Blog

Structuring…

Welcome back Blog readers! Amis’s and Stevenson’s (2001) information, regarding angel investing, in their book Winning angels: The seven fundamentals of early-stage investing will be part of my Blog post again as we learn valuable insights together. I will be sharing information in this Blog from Amis and Stevenson (2001) about Structuring.

Koss (2007) states, “Structuring the deal is a key aspect of completing an angel round of financing. It is critical to ensuring that management, employees, past investors, current investors and future investors are all satisfied with the company under its new capital structure. As a result, negotiating and structuring the deal can be the most complex aspects of angel investing” (p. 1).

Lets explore some details about structuring…

What options exist?

Here are a few options:

Three common ways to structure angel investments include: common stock, preferred convertible with various terms, and convertible note with various terms.

According to Amis and Stevenson (2001) the common stock structure “…is the ‘complete faith’ option, which is used most often by family, friends, and fools as well as winning angels who rely more on the integrity of the entrepreneur as well as their own ability to source or evaluate” (p. 190). Some angel investors, especially those that have lost money on common stock structure deals, refuse to have any part of common stock structures and there again some angel investors will (Amis & Stevenson, 2001). Amis and Steven (2001) note that with the common stock structure, in the best case scenario, an angel investor can make a substantial amount of money without having to invest their time and involvement or in the worst case lose their entire investment. Amis and Stevenson (2001) note that a preferred convertible with various terms structure is most common. Amis and Stevenson (2001) states, “The preferred share structure offers considerably more protection to the investor and this is why…many angels come around to using it” (p. 192). Lastly, regarding the convertible note with various terms structure, Amis and Stevenson (2001) state, “The convertible note is becoming a more common vehicle as financings are occurring in shorter time frames” (p. 193). These are certainly some structuring options. Amis and Stevenson (2001) give some final thoughts on structuring which include: keeping things as simple as possible and making sure that you understand these three structure types.

Finally, to finish up this Blog post on structuring, it is important to note that Koss (2007) gives several examples of “warning bells” or “red flags” regarding structuring deals. Koss (2007) states, “There are some red flags that investors should watch out for. Are there any unknown investors? Is the term sheet too complicated or inappropriate for the nature, context and stage of the company? Is the company raising enough money? What’s the possibility of dilution (p.  9)?” I highly recommend reading through the entire list of “warning bells” and “red flags.”

To read the entire article by Koss (2007) please click the following link:

https://www.angelcapitalassociation.org/data/Documents/Resources/AngelCapitalEducation/ACEF_BEST_PRACTICES_Deal_Structuring.pdf

Thanks for reading and good luck on finding investors and structuring deals for your new venture!

References

Amis, D., & Stevenson, H. H. (2001). Winning angels: The seven fundamentals of early-stage investing. London: Financial Times Prentice Hall.

Koss, A. (2007, July). Best Practice Guidance for Angel Groups – Deal Structure and Negotiation. Retrieved May 22, 2019, from https://www.angelcapitalassociation.org/data/Documents/Resources/AngelCapitalEducation/ACEF_BEST_PRACTICES_Deal_Structuring.pdf

Valuing…

Welcome again to my Blog! I will be continuing to use Amis’s and Stevenson’s (2001) suggestions regarding angel investing from their book, Winning angels: The seven fundamentals of early-stage investing. I will be sharing valuable information in this Blog from Amis and Stevenson (2001) about Valuing. Let’s get to it!

What is Valuing?

Amis and Stevenson (2001) state, “Valuation is what you are willing to exchange for something else that you want” (p. 145) and further state, “In early-stage deals, valuation is about placing a price on a stake in a company, based on a future, potential capital return” (p. 145).

How does one go about the valuation process?

According to Amis and Stevenson (2001) there are five ways of approaching valuing which include: the “quick and easy” way, the “academic/investment banker” way, the “professional venture capitalist” way, and “compensated advisor way”, and the value later way (p. 148). The quick and easy way includes several methods including the $5 million limit which is simply the rule to never invest in any venture with a valuation of over $5 million (Amis & Stevenson, 2001). Pretty simple really. The academic/investment banker way includes two methods of which the multiplier method is one (Aims & Stevenson, 2001). The multiplier method includes finding the standard within the industry of the selected product and comparing that standard to the potential product for investment. The professional venture capitalist way includes one way which is the venture capital method of calculating how much of a company one would need to own in order to be able to obtain returns financially (Aims & Stevenson, 2001). The compensated advisor way includes two methods with the Virtual CEO method as one of them. This means that the angel investor would also provide supports during the venture’s startup. The value later method includes two methods including the Pre-VC method (Aims & Stevenson, 2001). In the Pre-VC method, the angel investor provides capital without being provided with shares. As one can see from my brief discussion of different methods, there are many methods to go about the valuation process!

