As online communication becomes more and more brief (case in point, Twitter) you have to wonder how this will eventually affect offline (print) advertising. Twitter wouldn’t be the Industrial Development Painting first option that comes to mind for an industrial company’s advertising efforts, but let’s face it: the online world is affecting the way we communicate in all areas of life.
The exploding popularity of social networking sites like Twitter, Facebook, Linked In, etc. should be a signal to all marketers, including industrial B to B, that ads that convey a message quickly and concisely may have an advantage over ads that force readers to plow through too much text, puzzle over a picture that is unrelated to the headline, figure out complicated charts – or all of the above. I’ve been seeing more and more ads that are perfect examples of the “less is more” concept. Here’s a few:
A recent Honeywell ad promotes its OnWirelessA� universal wireless network which supports multiple industrial applications simultaneously. The headline “sky’s the limit” towers above an image of a young boy holding up a remote control as his model airplane soars above in the sky. The final line of the brief text says, “why stay chained to multiple networks, when there is one that will let you soar. OneWirelessA�.” There’s a phone number and their website address – no international physical addresses. Not only does the headline, image, and final statement all tie together nicely, the image of the young boy and his remote control airplane invokes nostalgia in many men, especially those with an engineering or more analytical type mind – obviously the target audience for this ad. What future engineer hasn’t tinkered with a toy like a remote control airplane at some point?
In its ad, The Vancouver Convention Centre quickly makes the point that gatherings at its facility are definitely not dull. The stage is set with an image of an empty, run-of-the-mill conference room complete with clock, water cooler and a set of mismatched chairs. Who hasn’t sat in one of those? The headline says it all: “The most interesting thing in a meeting room shouldn’t be the clock.” In the next breath, the convention center states, “Conventions should inspire,” and then invites readers to visit its Web site.
ITT’s ad for ANGEL services – Airborne Natural Gas Emission Lidar – uses powerful imagery and brief, compelling text to drive home the point that their technology saves millions of dollars for their customers. Superimposed over an ariel photo of a suburban community is (what appears to be) an infrared read-out strip, showing with absolute clarity what must be a significant pipeline leak. Above the read-out, the headline text reads: “Many of our clients don’t think they have leaks.’ Underneath the readout: ‘Until they become our clients.” The sub-head states their value proposition simply and eloquently: “Survey more miles. Find more leaks. Save more money.”
At a time when 140-character messages are becoming the limit of our focusing Hotel …
Tag: characters
Ayn Rand’s Industrial Capitalist Characters Shouldn’t Go Back to Work Until Caesar Does His Thing
In the book Atlas shrugged, many of the entrepreneurial capitalists that had built up the industrial capacity of the US decided with all overregulation, over taxation, and all the lawyers suing, along with the unions and the socialist mobs that it not was worth staying in business knowing that they could not create a profit for themselves. With no incentive to do so, they just quit.
Once they quit as the novel goes, everything went to hell in a hand basket rather quickly. There were food shortages, fuel shortages, and the entire economic system broke down. The government assumed it could run everything, that it could adjust the production capacity to serve its will and feed its bureaucracy. Not only did this not work, the inefficiencies mounted and everything stopped due to the bureaucracy.
Now then let’s discuss the litigiousness in the United States today. Caesar once said; “the first thing we do is kill all the lawyers,” and although he meant that if they did they could control the law and do whatever Michigan Electrical License Search they wanted if the lawyers were not around. Today, many mistakenly have taken this comment to be an anti-lawyer joke, one which Ayn Rand’s industrial capitalists in “Atlas Shrugged” might have enjoyed.
Speaking of which, in our current regulatory environment, such an action by Caesar might indeed, be just what the country needs to get the commercial lending markets flowing once more? Right now, it appears Define Consumer Service. we are living an Ayn Rand Novel, and perhaps we might wish to think about how that story developed, and ended. Will our government wake up and listen to this basic philosophy. Please consider all this.…