Speaking of luxury brains ... or ... 10 ways to sell anything ...

The most brilliant advertising courses, applied ever anyone.

1 Give the shortcomings of the unique properties of

How did James Young

To dump all the hard work for beginners - the policy of many companies. Somewhere in this rite called initiation, somewhere - hazing. But almost all of his practice. No exception, and the company dispatches "J. Walter Thompson» (JWT), which in 1941 came to work young manager James Young. Along with him came to the company Yabloko party, battered by frost and covered with black spots. Fruit intended for distribution to customers, but seeing as they state leadership JWT horrified. Managers wanted was to fill in apple green wax and send in this form, but then they struck a better idea - to entrust the implementation of apples beginner. To James apples muck some watered? No way!


Apple
Young just sent them to customers, accompanied by sending a letter: "Pay attention to these spots. They point to the fact that apples are grown in the mountains, with sharp temperature drops. With this apple acquire their characteristic juiciness, sugar content and flavor. If it turns out that all we said is not true, you can send all the goods back. " Of course, none of the customers are not returned to James Young apples. Moreover, almost all the orders for the next harvest apples followed by a postscript: "Send this time with spots."

2 conspicuous

How did the publisher 3Suisses

In 1931, the human laziness has leaped forward: were invented early catalogs. Then they have not mailed, and sold in bookshops. Bought, he said the order, gave the messenger ... One inconvenient catalogs were too many of them in the eyes dazzled. The upshot was that booksellers began just put them pile - let people fish for themselves what they need. To the delight of pedants, catalogs were the same size, and the stack obtained feast for the eyes even. So much so that even the customers were a bit awkward to stir them - they took the top directory and went. Having seen it once, publisher 3Suisses halved the size of its directories, so sellers bookshops have had to put them top of the stack - because otherwise the stack just falling apart! With this seemingly simple trick 3Suisses things quickly went up the hill.

3 benefit from their own mistakes

How did Harley Procter

As long as the world does not come to TVs and Institute named after Erismann, soap manufacturers have a hard time to convince customers that their product - the best. It is now sufficient for 10 seconds to show gullible messy gray-green spots on the screen, while reciting a mournful rap: "Escherichia coli, Staphylococcus aureus and other ..." At the beginning of the marketing mylovar were monstrous tricks to sell people a couple of extra brusochkov.
Hard to come in 1879 and Harley Procter. Having inherited from his father a soap business, the young man could not exert the mind, to do with it. WEEK lying in warehouses and factories began to happen downtime. Once one of the tanks was kept on the fire for longer than usual, making the soap mass formed bubbles, and fragrances evaporate. The resulting soap appeared unusually white, neutral odor and very light. Hurley wanted to pour the contents of the tank into the sump, but at the stage of cooling noticed that the soap does not sink in the icy water, and going to lumps on the surface and floats. Then he created a new brand of soap - Ivory. And he began to sell it under the slogan "soap that does not sink!". Grateful housewife, tired of catching on the bottom shell remnants slippery, immediately began to buy new. The so-called mistake brought the company approximately $ 7 million!

4 to create the appearance of caring for people

How did the company Spinach Can

In 1929, on the screens (not yet television and cinema) has its first cartoon character, who wanted to be like children - pop-eyed sailor Popeye. Any sailor he is, strictly speaking, was not - so minister the boat station. But the heroic image of Papaya is not destroyed.
In each new cartoon little man with incredibly pumped muscles of fat-villain Bluto. Although the offender was three times more, the victory was given to dad always easy: because he ate spinach, charging the person superpower! A more powerful promotion of healthy lifestyles America had never seen. Sailor declared symbol of the new era, and its creator Max Fleischer - fighter for the improvement of the nation. And bask in the glory with maximum comfort Fleischer helped deductions company Spinach Can. After all, it is under the guise of concern for the health of Americans carried out the first in history (and perhaps most cynical) product placement and sponsored the work of artists! And they began to represent the bank in the hands of the life-giving spinach Papaya not as necessary, and the image of the product Spinach Can. The company receives dividends from the idea to this day. The truth emerged out only fifteen years ago, when the product placement has become commonplace. So dealers even threw rotten spinach.

5 Make all the talk about you

How did Alex Boguski

This creative director of the agency Crispin Porter + Bogusky is one of the most interesting figures of marketing. About Alex, a relatively young man, tell amazing things. Like, he took a job at the agency, then still only belong Crispin and Porter, do not they have had experience in the advertising business. He simply sent the founding fathers of a business card with one rounded corner and the inscription: "In 25% of the security of all other cards!" And supposedly only because this Boguski Alex immediately got the post of director. However, this story may be a myth - in contrast to the history of a Mini Cooper, really took place. When in 2001, Alex received an order for promotion of these cars in America, there was already in full advertising campaign chief rival Mini - folksvagenovskogo "beetle". Boguski Intelligence reported that the owl on television does not make sense: the best time for advertising (during the broadcast of the final Super Bowl) has bought Volkswagen. Then Boguski came up with a workaround. He bought a few different places in the stands of the stadium and placed them with the Mini Soorer platforms.
The impression was that big-eyed machine watching the match. As a result, all the sports channels considered it their duty to pay Mini few minutes in their broadcasts. Expensive airtime got cars absolutely free! Boguski become one of the world's most sought after advertisers.