What do new entrepreneurs need to know and what can entrepreneurs do about about the valuation process?

According to Angel Round Evaluation, “Valuing your startup is one of the most important parts of seeking angel investments. Because startup companies generally do not have any revenue, correctly valuating these companies can be difficult…” (para 8). There are several ways that angel investors may compare your new venture with other existing companies. Some considerations include: evaluation of your team, evaluation of whether or not the opportunity exists for success in your chosen venture, product specifications, your competition, your marketing strategies, and what other investments your new venture may require (Angel Round Evaluation, 2019). Keeping these points in mind may help you find just the right angel investor to help you with your new venture. One key would be to be prepared in these areas so that your valuation is positive.

Check out the full article at the following link:

https://www.upcounsel.com/angel-round-valuation

References

Amis, D., & Stevenson, H. H. (2001). Winning angels: The seven fundamentals of early-stage investing. London: Financial Times Prentice Hall.

Angel Round Valuation | UpCounsel 2019. (n.d.). Retrieved May 22, 2019, from https://www.upcounsel.com/angel-round-valuation

Evaluating…

Hello again Blog readers! As I mentioned in my last Blog post, Amis and Stevenson (2001) have a great deal of information regarding angel investing in their book, Winning angels: The seven fundamentals of early-stage investing. I will be sharing some of the valuable information (too much to share everything here…consider purchasing their book!) in this Blog from Amis and Stevenson (2001) about Evaluating.

AND Here we go…

Why is Evaluation important?

Amis and Stevenson (2001) state, “If you want to become good at early-stage investing, you need to learn how to size up the fundamental elements of an opportunity” (p. 75).

How to go about Evaluating…

Let’s discuss “The Harvard Framework” presented by Amis and Stevenson (2001) for an effective evaluating tool. According to Amis and Stevenson (2001) the Harvard Framework “…will screen out 98% of all start-up investment opportunities” (p. 142).

The Harvard Framework consists of the people, the deal, the context, and the business opportunity. Part of evaluating the people is assessing the entrepreneur (Amis & Stevenson, 2001). For the purposes of this Blog post, I will elaborate on the entrepreneur to provided insights for how entrepreneurs may be evaluated. First and foremost, Amis and Stevenson (2001) discuss the need for the entrepreneur to be honest. Amis and Stevenson state, “In early-stage deals, if the entrepreneur lacks integrity, no single aspect of the proposal can be relied upon” (p. 81). In addition, the entrepreneurs’ knowledge, capability, and goals should be carefully evaluated (Amis & Stevenson, 2001). These are some starting points that new entrepreneurs should keep in mind because angel investors are looking for just the right investment with the right people leading the venture. Ask yourself if you are ready and prepared in these areas.

Important points for angel investors to remember…

It’s important for angel investors to remember some important points. Amis and Stevenson (2001) note to expect it to take years to become good at angel investing, consider using the recommended Harvard framework mentioned as a screen, know that evaluation takes lots of time, and consider co-investing for positive outcomes.

In addition, I also recommend reading the article, “Angel Investing Handbook – VC Broken Down for Investors”, found at the following link from seedinvest.com:

https://www.seedinvest.com/blog/angel-investing

Seedinvest.com states, “Fully understanding all of the risks is of crucial importance when evaluating any investment opportunity” (para 16) and provides several tips for potential investors which include: remembering that at the early stage of investing that you will not be investing in a company but in people, making sure that the values of the potential investment matches your values, staying realistic with profit goals, and understanding the real marketing value of the product.

Finally, something else to consider would be how to evaluate pitches from entrepreneurs just starting their new ventures. Entrepreneurs take note here! Jones (2017) gives insight into what potential investors are looking for when evaluating your new venture. Jones (2017) encourages investors to look for the following: a strong team, the market, traction, the idea and how that idea will be brought to life, and what other investors are saying. Take a look at the complete article for outstanding advice on how to create a winning pitch to find investors.

The full article can be found at the following link:

http://www.angelinvestmentnetwork.net/2017/06/investors-evaluate-startup-pitches/

Take a look to make sure you are prepared to give the pitch of a lifetime to obtain investments in your new venture and good luck!

References

Amis, D., & Stevenson, H. H. (2001). Winning angels: The seven fundamentals of early-stage investing. London: Financial Times Prentice Hall.

