All posts by elaina

winning angels: Harvesting

A reflection on “Winning Angels: The 7 Fundamentals of early stage investing” by: David Amis and Howard Stevenson

“Start with the end in mind. ”

Stephen R. Covey, The 7 Habits of Highly Effective People

As a winning angel, you may go into each investment opportunity for the same reasons, but with an open mind you will get different results. Regardless of how you end, you should have a plan for that end when you begin the investment.

Recently, I was watching an interview with founder of Carol’s Daughter, Lisa Price. She talked about how some of her supporters were very upset with her when she sold her business years after success. She said it was always the plan to sell. REPEAT. She went into business with the goal of one day selling her business.

That was surprising because most people are invested in their ideas and want to see the success forever. But, you can see success forever with a business you started. It just may not be in the CEO seat.

I did a little digging on Carol’s Daughter and found information I would have never thought to look up had I not read this book and learned about harvesting. Crunchbase.com didn’t have all the information that I would have liked to see, but what I learned was this:

Company Name: Carol’s Daughter
Founded: 1999
Acquired by L’Oreal: 2014
IPO Status: Private

Funding Rounds: 3
Total Funding Amount: $18M
Funding Status: M&A (Merger and Acquisitions)
# of Lead Investors: 3
# of Investors: 10

Among the investors list is Will Smith and Shawn “Jay Z” Carter.

In other words, all positive. Carol’s Daughter has been fortunate not to have to deal with negative harvesting (Chapter 11 or Chapter 7).

Winning Angels: Support

A reflection on “Winning Angels: The 7 Fundamentals of early stage investing” by: David Amis and Howard Stevenson

Support may be one of the strongest words in the English language. It is the one thing that will ruin a relationship (personal or professional). There is no doubt it is important in business and especially for the relationship of a winning angel and entrepreneur.

The five different types of supportive/participating roles for an angel may differ at varying points of the investment relationship. These are the different roles an investment angel may play.

(1) Silent Investor

For an entrepreneur that is self sufficient and has a clear vision for their company, they may appreciate the role of the silent investor. I wish my parents would have been silent investors growing up (ha!). Just kidding. Now I have an even fonder appreciation of the team member and sometimes coaching role that they played.

(2) Reserve Force

This investor will provide guidance, as requested by the entrepreneur. This role is extremely helpful when the entrepreneur approaches a component of their business that is outside of their comfort zone or wheelhouse. For me, this would be investments. I have not kept it a secret that investments would be a challenge for me. I would certainly request assistance from an angel regarding investments.

(3) Team Member (Full or Part time)

This supportive role would be right up my alley as an angel, if welcomed and if necessary. I have been told that I have a talent of talking a small idea and making it a great success, beyond the original vision. As a team member, I could see being instrumental in providing hands one support in the launch of new products and/or ideas.

(4) Coach

Having been in a director position for the last 5 years, and also reporting directly to the board of directors, I have had to coach and I have had excellent coaches. The one thing that has been the most important factor in coaching is consistency. While I enjoy getting my hands dirty and producing the results, there is also something very satisfying about empowering others to lead with your guidance and support. That is how you build multiple empires with multiple streams of revenue.

(5) Controlling Investor

This role is borderline on becoming the entrepreneur. Amis and Stevenson indicate that this role kicks in mainly when the investor has high stakes – major capital investor, voting control, controls the board, or controls through the investment agreement. Most people do not appreciate a control freak. However, if it’s necessary to save the business, you have to do what you have to do.

The biggest take away that from the section of the reading were two simple questions (page 267):

  • What does the entrepreneur need? You will know this from probing conversations, observation and experience from other deals.
  • What does the entrepreneur want? This question is equally as important. Allowing them to tell you what they want eliminates the guessing game. It also shows you their level of confidence. The same confidence they will need to lead a business to success.

WINNING ANGELS: Negotiating

A reflection on “Winning Angels: The 7 Fundamentals of early stage investing” by: David Amis and Howard Stevenson

Negotiating is not for the faint at heart. You truly have to be able to have a poker face, know your worth, understand the terms and know when to walk away.

