When was the first email sent? (Hint: It’s earlier than you think.) Check out this great blog on email marketing from our friends at SERP University and find the answer.
https://serp.co/email-marketing/what-is-email-marketing/
Don't Discount the Importance of "Building the Brand"
I was in a meeting the other day with a group of fellow downtown business owners. The group was made up mostly of young entrepreneurs with a couple of veterans thrown in. The purpose of the meeting was to brainstorm ideas to bring more shoppers downtown over the holiday shopping season.
It went much as I expected it to. People floated ideas about promotions, cross promotions and events. All ideas had one common denominator — no one wanted to invest any money on anything, which made the event kind of gloomy for someone in the advertising business.
One of the veterans in the group has owned a high-end furniture store downtown for decades. He’s a very respected member of the community.
One of the younger people asked him what kind of advertising and marketing techniques had worked for him over the years.
“It’s always been about building the brand,” he said.
Truer words have never been spoken.
Promotion is short-term, a flash in the pan, something that grabs attention for a minute.
But building the brand is the slow burn that helps any business stand the test of time. It is paramount to a long-term marketing strategy.
A business’s brand is what sets it apart from everyone else. It’s the cornerstone of the public persona of a business.
And it cannot be built overnight.
Your brand starts with your store’s physical appearance. Is it neat, inviting and unique? On a national level I’ve always thought clothing stores for teens like Hollister, American Eagle and Abercrombie & Fitch do a good job of creating a unique physical space.
Your print pieces, signs, website, social media, and other advertising need to be cohesive. Keep your colors and your message constant across the board regardless of the medium.
Even your packaging, if applicable, should create excitement for the shopper. At Church Street Candle Company (one of my wife’s businesses), she gives shoppers a pack of personalized matches when they buy a candle. What is your special touch?
And of course, your brand is reflected in your customer service. Is your training program for new employees adequate? Do you push exceptional customer service and reinforce it constantly with your staff?
Your brand is not only the way people see you, it’s the way they remember you.
New Hyper-targeting Geofencing Program Performs Beyond Our Wildest Expectations
The results are in for our newest program, SmartReach Targeting, and we couldn’t be more pleased.
We developed SmartReach during the first couple of months of lockdown. We blogged about it here.
In short, this program delivers your ad with pinpoint accuracy directly to the phones, tablets and computer desktops of thousands of potential customers based on their real-world and online behaviors.
Here are some of the results one client received from one of our first campaigns:
More than 98,600 impressions, meaning the client’s ad was seen almost 100,000 times in one month.
The client’s ad reached each potential customer for only 10 cents! And those potential customers are highly targeted. The waste on SmartReach Targeting is virtually zero.
And here’s the best news: the percentage of people who clicked the ad was more than 300 percent over the industry standard. 300 percent!
(Learn more about SmartReach Targeting)
Client meetings are fun when you can present those numbers!
For the real-world behavior, we draw a virtual fence around your competitors, or neighborhoods, Zip codes, etc. When people visit those locations, your ad can be sent to their phone or tablet.
Online behavior targets those who visit sites, use apps and exhibit other search behaviors related to your business. Those people will see your ad on both mobile devices and computer desktops.
When someone clicks your ad, they will be sent to your Web page, social media account or a special landing page we can create and customize just for you.
We serve ads to an astounding 120,000 apps and 100,000 dot coms!
How to Maximize Twitter for your Business
Social media has become a required part of daily life. Virtually every company has a Facebook page, Instagram and Twitter.
There is a similarity between Twitter and a drill, they are both great tools, but only when you know how to use them correctly. The last thing you want is a Twitter account that just exists, like a drill gathering up dust as it is stored in the garage.
Now is a better time than ever to dust off that old drill and put it to work!
There are a few steps you can take to reach this goal:
Show your company brand
Customize your Twitter profile with your business logo, colors, etc.
Make sure your Twitter handle relates to the company and is easy to find. Do not own a bakeshop and make your handle, “@musicandbooks”. Do own a bakeshop and make your handle, “@amysbakedgoods”
For the header, use an image of your company logo or something of the sort. Any photo that is professional, good quality, and directly related to your business.
Your profile picture should be of something like your business logo, businesses initials or maybe a photo of the CEO/ owner, if relevant.
For your bio, you only have 160 words to convince users to stay on the page/ follow your business, don’t waste them. Some ideas for a successful bio are your company’s mission statement, history or maybe a funny caption to grab attention.
