#3 Secrets of Ad Placement: Go Where Your Competitors Go

Issue #3 —Wednesday, April 25, 2018

SECRETS OF AD PLACEMENT: 
Go Where Your Competitors Go

Posted by Denny Hatch

On a trip to Jackson Hole, Wyoming, tall and lanky outdoorsman John Peterman bought himself an ankle-length horseman’s coat—standard gear in the West but unusual and distinctive back East. He wrote in his first catalog:

“People want things that are hard to find. Things that have romance, but a factual romance about them.

     

“I had this proven all over again when people actually stopped me in the street (in New York, in Tokyo, in London) to ask me where I got the coat I was wearing.  

“So many people tried to buy my coat off my back that I’ve started a small company to make them available.  It seems like everybody (well, not everybody) has always wanted a classic horseman’s duster but never knew exactly where to get one.

     

“I ran a little ad in The New York Times and The Wall Street Journal and in a few months sold this wonderful coat in cities all over the country and to celebrities and to a mysterious gentleman in Japan who ordered two thousand of them.”

That was 1987. Peterman sold 2,500 dusters and added three more items to his line. That year, revenues climbed to $560,000 and the company broke even. The following year, Peterman and copywriter Donald Staley launched the first catalog.

The J. Peterman Company was off and running.

Lillian Katz’s Story

In 1951, working from her kitchen table in a tiny apartment, newly married Lillian Katz ran this little $495 black-and-white ad in the mail order section of Seventeen Magazine.

She generated 6,400 orders and $32,000 in sales. Katz—a 5-foot-1-inch dynamo—changed her name to Lillian Vernon and spent the next 50 years building a catalog business with annual sales of $250 million.

Takeaways to Consider

• A fledgling Shark Tank inventor might want to advertise where nobody else advertises—virgin territory! Trust me. These venues have been tested a gazillion times and never generated response.

• Lillian Katz went into the mail order section of Seventeen, brimming with little ads like hers. She came up with a USP (Unique Selling Proposition), low price and involvement that set her apart from all others. Bingo!

• John Peterman went where guys go: The New York Times and The Wall Street Journal, loaded with ads for bespoke men’s wear, cigars and man cave gadgetry.

• "Going where your competitors go" makes sense for TV and online as well as print.

• "Fish where the fish are."
—MacRae Ross

###

Word count: 406

Note to Readers:  May I send you an alert when each new blog is being published? If so, kindly give me the okay by sending your First Name, Last Name and e-mail to dennyhatch@yahoo.com. I guarantee your personal information will not be shared with anyone at any time for any reason. I look forward to being in touch! Cheers!

Invitation to Marketers and Direct Marketers: Guest blog posts are welcome. If you have a marketing story to tell, case history, concept to propose or a memoir, give a shout. I’ll get right back to you. (Kindly stay within the limit of 500 words.) I am: dennyhatch@yahoo.com. 

215-644-9526 (rings on my desk).

You Are Invited to Join the Discussion!

#2 OATH: 451 "Marketing Partners" in a Plot to Steal Your Life!

http://dennyhatch.blogspot.com/2018/04/2-oath-451-marketing-partners-in-plot.html

Issue #2 —Wednesday, April 18, 2018

OATH: 451 "Marketing Partners" in a Plot to Steal Your Life!

The above notice appeared on my computer screen in mid-April.

Note: Only 3 reply options

"Scroll to continue..."   “I Accept…”  “I’ll do this later…”

Nowhere to be found
"OMG! Get Outta My Life!"

Ernest Hemingway wrote:

“The most essential gift for a good writer

is a built-in, shock-proof, shit-detector.”

The red flag of my detector instantly waved furiously.

Ain’t no way to avoid being sucked into Verizon's Oath.

Something disgusting, dirty, and deeply intrusive is happening.

                                                                      Get to know us >                                          

Oath

noun, plural oaths 

 [ohth z, ohths] (Show IPA)

1.a solemn appeal to a deity, or to some revered person 
or thing, to witness one's determination to speak the truth, 
to keep a promise, etc.:  to testify upon oath.    
—Dictonary.com

For 27,679 words describing the details of Oath, click here.
Be sure to click on all permutations.

Verizon's OATH is a consortium of 451 "marketing partners" engaged in massive snoop operations to steal every scintilla of data about you, your family, your children, friends, business associates, enemies, even your pets.

Up for grabs: your most intimate secrets, correspondence, searches, downloads, purchases, trysts, travels, travails and browsing.