Amis and Stevenson describe two types of people: those that negotiate and those that do not.

Chapter 37: Those that do not negotiate.

The #2 reason really hit home: “They are concerned about the efficacy of a relationship based on trust that starts with a fight for money and/or control.” That is major! Negotiation should be considered a fight. However, some people have a way of turning it into just that.

Chapter 38: Those that do negotiate.

The #3 approach is probably the safest for most people: “Get someone else to negotiate (essentially a negotiating strategy used by a non-negotiator”. This goes back to my last reflection on structure. Having a seasoned, component attorney will work wonders.

I have had my fail share of negotiation and it is tiring. I’ve negotiated the terms of a learning management system, media projects, salaries, etc. The most draining negotiation was for a house that I purchased. After several rounds I walked away. Much less for the reason of efficacy or the concern of a strained relationship (which was irrelevant in this case), but more on about the unreasonable back and forth on the terms. I ended up looking up the status of the house and it did eventually sell… after being on the market for 5 months and many reductions in price.

There is an art to hold out for the terms that you want, but there is also an art to walking away.

Winning Angels: Structuring

A reflection on “Winning Angels: The 7 Fundamentals of early stage investing” by: David Amis and Howard Stevenson

What did I just read? This section has been the most confusing to me so far. I hope that I will not have to fully grasp it in order to understand the remainder of the book.

There were two things that made this difficult for me to understand, they were talking about the stock market (shares) and there were a lot of terms that are not in my business vocabulary…YET.

What I was able to understand is that there are three fundamental structures for business terms. The structures may have an exit impact, relationship impact, downside protection, upside protection, entrepreneur protection, worst case scenario, and notes and suggestions.

I am tempted to end my reflection there, but I am going to talk through this. As I was reading this section, my main thought was: if this doesn’t make sense to you, hire a lawyer.

The upside to having an attorney on your side during the structuring phase (as well as negotiations) is that a component and seasoned attorney has he resident knowledge of hundreds of deals related to your interest. They will be able to provide you with sound advice that will protect your interest in the long run.

What I also took away from this reading is that some investing angels believe structure matters and others don’t. In general, I thrive in situations where there is structure. There is a basic understanding of what all parties desire. No grey areas.

My last thought. I would love to see an updated Amazon.com’s structure, especially in 2020 post pandemic since they are DOMINATING the business world. On thing that I know for sure, whomever trusted Jeffrey Preston Bezos in 1994 is living a very happy life. Whomever did not accept or trust his structure is very, very sad right now!

winning angels: Valuing

A reflection on “Winning Angels: The 7 Fundamentals of early stage investing” by: David Amis and Howard Stevenson

If I were to ever decide to be a venture capitalist, I would predict this to be the most difficult part of the process for me. Since investing goes both ways (investor to entrepreneur and entrepreneur to investor), I better figure it out fast!

One of the main reasons I think valuing would be the most difficult part of the investment process for me is that I do not predict numbers based on behavior well. I think I need to tap into other areas of my life and determine how I make those predictions and figure out how to apply it to business valuing.

The reading, valuation section, identifies 12 methods of valuation. These methods are broken down further into sub-methods or approaches.

Quick and Easy

The five (5) methods of Quick and Easy are $5mil limit, Berkus method, Rule of thirds, $2m – $5m angel standard, and $2m – $5m internet standard.

Of the five I would most likely rule out Rule of Thirds first. It is my experience that the works or value added by all parties is not equal. Depending on the investment, one third stake may not be equitable for anyone other than the founders. Between the founders and the Venture Capitalist (VC) they hold the most risk in the business. The only reason I would say that the managers would get one third is if they managers with proven records of moving the needle.

The Berkus method had great measurements for how much to invest. Basically, the better the deal, the more the investment.

Last, I must be unsophisticated or lack the vision for significant progress because my eyes popped out of my head at the thought of asking for less than $2m as a bad thing!

Academic/Investment Banker

The two (2) methods for academic/investment banker are multiplier and discounted cash flow.

These two methods didn’t seems as different as the examples provided by the different angels, but one seems to require more experience or intuition to calculate.