Angel Investing Handbook – VC Broken Down for Investors. (2016, October 27). Retrieved May 22, 2019, from https://www.seedinvest.com/blog/angel-investing

Jones, O. (2017, June 12). How do Angel Investors evaluate startup pitches? And pick a winner? Retrieved May 22, 2019, from http://www.angelinvestmentnetwork.net/2017/06/investors-evaluate-startup-pitches/

Sourcing…

Amis and Stevenson (2001) have a great deal of information regarding angel investing in their book, Winning angels: The seven fundamentals of early-stage investing. Entrepreneurs take note! I will be sharing over the next several weeks valuable information from Amis and Stevenson (2001) beginning this week with Sourcing. To get started, let’s look at a couple of definitions that will help clarify.

What is an Angel Investor?

According to Ganti (2019), “An angel investor is usually a high net worth individual who provides financial backing for small startups or entrepreneurs. Often, angel investors are found among an entrepreneur’s family and friends. The funds that angel investors provide may be a one-time investment to help the business get off the ground or an ongoing injection to support and carry the company through its difficult early stages” (para 1).

What is Sourcing?

According to Amis and Stevenson (2001) “Sourcing or identifying entrepreneurial projects of merit is the first step in the process of making early-stage investments” (p. 33). Amis and Stevenson (2001) break down sourcing activities into four groups.

How to get started…

The four groups of activities to begin the Sourcing process according to Amis and Stevenson (2001) include: Preparation activities (an example given is writing down exact thoughts about what types of investing one is interested in), Networking Activities (an example given is meeting personally with appropriate persons including bankers and venture capitalists), Visibility activities (examples given are giving interviews and writing books), and Focus activities/tactics (an example given is networking).

As a self-published author myself, the mention of writing books as part of visibility activities caught my eye. I will elaborate a bit about this topic. Amis and Stevenson (2001) state, “Publishing a book makes you an expert to many people even if they never read it. The book will often open up speaking and teaching opportunities that in turn create deal sources” (p. 47). From personal experience, I do know that mentioning that you have written a book or books does open doors for speaking engagements. I have a speaking engagement targeting caregivers coming up because I mentioned that I had written books about caregiving while visiting a local Senior Citizen Center recently. As a caregiver for many years now, I do know quite a bit about caregiving and how to survive caregiving. I have published multiple books available on Amazon found at the following link:

https://www.amazon.com/s?k=patricia+kay+reyna&ref=nb_sb_noss

If you are interested in having me speak at your next event please contact me through my website kayreyna.com. I would be delighted! Now, moving on about Sourcing…

Other Considerations regarding Sourcing…

Amis and Stevenson (2001) also provide advice on quality and quantity of investing in projects and provide insights on how to identify a Five-Star Entrepreneur. I wonder if the last part of that sentence caught any entrepreneurs’ eyes? Well, I would want to know…How does one identify a Five-Star Entrepreneur? Amis and Stevenson (2001) suggest evaluating the entrepreneur on considerations including: how well they listen and learn, how well they attract others, if they are honest and how hard they work. Considering those identifiers, are you a Five-Star Entrepreneur or are there areas you need to work on?

References

Amis, D., & Stevenson, H. H. (2001). Winning angels: The seven fundamentals of early-stage investing. London: Financial Times Prentice Hall.

Ganti, A. (2019, March 31). Angel Investor Definition. Retrieved May 22, 2019, from https://www.investopedia.com/terms/a/angelinvestor.asp

Marketing…Billboard Ads

Hello Blog Readers!

Welcome to week five of reviewing some of the greatest marketing campaigns! This week I will be sharing with you and featuring five outdoor ads.

Outdoor Ad #1:           “Straw, Windows”

Coca-Cola Ad Campaign

Agency Network: McCann

October 2010

Link to “Straw, Windows”     

https://www.adsoftheworld.com/media/outdoor/cocacola_straw_windows

The Coca-Cola “Straw, Windows” add is very eye-catching. This ad is displayed on the side of a building. The background of the ad is red with a glass Coca-Cola bottle located in the center. Out of the top of the Coca-Cola bottle there are seven different straws coming up and each straw is going inside of one of the building windows giving the idea that people within those windows are each drinking coke from the bottle. The bottle is partially empty. The caption says, “refresh on the Coca-Cola side of life.” This ad uses humor to get the viewer’s attention. The appeal is the yummy coke inside which is evident by the seven straws all-consuming the coke product. The objective of the ad is to sell more Coca-Cola. The target market is all of those who view this ad each day as they are in the vicinity of this building. The value proposition is that everybody loves this product.