Any and all Internet intercourse by and about you is captured and spread.

Your ever-expanding Oath dossier contains thousands of pages in myriad “clouds” available to anybody on the planet with cash.

A sampling of the scheme (Oath’s words)

• Ads are more effective when they are shown to people who are likely to be interested in the product or service advertised.

• Ads we select may be based on information we have collected or received about activities and interests on websites and apps used on your device and other associated devices.

• We also select ads to show you based on other information you provide or that we collect from other sources, such as your gender, age or location, searches you conduct, or what your friends or contacts recommend to you, apps on the device, or based on your other interests.

• We may use data that is available from public or commercial sources and combine it with other data we have collected or received about a user or the user’s device for these purposes

• If a user appears interested in non-sensitive, health-related topics (such as by visiting pages related to such a topic) an ad relevant to those interests may be displayed.

P.S. Compared to the 451 corporate co-conspirators below, Mark Zuckerberg is a Vienna Choir Boy.

###

Word count: 399

Rogues Gallery: 451 "Marketing Partners" Who Steal Your Life

1und1—30Boxes—AbacaTechnologyCorporation—ABC—ABCNews—Accuen—Acuity—Acxiom—Ad-x—ad4mat—AdaraMedia—Adblade—AdClear—Adconion—Add2—Addroid—AddThis—Adelphic—AdForm—AdGear—Adimo—AdInterax—Adition—AdJugglerInc—Adjust—Adledge—Adloox—ADMAN—Admotion—Adnanny—adNET—Adnologies—Adobe—Adometry—Adrime—AdRiver—Adroll—Adscale—AdSpirit—AdSupply—AdUnity—Advanse—Adventori—Advertising.com—AdvertServe—Adxpose(comScoreproduct)—Adzerk—AffiliateWindow—Affilinet—AggregateKnowledge—Alenty—Amazon—AOL.—AppNexus—AppsFlyer—Arrivalist—Astrology.com/iVillage—Atlas—AudienceScience—Augur—Aunica—AuthenticatedDigital—AuthenticationMetrics—autoblog—Aviary—Bankrate—BannerFlow—Barometric—Basil(BackstageTechnologies)—BatchMedia—BidSwitch—Bidtellect—BigFish—BigMobile—Blastro.com—Blip.tv—Bloomreach(CommerceSEO)—BlueCava—BlueKai—Brainient—Branch.io—Brand.net—BridgeTrack—Brightroll—BunchballGames—C3Metrics—Caraytech—Cardlytics—Cars.com—CasaleMedia—CathoOnlineLtda—Celtra—Chango—ChitChat(Monusoft)—Chitika—Clickdistrict—ClinchLabs—Clipcentric—CNBC—CNN—CognitiveMatch—CogResearch—CollectiveMedia—CollegeHumor.com—ComScore—comScore/ScorecardResearch—Comune—Connexity—Connextra—Conversant—ConversionLogic—Coremetrics,Inc.—CoverGirlBeautyConsultantLiveChat—Create.js—CrispMedia—Criteo—Dailymotion—Datalogix—DataXu—Datran—DBAGamut—DetroitTradingCompany—Dianomi—Digilant—DigitalControl—DigitalFlow—DirectResponseMedia—DotAndMedia—Dotomi—DoubleClick—DoubleVerify—Drawbridge—Dropbox—Dstillery—DynAd—Ebaumsworld.com—eBay—Econda—EffectiveMeasure—eGentic—Ehow.com—Emediate—EmmaSolutions—enDICEr—engadget—EngageBDR—Epom—ESVDigital—Eulerian—Eurozest—Everstring—Evidon—Exactag—Experian—Explido—Exponential—ExtremeReach—Eyereturn—EyeViewDigital—Facebook—Facilitate—FactorTG/SymphonyAM—FederatedSample—Flashtalking—Flite—FoxNews—FreeWheel—FuiszMedia—Gametrailers.com—Gemius—GFK—GMI—GoldspotMedia—GoodMorningAmerica—Google—Google+—GoogleAnalytics—GroupMServer—GuardianNews—GumGum—GWIQAudienceAnalytics—Hasoffer—Healthline—HelloWorld,Inc.