No matter where you grew up, I can almost guarantee there is a local radio or TV commercial you remember. Whether it was a few years or even a few decades later, that concept or music runs through your brain and occupies space.

My career took me from the Greater Philadelphia area to Roanoke, Virginia, for a brief stint; then to two markets in Michigan; a decade in Toledo, Ohio; and back to Roanoke to finish my career here. Along the way, I’ve gathered a basketful of memorable commercials that rattle around in my head rent-free.

There’s the odd audio/electronics company from Ohio where the owner said the word “turtle” at the end of all his commercials. I also remember the screaming car dealer in Mid-Michigan who dressed up like a cowboy and “yee-hawed” his way to selling thousands of Chevys (Terry Hanks).  I can still recall the name of a plumber from when I was a kid (“Call for Action – Greenwood 7-5-3-1-2”).  Then there was the jeweler with a business name that had a twist (“Robbins 8th and Walnut.  Our name is our address.”).

Those ads in Philly ran on the air over five decades ago. Still, they remain at the top of my mind.

Hard4Companies to Make that Leap

Not all those commercials were well produced or won awards, but the common thread was that they were memorable in their own way. There may be different reasons why, but each stick with me years and even decades later. Before I wrap this edition of the B2Seed, I’m going to ask you to pause for a moment and think about a commercial you remember from days gone by. Message me online if you have a memorable ad that has stayed with you personally.

Sometimes it can be humor that makes those commercials last for you. Often, it’s music or something quirky that keeps it top of mind. Whatever the reason, the constant is that the commercial interrupted your train of thought and then stuck in your brain for days, months, or even years.

Encouraging clients to go past their comfort level is part of what we do at our company. We are consistently trying to stretch them to create commercials that interrupt and stay with the target audience. Ideally, we want to create something of high quality and visually appealing, but if you’re going to invest in advertising, you’d better make sure the message is also one people will remember.

Back when I was growing up, there were four or five channels and a handful of radio stations. Now, there are more ways for people to watch or listen to your messaging, making it more competitive to grab audiences’ attention and create memorable advertising. Yet, that is the objective.

Dare to make something people will remember!

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For almost two decades, we’ve taken pride in being a multidisciplinary team whose work helps a variety of businesses and nonprofits in a mix of industries. No two clients are alike, and no two needs are the same.

However, that doesn’t mean there aren’t similarities. The use of that double negative is intentional.

In the thousands of new business meetings I’ve been a part of, I get to hear a lot of stories and ask questions of a wide array of talented, industrious, and busy people. Entrepreneurs who have started companies take their expertise and seek out community and industry needs and try to fill in the gaps. Before long, they are gaining momentum and begin to attract new customers, patients, or clients. The same is true with nonprofits — a gap exists, and before you know it, you have bylaws, a board, regular meetings, and your expertise is making a difference in the community.

There are plenty of restaurants, doctors’ offices, and home services companies — each with their own personalities, methods, strategies, and key differentiators. No matter what these businesses and nonprofits are doing, one consistent need remains the same.

Every time.

Shaping Messages4Your Organization

My premise was reinforced personally over the past few months when I attended meetings with a broad range of prospects — a roofing company, a museum, a medical practice, and an institution of higher learning. They all had different objectives and needs and were hiring us for different kinds of projects. Naturally, their leaders brought different personalities and many areas of expertise.

Do you know what was the same?

It’s simple, but it’s an important throughline. Each of these meetings included a conversation about the power of storytelling. There are many ways to share your stories with the public. You are familiar with most of them: social media, your website, email marketing, advertising, video production, and more. These avenues help you share what is happening inside your organization with those outside it (and maybe inside of it as well).

It’s simple really.

Tell more stories. People understand best when you explain your purpose, how you can help, why you are different, and why working with you, visiting your nonprofit, or supporting you is a worthy investment of time or resources. The power of storytelling is clear, and the approach is, without fail, the way to go. This isn’t a radical idea, but you might be surprised how often prospective (and current) clients wander away from the forever-true path of storytelling, missing out on building value, trust, and stronger connections through strong and meaningful narratives. As different as each prospect may be, the need for storytelling remains unwavering.

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Wisdom comes from a mix of sources. Artificial Intelligence (AI) is everywhere and woven throughout the day in ways we don’t even realize. Before you’ve had a chance to think about what you want to do or learn next, AI has already inserted itself into the equation.  

That includes searches — like on Google.

A few weeks ago, our digital detective at 5Points Creative, Grayson Odham, wrote an article about the AI Search Equity Gap and how Answer Engine Optimization (AEO) is changing the way people use the internet. If you missed the piece, read it here. The AI that has been on my mind lately is Acquired Intelligence. A machine learns through absorbing copious amounts of data, taking note of any patterns, and continuously refining its responses. If you pause in your hectic days, you’ll realize it’s similar to how we grow. People also learn by experiencing, adjusting, and refining to improve our work and life.

Sometimes I want to see what Siri, Claude, or Chat GPT has to say. Other times, I choose a different search platform such as Alexa or another resource.  With multiple ways to search, I am very intentional about where I go depending on what I need.

For example, if I know the business name and want quick access to details, I’ll bypass traditional search and use Apple Maps. From there, I can click right to the phone number or website. It’s quick and matches my intent in that moment.

Information is everywhere, but we often still miss the obvious or choose to get what we want in alternate ways.

Companies have spent thousands, tens of thousands, and in many cases millions of dollars building their Search Engine Optimization (SEO), paid search, and the like. We help them do it. But as Grayson pointed out, upward of 60% of Google searches are now resulting in “zero-clicks”. Because Google’s own AI is answering the users’ questions right on the search page. Consequently, users are skipping the website clicks that everyone in business has been trying to master. That is the Search Equity Gap.

Use What You See4Your Company

Remember the saying, “There’s nothing new under the sun”? Well, we’ve crossed this bridge in decades past.  

Back in the old days, businesses relied on directories like the phone book that was closed on a table or in a drawer 99.9% of the time. When the “yellow pages” went away, companies and organizations had to find new ways to stand out and get critical information to potential customers. The smart ones did because they evolved. And you can, too.

As I was thinking about what worked back in the ‘90s and around the turn of the century, I realized it was the same as what will help businesses today in these fast-moving times.  

Stay on the AEO, SEO, and paid search “trains”.  This is critical. But that is just the beginning. Focus your energy on building brand trust, generating greater awareness, and establishing top-of-mind awareness. Show up wherever and however people are looking and become the source of value, help, and content in your category or industry.  

That’s a wise move, and it comes from Acquired Intelligence – the other AI.

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