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Business Ideas – 3 Business Lessons From David Ogilvy

Business Ideas – 3 Business Lessons From David Ogilvy

 

david ogilvy

 

Today we’re going to look at how a young man who had never written an advertisement in his life started an advertising agency with only $6,000 to his name and went on to become one of the most sought after marketers in the world. This is the story of advertising legend David Ogilvy and the top 3 lessons that you can learn from his success.

 

“Don’t bunt. Aim out of the ball park. Aim for the company of immortals.” – David Ogilvy

 

David Ogilvy (June 23, 1911–July 21, 1999) was the founder of Ogilvy & Mather and is known as the “father of advertising.” He took the long road to success working as a hotel chef, a British Intelligence officer, and a traveling salesman selling kitchen stoves door to door. He had success in sales and thought he could help other companies improve their marketing efforts so he started his own advertising agency in 1949. He was 38 years old, had never written an advertisement in his life and only had $6,000 to his name, but he had a big dream and wanted to see it through.

 

Attracting clients was a challenge in the beginning but he focused on getting results for his clients and he firmly believed that the best way to get new clients was to do outstanding work for his existing clients. The few clients he was able to get loved his approach. They rewarded him with larger budgets and referrals to other potential accounts. After building up his business in New York he decided to merge with the London based agency Mather & Crowther in 1965. It gave his firm an international reach and the next year Ogilvy & Mather was the one of the first advertising agencies to go public.

 

His company was acquired in 1989 for $864 million after Ogilvy built up a reputation for being “the most sought-after wizard in the advertising industry” according to TIME magazine. He was elected to the U.S. Advertising Hall of Fame in 1977and was inducted into the Junior Achievement U.S. Business Hall of Fame. His legacy continues to leave a mark on everyone in the advertising world and his story provides lessons in marketing that we can all learn from.

 

 

Action Item #1: Get Your Clients Results
Action Item #2: Test, Test, Test
Action Item #3: Hire Great People

 

 

True Story

 

In his ads, Ogilvy would often make the company logo twice the size — “a good thing to do because most advertisements are deficient in brand identification.” He would also show his client’s faces “because the public is more interested in personalities than in corporations.” Other Ogilvy techniques included studying and imitating graphics used by editors, since “it has been found that the less an advertisement looks like an advertisement, and the more it looks like an editorial, the more readers stop, look and read.” He would place photographs at the top of his ads, given that “people have a habit of scanning downwards,” and also learned that there is little value in saying something without illustrating it because “the viewer immediately forgets it.”

 

Quotes

 

“The most important decision is how to position your product.”

 

“The psychiatrists say that everybody should have a hobby. The hobby I recommend is advertising.”

 

“Raise your sights! Blaze new trails!! Compete with the immortals!!!”

 

Business Ideas: 3 Business Lessons From Henry Heinz

Business Ideas: 3 Business Lessons From Henry Heinz by Evan Carmichael

 

henry heinz

 

Today we’re going to look at how the son of immigrant labourers went against the dream his parents had for him to become a preacher and built one of the most successful companies in the food production business. This is the story of Henry Heinz and the top 3 lessons that you can learn from his success.

 

“To do a common thing uncommonly well brings success.” – Henry J. Heinz

 

Action Item #1: Create a Catchy Slogan

 

Whatever industry you’re in, you probably have many competitors. How can you stand out from everyone else? A great way to cut through the clutter is to create a catchy slogan that highlights what you’re really good at.

 

Heinz was looking for a slogan while riding on a streetcar in New York one day in 1896. He then saw an advertisement for a shoe store; it read “21 Styles.” According to Heinz: “I said to myself, ‘we do not have styles of products, but we do have varieties of products. Counting up how many we had, I counted well beyond 57, but 57 kept coming back to my mind. Seven, seven — there are so many illustrations of the psychological influence of that figure and of its alluring significance to people of all ages and races that ’58 Varieties’ or ’59 Varieties’ did not appeal at all to me as being equally strong.”

 

With that, Heinz immediately jumped off the streetcar, went down to the print shop, and drafted up a card with the new 57 Varieties slogan. Reflecting back, Heinz acknowledged: “I myself did not realize how highly successful a slogan it was going to be.”

 

Action Item #2: Be Unique with Your Promotions

 

Another great way to cut through the clutter and have potential customers pay attention to you is to be unique with your promotional campaigns.