Outdoor Ad #2:           “Eat Mor Chickin”

Chick-fil-A

The Richards Group

June, 2016

Link to the ad “Eat Mor Chikin”

https://www.adweek.com/brand-marketing/chicken-beef-untold-story-chick-fil-cow-campaign-171834/

The “Eat Mor Chikin” Chick-fil-A ad is a no brainer to include while featuring outdoor ads. We have all come to know and love the Chick-fil-A cows that cannot spell, but who are attempting to save their own lives by advertising how great Chick-fil-A’s chicken is! These ads get the viewer’s attention by evoking an emotional response by using humor. The objective of the ad is to obtain more customers.  There are no pictures of exact items that Chick-fil-A provides. Most, if not all, viewers are familiar with Chick-fil-A’s products and most love them. The target market is everyone driving by that might be hungry and need food to fill that need. The value proposition is to eat more! What I have often considered is how many children will grow up not knowing how to spell correctly by viewing these ads!

Outdoor Ad #3:           Powerade Interactive Billboards

Powerade

Ogilby & Mather

Link to the Ads:         

I loved the Powerade interactive billboards ads. There are several of them in this series. Each ad has a way for the viewers to actually participate directly with the billboard ads. For example, one of the ads is a climbing wall where passersby can actually climb the billboard. The product being advertised for is Powerade. The emotional response is adventure. The objective of these ads is to sell more Powerade and the target market are all the people that walk by the billboards. Whether or not those walking by choose to interact with the billboards or not, they will not easily forget them.

Outdoor Ad #4:           “The Delta Dating Wall”

Delta Airlines

Link to the Ad “The Delta Dating Wall”

https://www.adweek.com/creativity/delta-painted-exotic-locales-on-a-brooklyn-wall-for-singles-to-snap-selfies-like-theyre-world-travelers/

The billboard “The Delta Dating Wall” is a very inventive billboard display that takes up two sides of a building. The background of the ad is white. Several pictures of real destinations that Delta Airlines travels to are located on the billboard with the passersby having the option to stop and snap a selfie of themselves in front of the different picture destinations. The appeal to the passersby is adventure. Who does not like to snap selfies these days? The objective of the billboard ad is to advertise all of the awesome locations that Delta Airlines travels to. The target market is everyone that loves to travel. The value proposition is the adventure and unexpected connections that may occur when traveling. How exciting!

Outdoor Ad #5:           “Advertise Wisely”

Digital Outdoor Advertising

Link to “Advertise Wisely”

The ad “Advertise Wisely” is the second digital ad found at the link above. Digital ads allow for more than one ad to be displayed at a time. I particularly loved the “Advertise Wisely” ad which was advertising for digital outdoor marketing. The ad features a cute owl on it with the words, “Advertising Wisely” and includes the phone number for persons who wish to contact the digital advertising company. The emotion evoked is “Oh, how cute!” I have noticed that many advertisements include cute animals of some sort which appeals to many.  Of course, owls are known for their wise and intelligent ways and if you also want to be wise and intelligent then you must call the number to advertise your product. The objective is to obtain more business ads for their digital displays and the value proposition is that their company is the smartest way to go about it.

Marketing…Magazine Ads

Magazine Ad #1:     “Blood Box”

MC Saatchi, Syndney

Australian Red Cross Blood Service

2007

Link to the ad “Blood Box”

This ad shows a typical clear donation box where people are encouraged to give money and loose change to help good causes, but this donation box is empty. A sign located behind the donation box says, “Money Isn’t Everything” and “Save up to three lives without spending a cent.” Additional wording gives individuals directions on how to give blood. The focus of the ad is to get the viewers’ attention into understanding that money is not all that is needed. The Australian Red Cross also needs people to give blood to save lives. This ad evokes an emotional response that someone has to give more than just a few dollars or change, someone must donate blood to save lives. The objective is to gain more blood donors. The target market would be viewers that are healthy and able to donate blood and that they need to take action to save lives. The value proposition is the chance to save multiple lives with every donation. This thought-provoking ad won the Clio Award in 2007.

Magazine Ad #2:     “Baseball Catfight”

DDB London

Harvey Nichols

2007

“Baseball Catfight” can be found at the following link:

The “Baseball Catfight” ad is advertising a sale at Harvey Nichols. There are two cats one in front of the other hilariously dressed in clothing holding baseball bats. The ad gets the readers’ attention by using these cute characters within their ad to let the viewers know about their sale that “Starts Today.” The appeal and technique used to evoke an emotional response in this ad is humor.

