After the 2008 recession Troy, Michigan, made major cuts to its public spending. One victim was the Troy Public Library. It was given just enough money to function as a storage facility until it shut down.
However, 72 percent of Troy residents wanted to keep the library funded. 20 percent wanted its funding cut.
Troy Citizens United , an anti-tax group, contested any public proposal that included a tax increase. A low turnout of only 19 percent let the Troy Citizens United have their way.
Just before the library was set to close, the city council allowed one last ballot. The vote was scheduled for August 2. The proposal called for a 0.7 percent tax increase.
The Troy Citizens United opposed the proposal on anti-tax grounds. They were joined in opposition by a committee called Safeguarding American Families. It was in favor of closing the library and throwing a book-burning party.
Safeguarding American Families’ ad campaign consisted of yard signs that said: “Vote to close Troy library Nov. 2nd, Book Burning Party Nov. 5th.” They used social media with posts like “There are 200,000 reasons to close the Troy Library. They’re called books.”
This campaign created a stir. Leaders, voters and the local media mobilized. The public was fooled. The campaign was designed by Leo Burnett advertising agency to save the library.
The real message was revealed just before the election… “A vote against the library is like a vote to burn books.”
The objective was to change the conversation from taxes to libraries. On Novmber 2nd the voter turnout doubled, and the library had 58 percent of the vote. The library was saved.
You can’t bore your audience into buying. Except for Mr. Whipple*
“You can’t bore your prospect into buying” according to David Ogilvy, the Father of Advertising. You need to tell them a story about the results they will receive from using your product. Advertising has to offer the consumer something they need or value and in an interesting way that makes them take notice. That’s creativity. Have you ever been telling a story to someone and see their eyes glaze over? You realize they are either not interested or don’t have a clue what you are talking about. A good storyteller employs creative tactics to grab your attention—body language, facial expressions, vivid language, shocking statements, unusual sounds, calling you by name, volume and pace. Their purpose is for you to hear and experience their story. Advertising and branding is about the experience.
What is creativity? My definition of creativity for advertising and marketing purposes is “looking at a problem or idea from a different perspective.” Because there is always more than one way to look at product or problem. There are thousands of “correct” answers. We just need to continue to think and consider possible ideas until we find something is really unique, creates a smile, surprises people and makes them think. One problem with creative advertising is that it takes courage for a client to commit to it. A client may feel uncomfortable with an exaggeration or pushing reality and feels it might be taken too literal and criticized, especially in today’s climate.
Creativity should be valued in all aspects of your business. A clerk in a medical practice can make your day or make things harder. Their attitude reflects on management. Is the employee encouraged to be creative? We reward creativity when we see it as a customer. There are stereotypes of people who are considered non-creative—accountants, attorneys, bankers and so on. If you are one of these professionals, this is a great opportunity to differentiate yourself. Creativity is like design. It gives you unbelievable power to differentiate yourself and your business.
Advertise… it pays. Creative advertising pays better… much better.
*Mr. Whipple is a fictional supermarket manager featured in television commercials, radio, and print advertisements that ran in the United States and Canada from 1964 to 1985 for Charmin toilet paper. Typically, Whipple scolds customers who “squeeze the Charmin,” while hypocritically entertaining such actions himself when he thinks no one will notice. People complained but sales soared, and Mr. Whipple was the third most recognized person in America.
Bill Bernbach, former CEO of Dole Dane Bernbach, said, “The truth isn’t the truth till people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you are saying if they don’t listen, they won’t listen unless you’re interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly.”
About Ken Gasque
Ken Gasque is a brand developer, marketing planner and designer. Ken works with small companies and Fortune 500 companies who recognize the need to differentiate their products and services to stand out in a cluttered market. Ken is a highly visual, outside-the-box-thinker on advertising, branding and marketing—his work reflects his belief that “We buy with our eyes.” Ken writes and lectures on his experiences developing brands (good and bad). www.gasque.com
