Apprentice Marketing

I thought there might not be any teachable moments in marketing with this season of The Apprentice. But then last night, the tide changed with 3 good marketing points.

1) I preach to clients and speaking audiences all the time about one of the most recurrent marketing sins that I see…the novel on a billboard. With a billboard, you get one thought and one thought only. It has to be straightforward and so simple that a child could comprehend it without thinking. What you see so many times are billboards and other outdoor media that have the old mentality of “we paid for this space so we need to use all of it“.

2) While designing their losing billboard, Andrea said…”Well, I do most of the graphic design for my company.” At that point, I thought she’d grab Quark and get busy. But instead, she sat behind the graphic artist, pointed at the screen, and said things like “more colors” and “more fonts”. That’s not graphic layout. That’s micro-managing someone who knows more than you do.

3) Anytime you get 3 or more people get together to design an ad, it’s a disaster. Marketing by committee is always a losing proposition.

Bonus Point 4) People from KY are both empathic and strong leaders. Way to go, Charmaine.

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