Fresh Ideas In Progress
Reaching Out To the Luxes
We’re just beginning to work on a project designed to introduce a media property to … to … well, to people who do what we do. How do you break through the preconceptions, the consciousnesses of media people, the ones who get paid to get sold?
That’s the challenge. To reach the stats-driven buyer and fill their pretty little heads with a different set of stats altogether.
Back in the day …
Back when “Burrisâ€? was “The Burris Agencyâ€? and we recommended and placed a fair amount of advertising for our clients in conventional media—magazines, out-of-home, TV, radio—way back then, one seller after another would try to convince us that what they sold was just what our client needed.
Cigar Aficionado for The Golf Club at Briar’s Creek.
Florida Business for PGA National.
Delta Sky Magazine for Softspikes.
But of course. You bet. We’ll run it up the flagpole and see what happens and if there were only more money in the budget and, you know, the client is trying to get us to cut out what’s absolutely not necessary…
So now the worm has turned, so to speak, and we’ve been engaged to help a magazine reach agencies and convince media buyers that they really need to pay attention to the fact that this publication is about much more than the title suggests, that its readers are affluent and have lifestyles that should make Tiffany and Porsche and other luxury brands pay attention.
Oh, yes, we have an idea. It’s simple, but expensive (on a per unit basis), yet the ROI is solely dependent on the sales person actually getting an appointment, telling more of the story and convincing the buyer that “what I’m selling is just what your client needs.â€?
Wish us luck.
Update 04.19.07: You didn’t really wish us luck, did you?
Like so many ideas, this one’s been shelved. Budgetary limitations on investment and a genuine concern that sales resources would be too strapped to harvest any interest we might create—these real world issues keep this project from getting underway in the foreseeable future.
It’s never fun to conceive an idea that doesn’t get hatched. But it’s better than it used to be. Back in the bad old days, we would have done the creative, gone through a revision or two and really fallen in love with our idea and its direction. If anything, it’s a bit easier to deal with a premature rejection.
We’ll let you know if the “luxesâ€? make a comeback.