The multiplier method is similar to how I calculate how long it will take my staff to complete a project OR how many staff members I will need for a project or season. It’s fairly simple math. There are variables that have to be considered based on projects (or industries in the case of investment), but it can be a great way of completing valuation.

Professional Venture Capitalist

There is one (1) method and it made me thing of Shark Tank again. As a VC, there are financial goals that they are setting. Some may set annual goals, goals per investment, goals per industry, etc. To reach their goals, this method is critical! It is an easy way to combine the other method (Multiplier Method) to determine the percentage of the company to ask for.

I would presume needing to be a numbers person to get this method correct consistently.

Compensated Advisor

I stated earlier that I am not really a gambler and I am not a numbers person, but I do work extremely hard. I know how to drive results. I supervisor of mine has attributed me to taking small ideas and producing big results.

The two (2) methods of the Compensated Advisor sound more “safe” to me, but can be unappealing if you are concerned with your time. Instead of trading money (your money) for stake in the business, you are trading time.

To me these two methods sounded like short term contracts that would serves as long-term residual income.

Value Later

The last two (2) methods are the Pre-VC Method and O.H. Method. These methods are for confident investors that have money, money, money! They are less concerned with the valuation of the company, but that’s because they get more in the end (provided the company is successful).

WINNING ANGELS: Evaluating

A reflection on “Winning Angels: The 7 Fundamentals of early stage investing” by: David Amis and Howard Stevenson

The first section of this book talking about the sourcing stage of investment. See my reflection on sourcing here. In the first page of the section about sourcing the authors make an immediate connection between sourcing and evaluating.

For a split second I wasn’t sure why Amis and Stevenson chose to separate the two since they married them early in the reading. After reading about evaluating, I understood why.

Evaluating an investment opportunity is related to four essential elements and highly based on intuition.

PEOPLE (1)

When evaluating, you want to know who the deal is with and that goes beyond the business owner. The people include the entrepreneur, team members, investors, advisors and any significant stakeholder. What is the track record? Are they synced with one another and the common goal?

BUSINESS OPPORTUNITY (2)

Within business opportunity are four subelements: model, customer, timing and size. All other these elements are important to understand as an entrepreneur and investor because they tell the story of how the company will make money.

THE CONTEXT (3)

The most common factors related to context are: economy, technology development, regulation, and stage of the industry. In my opinion, this is where the intuition coms in the most. Think about it, intuition is the ability to understanding something immediately without the need for conscious reasoning. If you can project success of an industry, in part based on economy (not solely based on economy), that’s a lot of power.

THE DEAL (4)

Terms of the deal may be the most interesting part to both parties. How much will this deal gain or cost (depending on which side you are on) – price and what will the structure of this deal be?

There are other things to consider during the evaluating stage. Like, what is the risk? Are you asking the right questions? Are you adding value, if so what kind? Do’t ignore the red flags?

Winning Angels: Sourcing

A reflection on “Winning Angels: The 7 Fundamentals of early stage investing” by: David Amis and Howard Stevenson

This book identifies sourcing, evaluating, valuing, structuring, negotiating, supporting and harvesting as the 7 fundamentals of early investing for “angels”.

Winning Angels begins with describing “sourcing” in an investment deal. By page 43, I was thinking “this sounds like a different version of Shark Tank“.

https://abc.com/shows/shark-tank/about-the-show

About Shark Tank: Shark Tank, the critically acclaimed and multi-Emmy® Award-winning reality show that has reinvigorated entrepreneurship in America, returns this fall to ABC for its tenth season. The Sharks – tough, self-made, multi-millionaire and billionaire tycoons – continue their search to invest in the best businesses and products that America has to offer. The Sharks will once again give people from all walks of life the chance to chase the American dream and potentially secure business deals that could make them millionaires.

“Sourcing or identifying entrepreneurial projects of merit is the first step in the process of making early-stage investments.”

Sourcing for angels is a little different. One, angels do not have the platform of abc to source potential investments. However, for someone that is interested in the early stages of investment or an entrepreneur that is desires the financial backing of an investor, the chapter about sourcing is a great place to get started.

