RCG-6.
- The Roomberg Consulting Group's Six-Paragraph Newsletter
at www.Roomberg.com.
Volume 1. Issue 5.
- December 2, 2002
(Prior issues always available at www.Roomberg.com.)
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HAPPY
HOLIDAYS FROM THE RCG FAMILY |
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RCG-6.
- The Roomberg Consulting Group's Six-Paragraph Newsletter
Volume 1. Issue 6. - December 23, 2002
(Prior issues always available at www.Roomberg.com.)
In this issue: Tough Love in Advertising.
RCG-6.1: Whisper down the lane.
It is nearly impossible for the creator of a work of art to always anticipate how others will interpret and react to that work of art. We know what we mean to express when we create a work of art. Unfortunately, others all too often draw completely different conclusions from what we are trying to communicate. What we might see as informative, cute, or funny, may be interpreted by others to be dull, trite, or even just plain stupid.
RCG-6.2: Consequences.
When that art is in the form of an advertisement, there are consequences to these miscommunications. Every one of RCG’s clients is a businessperson who is passionate about making their business the best it can be. In every case, the money available for marketing is limited. In every case, marketing is one factor that can make or break the company. When you don’t get a second chance to make a good first impression, what can you do?
RCG-6.3: The Psychological Theory of Modeling
The great psychologist Alfred Bandura found that the best way to learn something is to watch others do what you want to learn. I could write a whole book about the theory of what makes a good commercial or advertisement, but watching one critic make observations on actual commercials may teach more in five minutes than in five hours of reading about theory. One of the best examples I have found is that each week, Ad Age magazine puts several commercials on their web site and places compliments and criticisms next to each ad. (For an example, click on http://www.adage.com/news.cms?newsId=36701. Take a look at the bottom line criticism of Nissan's investment of more than more than a million dollars in what they hoped would be a "break through" commerical.) Large companies with large budgets spend lots of money testing their ads and commercials with “focus groups” to try and predict how their message with be accepted.
RCG-6.4: What to do without a large budget for review.
At RCG and Beryl's World, we encourage clients from different industries to trade ads with the promise of brutally honest reviews. Even if you disagree with someone's opinion, it may still be better to hear from someone who does not have a vested interest in your project. This "tough love" approach can prevent expensive mistakes.
RCG6.5 You can build your skills by helping others.
As an unbiased consumer, you may be able provide valuable insight to two Beryl’s World/RCG clients who have each provided one ad for this article. Gettoner.com provides very low cost printer and fax cartridges that are of top-shelf quality. Knutek is recruiting sales people to contact beauty salons to sell Knutek’s line of premium skin, beauty, and fitness products. Ads from both are posted at http://www.roomberg.com/press/ad_examples.html. If you would like to send criticisms or compliments, the owners can be emailed at: (for Knutek) jim@knutek.com and (for gettoner.com) dom@cobraart.com. Remember, while compliments are welcome, only criticisms will help improve the product!
RCG 6.6: Shipping Cost Survey
We are surveying our clients to see if we can negotiate a combined client discount with UPS. If you ship at least one package a week, please send me an email with: a. Number of packages shipped per typical month b. How much you spend a typical month on shipping c. Your contact information including name, company, email, phone, and mailing address If we can negotiate a large enough discount with UPS, I will provide the details in a futue email.
The Standard Paragraph of Shameless Self-Promotion
The Roomberg Consulting Group is always looking for partners to invest their time or financial resources in the success of their ventures. If you are interested, don’t delay the call.
Please feel free to call or email and please stay in touch.
Sincerely,
Please address all email to: Director
Facilitator
Subjects in prior newsletter editions:
RCG-6.
Volume 1 Issue 1 - November 1, 2002
RCG-6.
Volume 1 Issue 2 - November 11, 2002
The Roomberg Consulting Group's Six-Paragraph Newsletter Topics:
RCG-6. Volume 1 Issue 4 – November 25, 2002
The Roomberg Consulting Group's Six-Paragraph Newsletter Topic: Client Payment Options and eChecks RCG-6. Volume 1 Issue 5 – December 2, 2002 The Roomberg Consulting Group's Six-Paragraph Newsletter Topic: Advertising & Advertorials with Out2.com
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Copyright 2002 The Roomberg Consulting Group, Inc.