The objective is to get more people out to take advantage of the sale that is going on. The value proposition is that there is a sale and viewers will be able to take advantage of the sale prices starting “Today.” This is a very effective and funny ad which will stay in the mind of the viewers. “Baseball Catfight” won the Clio Award in 2007.

Magazine Ad #3: “The Black Rep – Once on this Island”

Rodgers Townsend DDB

The Black Rep

2015

A Link to “The Black Rep – Once on this Island” follows:

This ad has a side-profile picture of a striking woman with beautiful palm leaves and flowers in her hair with a far-away look in her eyes. The color of this ad is black and white on a lovely green background. The ad is advertising a performance that will be taking place and how one would obtain tickets to the performance. The objective of the ad is to attract people to purchase tickets to the performance. The emotional response was intrigue. This ad caught my eye multiple times when determining which ads to review for my Blog post. It is a very effective ad and I can see why the ad won an award. “The Black Rep – Once on this Island” ad won the Multicultural Excellence Award in 2015.

Magazine Ad #4: “In the Air – Print”

interTrend Communications

Toyota

2017

Link to “In the Air – Print”

The “In the Air – Print” ad right away catches the viewers’ attention with very colorful cloud like shapes surrounding a very energetic and happy group of people who seem to be celebrating the Toyota RAV4 with the caption “Color the road every which way.” The emotions elicited are happiness, excitement, adventure, and fun to name a few. This upbeat ad really impresses the viewer to be upbeat too! The objectives of the ad are to sell the brand new 2017 RAV4 which, from the looks of the ad, is an awesome vehicle that will make your life great! The target market are viewers who want to add happiness into their lives. Just buying a RAV4 would add so much excitement to life! The value proposition is the benefits that the RAV4 would give to your life. “In the Air – Print” won the 3AF Award in 2017.

Magazine Ad #5:         “Bubbles”

JWT Singapore

Sunlight

2007

Here is a link to the ad “Bubbles”

This ad really got my attention right away while browsing through ads to review. At first, I had no idea what the ad was promoting…perhaps this is why it was appealing to me. The question, “What is it?” came to mind and I just had to take a look and see. The add is black and gray with a white background. There are bubble looking sort of objects in the ad, but one is not sure exactly what these objects are because they are not bubbles at second glance. The objects are actually glass dishes, very clean ones. A bottle of Sunlight dishwashing detergent is located in the upper right hand corner-a very small bottle compared to the size of the ad. Obviously, these beautifully clean dishes have been washed with Sunlight dishwashing liquid. How refreshing and clean they are!  I would consider the technique used to evoke emotion was intrigue. The objective of the ad is to sell more Sunlight dishwashing liquid. And I ask you, Who would not want magically almost bubble-like beautiful clean dishes? These dishes have not one spot on them. Woooo… The target market is all of us dreaming to have beautiful clean dishes and now we know how! The value proposition is to have the same beauty within our own homes. Yay! “Bubbles” won the Clio Award in 2007.

Marketing…Newsprint Ads

Hello Blog readers!

Welcome to week three of reviewing some of the greatest marketing campaigns! This week I have chosen five newsprint ads to review and share with you. Enjoy!

Newsprint Ad 1:        “People Want More”

The first newprint ad I am listing is right in line with the times. “People Want More” is a newsprint ad advocating for less fake news and more accountability and trust in the news. The ad is advertising for local newspaper deliveries with the thought that this ad can be used by local newspapers to obtain more subscriptions. The objectives of the ad are to have people focus back on their local newspaper that can be trusted to provide accurate news coverage. The product featured is the local community newspaper that we all grew up with and the target market is all of us that remember our local newspaper and if we want to get correct, and not fake news, we need to go back and order a subscription. The value proposition is trust in the product in light of fake news from everywhere else. This ad won Second Place in the 152nd Minnesota Newspaper Association Convention and Trade Show and was created by Jennifer Leff with the New Prague Times. Here is a link to the newprint ad:

http://mna.org/assets/10-New-Prague-Times-Jennifer-Leff.pdf

Newsprint Ad 2:          “Community Newspapers Are Not Dying!”