—Henrex—Herolens—HipCricket—HiroMedia—Hitpath(WebApps)—HortonWorks—HotTraffic—HUFFPOST—Hulu—Hurra—IBehaviorKBMG—Iforex—ImpactRadius—ImproveDigital—Innity—Innovid—InsightExpress—IntegralAds—IntegralAdScience—intelliAd—InteractiveSports(C.I)Ltd—InterpollsNetwork—Interrogare—InviteMedia—iPromote—Jenjo—Jivox—JustPremium—KantarWorldpanel—KanvasAdditions—Katch(YahooRealEstate)—KNDimestore—Knorex—Kochava—Kpsule—Krux—Kuaizi—Lashback—LegolasMedia—Lifestreet—LinkedIn—Liquidus—LiveRail—LiveRamp—Lotame—LoveMatch/FunCenter(B4U.com)—Luminate—Magnetic—MAKERS—Manilla—MarchexSales—MarkitOnDemand—Mashero—MasquePublishing—Massmotionmedia—Match.com—MaxpointInteractive—Media.net—media.ventive—MediaArmor—Mediaglu—Medialets—MediaMath—Meetrics—Metaapes—Metacafe—Metatube.com—Metrixlab—Miaozhen—Microsoft—MillwardBrownDigital—MixpoInc—Moat—Mobile5—MonsterInc.—Mov.Ad—MPNewmedia—Myspace.com—myThings—nakedToast—NaveggUSA—NBC—NDCSA—Neodata—Neowauk—Netseer—NetSeer—NewsGator—NEWSROOM—NexTag,Inc.—NextAudience—NextPerformance—NFL—Nielsen—NielsenOCR—NinthDecimal—NokiaMaps—Nugg.Ad—O2Telefonica—OkraMedia—OnDeviceResearch—OneByAOL—Ooyala—OpenX—Optimise—Orbitz—OsAdsPro—OtherInBox—Outbrain—OwnerIQ—P-Click—PandafGames—PaperG,Inc.—ParshipGreatviews—PayPal—Paypal—PBS—Phluant—Pictela—Pinterest—Pixalate—Piximedia—PK4MediaVideo-XPSVideo—Placed—Platform161—Plexop—PlistaGmbH—PointRoll—Predicta—PriceGrabber—Procter&Gamble—ProjectSlice—ProjectSunblock—Quantcast—QuarterMedia—Quisma—R-Advertising—RadiumOne—RakutenAttribution—RealVu—Redintelligence—Relona—RepublicProject—ResearchNow—RichMediaStudio—RichRelevance— RYOT—rivalsYAHOO!Sports—RocketFuel— RoiMediaPartePropagandaLtda—RubiconProject—Sam4Mobile—Scenestealer—Scoota—Sekindo—Servemotion—SessionM—Shopzilla—SigFig—Signal—SimpleReach—Simplytics—SiteScout—Sizmek—Skenzo(Media.net)—SMARTAdServer—SohoMedia—SparkFlow—Sparklit—Spartoo—SpecificMedia—SpeedshiftMedia—Spongecell—Spotify—SpotXchange—Stickyads.tv—Streamwize—Struq—StumbleUpon—StyleMePretty—Symantec—Taboola—TagCommander—TagMan—Tail—tanda—TapAd—TapItMediaGroup—TapSense—TargetPerformance—TeamFanShop(ProFootballWeekly)— TechCrunch—Telemetry—Tenor—TheADEX—TheCobaltGroup—TheTradeDesk—Tradedoubler—TrendMicro—TrendResearch—TripAdvisor—TrueCar—Truedomain—TruEffect—TRUSTe—TubeMogul— tumblr—Turbo—Turner—TurnInc.—twiago—Twitter—UnderdogMedia—Undertone—Unicast(Viewpoint)—UrbanAirship—Ustream—ValueAd—VarickMediaMangement—Vast(Autos)—Velti—VerizonRelevantMobileAdvertising—VerizonSelects—Vevo—Videobash.com—VideoGenie—Videology—Vimeo—VindicoGroup—VisibleMeasures—VisualIQ—VIVALU—Vizu—VizuryBrasil—VUILD—WackyBTwitterSync—Walmart—WashingtonPost—Wayfair—WDA—WebExCo-Browse—Weborama—WhiteOps—Wishabi—Worldstarhiphop.com—X+1—Xaxis—xplosion—Yabuka— Yahoo!—YAHOO!fantasysports—YAHOO!Finance—YAHOO!Lifestyle—YAHOO!Mail—YAHOO!messenger—YAHOO!News—YAHOO!search—YAHOO!Sports—YAHOO!Weather—Yandex—Yieldr—YouSendIt—YouTube—ZANOX—Zedo—Zentrick—Zillow  In red: Names I recognize or called to my attention —DH

You Are Invited to Join the Discussion!