 

No tactic was too flashy or gaudy for Heinz. He wanted his products to stand out and shine — literally. In 1900, Heinz decided to erect the first ever electric sign in New York City, on the corner of Fifth Avenue and 23rd Street in Manhattan. Standing six stories tall, the sign was a large electric-lit pickle that bore the Heinz name and its “57 Varieties” slogan. In the display room below the sign, Heinz’s employees could be seen packing miniature pickles into bottles. The sign took 1,200 light bulbs to build and cost the company some $90 every night, but for Heinz, it was all worth it. For years, this electric pickle impressed shoppers along the famous New York strip and served as invaluable advertising.

 

Heinz was a master promoter, and was even responsible for pioneering one of the major trends in the industry. Obsessed with quality, freshness, and cleanliness, Heinz invented the concept of the “factory tour.” Anyone who was interested in seeing how Heinz produced and packaged his products was now allowed to witness the process first-hand. He was confident in his operations and believed opening it up to the public would help build confidence and trust in his company. The move sparked an outburst of positive publicity, not to mention a wave of copycats.

 

Action Item #3: Have a Quality Product and Be Proud of It

 

Most of the famous entrepreneurs achieved success not because they were trying to make a lot of money but because they created a product or service that was good quality and they were proud to make and promote.

 

Heinz was very proud of all of his products. In addition to allowing the public access to his factories, Heinz also opened up his products to them — literally. He was one of the first to ever package his products in clear, glass bottles. Heinz’s competitors would often use filler ingredients to pump up the volume of their products, and then conceal the fact by using opaque, coloured containers. Heinz wanted his customers to see exactly what they were buying. He was proud of his products’ quality and offered transparent bottles to ensure customers they were getting their money’s worth.

 

Heinz’s biographer, Robert C. Alberts, claimed that Heinz had hit on one of the most important and shaping business ideas of his time: that a pure article of superior quality could find a ready market through its intrinsic value, so long as it was packaged and promoted properly.

 

Toby Eccles: Invest in social change

Toby Eccles: Invest in social change

toby eccles

 

Here’s a stat worth knowing: In the UK, 63% of men who finish short-term prison sentences are back inside within a year for another crime. Helping them stay outside involves job training, classes, therapy. And it would pay off handsomely — but the government can’t find the funds. Toby Eccles shares an imaginative idea for how to change that: the Social Impact Bond. It’s an unusual bond that helps fund initiatives with a social goal through private money — with the government paying back the investors (with interest) if the initiatives work.

Toby Eccles has created a radical financial instrument that helps private investors contribute to solving thorny public problems.

 

WHY YOU SHOULD LISTEN TO HIM?

 

All too often, an ex-inmate walks out of prison with the exact same problems he or she walked in with: lack of skills, lack of support, no job. And they end up re-offending and back in jail. It’s an expensive problem to fix, but it’s a much more expensive one to ignore. A director at Social Finance in London, Toby Eccles explores the arbitrage between those two options.

 

In 2010, his pioneering Social Impact Bond allowed private investors to support a UK program targeting ex-prisoners who served short sentences (the limited government funding only goes to ex-inmates who served long terms). The £5m scheme, funded by 17 investors, supports training and support for 1,000 ex-inmates; if they re-offend less than a control group, the government will pay investors back, plus interest, through the savings accrued by achieving the program’s targets.

 

More such bonds are now being tried across the world, including in New York City and Massachusetts (both addressing recidivism), and extended to new fields such as development. Eccles founded Social Finance in 2007, and he oversees all of the firm’s social impact bond work, where, he says: “We are incentivised to work with the complicated and with those willing to change.” “We are incentivised to work with the complicated and with those willing to change.”

 

Beyond Assumptions: Bruce Cohen

Beyond Assumptions: Bruce Cohen

 

In this motivating talk, Bruce Cohen encourages listeners to realize the potential of unfilled promise, both theirs and others. As a metaphor for attenuating our own untapped potential, Cohen compares the core of an individual to a cooling ember. Distractions and the loss of appreciation for our potential mask the relationship of our core to reality, and as such, our decisions may be ungrounded, thus increasingly resulting in an unsystematic world. According to Cohen, assumptions perpetuate the making of such ungrounded decisions, and refocusing with respect to our core may allow us to truly appreciate our talents and our potential for the future. The ember can also be the beginning of a great fire.