In line with the first newsprint ad that I reviewed for this blog, I thought it was appropriate to also include this one because in my mind I did think that Newspapers were in the dying process. This add is very effective in relaying to the viewer that this is certainly not the case by including facts on readership, percentages of readers, graphs, charts, and that there continues to be 65.5 million combined community newspaper subscriptions in circulation. The target audience is people just like me who may think that the local newspaper is dead already or dying off. The objective is to convince people like me that the local newspaper is still viable. I am convinced! Facts are used to reach the audience. Viewers of this ad should go out and get involved and subscribe today and be a part of the millions of people who enjoy their local newspaper. This ad was created by Annandale Advocate, Andrew Enninga and can be found at the following link:

http://mna.org/assets/02-Annandale-Advocate-Andrew-Enninga.pdf

Newsprint Ad 3: “We’re Sorry”

The newsprint ad “We’re Sorry” is an ad for Kentucky Fried Chicken. The ad includes an empty bucket of KFC laying on its side with a few crumbs of chicken trailing out of the KFC chicken bucket we all know and love. There is a surprise, the initials on the bucket spell FCK instead of KFC. The ad is very minimal with only the bucket, the crumbs, and the words “We’re Sorry” centered underneath the bucket all on a red background. The objective of the ad was to apologize to the public regarding a KFC shortage of chicken within their restaurants in the UK. This was an effective ad to both apologize and to keep customer support during trying times. After all, who cannot understand that everyone is sorry when the bucket of KFC is empty! This ad was created by Mother London and was published in The Sun and Metro. A link to the ad is found here below:

https://www.prweek.com/article/1457877/kfc-says-were-sorry-chicken-shortage-blunt-newspaper-campaign

Newsprint Ad 4: “Childhood Obesity”

The newspaper ad “Childhood Obesity” depicts an ice cream cone with pink ice cream that is shaped as an obese stomach hanging down over the cone as a fat stomach would hang over someone’s pants or belt. The objective of this ad is to reach viewers and remind them of childhood obesity by using something that most children love to eat, ice cream. The ad is effective in that it shows viewers the negative side of overeating the wrong things! It got my attention! I think this ad is very effective in getting the viewers attention and making them think twice, at least about eating pink ice cream. The ad was created by the French Ministry of Health. The ad can be found at the following link:

https://www.adsoftheworld.com/media/print/french_ministry_of_health_childhood_obesity

Newsprint Ad 5: “Low Life”

After spending time working in and mowing my yard this weekend, I can appreciate the newsprint ad “Low Life.” This ad was created to get people to STOP littering! Yes, stop throwing out your trash in my yard please! Stop throwing out trash all over the world because your garbage is contaminating the environment. The objective is to get people’s attention to have them think about what they are doing when they litter. The Ad has pieces of trash put together to spell out the words low life. These pieces of trash are laying on green grass and at the bottom of the ad the words say “Littering says a lot about you.” Having just picked up lots of trash out of my side ditch, I can understand and appreciate this ad. I live a few miles from a convenience store way out in the beautiful country side of North Carolina. Patrons of that store have just enough time to enjoy their purchases and then throw their trash out in my yard. Maybe I need to enlarge this ad and put it on a sign to get the attention of those littering. This ad was created by Live Green Toronto to discourage littering. A link to the ad follows:

https://www.adsoftheworld.com/media/outdoor/live_green_toronto_lowlife

Marketing…Television Ads

Hello Blog Readers!

Welcome to week two of reviewing some of the greatest marketing campaigns! This week I have chosen five television ads. I especially loved the ad “Anything But Sorry” though there was language used that I personally do not use. I often think that inappropriate language is not necessary to get the point across. Yet, this ad was special in spite of it. I hope you enjoy watching these ads as much as I did!

Television Ad 1: “Anything But Sorry”

Canadian Down Syndrome Society

FCB Canada

2018

Here is a link to the Television Ad “Anything But Sorry”

The Television ad “Anything But Sorry” features parents and children with Down’s Syndrome. The Ad begins by sharing that 9,363 North American couples had a child with Down’s Syndrome in 2018. Parents shared how they were treated when others found out they had a child with Down’s Syndrome and children with Down’s Syndrome were also featured. The objective of the ad was to change people’s perception of and reaction to parents of individuals with Down’s Syndrome and to individuals with Down’s Syndrome by highlighting the beauty of these individuals. The targeted market is everyone. The actions that individuals are encouraged to take it to realign their thinking and responses to Individuals with Down’s Syndrome. Often people do not know how to correctly respond and this ad gives encouragement and ideas on how to correctly respond and embrace both parents and individuals with Down’s Syndrome for the wonderful persons they are. The value proposition involved in this ad is to encourage value, acceptance, and inclusion for all people. “Anything But Sorry” received the Multicultural Excellence Award in 2018.

