Marketing Nightcap Vol. 14
_{The return of good ads.}

I’ll be the first to tell you as a marketing-minded entrepreneur that ads are not what they used to be.

Especially when it comes to big companies with big budgets.

There are many reasons for this but I’ll leave that for later editions.

That said, sometimes a major company gets it right.

I ran through the catalog of VRBO’s ads after seeing a Television spot from them this weekend.

I have to admit, I was impressed.

Their current advertising strategy is a noteworthy showcase of the kind of ads that can generate a signal, or get attention at least, in a world fueled by agency noisemakers.

As you’ll see in the clips that follow, they do two things extremely well that we can use in our respective efforts.

1. They position themselves against their competition in a strong way but do it without screaming “We’re better.”

2. They signal to their target that they are listening. That they are aware of what they ultimately want.

Those two things are a recipe for marketing success and operational success if delivered upon.

Take a look…

Good marketing always creates signal, because it connects, of course.

Go connect with your people.