In the early months, Stitch Fix did not have enough money to do advertising. This was a good thing. Start-ups today often have A or B round money to spend on demand generation ad programs. I like the idea of running a start-up without advertising – for a while at least. It puts employees and consumers in charge of marketing. Not agents. Creative directors, media buyers and English majors shouldn’t be responsible for new product success.
When there is no start-up ad budget, there are no false prophets. Just product and consumers.
Advertising is an accelerant to be introduced when the product is right. When the product meets pent-up demand. Ads, done well, are also expensive. Ads done poorly can also be expensive, by making the company look gooberish. Unprofessional.
Just as France has a moratorium on media 24 hours before an election, start-ups should have a moratorium on advertising for the first 6 months.
September 19, 2017 in Marketing
A couple of years ago I wrote a brand strategy for an accountable care organization. An ACO is a physician group, the rules for which are shaped by the Affordable Care Act. It was an exciting project and one I felt was quite political in nature. The brand strategy captured and celebrated the best of […]
September 18, 2017 in Marketing
One of the things I dislike about advertising can be summed up by the words of an ex-client many years ago. He killed an ad made by some reasonable craftsman at FCB/Leber Katz saying “It just doesn’t do it for me.” Client’s prerogative, but not helpful. I coined the term “like-ometer” after that meeting. Judgmental […]
September 15, 2017 in Marketing
I was reading about the NY Public Library yesterday and its Beaux Arts design, which led me to look up Beaux Arts (pronounced Boh-Zahr) in Wikipedia. Love Wikipedia. The Parisian Beaux Arts school was big in the late 1800s lasting until the first quarter of the 1900s in the U.S. As architecture goes this stuff […]
September 12, 2017 in Marketing
A number of years ago I subscribed to an advertising magazine called Lurzer’s International Archive. It showcased the best ads in the world every month. I often found creative people thumbing through Archive looking at pictures and ideas inspiration. M advertising work in those days was in technology. Often with Bell Labs engineers. When they […]
September 11, 2017 in Marketing
Every business needs a promotion, something to jump start revenue when things are slow. My go-to promotion for the last few years has been a “Free Day of Planning.” I offer up my services for one day, free of charge. Try before you buy. I had an opportunity to do some strategy work on Heineken […]
September 8, 2017 in Marketing
There’s a chain of fast food chicken restaurants in NC called Zaxby’s. I’ve yet to eat there but am sure it’s competitive with others in the space. I’ll have to do some research. Yesterday I had a couple of meetings and presentations in which I discussed the “Fruit Cocktail Effect.” When a brand tries to […]
September 6, 2017 in Marketing
Yesterday I went off a bit on Trout and Ries, saying a brand Claim is akin to a brand Position, but the process, pre-idea and post-idea are different. You can plot a position. You can only cultivate a claim. A claim requires care and feeding. Marketing either strengthens or weakens a claim. A position is […]