 

Bruce Cohen is the president of Embervision, a New York City-based consulting firm.

 

 

Duane Cashin – Inspiring Entrepreneur

Duane Cashin – Inspiring Entrepreneur

In business, people often see their environment as competitive and struggle with how to stand out. Those who have heard Duane Cashin see things differently. Duane draws from his 20 plus years of experience as a top salesman and entrepreneur to deliver clear insight on how to effectively differentiate one’s offering in today’s marketplace. Duane shows that people can tap into those things that truly make them unique to get real results. With the perfect blend of storytelling, humor, passion, and straight talk, Duane challenges his audiences to rethink everything from their approach to communicating the unique value of their offering, to their attitudes toward selling and serving. Duane’s analogies, metaphors, and real-life stories combined with his warm and witty style will keep you laughing while you learn sound business and life principles. He will infuse you with a passion for success and leave you with a vision of your higher purpose and a drive to achieve your personal best.

 

Matthew Hussey | The Psychology of Entrepreneurship

Matthew Hussey | The Psychology of Entrepreneurship

Matthew Hussey, declared the “Anthony Robbins of the 21st century” by 21 Convention architect Anthony Dream Johnson, Matthew’s rise to success as a speaker and a coach has been meteoric. From beginning as a one to one coach working with people in coffee shops, he now runs programmes across the globe for people looking to take every area of their lives to the next level.

With packed out seminar rooms from London to New York, he is a rising star in the speaking world and is gaining international status as a life strategist — transforming the lives of individuals of all ages, from every walk of life.

Matthew has created two major coaching companies that cater to customers from all across the world. The first, www.matthewhussey.com started as Matthew’s very own passion project. This has been built into a world-renowned service for peak performance coaching where he now has the full backing of a whole team of experts. His creations include specialist programmes on confidence, impact, and full life transformation retreats held in 5 star locations globally. Here clients spend 6 days in luxury villas in exotic locations where they have their own private chef and are coached by Matthew personally the entire time. Recent retreats have included Nice and Florida. His larger seminars take place anywhere from London to packed out rooms in New York’s Times Square.

Matthew soon become known for his extensive coaching and research into the world of human attraction, resulting in his latest venture, www.gettheguy.co.uk which exploded onto the scene in 2008, immediately gaining mass media attention in both the UK and the United States. The company recently released a DVD program which has already been reviewed by Okay Magazine, and Matthew’s notoriety in the area of human attraction landed him a spot as the resident dating expert on ITV’s This Morning as well as being a regular columnist for Now magazine.

Matthew has now been featured on major TV stations across the world. He’s provided advice on CNN, GMTV, The Today Show for America, NBC, and featured on a primetime BBC3 series ‘Undercover Princesses’. Matthew is also featuring in a new prime time series for Living TV ‘House of Grazia’ (released June 2011) and is the primary expert on a brand new prime time MTV series (which will be released globally to 60 nations in October 2011).

Under his MH brand he has been contracted to work with various prestigious individuals and large corporations. Private clients have included directors of major FTSE 500 companies including Morgan Stanley, hedge fund managers, and even royalty.

He has also partnered with major institutions in charities. In 2010 he was invited to lecture at Oxford University to the department of Neuroethics. Other talks include training for teachers at the highly regarded ‘Teach First’ annual conference, and a charity speech with members of the royal family at the Children In Crisis annual dinner.

He has become known for partnering with renowned global brands. In 2010 he worked side by side with makeup company Bare Escentuals on the launch of their new foundation product, and with Hugo Boss on the launch of their major 2010 fragrance, Boss Bottled Night. He has now been contracted to work with the large cologne chain ‘The Perfume Shop’ to increase their brand presence in 2011.

In mid 2010 he hosted the ‘Sales Consultant Of The Year Awards’ for Proctor and Gamble. He also worked with the entire women’s network of US Legal giant Weil-Gotshal in empowering them in a corporate environment, as well as the senior employees of Accenture in improving their confidence and impact in the workplace.

Through his database and his clients, Matthew now works with tens of thousands of people across the world every year. Clients fly from all over the world to visit his programs in London, as well as travelling to be part of his immersive life-transformational retreats.

