November 18, 2015
November 18, 2015
Asher’s “This Flight” ads for FWA win international award
Asher is proud to announce that a series of print advertisements it created for Fort Wayne International Airport placed first in the Print Communications category at the Airports Council International – North America inaugural 2015 Marketing and Communications Conference in Nashville, Tenn.
November 4, 2015
November 4, 2015
The #1 YouTube Mistake Advertisers Make
I’m constantly amazed at the number of established brands that treat YouTube as an on-demand form of broadcast television. Spend any time browsing YouTube, and you’ll see their mistake repeatedly.
Your TV ad may be killer: beautifully shot, with witty copy and great music. But on YouTube, that matters only if your first five seconds are effective. Experienced YouTubers know why.
After the first five seconds, the link to “skip” becomes active. More often than not, I, and the majority of YouTubers, do exactly that and never give second thought to the ad we just left behind.
October 15, 2015
October 15, 2015
If You Want to be Successful in the Ad Business…Part One
It’s almost impossible to go it alone in advertising. It is, after all, a collaborative business.
Part one focuses on developing partnerships that evolve into friendships. Let me illustrate a game of six-degrees-of-separation for a moment.
If I asked you who John Orr Young was, the response, most likely, would be a head scratch. But if I tell you he was an agency account guy who partnered with a talented writer named Raymond Rubicam? Well, you’d most likely get Young & Rubicam.
McCann had Erickson. Weiden, of course, is inextricably linked to Kennedy. The list goes on and on. Would they have succeeded on their own? Maybe. Would they have created such lasting legacies? Maybe not.
August 21, 2015
August 21, 2015
Use Twitter to Tighten Up Your Writing
A consultant once told me that “tighter is righter.” A handful of well-chosen words provides so much more power than paragraphs that endlessly spool on and on and dilute themselves.
As a guy who writes advertising slogans and headlines, I’ll tell you right away that a powerful one-line headline trumps anything I can do in the descriptive copy to follow. If I can’t punch through the clutter and noise and commandeer your attention with a three-word statement, then whatever wonderful language I employ in describing the product is moot, because you’ve already moved on. Luckily for me (and the many others who make a living by churning out words) modern social media is a perfect whetstone to sharpen our verbal tools.
August 5, 2015
August 5, 2015
The Future of Innovation is Customer Co-Creation
I’ve always believed in the idiom “two heads are better than one,” but what happens when a company adopts that mantra and expands on it? What happens when a company involves not only two people, not only their entire company, but outside consumers in their decision-making? If done right, it can transform your business into an efficient, innovative, and profitable machine.
This process in which companies involve consumers in the design and development of their business’s offerings is called customer co-creation. Customer co-creation focuses on understanding and meeting consumers’ needs and if a business is willing to listen, there are many benefits to this tactic.
Asher is proudly certified as a Women’s Business Enterprise by the State of Indiana. We are committed to supplier diversity by corporations and government agencies and happy to be certified to add diversity to your supply chain.