Amis and Stevenson divided the sourcing activities into four groups

  1. Preparation activities
  2. Networking activities
  3. Visibility activities
  4. Focus activities

Investing feels a lot like gambling and I am not sure that I am that risky. But, if I were to use the information provided in this chapter, this is what I would do:

  1. Preparation activity – Write my one page about the type of deals that I will be targeting. Fun fact about me is that I LOVE one pagers. I make my team members write them all the time about what they are working on or proposing.
  2. Networking activities – There are so may ways to go about this and depending on the audience, I would have an adjusted approach. The joining Chamber of Commerce is a great way to network with different companies, especially when it comes to sharing quality deals (as recommended in the reading).
  3. Visibility Activity – My preferred method of creating visibility would be to share the knowledge that I have gained through an online course. I would market this course through social media and to budding entrepreneurs. There could even be a contest post course – just by finishing the online course and completing some sort of targeted post assessment, each “student” of the course would enter an opportunity to win an investment.
  4. Focus activities – This activity would be about narrowing your focus to a specific industry. It reminds me of the practice of “Nailing the Niche” that I wrote about in another class.


(C)GREAT MARKETING CAMPAIGNS: Magazine Ads

For this project I chose three different magazines: Vogue (APR 2009), The Oprah Magazine (Mar 2020) and Ebony ( July/August 2009). The readership of these three magazines may overlap in some ways, but in many ways their target audience would attract different types of companies to promote their brands.

Ebony Magazine (2) Ads

Wikipedia describe Ebony magazine as such: Ebony magazine was founded in 1945 by John H. Johnson, who sought to address African–American issues, personalities and interests in a positive and self-affirming manner.[6] Its cover photography typically showcases prominent African American public figures, including entertainers and politicians, such as Dorothy DandridgeLena HorneDiana RossMichael Jackson, former U.S. SenatorCarol Moseley Braun of Illinois, U.S. First lady Michelle ObamaBeyoncé KnowlesTyrese Gibson, and Tyler Perry. Each year, Ebony selects the “100 Most Influential Blacks in America”.

The cover of the July/August 2009 magazine shows Tina Turner. Tina Turner is known for her iconic career and ability to visually defy age.

Ad #1 – Ambi (The Color of Flawless Skin)

http://www.jeisonrodriguez.com/#/ambi/

Flawless skin is the new black.

This ad, like many ads in the last few decades, have depicted African American women as beautiful. A reminder not to the general public, but a reminder to themselves. Media doesn’t show a variety of black women. Ambi is reminding readers that all black is beautiful and flawless.

Objective: Sell product
Target Market: Black Women, Men that date black women, Mothers
Call to Action: Give yourself flawless skin with Ambi
Value Proposition: Black is Beautiful. Not a concept or message that is found frequently or enough. This company is evoking the reader to feel flawless and beautiful in their black skin.

Ad #2 – Coffee Mate (Give Your Joe Some Soul)

Everyone drinks coffee. Some people enjoy it with a creamer, a coffee mate.

This Coffee Mate ad would look a lot different in a magazine that wasn’t meant for black people. In this ad because it is in a black magazine, they are using an image of a black woman that has soul in her hair, earrings and in her eyes (the eyes are the portal to the soul).

Objective: Sell product
Target Market: Anyone, but in this case black men and women
Call to Action: Add some soul to your coffee
Value Proposition: Soul = flavor.

The Oprah Magazine (2) Ads

Since 2000, the magazine has been carrying on the mission that Oprah began with The Oprah Winfrey Show: To inspire women to live their best lives. Her readers come from all walks of live and socioeconomic backgrounds.

Ad #1 – L’oreal (Age Perfect)

This is adjacent to the lovely Brooke Shield with the headline “Own Your Age”. No pun intended right OWN your age. Brooke Shields is an actress of the 80s that is aging “perfectly”. It is no coincidence that the ad was placed next to her feature.

The ad depicts two middle aged models (Viola Davis and Helen Mirren) that are happy. While they are different in appearance, they have many things in common. L’Oreal is a brand for all women. They are advertising their foundation at two different shades (wording tells us that there are 30 shades available), much like their models.

