Customer is your wife
Advertising legend David Ogilvy’s advice for marketers
Marketing
Advertising legend David Ogilvy’s advice for marketers
Boring campaigns drive customers away. Marketing without the homework and creative brilliance doesn’t work. Campari used its lack of popularity to capture the market.
David Ogilvy was called the father of advertising. Before founding the agency he had worked as a chef, a salesman, an account executive, an audience research executive and a farmer.
He pioneered the campaigns with audience research. His core principle was that function of advertising is to sell and that successful advertising for any product is based on information about its consumer. The advertisement for Rolls Royce is perhaps the best ad ever.
Rolls Royce Ad: At 60 miles an hour the loudest noise in this new Rolls Royce comes from the electric clock.”
Ogilvy shared how to get big marketing ideas. One, do the homework and create brilliance. Two, do not bore people in buying a product. Interest them. Three, the strategy should be about one simple promise. It means nothing without execution. Four, the greatness in advertising comes from being different. Orthoxy leads to failure. Five, creative people do not have monopoly on good ideas. It can come from anywhere.
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