The Australian Small Business Blog

Monday, September 08, 2014

Ad of the Month – Super Niche

by Dr Greg Chapman

The purpose of most advertising is to get your name in front of as many of your target market as you can. Well here is a story of an advertising campaign to reach a single buyer.

Outside the New York headquarters of Ogilvy and Mather, the design agency, Intridea, hired a billboard for a week with the headline “Ogle this Ogilvy”. The ad included the website url which proclaimed “Made you look. Now hire us”. Their call to action was a button “Email our CEO”

This resulted in a call from Ogilvy’s CEO, so it got them in the door. Whether they get any work from it will depend how good their pitch is, but opening the door is often the hardest thing to achieve.

Could you devise an advertising campaign around a single buyer that would transform your business?

BONUS Ad of the month.

I could not really think of a good reason to show this cat food ad, except, that the internet is made of cats. Enjoy.

May Your Business this Year be - As You Plan It.

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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.

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Dr. Greg Chapman is also the author of
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