Objective: Sell product
Target Market: All Women (Mainly middle age)
Call to Action: Defy Age
Value Proposition: Confidence. Aging can be difficult. You have new skin – wrinkles, bags, spots – but this foundation not only gives you a public appearance, it is evens your tones with a hydrating serum. It takes care of your skin.

Ad #2 – Cherish The Day (OWN Network Anthology Series)

Being the mogul that Oprah is, it only makes sense that she would advertise a series on her network (OWN) in her magazine. At first glance, it is a little difficult to tell what the show is about.

The suspense of the ad makes me want to find the series and see what it was about. And while I am on the network, I might as well check out the other shows there, as well.

Objective: Expand Viewership
Target Market: Hopeless Romantics
Call to Action: Watch OWN
Value Proposition: Love. The title “Cherish the Day” along with two adults embracing makes the reader associate this series with a love story on the horizon.

Vogue Magazine (1) Ad

Vogue is an American monthly fashion and lifestyle magazine covering many topics including fashion, beauty, culture, living, and runway based in New York City. Vogue began as a weekly newspaper, first published based in New York City in 1892 in the United States, before becoming a monthly publication years later.

Vogue now has a market in over 20 countries.

PRINT READERSHIP – 24.6M (Monthly Readers)
DIGITAL – 94.1M (Unique Users)
SOCIAL – 118.7M (Followers)

Payless (Dexter Sandle – $24.99)

I do not frequent Vogue magazine, so I was very surprised to see a pay less ad in such a prestigious magazine about fashion. This ad is showing us that Payless can be a part of your special, elegant moments (not sure how your feet will feel at the end of the night).

In all seriousness, it make sense that Payless would advertise in Vogue magazine because their readers come from a variety of backgrounds. Vogue is for the reader that loves to look good. She may mix and match an expensive dress with a reasonably priced pair of shoes or vice versa.

Objective: Buy product
Target Market: Women
Call to Action: “Payless” for your shoes
Value Proposition: Elegance. Payless is known for creating shows that look like other brands, but cost much less.

(C)GREAT MARKETING CAMPAIGNS: Newprint ads

Finding a newspaper these days is like finding a unicorn. Most papers have migrated and enhanced their readership by creating online papers. This may be a bonus benefit for companies that are advertising because print ads can come off very flat, even in color. Most digital ads have a nice color pop, if designed well.

For this assignment, I took to the online print version of the Durham, North Carolina paper – The Herald-Sun. My method was to click through the different sections of the paper and see what types of advertisement appeared in those sections. I wanted to see if they were different (or the same) depending on the section of the paper that I was in. There were some ads that showed up in multiple sections.

What I also noticed was that these ad spaces allowed the paper to rotate ads in the space dedicated area. I couldn’t figure out the algorithm or timing, but I am sure there is a method.

NewChic : Health Protective Gear

The name of this company and what they were advertising confused me because I wouldn’t think to purchase health protective gear from a place called NewChic. I was amazed when I went to their site because this is the type of shift that businesses have to make when major economic shifts happen.

This ad showed up on the front page and also under the Coronavirus section. They used an image of items that everyone is looking for, even hospitals.

Ordinarily, this company would be selling fashion. They obviously know that their customer’s focus right now is not primarily fashion, it’s health. But this was a smart move. After you drive people to your site for items that are extremely hard to come by, they will most likely keep shopping for things that they can use when the stay-at-home orders are lifted.

Objective: Sell product
Target Market: Adults
Call to Action: Protect Yourself During the Pandemic
Value Proposition: Safety. The current pandemic that is COVID-19 has everyone’s health at risk. This company is offering items that are hard to come by.

Blundstone: Seasonal Clearance

Until this ad, I’d never hear of this company. I have seen shoe that look a lot like these same shoes in their ad, but I’ve never even seen the name of the brand.

This ad, located in the ‘Living” section caught my eye because (1) they are having a sale and (2) they are intentionally telling us that they have been in business for 150 years. I clicked on the ad.

At the very top of the page it read: “free shipping and returns”. That is appealing because I have not purchased items that had more expensive shipping than the product itself.

