Great Advertising
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Because of my high interest in advertising and marketing over the last couple of months, I have begun to pay more attention to commercials I hear on the radio, more than ever. I have been evaluating them in my head based on content, and pull that exists in their message.
There is one company that I hear advertisements from just about every morning, that I would say are among some of the best advertising I’ve heard. Korry’s Clothiers to Gentlemen has a very simple format for advertising. The advertisement is simple. Saul, the proprietor, obvious records his message simply, over the phone. He will tell an interesting story about something that has happened in the store, and then proceed to inform you of whatever promotion he is running, whether it is suits for 1/2 price, or a store wide clearance.
It’s very simple, and to the point. There is no dressing it up. No trying to make it sound like something it’s not. Just a storeowner informing you of his latest sale.
Because of it’s uniqueness, it stands out from all the rest of the ads. You find yourself listening, because the speaker sounds very earnest, without hiding all kinds of term and conditions and legal information in the commercial.
Here is the transcription of one of their recent ads:
“We’ve got a lot of smart ideas here at 569 DANFORTH AVENUE, just west of Pape – starting with the Smart ForTwo car on display in our front window. Many thanks to rep Eric Eisen and our friends at Mercedes–Benz for the loan–out. Hopefully, you can see the little two–seater under all the soccer balls we’ve added in tribute to World Cup mania…
We’ll see another form of craziness at KORRY’S today, as people storm the store searching for last–minute Father’s Day gifts. We have some smart ideas there too, such as a knit polo or woven sports shirt from one of our terrific designer collections (try going for a colour Dad doesn’t already own; I bet you’ll both be impressed with the change of scene) or a selection of three private–label Roberto dress shirts for only $198 (one of the best deals in town, if I do modestly say so myself).
As for all you traditionalists, we have a great grouping of snappy Italian silk ties, from such names as Boss, Canali, and our latest addition, the wonderful Brit designer Ted Baker. And, of course, you can always present Dad with a KORRY’S gift certificate, so he can make a few choices of his own. Given the fact that most men’s stores, including mine, go on sale right after Father’s Day, this might be the best option yet.
It’s a good idea too if you have a new grad in the family: What better way to suit a young man up for the business world than giving him an engraved invitation, as it were, to one of Toronto’s finest fashion emporiums?…
A round of applause, please, for all our golfing buddies who attended last Monday’s Scarborough Golf & Country Club tournament in aid of the Toronto East General Hospital. The day was a great success, made even greater by the generous auction items supplied by the Canadian clothing industry. And yet another round for Robert Lee, winner of our $670 golfing package, and Robert Ezer, winner of our Grand Prize Draw of a $2,400 golf weekend, both a courtesy of Taboo Golf Resort & Spa. “
Excellent advertising. Effective, and smart.
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