Advertising Is The Match That Lights The Fire.

It used to be that advertising was your marketing campaign. You ran a commercial and people beat a path to your door. (Anybody remember 1984?)

Now advertising is just the start. If you're not prepared to back your ads up with strong PR, promotions, and online/social components, don't even bother. Nowhere is that better illustrated than with Super Bowl advertising. Yes, you have to have a great ad that stands out from the crowd. Yes, you must communicate the positioning and benefits of your brand. If that's all you do, however, especially on Super Bowl Sunday, you may as well just take $3 million and flush it down the toilet.

Snow Day Special Extra!
In honor of the first real day of snow in Sheboygan, here's a link to an article I wrote for Winding Road magazine about the Bridgestone Winter Driving School. Enjoy.