Television Ad 2: “Reinvent Mindsets – Dads”

HP Inc.

FF Creative Community

2018

Here’s a Link to the Ad:

This ad covers unconscious bias and examples of unconscious bias by showing real Dad’s with their daughters sitting on a couch together going over interview questions and tips for women looking for a job that were found on the Internet.  They read the questions and tips aloud and then discussed them. I found this ad extremely moving. Most Dad’s want the absolute best for their daughters and seeing Dad’s and daughters reading through and reacting to examples of unconscious bias gives the viewer a new perspective. The objective of this ad was to bring awareness to unconscious bias while advertising that HP does not participate in such, but has correct hiring practices. The targeted market was young women professionals who may be looking for a place of employment where equality can be found. Individuals who watch this ad are encouraged to evaluate areas where they have unconscious bias and women are encouraged to apply for jobs at HP. The value proposition of this ad shows that HP is above the rest in hiring practices regarding women. This ad won the Multicultural Excellence Award in 2018.

Television Ad 3: “Greatest Hits”

Sprint

Alma, DDB, 2017

Here is a link to the Television Ad “Greatest Hits”

This television ad shows different parts of Sprint Ads using very catchy songs throughout. It catches the eye right from the beginning highlighting multiple past ads and the diversity of people that use Sprint services. The objective of the ad is to draw attention to past success and the multitude of people that use Sprint services successfully. The targeted market seemed to be Hispanics mostly, as most of the ad is in Spanish. The ad uses both English and Spanish noting that Sprint has had one million Hispanic customers visit their stores which encourages more people to see what the success is all about, which I think is a big part of the value proposition of the product.  The “Greatest Hits” ad won the Multicultural Excellence Award in 2017.

Television Ad 4: Chinese “Your Way”

JP Morgan Chase

interTrend Communications, 2018

Here is a link to the Television ad: Chinese “Your Way”

This television ad is very short, only 29 seconds long. The ad features a successful artist that dedicates her artwork to her Father when it is displayed. The ad uses emotion between Father and Daughter to reach the viewer. Throughout the ad there is a commentator that leads one to the thought that success for this artist was because of Morgan Chase because of the features that Morgan Chase offers. For example, Morgan Chase offers online banking from one’s phone which allows for one to have more time to be successful. The objective is to get more Morgan Chase customers by offering them time saving features. The time saving features and ability to help one become successful is part of the value proposition. This television ad won the Multicultural Excellence Award in 2018.

Television Ad 5: “More than One Flavor”

Goya Foods

Dieste, Inc., 2018

This is a really cute and very short effective television ad depicted around an outdoor BBQ with adults and children. This marinade sauce is sure to be loved by everyone, young and old! The objective is to show viewers that everyone loves this sauce. The targeted market appears to be young couples who have children to prepare dinner for. As a Mom myself, I know that most young children do have some issues with eating the same foods as the adults and often moms and dads prepare something different for children to eat. The objective of this ad was to let parents know that their children would eat what they did, if they used this marinade which is also a part of the value proposition. No second meal to prepare when one uses this marinade!

Marketing…Radio Ads

Hello Blog readers!

I will be sharing with you, over the next eight weeks, some of the greatest marketing campaigns. This week I have chosen five radio ads. I hope you enjoy listening to these ads as much as I did!

Radio Ad One: “Donated Voices”

MullenLowe Singapore
The National University Centre for Organ Transplantation
2016

Here is a link to the Radio Ad “Donated Voices”

https://aef.com/ad-campaigns/donated-voices/

Brief Description:

The radio ad “Donated Voices” focuses on encouraging organ donation by using a compilation of voices of individuals who have already died within the radio ad. This ad was very appealing in that it touched one’s emotions. All of us have lost loved ones and hearing loved one’s voices touches hearts.

Ad Objective:

The objective of the ad was to appeal to individuals to become organ donors. By using the compilation of voices it was very effective.

Target Market:

The target market is the living, all of us who have the ability to change lives by being organ donors.

Actions Listeners can take:

Listeners can choose to be an organ donor and make a difference in the lives of others once they are no longer here.

Value Proposition:

Saving someone’s life after one has passed allows for part of the person to live on, as well as, helping to keep another’s loved ones alive.

Radio Ad Two: “Grandma/Goth”

Deutsch LA
Netflix
2014

Here is a link to the Radio Ad “Grandma/Goth”

https://aef.com/ad-campaigns/grandmagoth/

Brief Description:

This add uses a Grandmother and a Grandson to play off of one another in a funny way to entice people to watch Netflix noting that all ages with differing viewpoints can come together to watch. The appeal of the ad was humor. The ad was able to evoke an emotional response by using characters in the ad that people can relate to and that people love spending time with.

