Your Ad Campaign: Don’t Blow It

Women Scientists

Corrections or additions?

These articles by Catherine Moscarello were published in U.S. 1

Newspaper on July 26, 2000. All rights reserved.

Guerrilla Marketing On a Shoestring Budget

Even if they prefer sandals to platform heels or


running shoes to wingtips, marketing managers can always relate to

dealing with budgets on a shoestring. Whether a company’s budget is

small or ample, says Susan Caputo, president of New Technology

Horizons, the question remains "what can they use to get the most

mileage out of the marketing budget?"

That is the central question of the New Jersey Technology Council

program "Guerrilla Marketing on a Shoestring Budget" at


Community College, 2600 Woodbridge Avenue, Edison, on Tuesday, August

1, from 4 to 9 p.m. Cost: $40. Go to or call


Caputo, the program moderator and a 1986 graduate of Rider University

with a major in communication, serves on a board at NJTC. Her company

provides marketing consulting services to growing businesses (E-mail:

"Even the biggest companies have tight budgets," says Caputo.

Her panel will examine public relations components, the strategy and

tactics behind general marketing plans, and some creative aspects

of direct marketing.

Today’s marketing manager is in a constant struggle to stay ahead

of new technological developments while simultaneously being squeezed

by the mandate to do more with less. A guerrilla mindset will foster

"out-of-the-box thinking," says Caputo, "which is critical

to call upon when an organization’s strained budget challenges even

the most creative individual. A survival-trained marketing manager

learns to search for that "one unique idea: that wasn’t thought

about before," she says.

Panelists are Katherine Kish of Market Entry on George Davison

Road in Cranbury (, Dom Cilea of Springboard

Communications in Marlboro, and Dan Regan of Princeton Partners

on Research Way (

Kish’s topic "Contradiction and Change: What a Marketer Needs

to Know" will deal with the "ambiguity and contradictions"

marketing managers are forced to confront daily. There’s an


conflict as marketing professionals make decisions based somewhere

between the information covered in Marketing 101 and "how things

really are." Confronting the "paradox between the demands

of high tech and high touch or the more human side of the marketing

piece" is an issue that needs to be examined, Kish says, and is

vital for effectiveness in making those decisions.

Regan focuses on the creative aspects of direct marketing plans using

list management and database development. Isn’t it an oxymoron to

mention lists, databases and creativity in the same breath? Not so,

Regan says. "It all boils down to concentrating efforts so that

we think about the kind of client we want and spend good energy

to make our business healthier and our clients happier." Despite

over 17 years in sales and marketing, Regan says he is constantly

learning about the need to pare down huge contact lists so that the

list "fits the needs of the agency and the agency fits the needs

of the client."

Cilea notes common mistakes that plague almost every public relations


Failure to determine vital factors, such as "who is

your audience, which publication best represents that audience, and

who from the publication best represents the information being


It’s critical to build good rapport and a working relationship with

the writers in targeted publications as well as to provide the writer

with good information.

Failure to publish timely news information. "Don’t

publish just to publish." Cilea recommends creating a calendar

to launch the continuing thread of news items about products, research

and development, changes in company directions in a timely and orderly

fashion. "Every press release should be THIN," says Cilea,

"…timely, honest, informative and newsworthy."

While these are good marketing tips for general commerce, Cilea

says there is a definite need for technology marketers to focus on

decoding the "techno-babble" for the average reader so that

"young, growing, companies can get the press they


— Catherine Moscarello

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Your Ad Campaign: Don’t Blow It

At the time, Nova seemed to be such a great name for

a great little car. Images of bright shooting stars, speeding


bursting with energy in the great reaches of the universe captured

the imagination. Except in Spain. The car’s name translated roughly

as "doesn’t go," not the best imagery for an automobile. A

more literal translation, however, alluded not to the performance

of the car but rather to the lack of performance of any male owner

of the car. Chevrolet had to shut down this car’s overseas advertising

quicker than Bob Dole can say "E.D."

There’s more than one way to unwittingly reverse soaring sales of

a product and Barry Cohen will share them at a Middlesex Chamber

seminar entitled "10 Ways to Screw Up an Ad Campaign" on


August 3, at 8 a.m. at the Clarion Hotel, Route 27, Edison. Cost:

$30. Call 732-821-1700.

Cohen is co-founder and a managing member of a three-year-old company,

Ad Lab Media Communication LLC, in Clifton. A 1975 Kean University

graduate who majored in English with a speech and theater minor, Cohen

started by selling ads for New Jersey and New York stations and even

managed a small station in Virginia. Ad Lab was created when his


and co-founder wanted to start up an audio-video production company.

It now focuses on the technology of advertising and how to help small

businesses plan and create successful ad campaigns.

Besides avoiding the pitfalls of the infamous Nova story, Cohen says

there is much to consider in planning an effective campaign, but the

basic idea is "to `out-advertise’ the competition, not outspend

them. It’s important to kick up the dust and get noticed," Cohen

says. There’s really no hocus-pocus to good advertising. Instead


a tangible formula that drives the results.

In assessing good marketing practices, Cohen says, find out not just

whether the advertising measures up, but also whether the measurement

you use measures up: "You have to throw out the rules. Get down

and dirty. Stop using cookie cutter formulas. You really can’t do

what was done 40 years ago, especially since habits have changed so

much in society. Probably the last dad who came home from work, sat

down in the living room and read the evening paper was Ward


Does that mean newspaper advertising is out? No, it just has to be

up-to-date and used more effectively.

People’s lives are compartmentalized with soccer practices, volunteer

commitments, family, work, and so much more. "You’ve got to come

up with ways to keep up with the changes, exploit the strengths of

the media you use, and create promotions that are larger than life

in order to spark your audience’s interest and make your campaign

come alive."

Cohen insists on saving 9 of his 10 actual tips for the seminar, but

he does offer mistake number one: Hiring your brother-in-law to do

your marketing.

— Catherine Moscarello

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Women Scientists

The Central Jersey chapter of the Association for Women

in Science, will meet on Thursday, August 3, at 6 p.m., at the West

Windsor Library, 333 North Post Road, for its annual mentoring


entitled "Guides and Guideposts." The meeting is free; for

information call Julia Heinrich at 732-235-5048 or Jennifer

Seamon at 732-235-5048 or E-mail:

Dues to this chapter are $10 for professionals and $5 for students,

and members are not required to belong to the national organization


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