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TL;DR: Advertising is not an art form. It is a medium of information whose goal is selling more product, not winning industry awards.

THE FATHER OF ADVERTISING

On Advertising

Advertising is neither entertainment nor art form. It is a medium of information.

So says the father of advertising, David Ogilvy, in his seminal classic, Ogilvy on Advertising.

The goal of an advertisement is not for you or me to find it creative. 

The goal is for us to find it so interesting that we buy the product.

People buy products that communicate and promise value for time, money, beauty, health, social status, and/or relief from suffering.

They rarely buy the best product.

Do the research

Producing successful advertising begins with the most tedious of tasks: researching.

There is no substitute for doing the work.

The more you know about the product you are advertising, the more likely you are to come up with a big idea for selling it.

Understanding your customers' needs, desires, and motivations allows you to gain the valuable information you need to tailor your marketing messages accordingly.

Find out how they think about your product.

What language do they use when they discuss the subject?

What attributes are important to them?

What promise would most likely persuade them to buy your brand?

Positioning

Once you've done the research, consider how you want to position your product.

Positioning your product is all about clearly defining what your product does for who.

For example, at Mr. Winter, we offer walk-in coolers and freezers to help small businesses (restaurants, convenience stores, bakeries, breweries, flower shops, etc.) keep perishables fresh and profitable.

That's it.

Brand image

What image, or personality, do you want for your brand?

Like people, products have personalities that can make or break them.

The personality of a product is a mixture of its name, packaging, price, style of advertising, and the nature of the product itself.

Every ad is a contribution to your brand image, so it follows that your ads should consistently project the same brand image across all channels.

The positively good

Most businesses assume that in order to sell their products or goods, they have to convince prospects that their product is superior to their competitor's.

You're better off convincing them that your product is positively good.

If you and your competitors essentially make the same product, don't try to imply that your product is better.

Instead, communicate what's good about your product in a clearer, more honest and more informative way.

Sales increase when a business does the best job of clearly communicating that their product is positively good, not better.

Lather, Rinse, Repeat

When you find a winner, an ad that sells, keep using it until it doesn't sell anymore.

Don't pull the plug on an ad before its lost its effectiveness just because you're tired of seeing it.

The advertisement that sold foodservice equipment to a new restaurant owner last year will most likely work with a new restaurant owner this year.

Think of a good ad as a radar constantly hunting for new prospects as they enter the market.

Get a good radar and keep it sweeping.

What is good advertisement?

Do you want to win Clio awards or sell your product?

If selling product is the goal, do your homework, position your product to be positively good, and ride your winners.

 And remember...If an ad doesn't sell your product, it isn't good.

As always, stay aware, stay educated, but most importantly stay cool.

Talk soon,
Old Man Winter

Source: Ogilvy on Advertising

FEELING USED?

If you've been shopping around for a walk-in cooler, you probably have a good idea how much a new walk-in cooler costs.

And you may be thinking, "Jeez..I didn't expect a walk-in cooler to cost so much. Maybe I should consider buying a used walk-in cooler instead?"

And to that I say... 

Applying the Buy-What’s-Cheapest-Now approach is understandable when entrepreneurs are bootstrapping a business.

However, applying this approach to the purchase of a walk-in cooler often leads to larger expenses and headaches down the road.

Think buying a used walk-in cooler might still be worth it?

Consider these 3 things before searching for a used walk in cooler online.

Keep Reading →

PROPER EDUCATION

Need a Walk-in Coolers 101?

We know you have options when it comes to buying a walk-in cooler, so thank you for the opportunity to help you in your journey. 

We're committed to helping you make the best decision when it comes to buying a walk-in cooler...even if it means sending you to our competition.

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We'd love your business, of course. But first, we'd love to earn your trust.

"How to Buy a Walk in Cooler in 2023" covers all major aspects of buying a walk-in cooler, from learning how they're made to helping you find a reputable refrigeration contractor to providing you a list of the top walk-in cooler manufacturers in the U.S.

The world of walk-in coolers is a mystery to most people outside the foodservice equipment and commercial refrigeration industries.

Our goal is to demystify this world so you can easily understand the basics.

Even a small amount of walk-in cooler knowledge can help you make better decisions and avoid costly mistakes.

Keep Reading →

What to do next

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