On their website, the images displayed all types of lifestyles being lived in their brand. Their navigation menu was simple: women, men, kids & youth, work & safety, and our story.

Objective: Sell product
Target Market: Adults
Call to Action: Purchase Our Brand
Value Proposition: Trust. A company that has been in business for 150 has to bring a solid brand to the table.

Lilienthal Berlin: The L1 ‘All Blue’

This was the only add that popped up on any of the subpages for the sports section. The sports section of the paper include a subsection for All Sports, NCCU, Duke, NCSU, UNC, Durham Bulls, High School Sports, Auto Racing.

This ad was on the Duke page. It is no secret that Duke fans live far and wide, but Durham is the home of Duke. There is a following that crosses cultures, races, socioeconomic backgrounds, and genders.

Lilienthal Berlin strategically advertised this “All Blue” watch on Duke’s subsection of the paper. Although the isn’t 100% Blue Devil Blue, it would certainly catch the eye of a fan that is committed to subtly supporting their team by wearing colors that represent.

“Made in Germany” doesn’t only sound good, but also promises you the very best. Our watches are made in Germany and embodies both urban lifestyle and exceptional quality. “Made in Germany” stands for master craftspeople and Bauhaus architecture, precise short passes on the soccer field and a refreshing beer after work. For culture, creativity, and pioneering spirit, and, above all else, for reliable precision workmanship. “Made in Germany” also means that we know the people we work with daily very well. This is why we know that you can rely on our L1 to always tell you the right time, but also that it can be worn with a good feeling.

https://www.lilienthal-berlin.com/made-in-germany

Objective: Sell product
Target Market: Professional Adults with Classy Taste
Call to Action: Purchase Our Brand
Value Proposition: Quality. Low prices can sell products, but to a sophisticated audience, quality will sell more. This company “Made in Germany” – clearly state by the name of the brand – screams quality product. The image of the products also looks anything but cheap. Dress it up or dress it down.

Annie Cloth: Just Breath

This ad includes 5 pictures of women in fashion and a description of up to 45% off. The very center image says, “Just Breath”. This a message! We are all thinking about something as simple as breathing. Some are thinking about breathing too much and the fear of contracting COVID and others are not breathing enough because of anxiety.

The shirt has double meaning in the “Coronavirus” section of the Herald Sun. The ad itself is attractive because it is showcasing fashion for a summer that we all hope to have.

Objective: Sell product
Target Market: Women, Men with Girlfriend/Wives
Call to Action: Just Breath, Be Kind and Purchase Our Brand
Value Proposition: Hope. It took me a while to find that word, but I believe that message is more apparent than the naked eyes sees. While this ad could be relevant at any point in time, it is very relevant at this point in time.

The Grove Durham: Luxury Townhomes

This ad was located on the Entertainment section of the newspaper. It was fairly understated and almost blended into the rest of the page.

What caught my eye was the bold tangerine colored “Request Info” button in the center of the add. It forced me to read the rest of the advertisement for 1-4 bedroom townhomes starting at $434,000. Wow! I had to know where these modern looking townhomes were located.

The simplicity of this ad drew my attention and the potential property value pulled me in. This ad was listed on a page where they where they advertise national and local entertainment. Downtown Durham is the home of DPAC, a well known performing arts center.

Owning a townhome downtown within walking distance of DPAC would be a great investment and also super convenient for a place to live or a investment property home.

Objective: Spark interest in real estate
Target Market: Realtors, Investors, or Adults
Call to Action: Live Downtown
Value Proposition: Investment. Downtowns across the United States, especially in North Carolina are being revitalized (gentrified) left and right. The property value of downtown dwellings are shooting up and there is no indication that it will be dropping anytime soon.

(B) GREAT MARKETING CAMPAIGNS: Radio ADs

Old Spice – Pomade Radio

At first, looking at the time, I thought the commercial was way too long. Especially for a commercial for Old Spice. By the end of the commercial I was singing along and I knew that if I needed to tell anyone where to find it that they should go to CVS pharmacy.

Old Spice has a way of creating memorable commercials that get stuck in your head. In this case they are using the classic jingle approach to remind you over and over that their product is the product that you want in your daily hair routine.

