WOLFBITES - Issue 35

Turning the tables on the Internet Tiger Ė or how brick and mortar retailers are making online shopping a good thing

Tiger tamer at work, symbolizing how brick and mortar retailers are turning online sales into in store sales, an advertising strategy recommended by Words at Work, a leading Toronto advertising agency for new and small businesses.

Looking for a simple, easy way to reverse declining in-store sales? You don't have to pay big bucks to a Toronto advertising agency for a hot new ad campaign. Just follow the lead of major retailers, who give internet purchasers the option of picking up their purchase in-store. Instead, the customer goes to the store to pick up the purchase.

Why would a customer do this? Because the retailer makes the in store visit worthwhile by offering exclusive deals to any customer who makes an in store pick up of an online purchase. Need proof:  Macy's found 25% of the online buyers who came to a store to pick up their purchase made an in store purchase. Remember, as well, that the most likely person to buy a product or service is someone who made a previous purchase – not someone making a first-time purchase.

What you need to know before you hire a Toronto copywriter

Copywriting on a typed page, presented to highlight the importance of hiring a proven Toronto copywriter at Words at Work, a trusted provider of advertising and marketing services on par with those available from the best ranked Toronto advertising agencies for new and emerging businesses.

An experienced Toronto copywriter can impress almost anyone with clever word play, based on common sayings, phrases and idioms. But what happens if close to half the target audience does not understand the word play? For example, we were approached recently by a client that wanted a concept for a duct cleaning campaign and had a readymade positioning line: Clean duct.  Nothing to sneeze about. As a Toronto copywriter with over 30 years of content writing experience, I saw two issues:

  • The idiom (Nothing to sneeze about) was wrong. It should be "Nothing to sneeze at"
  • The first two words (Clean duct) were slightly off target because they did not communicate the service, they communicated the result.

The fix was easy: Duct cleaning – Nothing to sneeze at

Newspaper autopsy - Death by internet (and is network TV next?)

Newspaper being thrown away, symbolizing the decline of newspapers, the subject a blog by Words at Work, among the best Toronto advertising agencies for small business or new and emerging businesses seeking new sales and revenues.

I can remember the days when newspapers were the go-to information source for just about everyone. The business was profitable because it was easy to sell newspaper advertising, but it was always inside the newspaper, never on the front page. The classified page was the cash cow, generating the constant revenue that made the newspaper business model work. Then the internet arrived and, with it, much more affordable online classified advertising options, such as Kijiji.  

Newspaper classified advertising sunk like a stone. Revenues dropped in lock step. And then we saw something that would have been unthinkable just ten years ago: Full page ads, created by top Toronto advertising agencies came before the Front page. But even that was not enough. Newspapers across North America closed their doors or shrunk their operations.

Now come reports that network ratings are down, mainly because of new viewing habits. The 30-second TV ad, once the cash cow for networks, has lost value because it is now easy to skip ads entirely. A growing number of people watch TV without a TV. The three big networks, ABC, NBC and CBS, are experiencing the death of a thousand cuts, literally and figuratively, as thousands of customers "cut the cable".

Bottom line: we will be watching something, it just won't be "TV". 


Wolfgang Franke is President & Creative Director of Words at Work Advertising & Marketing, a full service communications company established in 1988. Our growing list of valued clients are found throughout our local market, Markham and the Greater Toronto area, across Canada in cities such as London, Ontario, and Edmonton, Alberta, and an expanding list of international locations ranging from The Big Apple in New York to Kanturk, Ireland.




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Words at Work Advertising & Marketing Inc.
19 Lockridge Avenue, Unionville, Ontario, Canada L3R 7S6
Telephone: 905-940-6610     Toll-Free Outside Toronto: 1-877-940-6610

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