How would David Ogilvy save the economy? By getting people to buy things they don’t need.

Danny Klein, Creative Director of TVLowCost USA has been kind enough to pen an article for my blog. I hope you enjoy it.

The root problem with our economy right now isn’t a credit crunch

Beyond the credit crunch

or the disposal of toxic mortgage-backed derivatives. It’s the fact that a huge percentage of our economic output isn’t really necessary: much, if not most of our Gross National Product comes from people making, transporting, marketing and financing goods and services that other people don’t absolutely need.

What don’t you need. Just about everything. Does anybody really need a new car? Obviously, a lot of us think not, and new car sales are plummeting. Hell, most people don’t really need cars at all. Automobiles add tremendous convenience and opportunity to our lives, but few people would actually keel over and die if they didn’t own one. And the same can be said for most of the things we spend money on. Double half-caff Macchiatos. TVs. Spa treatments. Cell phones. Most of our clothing. Any shelter more elaborate than a pup tent and sleeping bag. All food intake over 1600 calories a day. And so on. Don’t believe me? Join the Army and take basic training – you’ll see how little you actually need to survive. In our current recessionary economy, people discover more and more things every day that they don’t absolutely need. So they cut back, causing a ripple effect for the people who make, transport, sell, etc. all the stuff we don’t absolutely, positively need. It’s a downward spiral with no clear ending – or at least, not until everyone lives in a pup tent. Remember that old buzzword “synergy” – when everything comes together for positive effect? This is the antithesis – call it dissynergy.

Advertising: from intellectual scourge to economic savior. What’s the solution? As David Ogilvy once confessed, it’s advertising. While he denied our industry’s culpability for a host of other societal maladies (including wasting our collective intelligence), in Ogilvy On Advertising he does admit that we are collectively guilty of one thing: tempting people to squander money on things they don’t absolutely need, much to the dismay of “left-wing economists” who are “ever eager to snatch the scourge of God.”(!) Today, of course, I think it’s safe to say that economists of all types would be tickled pink to see a little more needless consumer activity. And us ad guys are just the folks to make that happen. We know how to create that perception that this (whatever it is) is the one special thing that is missing in your life. That everyone who is anyone is clamoring to get it. That if you are the last kid on your block to have it, you will be doomed not only to an unhappy childhood, but to years of tedious psychotherapy thereafter. And it’s this not-so-fine art of persuasion that’s needed to get consumers spending again. The Treasury Secretary and his rocket scientist pals can fiddle all they want with credit markets; if people don’t feel a need to buy something, there won’t be a need for credit.

TV advertising: the quicker picker upper for consumer demand. So what kind of advertising is going to have the most immediate and positive impact on your company’s economic situation? Assuming there’s a decent-sized pool of prospects for your product or service, the answer in almost all cases is TV. Or as David Ogilvy called it, “the most potent selling medium ever devised in the history of mankind.” No other medium comes close to being able to deliver your message to so many people in so little time for so little cost per impression – and while the landscape has changed, this is still true today. And if you’ll excuse me for offering a ham-handed endorsement of my own product, TVLowCost is a great way try out TV advertising for not a lot of money at all. So if self-interested profit motive isn’t enough to get you to try it, I encourage all you marketers out there to do your duty as an economic patriot and try advertising your wares on TV. Preferably with TVLowCost. We deliver quality TV advertising, TV production and media at an amazing value. Ourlow-cost business model devlivers quality and security to our clients.  You can find out more about TVLowCost at our web site or Facebook

Danny Klein is the Creative Director of TVLowCost USA.

Your brand on TV for less than thought possible

How can you be on TV. With TVLowCost USA your brand can be. We bring the brains, processes that can not be duplicated, pre-negotiated production and unbeleivable value to our clients. And some of our clients are the biggest brands there are! Quality and low-cost TV production and media, what a needed combination for 2009!

Sacrifice nothing, except for the excess of typical TV. Find out more. Call Jim Lurie at 646-839-6239.

Great ideas come from looking forward, not to the past.

Smart thinking

 

 

 I always enjoy reading Jonathan Salem Baskin’s, but his column from the 1/26/09 issue of Advertising Age – “Great ideas come from those who are willing to experiment” really struck a cord.

 After all, that is why TVLowCost was invented. Simply put, we are a group of experienced Madison Avenue guys who talked to many CEO and CMO and learned what some of their concerns were with their ad agencies relationships. Top among them was compensation and compensation structure, time to market, overall value and cost. Then taking what we knew from years in the business, we blew up everything we knew and started from scratch in order to build a better mousetrap. In the words of Mr. Baskin, we at TVLC,  “Stopped Mining the Past for Inspiration”

Rather we built a new model that address today’s tough economic climate. But instead of starting over for an ad, or a campaign, we reinvented a process and a value offering and created something that is entirely new to an industry.  And it can not be easily duplicated. Especially by those that have been in the business and have established overhead and other politics that go along with TV advertising. But in fairness, our model requires change from not only our process, but it takes a bit of work on the part of our fabulous clients… but the rewards, savings and increased sales are certainly worth it.

Call me at 646-839-6239 or email lurie@tvlowcostusa.com  to learn how TVLC can deliver an AMAZING value for those that can look beyond the past.

Are you looking for an ad agency that was made to get more for less – espeacially during a recession? Or “a low-cost TV advertising agency”? Or “cheap TV spots that deliver quality”? Or “affordable TV advertising”? Or ”discount TV spots”? Whatever you call it, TVLowCost, the 1st Low-Cost TV agency network is THE PERFECT ANSWER !

