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When I created this ad way back in 1984,
I thought long and hard about
how to differentiate my client, a dealer in professional audio
equipment, from all the other dealers and their ads featuring numerous
tiny (and therefore meaningless) pictures of gear. After quizzing
company president Brian Cornfield at some length over just how he did
business, I learned that most sales were initiated by an incoming phone
call and that many of his customers had never actually seen the staff.
I realized that this wasn’t essentially an equipment business, this was
a “people business” and that
showing the people involved would not only reinforce his existing
customer base but would make new customers more comfortable in calling
for the first time. It worked very very well. Photographing the people
was a challenge. They couldn’t quite understand what I was doing and
what I meant by “look friendly but don’t smile particularly.”
What: Concept, copy, design, photography, production
art
For: “We give you the kind of information about professional audio
products you won’t find in the brochures,” full-page
color magazine ad
Client: Everything Audio (Pro Audio dealer)
When: 1984
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