Jonathan Schoenberg’s Post

I've posted about Duke Cannon in the past... OK, I am not a (paid) shill for them, just a fan. I'm a fan of the advertising/marketing of Liquid Death as well. What do those two brands have in common? Concept-driven ads that are funny and well executed. Wow! Be still my heart! Where did these concept-driven ideas come from? Guys who worked as creatives in great advertising agencies and went client-side to the C-suit. No dis to the current style of ferocious edit sans concept. Perhaps required based on the sensibilities of the market. But when you're of a certain age, you know :30 advertising greatness. And, dare I say, the statistical hockey stick of revenue that comes with it. Bravo! #dukecannon #liquiddeath #creative #copywriting #ceoinsights #advertisingstrategy

Today I saw a Reese’s commercial. As a marketer, I am accutely aware and constantly evaluating the marketing that makes up my life. But I have to say this one missed the mark for me. Here’s why: If an advertiser could create a profile on me based on my purchases, browsing history, consumed content, etc they would find, I am a health-conscious 20 something female who values career and personal development, family and faith, and I have a creative edge. I definitely was not the target for this ad. It wasn’t so much the simple, somewhat boring visuals but where the wheels of this ad really fell off the tracks was in the voiceover. “If you’re making a to-do list today. Make it easy on yourself. Just write down ‘Reese’s’ then write ‘eat them’, and then… you’re kinda done for the day.” I almost scoffed as I slicked mascara through my eyelashes at 6 AM this morning effectively checking off the third item on my long list of productive to-dos. The irony of it was not lost on me. In 15 seconds, my perception of Reese’s changed. I associated Reese’s with lazy, undisciplined behavior. I associated people who consume Reese’s with a lack of motivation. I thought of Reese’s as a sugar packed, unhealthy food filled with ingredients I wanted nowhere near my body. This is all quite the change from how I use Reese’s in my life. I often purchase dark chocolate Reese’s thins as a small reward for hard workouts or celebrations of completed tasks, but 15 seconds was all it took to change my perception. Had Reese’s shown me a different ad, it may have gone differently. Reese’s could have positioned themselves as a sweet treat that brings forth feelings of warmth and nostalgia. If they had shown grandpa sharing a Reese’s with his grandson on the fishing dock, or a couple sharing a Reese’s on the top of a mountain after a hike, or even a group of friends smashing Reese’s in between two graham crackers and a toasty marshmallow, it would have been a better match for me. But instead, I’m almost angry at Reese’s. How could they suggest that I would be the type of consumer that sits around and eats Reese’s all day? I’m pontificating a bit to give you the picture, it’s not really that deep and yet for a marketer this insight is everything. You may say to me “Well, Natalya, budget is at play here.” “This isn’t their main marketing channel” on and on. But at the end of the day they missed a fundamental marketing truth: Message - Market - Match. That’s where Reese’s went wrong. I’m not here to say don’t eat Reese’s or that Reese’s marketing department sucks. I’m using my evaluation of their ad from a consumer perspective to teach you a simple question you should ask yourself every time before posting that ad: Who is this for, and why should they care? If your answer doesn’t match, is not compelling, or feels inauthentic to your brand - you’ve probably built yourself a dud of an ad, and you should reach out to me for help fixing it. The Hershey Company

“The difference between a joke succeeding or failing can come down to word choices, and Tomlinson tests lines out for maximum laughter.” This interactive piece from NYT is a great example for any marketers out there trying to figure out how to use Paid Social - by systematically testing and iterating you can find a more effective way to get to your audience. And comedians are great at it. Watch and learn. 👇

Dig deeper and learn more about the comedy genius The Perlorian Brothers by reading this eminent article on LBBonline - Little Black Book 👇 https://lnkd.in/djE2QUi4

For passive viewing, leading with visually intriguing tangential b-roll is key. Whether it’s comedy bloopers, cute animals, or the visually absurd, getting their focus first, then informing is crucial. #VideoStrategy

🪝Humor is a timeless hook. Humor marketing fuses comedy and information together, not skimping on the stats but not bogging you down with them either. What's the funniest ad you've come across recently? Check out an example in our blog. ⬇️ #humormarketing #digitalmarketing #marketingtips

He’s an ad industry staple. He's an unwanted ad world critic. He's a seasoned organizor of in-house crib fests. He's RANT-MAN. Just discuss the latest ads in his presence and watch him expand every minor quibble into an epic critique. He’s got a knack for making even the smallest issues seem like they deserve a full-blown campaign. Smoke breaks turn into episodes of 'What's Wrong with the Ad World...or World According to Rant-Man'. In his eyes, most brands have lost their charm, churning out soulless content that fails to resonate. And clients? Don’t get him started. He’ll tell you they’re the scum of the earth, always chopping at creative ideas until all that’s left is the blandest of the bland. According to him, every brief is a new episode in a saga of creative butchery. And the servicing team? Well, they’re just the messengers he loves to shoot. He's convinced they're spineless, bending over backwards to please clients at the cost of the creative integrity of the work. In his view, they suck the life out of innovative concepts, turning them into whatever they think will offend the least and please the most. To Rant-Man, everything sucks. He mourns the days when ads could shock and awe, provoke thought, or even cause a stir. Now, he sees the industry as a wasteland of missed opportunities and misguided endeavors. He zooms into the unnecessary details so deeply, you'd think he could see the molecular structure of bad ideas. It's like he's got a particle enhancer for flaws, making sure nothing gets past his critical eye. And meetings, that's where he really takes off—figuratively speaking. Before the brief even begins, he's ready to shrink down everyone’s ideas, pointing out every tiny flaw like he’s got a subatomic view of what won’t work. Navigating a day with Rant-Man is an exercise in patience. He's like a hero who's forgotten the 'hero' part and just kept the 'super'—super critical, super detailed, and super exhausting. . . . . #RantMan #Advertising #Sarcasm #Corporate #JustForFun

For passive viewing, leading with visually intriguing tangential b-roll is key. Whether it’s comedy bloopers, cute animals, or the visually absurd, getting their focus first, then informing is crucial. #VideoStrategy

Timing is everything in #marketing, a simple message delivered creatively always works, add on the right kind of partnership and you are winning. Probably helps that I also really want a smokeless Solo Stove #firepit. Well done. And thanks Andrew Dobbie for the heads up. #advertising #snoopdogg #breakthrough

Bang that influencer drum! If you've been on social media in the past week you will have probably seen Snoop Dogg has quit smoking. ...ish... By this he means he has linked with a smokeless Fire-pit company. Not the smoking hes more commonly known for. This is a perfect example of how influencer marketing and brand strategy can be used to generate more disruptive attention. Marketing 101. When you create attention or disrupt people normalities then we can expect them to be influenced or interested in what has done it and how they can adapt there future around it. Major question is: What was your most recent marketing campaign?