If you’re like me (most people are not), you have two children – plus one on the way, three cats and two dogs. Whew! With all of that chaos under one roof, it’s incredibly important that the kids play by the rules, the cats ... well, act like cats and the dogs know how to sit, lay down, heal, fetch the shoes, and so on and so on. Sounds reasonable, right? Only one tiny problem — I don’t live in La La land. Everyone clearly does not appreciate my agenda, the kids are fighting over who plays with the blue Play-Doe, the cats are scratching on the furniture and the dogs are barking at everyone within a foot of their front yard. STOP!
Unless you’ve recently had Super Nanny and the Dog Whisperer over for a box of wine and a game of Scrabble, you could probably use some help. You need to start somewhere, so I would suggest beginning with the most pliable of the group — the dogs.
This brings me to this weeks company in need of a heroic idea. Elk River K9, is a fabulous dog training center within a giant leap from the Idea Hero’s hideout. Their knowledge is superb, their staff is hyper-friendly and their results are magical. The challenge that ER K9 (that’s what you can call them when you’re tight with the owner) has in front of them is crafting a message/campaign that is noticeable, clear and impactful, resulting in exposure and ultimately, more clientele.
Well, wouldn’t you know it, I just happen to have a little something up my skin-tight hero sleeve.
ER K9 is located just off a very busy road, traveled heavily by local residents commuting back and forth to work (aka: the perfect prospects). So here’s what you do: spend a small amount of money and either purchase or manufacture some life-like statues of a trainer with his/her hand out (motioning a stop signal) and a group of dogs in the sit position (Note: these need to look as real as possible). Next step, place the trainer on the median, facing the opposite side of the road. Then, you place the dogs on the other side of the road, all sitting together in a group facing the trainer. As commuters are driving by, they’ll naturally slow down, most likely for fear of the dogs high-tailing it across the road in front of their car. As they slow down (as gawkers like to do) and marvel at how disciplined and well-behaved the dogs appear to be, they’ll be greeted with a sign that says, "Trained to obey at Elk River K9" along with the phone number.
Noticeable – yep. Clear message – crystal. Impactful – duh. More clientele – without a doubt.
About the blog: Who couldn’t use a hero in their
life? You know, that special someone that comes in from nowhere to
scoop you up in mid-air, right before you go "splat" on the ground ...
or rather ... someone that lays their body on top of the nuclear bomb
to shelter the explosion that was seconds from taking out your lovely
town. Yeah, you know the type. That’s me! I’m the Idea Hero, I come up
with marketing ideas that save lives. Alright, maybe not lives, but I
have been known to save a career or two in my day. This blog is
dedicated to saving you (time, money, brain cells, embarrassment,
etc.). Send me (firstname.lastname@example.org)
your challenge, brief, chicken scratch, whatever and I’ll get all
heroic and come up with your idea, post it on the blog and call it
yours! Why? Because I’m your hero.
Author: Born with a large forehead and natural ability to develop outrageously absurd ideas, Dana Severson was immediately drawn to the advertising industry at a very early age. Growing up, he'd often get caught sipping a three-finger apple juice (disguised as cognac), smoking candy cigarettes, dressed like his favorite superhero, David Ogilvy. Fast forward a few decades, and we find Dana (with a larger forehead) getting paid to develop outrageously absurd ideas at his consultancy, Idea Heroes and downing three-shot espressos. Dana is a Adage.com contributor, proprietor of The Official Real"ad"tor Awards and is known to post random advertising concepts on Twitter. He is available for sideshow demonstrations and Bill Bernbach impersonations.