Research who you want for your target audience
Write your tweets and design your header and bio in a way that will appeal to your target audience.
Decide who you want to see your tweets. Then follow some members of your target audience to entice them to follow you back. Use hashtags to see who is posting what you are interested in. For example, if you are an advertising agency, look up something such as #marketing or #businessideas.
Drive traffic to your website
Include your web address in your bio.
Link posts from the website onto Twitter
Organize a Twitter Chat
Twitter lets you schedule these as a direct way to interact with your followers and answer any questions that they may have. To host it, choose a topic, set a time and date and create a hashtag for the chat. You can also share the chat info with followers in a tweet, on your website, in your bio, etc. Followers should be able to view all responses, questions, and comments regarding the topic by searching the created hashtag. Followers can respond, as well as share their own comments by adding the hashtag to their tweets.
Try these out and keep checking out our website for more tips on how to utilize Twitter as a business tool.
Contact us at White Oak if you want to use more tools like this to grow your business, we are ready to help!
Source:
https://blog.hubspot.com/blog/tabid/6307/bid/25084/the-ultimate-cheat-sheet-for-expert-twitter-marketing.aspx
10 Thought-provoking Quotes About Running a Business
We all need inspiration to push us forward and keep us on track with our goals. We need wisdom to pursue our goals in a healthy and patient way.
Procrastination is easy. Inspiration and motivation…not so much sometimes. One way to inspire yourself is with the words of others. When feeling discouraged, allow yourself to remember why you are doing what you’re doing, and who you are doing it for.
To start you out on the “road to inspiration”, here are 10 quotes to motivate you:
“You don’t build a business, you build people, then people build the business.”
-Zig Ziglar“If opportunity doesn’t knock, build a door.”
-Mark Twain“If you really want to do something, you’ll find a way. If you don’t, you’ll find an excuse.”
Jim Rohn“If you can’t fly, then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to help moving forward.
-Dr. Martin Luther King, Jr.“Ability is what you’re capable of doing. Motivation determines what you do. Attitude determines how well you do it.”
-Lou Holtz“Success is not final; failure is not fatal; it is the courage to continue that counts.”
-Winston Churchill“Even if you are on the right track, you’ll get runover just sitting there.”
-Will Rodgers“The real test is not whether you avoid this failure, because you won’t. It’s whether you let it harden or shame you into action, or whether you learn from it; whether you choose to persevere.”
-Barack Obama“There are no secrets to success. It is the result of preparation, hard work and learning from failure.”
- Colin Powell“Many of life’s failures are people who did not realize how close they were to success when they gave up.”
-Thomas Edison
There you have it! I hope these quotes helped inspire you and motivated you to start working on whatever project you feel that you’ve put off! (Or is that just me?)
Follow White Oak on Facebook, Instagram, and Twitter for more tips on how to stay happy and healthy so that your business can thrive!
What is the Difference Between a Product and a Brand Campaign?
These two terms may sound similar, but they are not the same thing.
Before we compare the two, let’s begin with a simple definition of each term:
Brand campaign- A focused effort to remind people “who you are” in addition to your product or service.
Product campaign- Using a variety of media to promote an item or a line of products.
Example of a successful brand campaign:
John Deere: “John Deere Green” and yellow colors since the 1960s.
The ad on the left is from 1964. The one on the right, 1996.
Example of a successful product campaign:
Always- “Like a Girl” campaign talks about stereotypes for women as they relate to men. The campaign showcases testimonials from older girls overcoming being self-conscious of doing “boy things,” while it shows younger girls doing everything the boy does with confidence and no hesitation.
These two ads from Always depict girls of different age groups.
Key differences between product and brand campaigns:
As you can see, there is a significant difference between a brand campaign and a product campaign.
Whether you are searching to promote your company’s brand or your products, we at White Oak can help you succeed!
Sources:
https://www.igi-global.com/dictionary/brand-driven-mobile-marketing/2827
https://bizfluent.com/13312280/how-to-market-a-product-campaign
https://stephanbrady.com/blog/difference-brand-campaign/
https://smallbusiness.chron.com/branding-vs-product-marketing-22583.html
How to Avoid Burnout When You're an Introvert and a PR Professional
Webster describes burnout as, “exhaustion of physical or emotional strength or motivation usually because of prolonged stress or frustration.”
