Category: Advertising

Advertise with Smell-o-Vision!

Actually, the product (not actually called “Smell-o-Vision”, I’m sorry to say) isn’t available in the States yet. But here’s the deal, according to BusinessWeek

Cinescent, based in the German city of Hanover, has designed a machine that pumps a barely detectable aroma through a movie house’s air conditioning system to accompany on-screen ads. In early tests, a German theater ran two ads for the Nivea Sun lotion line, one accompanied by the faint smell of the product and a phrase—“the Scent of Summer”—splashed across the screen. The aromatic ad, produced for an extra $15,000, boosted consumer recall by 37% and raised ad impact (gauged over a few weeks) by more than 500%, says Cinescent.:

The company’s operating in Germany and The Netherlands now, and expects to be in Great Britain by fall. How long before they waft across our shores? So far, no plans have been announced.

Will American audiences put up with this? I’m going with “yes, eventually”. I’m old enough to remember when movie-goers would boo and hiss (yes, really hiss!) at on-screen commercials — now we have “The 20” and it’s considered part of the experience.

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Click this link to subscribe to Portland’s Finest Advertising Blog.

Request your free copy of my white paper, The Seven Deadly Advertising Mistakes and How to Fix Them here.

Got a question? Call me at 503-323-6553.

Fish Pedicures in Portland?

Tara Bloom’s blog tipped me off to this truly remarkable procedure.

If you offer fish pedicures in Portland, please call me immediately. I’ve already written your radio script in my head.

Call me — we’ll both get rich.

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Click this link to subscribe to Portland’s Finest Advertising Blog.

Request your free copy of my white paper, The Seven Deadly Advertising Mistakes and How to Fix Them here.

Got a question? Call me at 503-323-6553.

When Bad Metaphors Happen to Good Companies

Metaphors can be a very powerful persuasive tool — used properly, you can help your prospects take a mental shortcut and create a positive association in their minds.

But you have to think carefully about how they may connect the dots. Portland copywriter Susan Rich thinks Ford may not have considered all of the implications of a creative idea. Take a look and let me know if you agree.

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Click this link to subscribe to Portland’s Finest Advertising Blog.

Request your free copy of my white paper, The Seven Deadly Advertising Mistakes and How to Fix Them here.

Got a question? Call me at 503-323-6553.

Phil Bernstein Live! at the Portland Business Alliance

Once a month, the Portland Business Alliance puts on an educational forum for small and medium-sized businesses called Cornerstones for Success. The topics change each month, but each one is chosen for its relevance to the challenges faced by local merchants.

On Thursday, August 7, the subject is “Advertising Avenues”. I’ll be on the panel along with Craig Brown of KGW-TV and Brian Johnson of The Oregonian. We’ll be talking about how a business with a finite budget — like yours — can effectively deliver a persuasive message to the people who could become your customers.

It takes place from 4-6pm at the Portland Business Alliance, 200 SW Market Street. You can find out more, and register online, here.

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Click this link to subscribe to Portland’s Finest Advertising Blog.

Request your free copy of my white paper, The Seven Deadly Advertising Mistakes and How to Fix Them here.

Got a question? Call me at 503-323-6553.

Confidential to Oregon Auto Dealers

Who’s writing your copy? If it’s someone at a radio or TV station, you probably assume that you’re working with a professional who’s up to date on auto advertising laws.

You may very well be wrong.

A few months ago, the Oregon Department of Justice, having just issued a new set of rules, held a half-day seminar on how to keep auto ads legal. The only Portland broadcast rep who attended the seminar also writes this blog.

Yesterday, I heard a commercial that committed five separate violations in 60 seconds. I didn’t think that was possible, but in fact, all of the violations took place in a 25-second span. The commercial violated the Federal Truth in Lending Act, along with several Oregon administrative rules.

If the commercial had actually aired, the dealer could have faced thousands of dollars in fines. It didn’t air because I heard it in advance, called the other radio station and told them how to fix it.

I guess I’m just a giving sort of fellow.

Want to know if your commercial’s legal? Give me a call before you put it on the air.

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Click this link to subscribe to Portland’s Finest Advertising Blog.