Londre Marketing Consultants, LLC

“There is no such thing as soft sell and hard sell. There is only smart sell and stupid sell.”

— Charles Browder Marketing Newsletter

“Defer no time, delays have dangerous ends.”

— William Shakespeare,
(1564-1616), English playwright & poet

“Our greatest weakness lies in giving up. The most certain way to succeed is always to try just one more time.”

— Thomas Edison

“Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.”

— David Ogilvy, member, Advertising Hall of Fame

“Example is not the main thing in influencing others. It is the only thing.”

— Albert Schweitzer (1875-1965)
German medical missionary, Nobel Peace Prize winner

“There is no such thing as a mass mind. The mass audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.”

— Fairfax Cone, founder of Foote, Cone and Belding, and member of Advertising Hall of Fame

“When you arrive at a fork in the road, take it.”

— Yogi Berra

Don seems lucid about the fakeness of the awards process; he acknowledges that it “doesn’t make the work any better.”

“We keep seeing an upsurge in ‘Ambush Marketing.’  Ambush marketing is a marketing / advertising / promotional campaign that takes place around an event but does not involve payment of a sponsorship fee. Brands pay to become the ‘exclusive’ and ‘official sponsor’ of the high-level event, usually in a particular category or categories. Other brands then find ways to promote themselves in connection with the same event, without paying the sponsorship fee and without breaking any laws. Tricky and controversial examples:

       
• On the way to the Opening Ceremonies, I saw it with Nike and Fuji in Los Angeles at the ‘84 Olympics. Converse and Kodak were the official sponsors, in their categories.  Few remember that.
       
• In the ‘92 Summer Olympics in Barcelona; Nike sponsored press conferences with the U.S.A. basketball team despite Reebok being the official sponsor. During ceremonies, the players covered their Reebok logos.
       
• In the ‘94 Winter Olympics; American Express sponsored the Games despite Visa being the official sponsor.
       
• In ‘96 a British sprinter used contact lenses with Puma logos embossed.
       
• At the ‘02 Boston Marathon, Nike sprayed Swooshes on runners at the finish lines.
       
• In the ‘06 World Cup, sponsored by Anheuser-Busch, Bavaria Brewery doled out orange lederhosen stamped with its logo.
       
• Proctor & Gamble, in 2009, handed out cans of Pringles labeled ‘These are not tennis balls.’
       
• At the 2010 FIFA World Cup, Kulula (South African airline) pulled back its ambush ad after a FIFA complaint that it infringed its trademark during the ‘10 World Cup. Kulula.com’s ad described the company as the ‘Unofficial National Carrier of the You-Know-What.’ Also during the tournament, in an incident similar to the ‘06 World Cup, two Dutch women were arrested and 36 women ejected from the stadium when they were spotted wearing short orange dresses made by the Dutch brewery. Anheuser–Busch InBev’s Budweiser was the official beer, both events."
     

— Larry Steven Londre, 2010

“Mr. Draper, I don’t know what it is you really believe in, but I do know what it feels like to be out of place, to be disconnected, to see the whole world laid out in front of you the way other people live it. There is something about you that tells me you know it, too.”

“Men wanted for hazardous journey. Low wages, bitter cold, long hours of complete darkness. Safe return doubtful. Honour and recognition in event of success.”
Generating the largest response in the newspaper’s history, in 1914, Sir Ernest Shackleton placed this ad in The Times of London,
A perfect example of “direct-response” advertising.”

— Sir Ernest Shackleton

The pencil manufacturer told the pencil five important lessons:

• Everything you do will leave a mark.
• You can always correct the mistakes you make.
• What is important is what is inside you.
• In life, you will undergo painful shaping and sharpening, which will make you better.
• To be the best pencil you can be, allow yourself to be held and guided by the Hand that holds you.

— Author Unknown

“The beginning is the most important part of the work.”

— Plato

“Joe Gideon, the tightrope walker in All That Jazz, was asked why he risked his life every day for his career. He answered, ‘To be on the wire is life. The rest is waiting.’

“That’s the life of a marketing and advertising professional, too. When I’m engrossed in marketing strategies or tactics, with a client, in court or in the classroom I’m alive. I’m engaged; I’m attentive; I’m focused. I can tell you now, years later and with clear recall, campaigns and strategies that worked. I can remember a time a client asked me a question I hadn’t anticipated. I can tell you when, after wrestling with a difficult, competitive situation, I saw the light. Those great successes happen. They are memorable. Fun. Exciting.