Chances are, you (or someone close to you) have dealt with the feelings described above. At one point or another, we will all experience burnout, but the most important thing is how we deal with it when it comes.
Introverts- Recharge by being away from other people, as in, “I’m staying home tonight!”
Extroverts- Recharge by being with other people, as in, “(sigh) I’m staying home tonight…”
Burnout be caused by not properly tending to one’s own needs and preferences.
For example, being an introvert or extrovert plays a big part in preventing feelings of stress and being overwhelmed. I say this because I went through many days of “burnout” before I realized that I was in fact, an introvert.
This took me quite a while to realize. I am not shy, and I like interacting with people, so I always assumed that I was an extrovert. I could never figure out why I was so drained after going out.
One day, my professor called herself a social introvert, I thought, “what in the world is that?” Out of curiosity, I looked it up…finally, I had a description that matched what I felt!
Social introverts enjoy being around people and going places. They are often very bubbly, outgoing, and talkative. Although, when they are around people for a bit, they need time to be alone and recharge.
I am a social introvert, someone who recharges by being away from people, and I work in PR, a field that is BASED on interaction with others. Some days, I don’t get much of a recharge.
So, what do I do then?
To all you introverts out there who are in the field of communications, you are NOT alone.
What to do when you feel “burnt out”:
Find some place to be alone. Go somewhere private on your lunch break. You could go to a nearby park, or just sit in a quiet room somewhere in the office. Get out of the office if you can, your body will thank you for the rest you gave it. Worse comes to worse, go to the bathroom. Having that short time to be alone in your own confined space is beneficial. Also, no one can follow you or request you to do something while you are there.
Listen to music (if you can). What music relaxes you? If it is appropriate, and you can play it, why not?I personally prefer jazz when needing some relaxing music to help my brain decompress. Check out “Lazy Jazz Cat” on Spotify.
Remember that you don’t always have to be the one speaking. I often feel obligated to give advice or state my opinion when a person is talking to me about something. It is perfectly okay just to listen. You only need to reply if what they say requires your response. Don’t over exhaust yourself when it isn’t necessary.
Remember the golden rule: “Treat others the way you want to be treated.” When I feel burnout, I tend to be snappier at others. It helps me if I remind myself of this rule, and that it is not their fault. Be gracious, kind and patient with people; even if it feels a little fake that day, they will remember how you treated them.
Being burnt out is not fun, thankfully there are measures we can take beforehand that can prevent it. At White Oak Advertising and Public Relations, we can help you so that you will not feel overwhelmed and “burned out” while trying to advertise your business/company.
“Rest and self-care are so important. When you take time to replenish your spirit, it allows you to serve others from the overflow. You cannot serve from an empty vessel.”
-Eleanor Brown
How do I Get More Customers to My Website?
This is a question that has been asked by companies since the rise of the internet in the late ‘90s and early 2000s. The good news is that this question has multiple answers, and we would like to share five of them with you today.
Make it easy to navigate. If your website is too busy, the purpose of it will be lost. Keep it simple, organized, and pleasing to the eye. Use quality photos, and make sure your content is grammatically correct.
Share your website on all your company’s social media platforms. Make sure that your website is listed in contact information and bios. Post your website content to LinkedIn and other social media outlets. Use your social media to share new things happening on your website.
Optimize your content for search engines. For example, at White Oak we would use words such as “advertising,” “geotagging” and “market research.” Google (your business type) near me. If your competitors rank above you, then you have SEO work to do.
Make sure your website loads fast. People typically click off of a webpage if it doesn’t load within 30 seconds, make sure that yours does. This can be done many ways. One way is using Google’s free “Page Speed” insights tool. Large photos can be a cause of a slow loading time.
Add internal links. This helps make your site easier to navigate. It also helps keep customers on the website. Links also help keep your content more organized, leading to a more polished overall presentation.
At White Oak, we can help assist you in all the services that are listed above and more. Contact us to learn more.
Make Email Marketing Part of Your Advertising Mix
French film director, Robert Bresson, once said, “An old thing becomes new if you detach it from what usually surrounds it.”
In response to this, it is time to stop seeing emails as a “thing of the past” and bring them into the light as a “thing of the future.”
“What are emails the future of?” you ask. They are the future of marketing, success of your company, and a genuine connection with your customers.
