Smart doesn’t always look smart, but Smart laughs all the way to the bank.
On my travels I see a lot of stores that really don’t get it.
This one does.
When I first saw this store I shook my head in dismay. Then I realized what I was looking at. It does a wonderful job of supporting its customer promise: “We Buy – Sell – Trade anything used.”
The storefront also tells me that this is not your average store and that IF you want to enjoy your visit, you had better park all of your retail “best practice” preconceptions – except maybe most of them:
Very smart.
I love designing communications that are clean and simple – like my own web-site.
And I love working with Sarah Sabatini (AKA The Web Fairy) at 6P Marketing, Winnipeg.
You’re looking at and hopefully enjoying the latest fine tuned iteration of Wehrmann.ca
Another great Sabatini-Wehrmann collaboration.
I walked and talked with Ali today on my morning walk with Charlie. He told me that his passion is running and that he runs about 40 miles a week to stay in shape.
Ali wants to be able to enter any partial or full marathon event he wants to participate in – knowing he’s in shape to do so. He went on to explain that he needs to run more – about 70 miles a week to make the most of his abilities.
His passion + his regime reminded me of other oblique performance metrics I’ve encountered on my own journey. For instance:
Like Ali, a clear vision (seeing yourself in the lead + in great shape) helps you sort out how to get into there.
All true masters are slaves to routine.
I hear people in advertising using this term all the time to describe the fact that they are able to develop communications that will somehow compliment or support your other existing communication elements. In my years of experience the adjective “integrated” has evolved from a strategy to a tactic in the vast majority of applications.
The marketing funnel rationale looks like this:
So there you have it.
When I was a Media Director my job was to find cost efficient media placements as well as premium media adjacencies. For example, the last TV spot in the cluster just before the CBC National News is an affordable premium media adjacency. The last TV spot in the cluster just before the Stanley Cup Playoff is a good example of a far less affordable premium position.
The theory is that a great media position opens the mind and the heart and lets the message flows to the decision center of the brain more freely.
This 3D Lighthouse for Nova Scotia Tourism in the heart of Toronto’s financial district is a fantastic example of how a premium media position works.
Can you image the conversations going on between the RBC and BNS marketing departments.
Amazing!