Simple, Effective Advertising – from 1930’s Las Vegas – Tim Burt Explains

Advertising Lesson From The 1930’s

Recently, I toured the “Neon Sign Museum” in Las Vegas. It’s also referred to as the “Neon Boneyard.”

This non-profit museum collects old casino, hotel, and small business signs from Sin City establishments that have closed, been bought/sold, demolished, etc.

While seeing signs from casinos such as the “Stardust” and “Sahara” is fascinating…Stardust Casino Las Vegas sign.jpgSaraha Casino Las Vegas sign.jpg

I was particularly struck by this simple, yet highly effective sign from the 1930’s:

Steak Chicken Cocktails Las Vegas Sign

While it certainly wasn’t the biggest sign in the collection (see “Stardust” above), this signage for a restaurant started in the 1930’s (which eventually closed in the late 1990’s) is so simple, clean, and effective…it’s devastating.

From my recollection on the tour, this restaurant was simply known as the “green stop” (or something similar).

It started as a simple restaurant for the workers who were building up the (then) small town of Las Vegas.

During the 1930’s prohibition era, the owner would illegally serve liquor straight out of the kitchen window.

The word of their great food started to spread around town, all aided by this simple sign.

Did they have:

  • a casino?
  • a hotel?
  • nightly entertainment?

No. Just food.

The Bottom Line

My “Advertising Law #2” states:

“A commercial is a business card, not a brochure.”

That certainly applies to signage.

It’s nice to see that someone…even in the 1930’s…understood this concept.

You should follow their (and my) lead for your business.

You’ll save a ton of money in the process.

Tim Burt

www.CommercialProfessor.com

 

Posted in Advertising, Advice, Signs and Signage | Tagged , , , | Leave a comment

Super Bowl Ads: The Facts – Tim Burt Explains

The “ad meters” on most websites during Super Bowl Sunday are highly flawed. Why? They simply ask focus groups which commercials they “like”, because they’re asking the wrong question.

They should be asking participants “which ads make you want to investigate the good, product, or service further?”

Carl's Junior Super Bowl 49

This Carl’s Jr./Hardee’s Ad From 2015 Graded Poorly Because Of A Tired Visual Gimmick.

Are Super Bowl Ads A Wise Investment?

This year’s Super Bowl commercials will cost (on average) $5 million for just thirty seconds of ad time.

Keep in mind, that’s just to purchase the air time. Production costs are not included.

For argument’s sake (and to keep the math simple), let’s say the commercial cost $1 million to produce.

That total is now $6 million, which averages to a staggering $200,000 per second.

I’m No Math Whiz…But…

Being a small business owner myself, if I were spending that kind of coin, I better see a return on my investment.

Even though last year, over 114 million people were watching…advertising doesn’t mean you’re in the entertainment business.

Sadly, most Super Bowl ads now aim to entertain, rather than sell.

This is a huge disconnect.

Want To Know What I Think About Them?

Get my live, brutal, honest assessment during the game on Facebook.

I’ve posted a few of the ads which have been “leaked” on my Super Bowl 50 Commercials website, which you can see by clicking here: SuperBowl50Commercials.com.

Join Me…And Get The Truth

Don’t waste your time with the popular “ad meters”, which grade commercials simply on entertainment value. That’s a losing proposition.

Join me on Facebook and on SuperBowl50Commercials.com during the game for instant grades, critiques, praise, and snark.

Tim Burt

www.CommercialProfessor.com

 

Posted in Advertising, Commercial, Television, video, website | Tagged , , , , , | Leave a comment

What Does “Laser Hair Removal Music” Sound Like? – Tim Burt Busts An Advertising Myth

A big misconception in advertising (especially radio advertising) is, “my commercial needs music in it.”

Here’s a bit of inside radio lingo: we call that a “music bed.”

99% of ads you’ll hear don’t need to contain any music…and here’s why.

turn-down-the-music-i-cant-see_o_2460681

TRUTH #1

Music and sound effects should only be in a commercial if it supports the sales message.

For example: if you’re a travel agent, and you’re advertising a Mediterranean cruise package, it would be fine (and almost expected) to hear a music bed from the country (or countries) where the boat will dock.

Unless the product you’re selling is music (think: a commercial for a live concert), very rarely will you ever find “the right music” for a business that isn’t selling music.

TRUTH #2

Effective advertising is about focus, clarity, and simplicity.

I can’t tell you how many times I’ve produced a commercial for a business, and heard “but I don’t like the music.”

99% of the time, the music was unnecessary, but that’s another story.

My response is (and will always be), “what do you want the audience to focus on…the sales message, or the instrumental, nondescript, vanilla music?”

