have not sent out by e-mail, and sold in bookstores. Bought, said the order, gave the messenger ... One inconvenient catalogs were too many of them in the eyes dazzled. The upshot was that booksellers began to just dump their stack - let the people themselves angling for what they need. To the delight of pedants, catalogs were the same size, and the stack obtained feast for the eyes even. So that buyers were even a bit awkward to stir them - they took the top directory and went. After seeing it once, publisher 3Suisses halved the size of their catalogs, so sellers bookshops had to put them top of the stack - because otherwise a stack of just falling apart! With this seemingly simple trick 3Suisses things quickly went downhill.
3 to benefit from their own mistakes
How did Harley Procter
Yet the world did not come TVs and Institut Erisman, soap producers have a hard time convincing buyers that their product - the best. It is now enough for 10 seconds to show the gullible messy gray-green spots on the screen, while reciting this mournful rap: "Escherichia coli, Staphylococcus aureus, and other ..." At the dawn of marketing mylovar were monstrous tricks to sell people a couple of extra brusochkov.
Hard to come in 1879 and Harley Procter. Having inherited from his father a soap business, the young man could not make the mind, to do with it. Goods weeks lying in warehouses and factories began to happen downtime. Once one of the tanks were kept on the fire longer than usual, making the soap mass formed bubbles and perfumes evaporate. The resulting soap proved unusually white, neutral smell and very light. Harley was about to pour the contents of the vat into the cesspool, but the cooling step noticed that the soap does not sink in the icy water, and going the lumps on the surface and floats. Then he created a new brand of soap - Ivory. And he began to sell it under the slogan "soap that floats!". Grateful Housewives tired to catch the bottom of the slippery shell remnants, he immediately began to buy new. The so-called error brought the company about $ 7 million!
4 Create the appearance of care for people
How did the company Spinach Can
In 1929, on the screens (there was no television, and theater) has its first cartoon character, who wanted to be like children - pop-eyed sailor Popeye. Any sailor he is, strictly speaking, was not - so minister the boatyard. But the heroic image of Popeye did not ruin it.
In each new cartoon little man with an incredibly overinflated muscles from fat-villain Bluto. Although the offender was three times greater victory that had always accompanied Pope easy: because he ate spinach, charging human superpower! More powerful promotion of healthy lifestyles America had never seen. Sailor proclaimed sex symbol of modern times, and its creator Max Fleischer - fighter for the nation's health. Well, bask in the glory with maximum comfort Fleischer helped deductions of Spinach Can. After all, it is under the guise of concern for the health of Americans carried out the first ever (and, perhaps, the most cynical) product placement and sponsored the work of artists! And they began to portray the bank in the hands of the life-giving spinach Popeye is not as necessary, and the image of the product Spinach Can. The company receives dividends from the idea to this day. The truth emerged only out fifteen years ago, when the product placement has become commonplace. So that dealers do not even have thrown rotten spinach.
5 Make all talk about you
How did Alex Boguski
This creative director at Crispin Porter + Bogusky is one of the most interesting figures of marketing. About Alex, a relatively young man, tell amazing things. Like, he took a job at the agency, while still owned by only Crispin and Porter, do not they have had experience in the advertising business. He simply sent the founding fathers of your business card with one rounded corner and the inscription: "Up to 25% safer than all other cards!" And supposedly only because of this Alex Boguski immediately got the post of Director. However, this story may be a myth - in contrast to the history of a Mini Cooper, really took place. In 2001, when Alex was commissioned to promotion of these machines in the United States, there is already in full swing campaign chief rival Mini - folksvagenovskogo "beetle". Boguski intelligence reported that the thrust on the TV does not make sense: the best time to advertising (during the broadcast of the final Super Bowl) already bought Volkswagen. Then Boguski invented workaround. He bought a few seats in different places of the stadium and put them on the dais with the Mini Soorer.
The impression that the big-eyed cars watching the match. As a result, all the sports channels considered it their duty to give Mini a few minutes in their broadcasts. Costly airtime got cars absolutely free! Boguski has become one of the most sought after advertisers in the world.
6 Arrange a spectacular demonstration
How did Akio Morita and 6,000 business travelers
In 1957, Sony rashly declared the advent of handheld technology and announced a transistor radio, which you can carry everywhere. In those days, when the batteries were the size of the camera, and the camera - with a bag of batteries, the statement was truly brave. Alas, when Sony's engineers have collected the same receiver, it became clear that a standard shirt pocket, he does not fit. Avoid depression and general corporate harakiri managed exclusively through wit Akio Morita, one of the bosses of the company. He suggested that the receiver does not spread through the art shops, and with the help of business travelers.
