Category Archives: Market Share

Avery's run at 3M: Differentiate. Demonstrate. Directed Humor.

Avery (the label folks) are taking a run at one of 3M's core products…the ubiquitous Post-It note.

I like this campaign because the ads do a good job of differentiating the Avery products from the competitors, they demonstrate their use and advantages and the humor in the ads is directed in the right direction. That is, it reinforces the message rather than just being funny for the sake of funny. It's funny when the wife wipes out the guy's fantasy football board with the leaf blower and the Avery note is still firmly attached.

Sidenote: I'm growing weary of the male=doofus theme of our present society, but I'd better get used to it. Not sure what I'm talking about, start with this post from Michele Miller's Marketing to Women blog, Wonderbranding.

I think these ads, obviously targeted at women, will be enough to get people to grab an Avery product when they are displayed alongside the 3M product in a store.

Here's one of the Avery ads…the other two will be after the jump…




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On Your Market: Open for Business

I've been working on a soft launch for a project that has been in the works for almost 2 years. The idea is to teach business owners some of the very same techniques that we use when helping our clients with their marketing strategy. I got some very talented colleagues to help out and now I'd like to invite you to have a look. We're giving some free samples and we have it priced extremely low because we're just testing things out right now. You're welcome to sign up for the free stuff and jump in with both feet if you like. It's called On Your Market.

Focus Your Share of Mind


Share of Voice is a local business' percentage of all the advertising done in her market for her category.

Here's an overly simplistic example: Jane owns a kitchen design company in a town where there are 4 other kitchen design companies. Each of them runs a weekly newspaper ad, 10 weekly cable TV ads and 10 weekly radio ads. That's 21 ads each for a total of 105 advertisements in the market for kitchen design. Each owner has a 20% Share of Voice.

Share of Mind is the percentage of all the people exposed to those ads who think of Jane first and feel best about her when the decision to remodel a kitchen comes to mind.

Let's make another simplistic assumption: All of their ads say just about the same thing in the same manner. They look and sound like average ads.

With these assumptions, you could make the case that NONE of these businesses will be getting much increased business from their advertising efforts.

WHAT IF Jane were to FOCUS her ads on one media? Let's say she decided to take her entire budget and run 20 ads per week on a single cable channel, only focusing on remodel shows in the evening hours. Even if her ads remained average, the frequency and repetition she would achieve with the fans of the remodel shows would make a difference in her sales.

When these people finally decided to shut off the TV and get busy in their kitchen, Jane would be the first phone call because she'd be the first business they think of and feel confidence in…simply because of the repetition.

Quit trying to "reach" your way to advertising success. Start putting your money into some smart frequency and it won't be very long until your focused Share of Mind begins to pay off!

Share of Voice x Impact Quotient = Share of Mind

That's the first sub-formula in the Advertising Performance Equation. If you want to learn more about the rest of the equation, just sign up for my email list. You'll be the first to know about an exclusive learning opportunity!