6 Arrange a spectacular demonstration

How did Akio Morita and 6,000 salespeople

In 1957, Sony hastily proclaimed the advent of handheld devices and announced the release of a transistor radio, which can carry everywhere. In those days, when the batteries were the size of the camera, and the camera - from the battery case, the application was truly courageous. Alas, when Sony's engineers have collected the same receiver, it became clear that a standard shirt pocket, he does not fit. Avoid depression and general corporate seppuku managed exclusively through wit Akio Morita, one of the bosses of the company. He suggested that the receiver does not spread through the art shops, and with business travelers.
Six thousand people worldwide have been knocking on strangers house and the owners offer a new receiver that "aspen Lichkov pamessyaetsya in your pocket - up!". With these words, the salesman had several times to get a box with a transistor from his shirt pocket, then put it back. Make it was not difficult: for each of a Salesman Sony sewed special shirt with increased pocket! Of the four thousand people who bought the receiver on the first day of sales, no one noticed a dirty trick. And those who saw him a couple of hours later, blamed on a wrong cut their shirts.

7 Arrange brainstorming

How did Bruce Barton

Brilliant idea, brought the advertising agency Batton, Barton & Osbourne half a million dollars, was born, according to legend, a young man in a dirty head-carrier. And it was so. In 1957, the American company has released a batch of Henckels knives for peeling potatoes. They were comfortable and terribly futuristic: plastic handle, a blade that sharpens itself. The first batch was sold in a week, but then stopped taking the knives. Henckels became a hostage of its innovations: the knives were so good that the hostess did not change them for new ones. When the specter of bankruptcy was standing over a potato peeler Henckels bosses at the throat, it occurred to him to ask for advice from Bruce Barton and his advertising agency. To reflect on the problem of the week, Barton gave up and made a first in the history of marketing brainstorm. Within 16 hours, hundreds of mature, mentally healthy employees BB & O went through the corridors, shouting their association with the word "knife", "potato" and "cleaning". Finally, one of the couriers proposed an ingenious solution - to paint in the color of pen knives potato peelings. This helped housewives began casually throw knives with the skin and rush to shop for new ones. And Bruce Barton wrote a book about brainstorming and the end of life lived on the fees.

8 to prepare the way for retreat

As it did Swedish television

Mankind has always wary of novelty. Mongol-Tatar yoke, aircraft, fast food - all these things had to deploy more than a decade. But perhaps nothing is met with such rejection as nylon stockings. Durable, almost cosmic material of wild colors for a long time could not make a serious competition to the traditional silk. In 1962, nylon come in cold Sweden, where women wore stockings, even in summer. But it turned out that he was there, and no one needs. Then manufacturers stocking appealed to Swedish television.
The local workers for a long time did not know how to organize the campaign. Extolling the advantages of nylon stockings to silk would be a lie, for which at that time very severely punished. Then the TV crew found an elegant solution. April 1, they announced that the "black-and-white screen of your TV can be converted into color, pulling him some nylon stockings of different colors." That same evening, thousands of unsuspecting spectators rushed to the store for stockings. The next day, the same thousands of spectators - though this time indignant - stormed the building of the television station: because even the combination of red, green, and blue stockings are not brought into their lives paints. But workers telecentre with prefabricated smiles disown their advertising to the whole country: "What do you mean, guys, that was a joke!" Deceived Swedish women only had that start wearing nylon stockings - do not throw the same them. Over time, even the novelty came into vogue.

9 compromises competitors

How did Phineas Barnum

Red-clown of Ronald McDonald's - not the only circus worker tied up in the field of advertising. Long before him, in the XIX century, to promote brands put his deft hand Phineas Barnum. In ordinary life this man was a circus impresario - traveled across the United States and sought out freaks and athletes to get them on the big stage. But sometimes (the full moon, or, say, for a great reward) Phineas turned into a marketing specialist. So it was in 1890, when the owner came to the Barnum plants steamers Chester Dietz, to make a living fishing salmon white. With his earnings, I must say, it was bad. By the time he opened his own business, the whole of America was already littered with pink salmon. White fish on the background of salmon looked stale and expenses are bad.
For some 15% of the future revenues Barnum found a simple and elegant solution - proposed to pack white salmon in cans with the words: "The only salmon, but turn pink on contact with the package!" Canned were sold so well that plants Dietz could hardly cope with the number of orders. Fee received for the idea, Barnum had the rest of his life - however, he died in 1891.

10 conduct reconnaissance on the ground

How did Ettore Sottsass

Where would disappear after the collapse of the Third Reich, the Austrian artist, ace military-industrial design, whose favorite thing was to put stars on the fuselage? Only in Italy - the country, the most humane way to their cost the Nazis. So did the military designer Sottsass: after World War II, he moved secretly to the Apennines, and got a job in a company Olivetti. The first order was Ettore updated design of the mechanical clock, which sold extremely poorly. Commodity inspection from all sides and did not find flaws in it, the artist went to the nearest watch store and lay down in an ambush. There he was surprised to find that all (without exception!) Customers before you buy an alarm clock, check it by weight. Lightweight models, which include and Olivetti, simply did not inspire confidence in the people. Then Sottsass Service soldered in lead ingots and brought him personally Adriano Olivetti. "Well, where is your vaunted design?" - He asked. "Everything, nothing else, it will be sold!" - Said Sottsass. And he was right, for which he received a lifetime pension by Olivetti and the glory of the founder of a new direction in design.