Which leads to…

TRUTH #3

Why do most commercials have unnecessary music in them? It’s because of fear.

Another objection I’ve heard over the years: “it doesn’t sound like a radio commercial.

The vast majority of the most effective and successful advertisements I’ve written and/or produced contain no music.

In the radio industry, that’s called “dry” or “dry voice.” And that’s how most of my finished commercials are.

WITH THAT SAID…

Can someone tell me exactly what “laser hair removal music” sounds like?

Tim Burt

http://www.CommercialProfessor.com

 

 

 

 

Posted in Advertising, Advice, Commercial, radio | Tagged , | Leave a comment

The Best (And Quietest) Commercial You’ll See Today – SecretEscapes.com – Tim Burt Critiques

If you’re as sick of radio, television, and web commercials screaming at you, then here’s a break for your ears….SecretEscapes.com.

Here’s the commercial:

Why This Commercial Wins

Let’s think about (just a few of) the competitors of SecretEscapes.com:

  • Hotels.com
  • Trivago.com
  • TripAdvisor.com
  • Expedia.com
  • GetARoom.com
  • Priceline/Hotwire

There are hundreds more – if not thousands – of websites.

Those sites are all promising one thing: a “low cost” room, regardless of the quality.

You need a 1-star room? Have fun sorting through hundreds of options. In some instances, you can “name your own price.”

Those sites also offer 4 and 5-star rooms, too. But you’ll have to set those parameters when you search.

SecretEscapes.com offers one thing:

Low Cost Luxury Travel

Their slogan reinforces and differentiates them from their competitors: “the worst-kept secret in low-cost luxury travel.”

The key word: luxury.

Add in the fact that they “hand pick their hotels”, and the air of exclusivity reigns supreme.

No Need To Yell

SecretEscapes.com isn’t a clearing house for low-cost (or even high-cost) rooms…they’re doing one thing really well: catering to their target audience.

Whispering conveys a sense of prestige, sophistication, and refined tastes.

The only target audience I can think of that needs to be yelled at in advertising are people who need hearing aids.

Whispering Also Does One Critical Thing

Because their competitors are all yelling, or at least over-acting, this SecretEscapes.com commercial forces you to pay attention to it…because you probably have to turn the television or computer speakers up.

Compare that to virtually every other commercial on the air or online right now. What a refreshing approach.

This will endear their target audience to the client, because they’re not cramming a hyperbolic sales message down our throats.

(BONUS tip) Advertising isn’t about getting attention, it is about holding attention, of which this ad does a masterful job.

Bottom Line

Even though this ad is from 2012, I saw it for the first time tonight.

This commercial forced me to watch it. Then, I immediately went to YouTube and purposely sought it out to see it again.

Can you imagine hearing this same ad on your radio while driving? It would be stunning.

The only problem (that I can see), is that they need more exposure.

As I type this, the video has just over 179,000 views on YouTube.

A stronger social media, online, and broadcast presence would do wonders for this brand.

Sadly, most of that takes money…and I don’t know their financial situation.

As for the commercial? It’s the best ad I’ve seen in 2015, even though it’s over 3 years old. The “Worst-Kept Secret In Luxury Travel” needs to be a household brand name.

Grade: A+

Tim Burt

http://www.CommercialProfessor.com

http://www.AdvertisingSeminar.com

Posted in Advertising, Commercial, Television, video, website | Tagged , , , , , , , , , , | Leave a comment

Advertising On Websites: Men Don’t Read, But Women Do – Tim Burt Explains

The “shotgun” approach to advertising is dead. It’s the (flawed) reasoning: “just put my advertising everywhere, and someone will respond to it.

In the “B.I.” age (Before Internet), this was all too common.

It should have never been born, but that’s another discussion.

My, How Times Have Changed…

If you own a business, you (should) know your target audience. Men ages 18-24; women ages 30-40 with children, etc.

Online advertising has really helped laser-focus where a business should spend their advertising budget. For instance, with Facebook ads, they help you determine where and how your target audience will see your message.

If you’re a plumber, you’re not going to advertise in the “Fashion & Clothing” section. At least I hope not…

Where Most Businesses Drop The Ball

A one-size-fits-all template for a small business website may seem like the best way to go. Price, setup, and maintenance are usually bundled into something that isn’t daunting to handle.

But are these templates the best option? Probably not.

Here’s why it’s important to have a custom website created for your business – because of your target audience.

News Flash: Men And Women Use The Web Differently

Men are the “give me a summary of what you have” crowd.

Women actually take time to read text.

Two Real-World Examples:

First, for the men, I grabbed a screen shot of the home page of Harley Davidson.

