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  • Diane Scarpelli
    Diane Scarpelli 2 stories: #1 have an auto repair shop who signed up for an annual branding type of schedule, experienced significant increase in business and awareness of his business name (brand) . He has reached a point in his business where he would like to sell and retire but no takers at this point. He has continued the annual for now 6 years, added one other station in our group 3 years ago, does not buy much in the way of additional time/packages but does not consider canceling - his thinking is somewhere along the line of the Wrigley gum story already posted. He recommends us to other business owners he knows. He also tells these businesses it's foolhardy to pull advertising, that's it's part of doing business.
    #2 a garbage pick-up company signed on and inspired, at times helped in the writing of some extremely quirky funny production for which we developed the platform. He voiced the ads, sometimes with his wife and son included as well. At the time 2 years ago there were 2 regional garbage companies here plus 3-4 local competitors. The response was immediate, made him something of a local celebrity and the timing of the campaign was somewhat serendipitous as the market was apparently nearing over-garbage-collected and teh economy was down. One of the regionals lost enough business they pulled out of the market, a local retired and both sold their routes to our client. He decided to add a contest re: the 500th customer would receive $10,000 (this was an insured a la car dealers do with win a car at a hole-in-one in golf tournaments). Between his notoriety, contest and market pressure on other providers his business is big and dominant to the point that he's had to invest in additional equipment and containers. He decided he no longer needed the advertising . It's been 8 months. We're still talking to him. Listener actually tell us they miss the ads. We are hopeful as he catches up on the increased demands of his business that he will return to advertising.

    I include both stories because the argument that there are only 2 kinds of businesses - those in ascendance and those in decline - is apropo. The kind of advertising a business does to grow is bigger, aggressive, even intense. The kind of advertising a business does in maintenance/decline is consistent, persuasive, targeted with sporadic promotional periods for new locations, changing products, added services. So the kind of expenditure and scope in the growth phase is likely larger. The expenditure and scope in the maintenance/decline phase can be less but provide opportunity for the client to jump in with something new they have or that you present.
    • October 6, 2018
  • Kurt Kaniewski
    Kurt Kaniewski I noticed on the COMMERCIALS link some Laughing Cow Cheese commercials from the late Joy Golden. Brings back memories of my first "break". Years ago I read one of her articles in an RAB presentation. So, for whatever reason, I decided to write her and send some of my samples for feedback from a genuine advertising guru. Trying to impress her, I included a "handy dandy reply post card". It included 3 choices. The first was "you should be a big star making lots and lots of $$$" The last was "as far as your commercial efforts are concerned, have you considered slinging hash" To my pleasant surprise, she sent me the post card back with TWO check marks by option #1 with the words "call me" written on the bottom. During our conversation, she said I was the closest thing she'd heard to Dick Orkin next to Dick Orkin and invited me to New York to audition for a national radio ad for First Investors. I got the gig (and the royalties) and I picked her brains about writing monologues-a craft of which she was a master. Can't tell you how indebted I am to her for letting me know I was on the right track in my commercial pursuits. (haven't slung a speck of hash since). RIP Joy! And thanks for helping hacks like me.
    • September 10, 2018
    • Kurt Kaniewski
      Rod Schwartz Kurt, the last part of your post seems to have been cut off. Would love to hear the rest of your story!
      • September 10, 2018
    • Kurt Kaniewski
      Kurt Kaniewski here ya go, Rod...
      a craft of which she was an undisputed master. As a student of Dick Orkin-the dialogue master-I couldn't wait to delve into this newly discovered writing and voice acting challenge. Definitely reinforced the intricacies between a monologue and a single voice announcer script. Never hurts to expand your horizons (and it didn't). RIP Joy Golden. And thanks for giving a break to hacks like me.
      • September 11, 2018