Cut your TV cost by 75%

Are you looking for an ad agency that was made to get more for less – espeacially during a  recession? Or “a low-cost TV advertising agency”? Or “cheap TV spots that deliver quality”? Or “affordable TV advertising”? Or ”discount TV spots”? Whatever you call it, TVLowCost, the 1st Low-Cost TV agency network is THE PERFECT ANSWER !

Launched 4 years ago our unique agency network is in the U.S. and already based in 11 countries. You may ask yourself why? Simply because we bring affordable TV advertising solutions to advertisers willing to change the way TV is developed, without reducing quality, but significantly reducing the cost of their advertising effort.
Traditional “high cost” advertising agency competitors are unable to reduce their costs when their own client’s, more than ever, need to promote themselves at the lowest possible cost!
Traditional “high cost” advertising agencies continue to believe that a beautiful headquarters is important to seduce clients, when it is probably the contrary.
Traditional “high cost” advertising agencies continue to shoot expensive and complicated TV commercials in exotic locations in order to win creative awards, when clients need TV ads that sell.
Traditional “high cost” advertising agencies have not perceived yet the intensity of the competition on which their clients. And they don’t really care to. Recession is everywhere and advertisers are obliged to reduce their costs everywhere, including on their marketing expenses, no discussion. Our low-cost business model is designed to help advertisers get more for their money. It’s time for them to change their advertising partners and discover that TVLowCost can do “MORE FOR LESS” and help them grow in this very tough period!

No surprise is the best surprise.

No surprises with TVLowCost

The difference between « high cost » ad’ agencies and TVLowCost ? With us there are no bad surprises at the end of TV development! Are you tired by the outrageous prices of your “high cost” advertising agency ? Why not consider working with TVLowCost ?

The only surprise you will face is … NO SURPRISE! Surprising, no ? And with budgets being trimmed more and more each day, the security of one low price becomes more and more important. But with TVLowCost, quality is NOT compromised – click here to see examples of our global commercials

And you don’t even need to change your agency relationship… just try us and we are sure you will like what you receive and will work with us again and again because you want to, not because you have to.
To find out more call Jim Lurie at 646-839-6239 or email at lurie@tvlowcostusa.com

In crisis there IS opportunity.

 

With the economic situation not limited to U.S. the issue of tightening budgets affects marketers everywhere. Which is why we’ve adopted an international low cost model, TVLOWCOST. 10 offices worldwide, over 110 clients in just 3 years. TVLOWCOST have gone to air with over 420 commercials and we are achieving phenomenal results for our clients.

At TVLOWCOST USA we put together a simple package which includes EVERYTHING.

ALL creative, strategy and media planning, the first month TV media and production of TWO–THREE TV commercials – it even includes focus group research.

• For only $500,000
• 150 TARPS
• 700-1000 national spots
• Multiple TV Ads
• All creative costs
• Research – Focus Groups

No other agency provides you with this much value. Along with sound strategy and the experience. At TVLOWCOST you only partner with the senior team who have been in the ad industry for years. TVLOWCOST is the solution for brands who have previously found TV unaffordable and those brands that want to get more for less. Now there’s an affordable way to get on TV, increase exposure for your brand and squeeze more out of your marketing budget.

GET MORE FOR LESS – TVLOWCOST IS THE 1st ADVERTISING AGENCY CREATED TO REDUCE THE COST FOR ADVERTISERS.

 

Additional Information:

 

o        www.tvlowcost.com: From here you can view over 100 spots that we have developed from around the globe (click on the TV Campaigns link) You will also find out more about our global network from this site.

 

o        Article on Forbes.com: http://www.forbes.com/claytonchristensen/2008/10/03/tvlowcost-southwest-united_leadership_clayton_in_rc_1003claytonchristensen_inl.html  This article highlights how as the economy is getting tougher and tougher, TVLowCost is changing TV advertising for the better. This appears on Christensen’s section of Forbes.com.

 

Contact: Jim Lurie, President, TVLowCost USA; 646-839-6239; lurie@tvlowcostusa.com

 

Budget reductions are today’s reality. See how leading companies are getting more for less with TVLowCOST.

 BREAK THE RULES…with TVLowCost you can improve the efficiency of your TV advertising, even at lower budget levels.

Not a single day goes by without reading or hearing that companies are reducing their marketing expenditures, it’s today’s reality and it is highly probable that this will continue through 2009 and beyond..

This is a major opportunity for advertisers to BREAK THE RULES !
It’s when one has “no choice” that one will find new and original solutions. It’s the ideal moment to see “what’s new” in the advertising world, it’s the moment to identify new partners who will help your company face this difficult period and GET MORE WITH LESS.

One thing is sure: the same old established methods and advertising partners will not create change for the better!

TVLowCost is the first and only TV advertising specialist that has adopted the low cost concept for qualitative “tailor made” television campaigns. We bring advertisers a completely new and fresh approach to television advertising that cuts the overall development cost of a TV advertising campaign.

So if you are a bit “stressed” by the prospect or necessity of cutting your advertising budget, “de-stress” yourself, in just ½ hour meeting we will show how we reduce marketing budget, ensure quality and create TV efforts that are much more efficient than with your “high cost” advertising agency ! Have a look at our international web site or to learn more about TVLowCost in the U.S. contact Jim Lurie at lurie@tvlowcostusa.com or 646-839-5239!