Email marketing is the use of email to help provide better service to customers and build better relationships with clients. It remains one of the most powerful and understood forms of communication among companies and individuals.
Why email marketing?
It’s direct. Every email you send goes directly to the individual who is intended to read it. Unlike on social media, where there is only a chance that the information will be seen.
It’s an affordable and simple interface. Creating a campaign through email is inexpensive, easy, and customizable. Many free email marketing platforms exist online.
More reachable. Not everyone has a Facebook or Instagram, but almost all adults have an email. In fact, there are 3.8 billion email users worldwide. If you want a way to reach your customers, this is it. The average adult checks their email several times each day.
How do I get started?
Build up your email list. Start your list with everyone that you have on file.
Build a great blog. Add a “subscribe to our newsletter” option.
Contact us at White Oak Advertising and Public Relations. We would be glad to help assist you as you navigate the world of email marketing and discover what works best for your company.
So, go ahead, try out email marketing as a new strategy!
As said by Facebook’s founder, Mark Zuckerberg:
“The biggest risk is not taking any risk. In a world that’s changing really quickly, the only strategy that is guaranteed to fail is not taking risks.”
Sources:
https://blog.hubspot.com/marketing/email-marketing-guide
https://optinmonster.com/beginners-guide-to-email-marketing/
Geofencing Pinpoints a Business's Message
To grow as a business, it is important to stay on top of new marketing trends. Today, I am going to answer all your questions about geofencing by using the 5 Ws (how, what, when, where, and why). Okay, that’s four Ws and an H, but who’s counting?
According to Geomarketing.com:
“Geofencing is the practice of using global positioning (GPS) or radio frequency identification (RFID) to define a geographic boundary. Then, once this “virtual barrier” is established, the administrator can set up triggers that send a text message, email alert, or app notification when a mobile device enters (or exits) the specified area.”
The geofencing platform we use additionally delivers the customer’s ad to the device for up to 30 days after the person enters the fence. Learn more about that here.
When and where would geofencing work for me?
Geofencing allows you to target customers when they are physically close to your business or when they visit your competitors. Your ad will then be delivered to your audience when they are in the geofence and for 30 days after.
Why is it a great marketing tool?
Geofencing tracks real-world behavior. Your ad is delivered to potential customers based on a variety of factors. For example: Becky runs a clothing boutique downtown called the “Happy Hippie”. White Oak set up a geofence for Becky that covers a 4 block radius around her store.
Sherry has a long lunch break and is taking the time to walk and enjoy downtown. A notification appears on Sherry’s phone that “Happy Hippie” is having a half-off sale on all handbags and wallets. Sherry then decides to check out the boutique and purchases a handbag.
Because of her geofence, Becky made a sale to a customer that she may have not seen otherwise.
How can I begin this process?
White Oak Advertising and Public Relations would love to work with you and help you set up a geofence program for your own business. We call it “SmartReach Targeting.” This system can deliver your ad to people:
When they are out and about near your store.
When they’re at work or at home if it’s near your business.
When and after they visit your competitors.
It also delivers to groups of people likely to become your customers based on demographic or behavioral traits. (Millennials, foodies, car enthusiasts, etc.)
For more information about how White Oak can help you gain customers, fill out the form at the bottom of this page. Or, call us at: (423) 618-3219.
Customer Service Will Never Go Out of Style
Programmatic Advertising: Our Big Shelter-in-Place Project
The old adage says something like, “You’re either moving forward or backward. You’re never standing still.”
During my seemingly-endless weeks of isolation — which are still continuing to a great degree — I decided to move forward with adding programmatic advertising to our agency’s product portfolio. This was always one of those projects we never could find the time for before the pandemic. (I also vowed to revive these blog posts with a little help from other people, which you will see in a few days.)
So, a couple of weeks ago, we rolled out SmartReach Targeting.
If you’re unfamiliar with programmatic, one blog explained it like this: “To put it short, programmatic advertising is a way to automatically buy and optimize digital campaigns, rather than buying directly from publishers.” You can read a lot more it here.
This type of advertising delivers your message to people’s devices based on locations they’ve visited or their online behavior, for example.
In other words, we could deliver a car dealership ad to someone who visited the other dealers in town. Or, we could target it to someone who visits lots of automobile-related websites. The flexibility is virtually limitless.
