The Advertising Onion – An Explanation

advertising onion - cubs and state farmThe advertising onion is something I just made up.  But it can be so true.  Advertising is like an onion.  Either you only make use of the surface, or you make use of additional layers.

For instance, Goodyear can advertise the features and benefits of their tire, or they can advertise how their tire works on the newest Corvette.  Perhaps they can talk Chevrolet into co-paying the advertisement so that each pays for half.  So Goodyear just spent half the amount on the ad to get the full benefit, perhaps even more than they would normally get.

In the above example, Goodyear also gets more benefit from the advertisement because they show it working on the new Corvette. It shows the product demonstrated in an exciting way rather than just showing a tire and describing its benefits.

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Spider Patience: Sometimes It Takes Time

Spider Patience - Chicago Cubs 2016The Chicago Cubs have waited 108 years for a World Series championship.  Talk about spider patience.  Especially those Chicago Cubs fans that continue to go to games or watch on television year after year expecting different results than the previous year.  How is it even possible to have that kind of patience?

Sometimes in business having patience, even spider patience, can be a virtue.  Sometimes being more aggressive is in order.  How do you tell the difference between the two situations?  As a rule of thumb, you want a new business to show a yearly net profit within 5 years.  Some businesses will show a good amount of revenue early, some will not.  It is up to you to determine what to expect and when to expect it.  Here are some things you can research or be on the lookout for:

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