“To be on the wire is life;  the rest is waiting.”

— Larry S. Londre
10/14/2006

“Problems are the price of progress. Don’t bring me anything but trouble. Good news weakens me.”

— Charles F. Kettering

“Nothing happens unless first a dream.”

— Carl Sandburg

“Recipe for success: Luck 10%; hard work 45%; right place at the right time 45%.”

— Ron Popeil

“It’s no longer enough to satisfy customers. You must delight them.”

— Kotler Marketing Management

“It’s no longer enough to satisfy customers. You must delight them.”

— Kotler Marketing Management

“If you can’t fly, run. If you can’t run, walk. If you can’t walk, crawl. But by all means, keep moving.”

— Martin Luther King, Jr.

“Recipe for success: Luck 10%; hard work 45%; right place at the right time 45%.”

— Ron Popeil

Your Mother Was Right.

You need to say “thank you.” Here’s how:

Start with the four basics of a solid thank you note…

1. Be prompt.

2. Be professional.

3. Be specific & brief.

4. Be real.

Roger Sterling: “As I said, advertising’s been half my life and I’m probably off by 50 percent.”
“The day you sign a client is the day you start losing them.”
“Being with a client is like being in a marriage. Sometimes you get into it for the wrong reasons and eventually they hit you in the face.”
“Old business is old business.”

Product placement is tricky.

“If you’re going to do Product Placement, you need to be creative and believable, in its execution” said Larry Steven Londre, managing partner at Londre Marketing Consultants, Los Angeles. “Sometimes, product placement is so overused and obvious.”

Bigger is not always better. More is not always better. One thing’s for sure: Product Placement isn’t the “be all and end all.”  It’s part of the “whole” Marketing, Promotion and Advertising program.

— Larry Steven Londre, www.luxurydaily.com, August, 2011

“Get a good idea and stay with it. Dog it and work at it until it’s done right.”

— Walt Disney

“YES”
1.  the favorite sales word of all-time (especially when used in conjunction with a paying prospect who can make a decision… and does).

“Whatever you can do or dream you can, begin it. Boldness has genius, magic, and power in it.”

— Goethe

There are moments in history when the pace of change is so fast and the shape of the future so fuzzy that we live in a constant state of beta.

— Bruce Nussbaum in a speech at the Royal College of Art, London, 6/27/07

“Writing well isn’t just a question of winsome expression, but of having found something big and true to say and having found the right words to say it in, of having seen something large and having found the right words to say it small, small enough to enter an individual mind so that the strong ideas of what the words are saying sound like sweet reason.”

— Adam Gopnik

“Be true to your work, your word, and your friend.”

— Henry David Thoreau

“If It Was Easy, Everybody Would Do It.”

— Anonymous

“The philosophy behind much advertising is based on the old observation that every man is really two men - the man he is and the man he wants to be.”

— William Feather

“Give them quality. That’s the best kind of advertising.”

— Milton Snavely Hershey

“70% of the visitors to the ‘12 Olympic Games in London will be funneled through a shopping mall before entering an event.  That’s 70 of each 100 in attendance.”

— (Sports Illustrated 9/5/2011)

“Pretend that every single person you meet has a sign around his or her neck that says, ‘Make me feel important.’”

— Mary Kay Ash, American business founder and woman

“We are living in a world today where lemonade is made from artificial flavors and furniture polish is made from real lemons. Plus there is no milk in Muscle Milk.”

— Alfred E. Neuman

“Your job is to sell, not entertain.”

— Jack Maxson, freelancer, creator of the Brookstone Catalog

“Obstacles are things an entrepreneur sees when he takes his eyes off the sales goal.”

— Larry Steven Londre '07

Anheuser-Busch’s philosophy was: “Spend money to make money and make friends.”

AB was the first to use pasteurization to keep beer fresh, the first to use refrigerated railroad cars and the first to bottle beer on a large scale.

“In the end, an organization is nothing more than the collective capacity of its people to create value.”

