The campaign was open. The workshop was not.
An after-hours enquiry is fine when the invitation explains the wait. An imaginary emergency desk is a rather different offer, however tidy the account looks.
Ideas, observations & things worth sharing
Small Campaigns
Occasional notes on practical advertising for specialist businesses.
Words by Jack Eagle
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6 storiesFresh perspectives
Three bidders, one workshop, and a very tired kettle
Set the scene in a small repair workshop. The kettle clicks off. Someone has put a screwdriver beside the biscuits. Across the desk, a media buyer opens a proposal containing more campaign divisions than the
Your tiny campaign does not need a bloody empire
A small specialist business needs a few useful enquiries. Somehow we keep responding with enough campaign machinery to invade a continent.
Before you bid on every town, look at the van
A wider map can produce a very impressive plan for a service team that has no way to make the visits. Put the travel conversation next to the campaign conversation.
The bracket, the blurry photo and the man who knew what to ask
A workshop conversation reminded me that a technical page can be useful without pretending it can diagnose every possible installation.
Tuesday is a capacity limit, not a marketing failure
If you only have one day to deliver a specialist service, a campaign should work around that reality instead of manufacturing seven days of disappointment.
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