Tuesday, Jun 11, 2024

Of Machzorim and Marketing…

Recently at a “rare book” auction, a set of the first Machzorim printed in Philadelphia in 1837 was auctioned off. Guess how much it went for? $47,000! Sounds impressive, right? But get this: a month later, a similar set of antique Machzorim at a used book shop in New England went for only a few hundred dollars! What impresses me most, and explains the difference in price, is the venue where both of these Machzorim were sold. When the posh auction house sold those Machzorim for nearly the purchase price of a brand new Lexus, everybody in attendance assumed that these books were of great value – even if the people didn't know the exact details behind these treasured Machzorim. The very fact that it was sitting on display in a bulletproof glass case at the auction house automatically spoke to the dealers and collectors gathered there and grabbed their attention.


Conversely, for the shoppers at the bookstore in New England who walked by that similar set of costly Machzorim, they were unable to appreciate the worth of those books sitting on a dusty shelf simply because it failed to speak to them. It was unable to grab their attention; the presentation, venue and atmosphere surrounding theMachzorim was just plain old wrong.


Which leads us to this week’s topic.


While you may have the best company or business in the world, if you don’t create and place your advertisements properly — and do not tailor your ad campaigns to the seasons, trends and even shopping preferences of the public — then the ad you are paying for will appear to be of no more value than those precious Machzorim simply piled on that book shop’s shelf.


Here are a few different ad styles that can be used when launching a marketing campaign, and depending on your target market or product, can generate a successful response:


Business Card Ad – This type of ad cuts straight to the point by highlighting who you are, what you offer and where you’re located. It always should include your logo and tagline. A business card ad will often generate the best response by running it year round. It keeps your name in front of potential consumers on a weekly basis and works especially well for service-based businesses such as plumbers, photographers and car services.


Coupon Ad — This form of advertising can prove to be an extremely successful sales promotion tactic by attracting new customers to your store or business. By offering a specified dollar or percent amount off your merchandise or service, you will be giving potential clients a tangible incentive to give you the business. And once they do step foot in your door, you can impress them with what you’ve got to offer and get them to return again and again. Lastly, coupons are also one of the easiest ways to gauge ad effectiveness. Simply print the newspaper or magazine name alongside the coupon’s edge and you’ll have an instant database detailing which newspaper or magazine attracts the most customers.


Sale Ad — The only thing better than offering a discount to a particular customer? Offering a discounted sale to the entire world! Featuring a sale ad is akin to posting a formal invitation that invites the public into your store to receive a discount on a product, aisle or department. This particular advertising method works best during seasons such as around Yom Tov time, and of course, during the back-to-school season that we are in now.


Spotlight Ad – This sort of ad focuses on a particular product, employee or customer of your business. It serves more to educate the public about a particular benefit you offer and can go a long way in helping establish your brand image. Another benefit is that it will help inform your client base about the nitty-gritty details that make your company or product so unique. However, if it’s just educating the masses that you’re after, check out the next advertising option listed below.


Informational Ad — The primary intention of this ad is to educate the public about your company or show the expertise you’ve acquired in your line of work. It could be written in a “Question & Answer” format offering professional advice or information. It could also be written in a journalistic style giving it the appearance of an article instead of an advertisement. And of course, diagrams or photo illustrations can be placed alongside the text of an informational ad giving readers the full scoop of what you’re all about.


In all, when it comes to creating great ads, just think of “The Tale of the Two Machzorim”…and you’ll end up with an advertising campaign that’s #1!



Yitzchok Saftlas is the CEO of Bottom Line Marketing Group, a premier marketing agency recognized for its goal-oriented branding, sales, recruitment and fundraising techniques. Serving corporate, non-profit and political clientele, Bottom Line’s notable clients include: Mike Bloomberg for Mayor, Dirshu and TeachNYS.


Readers are encouraged to submit their marketing questions to: ys@BottomLineMG.com



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