— Lou Gerstner, American businessman, former Chairman & CEO of IBM

“Advertising first entered my mind as an interesting career when I read a cover story on the subject in Time magazine.
And when my high school teacher asked me to do a presentation on a business I liked, I chose advertising….”

“Bill Davila and Miles Turpin both allowed me the opportunity to create and, at the same time, they pushed me - a
      wonderful combination.”

— Larry Steven Londre

“Give them quality. That’s the best kind of advertising.”

— Milton Snavely Hershey

“The entrepreneur, as a creator of the new and a destroyer of the old,
is constantly in conflict with convention. He inhabits a world where
belief precedes results, and where the best possibilities are usually
invisible to others. His world is dominated by denial, rejection,
difficulty, and doubt. And although as an innovator, he is unceasingly
imitated when successful, he always remains an outsider to the
establishment.”

— Theodore J. Forstmann

“Professionals, who know their subject areas well, know how to communicate their knowledge, experience, and expertise to others in everyday language, words and pictures.”

— Anonymous

“Words are, of course, the most powerful drug used by mankind.”

—
Rudyard Kipling

“Acting is observance. Observing is what I do.”

— Marlon Brando

“Don’t gamble on the future, act now, without delay.”

— Simone De Beauvoir, (1908-1986), French philosopher

“‘How’s your timing?’ The pace of business is faster than ever, so if you’re racing to beat the market, you’ll sometimes ‘have to make decisions on less-than-perfect information. Stop and think about the cost of being wrong, but don’t forget to calculate the cost of being last.’”

— Seth Godin

“Understanding consumer behavior and ‘knowing customers’ are never simple.”

— Kotler Marketing Management

“I’ve often thought how much easier it would be to run an advertising agency if you could only get rid of the creative department.”

— Martin Sorrell, WPP Group Chief

“Those who cannot remember the past are condemned to repeat it.”

— George Santayana,
(1905), philosopher

“A nickel ain’t worth a dime anymore.”

— Yogi Berra

Favorite Quotes from Mad Men

Greg: “I don’t want to have a fight.”
Joan: “Then stop talking.”

“If not now, when?”

— Hillel (30 B.C. - 10 A.D.), Sage & Scholar

“The Beatles laid the groundwork for many of the problems we are having with young people by their filthy unkempt appearances and suggestive music while entertaining in this country during the early and middle 1960’s.”

— Elvis Presley, 1970, with Richard Nixon at the White House and the FBI.

“Old wine and friends improve with age.”

— proverb

“They certainly give very strange names to diseases.”

— Plato

“Logic will get you from A to B. Imagination will take you everywhere.”

— Albert Einstein,
(1879-1955), German-American physicist

Roger: “Well, I gotta go learn a bunch of people’s names before I fire them.”

“The traditional ways of seeking competitive advantage are redundant and ...the company’s future lies with the ability to analyze the very considerable volumes of data it amasses about itself.”

— The Financial Times

The luxury industry should be concerned because luxury items are not a necessity. However, the most brands can do is convince consumers to spend by presenting incredible experiences, products and services. “Yes, I believe that the economy will and has been affecting the cruise industry,” said Larry Steven Londre, managing partner at Londre Marketing Consultants, Los Angeles.  “The economy and over-inventory have already affected cruising,” he said. “Everything is discounted.  “You see it in every email, in every brochure and the sites which are brokers.”

— Larry Steven Londre, www.luxurydaily.com, August 2011

“I am one who believes that one of the greatest dangers of advertising is not that of misleading people but that of boring them to death.”

— Leo Burnett

“Understanding consumer behavior and ‘knowing customers’ are never simple.”

— Kotler Marketing Management

“Don’t underestimate the importance of facts.  ...persuasion is possible, because all human beings are born with a capacity for logical thought.”

— Making Your Case
Supreme Court Justice
Antonin Scalia and Bryan A. Garner

“Give people a taste of Coke, and tell them its Coke. Then give them another taste of Coke, but tell them its Pepsi. Ask them which they prefer. They’ll think the two drinks are quite different. They are images you are tasting.”

— Larry Steven Londre, with input from David Ogilvy

“I sell products, not advertising.”

— Don Draper, Partner and
Creative Director, Sterling Cooper

“In Marketing, it’s about the ‘big idea,’ and executing it.”