 

$190 Million Estate: America’s Most Expensive Home For Sale

$190 Million Estate: America’s Most Expensive Home For Sale

Greenwich, Conn. has long been known for its pricey ZIP codes, enviable proximity to New York City, and of course, a diaspora of wealthy Wall Street residents that has earned it a nickname as the hedge fund capital of the country. Now the tony town will be known for something else: as the location of America’s most expensive home for sale.

With an astounding asking price of $190 million, Copper Beech Farm has come to market as one of Greenwich’s last ‘Great Estates,’ a designation assigned by the Junior League of Greenwich in a 1986 coffee table book highlighting the town’s 46 most architecturally significant historic abodes. At that nine-figure price tag, Copper Beech Farm trumps every other U.S. residence publicly listed for sale, asking nearly 30% more than the country’s second most expensive home, the $135 million Crespi-Hicks estate in Dallas, Texas.

 

The Power of Writing: Rebecca Wallace-Segall

The Power of Writing: Rebecca Wallace-Segall

Rebecca Wallace-Segall is the founder and Executive Director of Writopia Lab and teaches writing workshops in NYC. She lectures at schools, events, and parents’ organizations on How to Inspire the Writer Within Your Child. She has been awarded recognition from The Scholastic Art & Writing Awards as an “outstanding educator” and has contributed op-eds about education and writing to The Atlantic Monthly and The Wall Street Journal.

 

The Model of Hope: Daniel Simkin and Ethan Wasserman

The Model of Hope: Daniel Simkin and Ethan Wasserman

Daniel Simkin is the co-founder and co-director of HopeBook, Inc, a nonprofit organization dedicated to help cancer patients. He was born and raised in Venezuela. In 1997 he was diagnosed with Non-Hodgkin Lymphoma and the doctors’ prognosis revealed that Daniel would only live for two months. He not only survived and lived past those two months, but he fought cancer for a year. He remembers that there were 23 other children in the Cancer Ward at that time who were also battling this horrible disease, of which he is one of only three survivors from that group. Today he has been cancer free for 15 years. For Daniel, cancer has changed his entire viewpoint on life, and he really enjoys helping cancer patients. Daniel is the co-founder and co-director of HopeBook, Inc, a non-profit organization dedicated to help cancer patients.

Currently, Daniel lives and studies in New York City. He is majoring in Business Management and minoring in Mathematics at Yeshiva University and will be graduating in 2014. Daniel is a serial entrepreneur who, at 22 years of age, has created six different companies. Daniel plans to continue dedicating his time to those with cancer.

Ethan Wasserman is a co-founder of HopeBook, a non-profit that helps young cancer patients through the tough challenges they face everyday. His co-founder suffered from cancer and realized that even simple questions like, “Why is this happening to me?” are hard to answer. HopeBook was started to provide these answers and stop patients from feeling alone. HopeBook is a community project dedicated to creating, distributing and providing hope to patients in the form of a book. This interactive diary is a collection of information, games, health facts and stories of people who overcame the same struggles and are alive and thriving today. It provides a vision of a future to patients by sharing stories of many others who survived the same disease. It has created a network of friends who use their experiences to help current patients. Ethan graduated Yeshiva University with degreesin Psychology and Political Science. He is currently a Presidential Fellow for the Sy Syms School of Business at YU.

 

Danny Meyer & Michael Romano, “Family Table”

Danny Meyer & Michael Romano, “Family Table”

MICHAEL ROMANO is the culinary director for the Union Square Hospitality Group. The James Beard Foundation has named him Best Chef in New York City, awarded the Union Square Cafe Outstanding Restaurant of the Year, and inducted him into the Who’s Who of Food and Beverage in America. With Danny Meyer, he is coauthor of The Union Square Cafe Cookbook, which won an award from the International Association of Culinary Professionals, and Second Helpings from Union Square Cafe.

Called “the greatest restaurateur Manhattan has ever seen” by the New York Times, DANNY MEYER is the CEO of the Union Square Hospitality Group which has won an unprecedented 25 James Beard Awards and encompasses such famous restaurants as Gramercy Tavern, Union Square Cafe, and of course, Shake Shack. His business book, Setting the Table, was a New York Times and Wall Street Journal bestseller. And we are excited to have both Danny and Michael at Google New York to discuss their new book FAMILY Table.