Ad Objective:

The objective of the ad was to appeal to individuals within families to watch Netflix together.

Target Market:

The tarket market would have been all listeners of all ages because the characters ranged in age greatly giving the sense that young, old, and all ages in between could find something to watch together noting that it is free to try it.

Radio Ad Three: “I’m Going to Die”

Portfolio Center
The Humane Society
2014

Here is a link to the Radio Ad “I’m Going to Die”

https://aef.com/ad-campaigns/im-going-die/

Brief Description:

This add uses a man’s voice while describing the scene that will happen to a pet that will be euthanized tomorrow. The thoughts of the animal are stark and resigned. This ad uses emotion to appeal to the audience for help to save healthy unwanted animals from senseless premature death.

Ad Objective:

The objective of the ad was to appeal to individuals to save animals.

Target Market:

The tarket market is all listeners. There are no age limitations to who this ad would appeal to.

Actions Listeners can take:

Listeners can choose to adopt pets from the Humane Society to save their lives.

Value Proposition:

The value position is a life or death situation. Many animals will die unless they are adopted.

Radio Ad Four: “Kitty”

Casanova Pendrill/McCann
New York Lottery
2016

Here is a link to the Radio Ad “Kitty”

https://aef.com/ad-campaigns/kitty/

Brief Description:

This add uses a man’s voice to meow like a cat to encourage listeners to play the New York lottery. The humorous and slightly annoying meow gets the listeners attention.

Ad Objective:

The objective of the ad was to appeal to individuals to play the New York lottery.

Target Market:

The tarket market is all listeners. There are no age limitations to who this ad would appeal to.

Actions Listeners can take:

Listeners are encouraged to play the New York lottery.

Value Proposition:

The value position is that the New York lottery wants more participants to play the lottery.

Radio Ad Five: “Dad Song”

Wieden + Kennedy
Old Spice
2015

Here is a link to the Radio Ad “Dadsong”

https://aef.com/ad-campaigns/dadsong/

Brief Description:

This add uses various individuals singing a humorous catchy song to capture the listeners attention.

Ad Objective:

The objective of the ad was to advertise and sell Old Spice.

Target Market:

The tarket market is all listeners within families that have young boys or men.

Actions Listeners can take:

Listeners are encouraged to purchase Old Spice.

Value Proposition:

The value position is by using Old Spice boys turn into real men.

Facing Tough Times…

Today’s post will cover Chapters 22-25 and finalize the book O My Soul by Tom Peters. In these final Chapters we find that Peters was on trial and had to step away from the businesses that he had spent his much of his life building. He would be found guilty (though he maintained his innocence) and sent to jail for a short time where he spent his time there as wisely as possible. It was interesting to note that Peters (1991), even during the worst of times, looked at the situation objectively and made the best of it. Upon some further research, I found an article written after the book that filled in details of what happened to Peters’ businesses. They were eventually sold and the money was donated for worthy causes. You can read the article for yourself at the following link:

https://newspaperarchive.com/elyria-chronicle-telegram-feb-25-1996-p-1/

Some final thoughts…

New business owners start their ventures out with high expectations. They should be bold and positive! However, being prepared for unforeseen circumstances can mean the difference between success and defeat. One can look at Peters (1991) story and the fact that his businesses were eventually sold and the profits donated as a failure or one can look at them as a win. Peters (1991) was very successful in his business decisions because he was always ready and willing to change as the times changed and he made the best out of every situation. What ultimately happened to him was beyond his control and could not be predicted.

Andrew Griffiths, in his article “11 Ways to Get Through any Tough Time in Business” says, “There are two types of business-those that have had tough times and those that are going to have tough times.” I had to smile at this quote. Life is not perfect, nor is life easy. Businesses are going to go through tough times. What one makes out of those tough times is what counts! Take a look at this article at the following link for 11 Ways to get a business through the touch times. Some excellent advice is found within!

https://www.inc.com/andrew-griffiths/11-ways-to-get-through-any-tough-time-in-business.html

References

https://www.inc.com/andrew-griffiths/11-ways-to-get-through-any-tough-time-in-business.html

https://newspaperarchive.com/elyria-chronicle-telegram-feb-25-1996-p-1/

Peters, T. (1991). O my soul: The inside story. Elyria, OH: Betterpubpress.