— Larry Steven Londre

“Marketing is getting the right product or service to the right people (target market) at the right time, at the right price with the right communications and promotions.”

— Kotler Marketing Management

“Competitors can’t shoot you off the fence if they can’t get you in their sights.”

— John Barry,
named and made WD-40 a national sales sensation

“Science is nothing but perception.”

— Plato

“The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.”

— Claude Hopkins, Scientific Advertising

“Many a small thing has been made large by the right kind of advertising.”

— Mark Twain

“An apple a day keeps the doctor away. An onion a day keeps everyone away.”

— Anonymous

“It’s kind of fun to do the impossible.”

— Walt Disney

“The Mantra of Marketing: Marketing’s job is to create, communicate and deliver value to a target market at a profit.  Market Management needs to ‘Create Value,’ ‘Communicate Value,’ and ‘Deliver Value.’ There are three processes here:  Product Management; Brand Management; and Customer Management.”

— Kotler, at London Business Forum

“Words are, of course, the most powerful drug used by mankind.”

— Rudyard Kipling

“Marketing is getting the right product or service to the right people (target market) at the right time, at the right price with the right communications and promotions.”

— Kotler Marketing Management

“Luck is a dividend of sweat. The more you sweat, the luckier you get.”

— Ray Kroc, member, Advertising Hall of Fame

“What would life be if we had no courage to attempt anything?”

— Vincent van Gogh

“You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.”

— William Bernbach, member, Advertising Hall of Fame

“Talent is a dreadfully cheap commodity, cheaper than table salt. What separates the talented individual from the successful one is a lot of hard work and study.”

— Stephen King
American writer,
hard worker

“Ignorance is a powerful tool if applied at the right time, even
usually surpassing knowledge.”

— E. J. Potter

Headline: “Enjoy the best America has to offer.”

— Old Taylor 86 (1963)

Peggy: “You [Don Draper] know something. We are all here because of you. All we want to do is please you.”

“Sometimes, product placement is so overused and obvious.”

Bigger is not always better. More is not always better. One thing’s for sure: Product Placement isn’t the “be all and end all.” Product placement is tricky. “If you’re going to do Product Placement, you need to be creative and believable, in its execution” said Larry Steven Londre, managing partner at Londre Marketing Consultants, Los Angeles.

It’s part of the “whole” Marketing, Promotion and Advertising program.

— Larry Steven Londre, www.luxurydaily.com
August 2011

“Ideas you need, when you need them.”

— Londre Marketing Consultants, 1994

“We live in the present, we dream in the future, but we learn eternal
truths from the past.”

— Soon May-Lin

“Modern technology favors the skilled.  In a freer world, skill and intellect would still be rewarded, in some cases magnificently well.”

— The Economist

“I never did anything worth doing by accident, nor did any of my inventions come by accident; they came by work.”

— Plato

“There are ten magic words in marketing, advertising and direct marketing: Free, New, You, Now, Win, Easy, Introducing, Today, Save, Guarantee.”

— Direct Marketing Institute

“Right now, we are experiencing a massive explosion of creativity in tech and media, an extraordinary flowering of content and collaboration.”

— Fast Company,
12/2009

“When we think about privacy, it’s a huge topic and subject in my seminars and in the classroom.  It’s in the top three topics of interactive marketing, along with social and mobile.”

— Larry Steven Londre (2011)

Jim: “My Lord. That question just tied a knot in my brain.”

“If you want to be happy, be.”

— Leo Tolstoy

“The news marked ‘a day for the history books - if those will even exist in the future.’  In a sure sign that our consumer culture has passed the digital point of no return, Amazon said sales of e-books have surpassed hardcover sales.  E-books have outsold hardcover books at a rate of 180-to-100 over the last four weeks.”

— NYT July 20, 2010

“Time is money and money buys time. Time lets you enjoy money and money buys time.”

— Anonymous

Roger Sterling: “I feel like I should make a speech…get back to work.”

“The optimist sees the rose and not its thorns; the pessimist stares at the thorns, oblivious of the rose.”

— Kahlil Gibran, Lebanese writer

“Often you just have to rely on your intuition.”

— Bill Gates

“The only constant thing about our business is that everything is changing. We have to take advantage of change and not let it take advantage of us. We need to be ahead of the game.”

— Michael Dell, HBR