Home Improvement Advertising Case Study: Energy Guard

As one of Milgard Windows’ top dealers, Energy Guard Windows and Doors has a lot to offer — great products, 27 years of expertise, and first-class installation. For several years, Energy Guard has held Smart Home Seminars where homeowners can learn everything they need to know about replacing their windows. I’ve sat in on the […]

Vote For Phil Bernstein in the Elevator Pitch Contest

I’ve made the Sweet 16 (out of more than 100 entries) of the Inside Sales Experts Elevator Pitch Contest. For the next 72 hours (as of March 26), I’m up against the always-dangerous Joseph Kupstas of Goodfellas Construction. If you could take a moment to click here and vote for Phil Bernstein, my mother would […]

Sometimes You Can Break The Rules

Deadspin alerted me to this video by Ben Gullett. Ben’s dad, Mark Gullett, was laid off from his marketing position with hockey’s Tampa Bay Lightning. So Ben put together the video in an effort to help his father get a job. As a piece of advertising, there’s much to criticize: 1. It’s all about the […]

Lord & Taylor — Purveyor of Fine Hooker Fashions?

The full page ad in Sunday’s New York Times offers an Ellen Tracy Trench for $150. There’s a color photograph, and the caption underneath says THERE’S NOTHING NAUGHTY ABOUT BUYING THIS TRENCH… WEARING IT, HOWEVER, IS ANOTHER STORY. Who might buy — and wear — a coat like this? I’m thinking that the target is, […]