This technology is about 10 years old, and already it accounts for nearly 85 percent of all digital advertising spending, according to this article. And there’s no wonder. It’s highly targeted, which drives more quality traffic to your business or website.
Learn more about SmartReach Targeting here.
White Oak Gives Back
Recently, we were thrilled to be asked by our local United Way office to help with a project they were putting together to promote small, ethnically diverse restaurants in Cleveland.
The project became known as "Taste the Nations of Cleveland, Tennessee." White Oak created a passport for consumers to take to each of the restaurants to be stamped. Our agency also created the Taste the Nations logo.
Eleven businesses are participating in the project, which runs through May 21. You can learn more here, including where you can pick up your own passport.
We would like to thank the United Way of the Ocoee Region for letting us be a part of the project.
Other sponsors included the Cleveland/Bradley Chamber of Commerce, the Cleveland Daily Banner, Lee University, the Tennessee Small Business Development Centers and VIVE Immigrant and Refugee Services.
Words, Words, What are they Good For?
Digital billboards are the hot thing right now. They're bright, they're eye-catching, they're pretty. We have several clients who use them with great results.
I'm sure our graphic designers would disagree with this, but there's only one rule with it comes to billboards, and that's the good old KISS axiom.
Keep It Short and Simple.
The next time you're sitting at a red light, look at the boards. Do some have tiny type that is unreadable? Do some use an unrecognizable logo and fail to put the company name? (Unless you're Nike or Chevrolet, your logo alone probably isn't sufficient.) Do some have so many words the light turned green before you saw it all?
Digital boards rotate every 7 seconds, which means a consumer must be able to read and process the information in a very short period of time. Our brains can't digest a novella in that time.
When you're thinking about your billboard, ask yourself two questions:
1. Can I identify my business using five words (3-4 if using a phone number).
2. Can I make my pitch in 5-8 words?
If you can't answer yes to those questions, you may want to save your billboard for another project.
Billboards are pretty. They're also pretty expensive, so make every word count.
Don't Lose Your Marketing Credibility
We received an email the other day with the subject line, "Competitively Priced Media."
They lost me right off the bat for not hyphenating competitively-priced, but I clicked anyway to see what they wanted to sell me. This is what I saw:
I hope your week is going well! I’m circling back as I’m sure that this is a busy planning period for you and your team, and I’d like to hear how (company name) might fit into the media buying mix.
For starters, before you can circle back, you have to make an initial contact. Second, this person doesn't know this is a busy planning period for us (whatever that even means). And last, she wants to help us buy media.
We buy media for our clients. It's expensive enough to begin with. Why on earth would an ad agency ever pay more money for a third-party vendor to do that?
The moral of the story: know your customer.
This may be a perfectly legitimate company. They have a nice web site. But I would never trust them to market my business.
When 114 Million Viewers Isn't Enough
I miss the days when Super Bowl ads aired during the Super Bowl.
I get it, though. With all the money spent on creative and on-screen talent, advertisers need to get their coveted spot in front of as many consumers as possible. I mean, who can blame the Budweisers of the world for wanting more bang for their million bucks than the 114 million Super Bowl viewers they'll already be getting Sunday night?
I always try to resist watching ahead of time, and I hope you do too. (If you can't stand it, here they are.) These ads are truly the best Madison Avenue can roll out; and I think they deserve to be watched on Sunday night with a pan of nachos in the oven.
Currently, it's -4 degrees and snowing in Minnesota. I hope the owners of US Bank Stadium didn't skimp on the heating system. Regardless of the weather outside, people in Boston will be cheering for the Bad Guys (It's not just me), while everyone else on the planet will be cheering against them.
I will also be cheering for the ads.
Businesses Can Survive the Facebook Nuclear Bomb
Mark Zuckerberg made small business owners nervous a few days ago when he announced changes to the algorithms that determine what people see in their Facebook News Feed.
Zuckerberg said in part, "We built Facebook to help people stay connected and bring us closer together with the people that matter to us... But recently we've gotten feedback from our community that public content -- posts from businesses, brands and media -- is crowding out the personal moments that lead us to connect more with each other."
He continued, "Video and other public content have exploded on Facebook in the past couple of years. Since there's more public content than posts from your friends and family, the balance of what's in News Feed has shifted away from the most important thing Facebook can do -- help us connect with each other."