Six thousand people around the world had to knock on strangers at home and offer owners a new receiver that "aspen Lichkov pamessyaetsya in your pocket - up!". With these words, the salesman must have been several times to get a box with a transistor from his shirt pocket, and then put it back. Make it was simple: because for every traveling salesman Sony poshila special shirt with an increased pocket! Of the four thousand people who bought the receiver on the first day of sales, neither noticed the trick. And those that have noticed it a couple of hours later, was blamed on the wrong leg of their shirts.
7 Arrange brainstorming
How did Bruce Barton
Brilliant idea, brought to the advertising agency Batton, Barton & Osbourne half a million dollars, was born, according to legend, a young man in a greasy head-carrier. And it was so. In 1957, the American company has released a batch of Henckels knives for peeling potatoes. They were comfortable and terribly futuristic: plastic handle, blade, which itself is sharpened. The first batch was sold out for a week, but then stopped taking knives. Henckels became a hostage of their innovations: the knives were so good that the hostess did not change them for new ones. When the specter of bankruptcy was standing over bosses Henckels with potato peeler at the throat, it occurred to me to ask for advice from Bruce Barton and his advertising agency. To reflect on the issue this week, Barton resigned and made the first-ever marketing brainstorming. Within 16 hours, hundreds of mature, mentally healthy employees BB & O walked through the corridors, shouting their associations with the words "knife", "potatoes" and "cleaning". Finally, one of the couriers offered an ingenious solution - paint pen knives in color potato peelings. This helped housewives became accidentally throw knives with the skin and rush to the store for new ones. And Bruce Barton wrote a book about brainstorming and the end of life lived on the fees.
8 ways to prepare to retreat
As it did the Swedish TV
Mankind has always distrusted the novelties. Mongol-Tatar yoke, aircraft, fast food - all these things had to implement more than one decade. But perhaps nothing is met with such a rejection as nylon stockings. Durable, almost cosmic material of wild colors for a long time could not make a serious competition to the traditional silk. In 1962, nylon came in cold Sweden, where women wore stockings, even in summer. But it turned out that he was there and nobody wants. Then stocking manufacturers turned to Swedish television.
The local workers for a long time did not know how to organize a campaign. Extolling the benefits of nylon stockings in front of the silk would be a lie, for which at that time very strictly punished. Then the TV crew found an elegant solution. April 1, they announced that "black and white screen of your TV can be converted into color, pulling him several nylons of different colors." That same evening, thousands of trusting the audience rushed to the store for stockings. And the next day, the same thousands of spectators - though this time the angry - stormed the building of telecentre: even a combination of red, green and blue stockings are not brought into their life colors. But telecentre workers with pre-harvested smiles disown their advertising all over the country: "What do you mean, guys, it was a joke!" Deceived Swedish women only had that start wearing nylon stockings - not to throw their same. Over time, the novelty even in vogue.
9 compromising competitors
How did Phineas Barnum
Red-nosed clown Ronald of McDonald's - not the only circus worker to tie up in the field of advertising. Long before, in the XIX century, to promote brands put his deft hand Phineas Barnum. In real life, this man was a circus impresario - drove across the United States and sought out the freaks and athletes to get them on the big stage. But sometimes (during the full moon or, say, for a large fee) Phineas turned into a marketing specialist. So it was in 1890, when the owner came to Barnum plants steamers Chester Dietz, to make a living fishing for white salmon. With his earnings, I must say, it was bad. By the time he opened his own business, all of America was already littered with pink salmon. White fish on a background of salmon looked stale and disperse bad.
For some 15% of future revenues Barnum found a simple and elegant solution - suggested packing salmon in white cans with the inscription: "The only salmon, which does not turn pink on contact with the packaging!" Canned were sold so well that the plants Dietz barely had time to cope with the number of orders. Fees received for the idea, Barnum had the rest of his life - however, he died in 1891.
10 conduct reconnaissance on the ground
How did Ettore Sottsass
Where it was to go after the collapse of the Third Reich, the Austrian artist, asu military-industrial design, whose favorite thing was to put stars on the fuselage? Only in Italy - the country, the most humane way of done with their fascists. So did the military designer Sottsass: after the Second World he secretly moved to the Apennines and took a job at a company Olivetti. The first order was Ettore updated design of the mechanical clock, which is extremely bad for sale. Inspection of goods from all sides and not finding flaws in it, the artist went to the nearest hour shop and lay down in an ambush. There, he was surprised to find that all (without exception!) Customers before you buy an alarm clock, check it out by weight. Lightweight models, which include and Olivetti, just did not inspire confidence in people. Then Sottsass soldered in lead ingots Service and brought him personally Adriano Olivetti. "Well, where is your vaunted design?" - Asked. "That's all, nothing else, so it will be sold!" - Said Sottsass. And he was right, for which he received a lifetime pension from Olivetti and honor of the.
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