The humor in this ad is that “radio callers” are requesting the jingle like it is a song. This is a really great use of the campaign because with radio, you don’t have the luxury of using images to drive your marketing home.

Listen to Ad: https://aef.com/ad-campaigns/old-spice-pomade-radio/

Objective: Encourage people to buy Old Spice Pomade
Target Market: Men & Girlfriend that want their men to have great hair.
Call to Action: Buy Pomade from CVS Pharmacy
Value Proposition: Humor. “You put it in your hair, not your arm pit hair, but your head of hair.” They even give you directions on how to use it, just in case it wasn’t clear.

McDonald’s – I Am the Middle Bun

The radio commercial is being narrated in “spanglish”. The narrators bounces back and forth between English and Spanish as he describes the Big Mac as a poem called “Un Big Mac Life”.

He personifies the Big Mac as himself. The two all beef patties are the two sides of his life – the things that make him Spanish American (patty one – his family, patty two – American staples that he loves).

“Messier with each bite. Like life, if it’s not, then you aren’t doing it right”.

Listen to Ad: https://aef.com/ad-campaigns/middle-bun-english/

Objective: Sell Big Macs
Target Market: All people across every culture
Call to Action: Be a Big Mac (diverse)
Value Proposition: Cultural Awareness. With McDonald’s being world wide, but orginating in America, there are an aray of people that would relate to this ad. Tied to their heritage, but living their reality.

Netflix – Grandma/Goth

“Have you seen *insert movie or tv show*, it’s on Netflix”.

Daily Facebook Post that I scroll Past: “Looking for Netflix suggestions”

Netflix gets so much free advertisement from their consumers – making recommendations of things to watch – that it’s hard to believe that they would pay for advertisement. It’s smart though because hearing or seeing an ad keeps the product/service on your mind.

This commercial is a conversation between a young man and an older woman. We later find out that they know each other. The older woman is the young (Goth) man’s grandmother. Even with their core and generational differences they can enjoy the same movie, on Netflix.

Watch the ad: https://aef.com/ad-campaigns/grandmagoth/

Objective: Promote Netflix
Target Market: Everyone! All ages, all interests.
Call to Action: Find something to watch on Netflix
Value Proposition: Connection. Movies are enjoyed alone, but they can also be used to bring people together. People have their first dates with movies, they share quality time over movies, and more. This commercial is sparking a desire to build those connections by watching Netflix.

Mini USA – Colonoscopy

I was not expecting that commercial! It didn’t click to me that Mini USA was the company that owns the Mini Cooper Car. So, to see the title of this ad be named Colonoscopy was interesting. Good thing it’s a radio ad because I would have never seen the name of the ad!

This ad highlights a man running into someone he knows and catching up on life. He lists all these terrible things that have happened to him – colonoscopy (oh, now I get it), cheating wife, sick dog, etc. Even with all that, he says his life is good because he has a Mini Cooper.

I new car will make you feel better, but not really long term.

Listen to Ad: https://aef.com/ad-campaigns/colonoscopy/

Objective: Promote the Mini Cooper Car
Target Market: Middle Aged Men (Midlife Crisis?)
Call to Action: Buy a Mini Cooper
Value Proposition: Humor. The humor was “ironic” but it does make you laugh.

Ad Council – Learned

The kids in this ad list all of the things that they learned in school. None of them were related to academics and all of the things that they learned were things that they learned while being bullied.

The message is loud and clear – bullying leaves a bigger impression on your than anything else in your day.

“The only thing I didn’t learn *dramatic pause* is why no-one ever helps”. This ad is bringing awareness not just to direct bullying, but also indirect bullying. If you ( or your child) doesn’t speak up for bullying, you may be worse than the problem.

One of my favorite quotes from Martin Luther King Jr. is “Our lives begin to end the day we become silent about the things that matter.”

Don’t be silent.

Listent to Ad: https://aef.com/ad-campaigns/learned/

Objective: Bring Awareness to Bullying in School
Target Market: School aged kids, parents, family friends, schools
Call to Action: Don’t be silent. Speak up against bullying
Value Proposition: Empathy