B2BAdsBefore

andA-er

Afreshcrea0vecasestudybyJeffreyGoldsmith,Marke0ngConsultanthAp://jeffreygoldsmith.com

Context

FigaroSystemsmakesdevicesandserverso-warethatdisplayssub0tlesinmul0plelanguagesontheatricalseatbacks.

Their“agency”developedadswereunremarkable,buttheywantedtomakeasplashintheoperamanagementmarket.

Jeff Goldsmith - Marketing - http://JeffreyGoldsmith.com

Whatmakesadsbad?

 Toomuchcopy.

 Busydesign. Noclearmessage.

 Fuzzybenefit. Staidimagery.

 Focusonfeatures. Pointlesstagline. Etcetera.

<Before

Howtomakeadsgood?

 Iden0fythe#1benefit. Iden0fythe#1takeaway. Featuressupportbenefits.

 Explorecrazyconcepts. Useaheadlinethatexpressesthebenefitorisacalltoac0on.

 Useinteres0ngimages.

 Bebrandandtargetmarketappropriate.

A-erisonnextpage

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Jeff Goldsmith - Marketing - http://JeffreyGoldsmith.com

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Whyit’sgood.Thebenefittoaudiencesisclear:thisproducthelpsthemenjoyoperainmul0plelanguages.

Clearcalltoac0on:installthisdevice.

Theadisbrandappropriate:theheadlineisexpressedinmul0plelanguages.

Theimageismarketappropriate:classicandcu\ngedge,likeoperatechnology.

Thetaglineisclear:mul0‐lingualtextdisplayexactlydefinestheproduct.

.

Jeff Goldsmith - Marketing - http://JeffreyGoldsmith.com

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Newmessage.Samebenefit.

Thehighlevelbenefitisthesame:Thisproducthelpsaudiencesenjoyopera.

Thesecondarybenefitisdifferent:Thisproductsincreasesrepeatvisits.

The80/20ruleappliestotheperformingarts–80%ofrevenuecomesfrom20%oftheaudience.

Sugges0ngthatthistechamenitycanshi-returnshigherisahugebenefit.

WhatFigaroGot.(Andsocanyou.)

A+en,on–everyoneintheindustrysawtheseads.

Greatplacement–becausethemagazineslikedtheads.

GreatDeals–lastminutebuys,nego0atedgreatrates.

Credibility–printadsmakepeoplepayaAen0on.

Comprehensivereach–OperaNowandOperaNewsarereadbyeveryoneintheworldofopera.

Jeff Goldsmith - Marketing - http://JeffreyGoldsmith.com

Formoreinforma0on,pleasecontactJeffreyGoldsmith,Marke0ngConsultantviahAp://jeffreygoldsmith.com

Jeff Goldsmith - Marketing - http://JeffreyGoldsmith.com