He went on with lots more feel-good stuff, then he pushed his big red button to open the bomb bay: "...we're making a major change to how we build Facebook... As we roll this out, you'll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard -- it should encourage meaningful interactions between people."
On a personal level, I suppose this means I will see fewer opinions on issues I care about from experts and more opinions penned by Bubba from high school.
On a professional level -- as both an owner of an ad agency and a couple of other small businesses -- this means communicating ours and our clients' messages on social media will now cost more. Incidentally, this isn't the first time Facebook has done this type of thing; but it's the first time to my knowledge it has been addressed so publicly.
Before you jump off your small business ledge, though, here is a summary of ways your business can combat the changes -- from an article published in Entrepreneur.
1. Use the Insights page to determine what types of posts get the most engagement.
2. Post livestream videos whenever possible. Live videos get 6 times more views than regular video posts.
3. Appeal to your customers with interactive and personal posts. Shy away from automated posting apps and canned content. (For example, sharing "Eight Awesome Hacks for your Wedding" on your catering company page isn't going to cut it anymore. I've always thought that was lazy in the first place, but that's beside the point.)
4. Ask your customers to check "See First" for your business page in their News Feed preferences. To be blunt, your followers who will not do this probably aren't interested in your product anyway.
(Read the whole Entrepreneur article.)
I can add a couple more ideas myself.
First, our previous blog talked about taking a holistic approach to marketing. We love to slap up a social media post touting our product or service because it's quick, easy and mostly free. Think outside the box with your marketing. If your entire marketing efforts are dependent on your customers seeing you on their phone -- or any other single medium -- you have all your eggs in one basket, and we know that's not the way to do it.
Second, dust off that old email contact list you struggled so hard to build a few years ago. Send an eNewsletter or an email blast offering a special. That way, you're in control of who sees your message instead of a computer algorithm.
Bottom line: the businesses who have a good product or service and know how to promote it will thrive. The others won't.
A Holistic Approach to Marketing
Potential clients sometimes come to us and say something like, "I need a billboard," or "I want to do a radio spot," or "I need someone to help me do a Facebook ad."
I understand the impulse to do this. I have to resist the urge to say the same thing when trying to market some of my own pursuits.
But then I pause and ask myself what it is I really want. Do I really want to do a Facebook ad? Or, is that merely me effectively saying that I need to reach more customers?
It's obviously the latter.
It's easy to see a billboard or an ad on social media and think that's the way to market your business. You saw it, right? So then everyone else must have seen it, too. That's just human nature.
On the other hand, it's similarly easy to label marketing delivery channels you are unfamiliar with as worthless. People will say things like "who even listens to that radio station?" Or, "I don't read that paper."
You don't, but maybe your customers do.
When we create a marketing plan for a client, we perform extensive research on the best ways possible to market that client's business. Sometimes, it's a conventional approach. Sometimes, it's unconventional.
This holistic approach to marketing ensures your message is coordinated across platforms and you are using the platforms that reach your customers.
"The End of Advertising"
Back in June, a book with a funny title came out -- funny as in haha funny, especially if your new, re-branded advertising agency opened 6 or so weeks earlier.
It is titled "The End of Advertising" by Andrew Essex.
I devoured every word in record time (for me).
Essex rails against those annoying pop-up ads, pre-roll video ads, and the like. Then he rehashes all the old horror stories like snake oil salesmen, Bayer selling heroin, etc., etc.
Then, he offers a bit of hope for the industry as is suggested by the subtitle, "Why it Had to Die, and the Creative Resurrection to Come." In the final part of the book, Essex (who "isn't from around here," as we like to say), talks about new innovations in marketing. The most noteworthy is Citibank's, Citi Bike program in New York City.
Essex thinks it's brilliant that a bank has its logo plastered on 10,000 bicycles in the Big Apple. Of course it's brilliant. It's brilliant because no one has ever done it before.
I don't agree with all Essex's naysaying about the industry in general. I don't think traditional advertising will ever go away, though the way it is presented and consumed is ever-changing. I mean, a newspaper ad is still a newspaper ad whether it's printed on paper or glowing on a screen.
But, "The End of Advertising" did impact the way we at White Oak approach the business. (Everyone in our organization has read it). It helped hammer home the importance of looking for new ways to serve our clients to make them stand out in the noisy marketplace.
This new approach to the creative process is fun. We love doing things for clients no one else is doing. And our clients love us for it.