Harley Davidson website front pageAs you can see, not a lot of text there. It does contain a rather suggestive headline, which speaks to their target – men – in a way they understand.

(Of course, I’m not saying all men are cave-dwelling neanderthals, this is simply formatted to the way they use the internet.)

Now, for the women…I grabbed the front page of Bed Bath And Beyond:

Bed Bath And Beyond website front pageHere, we have far more text, with an actual product description on the home page. This page actually scrolls down much further, with more pictures and descriptive text.

They’re catering to their audience.

Does your website do that?

Are you sure?

Time to revisit your site…

Tim Burt

http://www.CommercialProfessor.com

Posted in Advertising, Advice, website | Tagged , , , , , , | Leave a comment

Finalist – Best Commercial of 2015: Kyocera DuraForce Phones – Tim Burt Reviews

First, the commercial:

RULE #1: ADVERTISING SOLVES PROBLEMS

As the owner of a Samsung Galaxy Note 4, I’ve invested in a (somewhat) sturdy case, and a tempered glass screen protector. The last thing I want is to drop it, and have it shatter into something only a broom and dustpan will be able to collect.

This phone claims (through the ad) that it can handle whatever stress test you put it through.

WHAT CAN IT WITHSTAND?

According to Kyocera, it’s:

  • Waterproof
  • Worry-proof
  • Military Grade

Yeah, that’s cool and stuff…but…

HOW DOES IT PERFORM?

Then, this ad brilliantly conveys its features:

  • Enhanced push-to-talk (a high-tech walkie-talkie)
  • Glove and wet touchscreen operation
  • People can hear you when you’re in a crowd with their new microphone/speakers

Yeah, that’s cool…but I’m in the United States…so…

WHERE CAN YOU USE IT?

ANYWHERE. It’s 4G-LTE Global-Ready.

Now, think of virtually any other cell phone ad in the marketplace right now.

Have you seen a commercial that answers virtually all of your questions in 75 seconds? Doubtful.

REMEMBER WHEN YOU BOUGHT YOUR PHONE?

Do you recall seeing an advertisement that convinced you to buy your current phone that was this striking? That answered all your questions?

Or did you do what most people do…go for price/features/name recognition?

BOTTOM LINE

As the ad states:

  • “Handles tough days, all day, everyday.”

No matter what you can throw at this phone, (they claim) it can handle it.

Brilliant. Simple messaging. Beautifully executed.

Remember, advertising solves problems.

A+

Tim Burt

http://www.CommercialProfessor.com

Posted in Advertising, Commercial, video | Tagged , , , , , , , , | 2 Comments

Advertise Like A Boss: Send A Simple Signal – Tim Burt Explains

Relentlessly repeating the same message in your advertising – regardless of where you advertise – is absolutely critical to making the cash registers ring.

This takes years…not weeks.

How Do You Get People To Remember Your Business With Advertising?

A Great Slogan – Repeated Often – Will Get People To Remember Your Business Through Advertising

The Best Slogans Are Rarely Changed

Here in the U. S., I could ask virtually anyone over the age of 35 about the following slogans, and they could name the advertiser:

  • We’ll leave the light on for you (Motel 6)
  • Finger-Lickin’ Good (KFC)
  • Just Do It (Nike)

The question isn’t how do you know those slogans…but, rather…

WHY Do You Know Those Slogans?

Here’s the short list:

  1. They are short (the longest is 6 syllables)
  2. They are descriptive, informative, or motivational
  3. They were repeated relentlessly

You may be saying to yourself, “Tim, those are for multi-million or billion dollar companies. They have gallons of money to promote those brands.”

And you would be right.

But there’s one thing that they all did exceptionally well, which your business can use starting immediately:

Send A Simple Signal

Does your advertising follow that simple guideline?

I’m calling that “S3”

Think about your own life for a moment. Would you respond to a commercial that requires you to decipher the client’s message?

Your target audience (whomever they may be) does not react to what I call “Corporate Zombie-Speak.”

I Want To Change My Message

Most business owners (regardless of size) often fall into what I call the “Boredom Trap.”

They feel that their message is worn-out, tired, and the audience doesn’t respond to it any longer.

Most times, it’s simply because they haven’t exposed enough people to the slogan for it to become memorable.

Change for change’s sake (or boredom) is a losing formula.

Here’s The Winning Messaging Formula

Step 1: Send A Simple Signal (to your targeted audience)

Step 2: Relentlessly Repeat

Tim Burt

http://www.CommercialProfessor.com

 

Posted in Advertising, Advice | Tagged , , , , , , , | Leave a comment