Zig when others Zag


6 Principles for more
Effective Advertising
    & Marketing




Smith Creative Services
My background

              CCAD

           A Mad Man


              Me Inc.

          Family Values


       Smith Cr...
Zig when others Zag
        Think 180˙




Smith Creative Services
Zig when others Zag
                          Avoid wallpaper
        Think 180˙




    Creativity

     Ask why not?    ...
Plant Grass and Oaks
             Commit to a plan

               Plant Oaks

               Plant Grass

             Co...
Challenge common wisdom
             You’re in the health
                care business
                Touchy-feely

    ...
Give to Get
                          “Here we are”
                            messages

                          Offer ...
Test and measure
   Fail fast and often      Track results

                         Test execution and
Negotiate, negotia...
Embrace New Media
                          It’s not you,
                            it’s NEW

                          ...
Takeaways
   Zig when others Zag

                         Plant Grass and Oaks

Challenge Common Wisdom

                ...
Now it’s your Turn




       ?
    Any Questions?




             Smith Creative Services
Ad Critique




       Smith Creative Services
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Zig Zag Presentation

  1. 1. Zig when others Zag 6 Principles for more Effective Advertising & Marketing Smith Creative Services
  2. 2. My background CCAD A Mad Man Me Inc. Family Values Smith Creative Services
  3. 3. Zig when others Zag Think 180˙ Smith Creative Services
  4. 4. Zig when others Zag Avoid wallpaper Think 180˙ Creativity Ask why not? Do what others won’t Smith Creative Services
  5. 5. Plant Grass and Oaks Commit to a plan Plant Oaks Plant Grass Course changes, of course Smith Creative Services
  6. 6. Challenge common wisdom You’re in the health care business Touchy-feely TV’s too costly Add value, not Cut prices Ugly but it works Smith Creative Services
  7. 7. Give to Get “Here we are” messages Offer something of value - the hook Sell on emotion Branding + Offer Smith Creative Services
  8. 8. Test and measure Fail fast and often Track results Test execution and Negotiate, negotiate media Lists Smith Creative Services
  9. 9. Embrace New Media It’s not you, it’s NEW Cost is low, commitment and time are high Still evolving Keep website current No guarantees Smith Creative Services
  10. 10. Takeaways Zig when others Zag Plant Grass and Oaks Challenge Common Wisdom Give to Get Test and Measure Embrace New Media Smith Creative Services
  11. 11. Now it’s your Turn ? Any Questions? Smith Creative Services
  12. 12. Ad Critique Smith Creative Services

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