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Click on the topics below to read older, but still relevant, news and perspectives from Third Person...

8/13/2014
Our new web site is out of sight

7/30/2012
Fancy Advertising Can Set You Up For Failure

3/20/2012
Mining Gold from Old Marketing Channels

3/19/2012
SEO Series: Lesson #3 of 7

12/23/2011
SEO Series: Lesson #2B of 7

12/20/2011
Two Heads of Franchise Marketing

12/20/2011
5 Tips for More Powerful Internet Searches

12/16/2011
SEO Series: Lesson #2A of 7

12/9/2011
SEO Series: Lesson #1 of 7

12/8/2011
SEO Series: Introduction

11/16/2011
Marketing Simplified - An InfoGraphic

10/27/2011
New Generation of Market Research Services

9/15/2011
Is Your Advertising Agency the Right Fit for You? Pt 3: Chemistry

8/29/2011
Must Ask Social Media Questions #2

8/17/2011
Is Your Advertising Agency the Right Fit for You? Pt 2: Cost

7/25/2011
Must Ask Social Media Questions #1

6/28/2011
Why You Should be Using Psychology in Advertising

5/25/2011
Is Your Advertising Agency the Right Fit for You? Pt 1: Creativity

4/22/2011
What Does it Cost You to "Do It All"?

3/17/2011
Marketing & Advertising Are NOT the Same

3/4/2011
Our Advertising Agency Promise to You in 2011

2/15/2011
Now Hiring: Advertising & Marketing Intern

2/8/2011
Advertising Partner Teaches Guerrilla Marketing

1/20/2011
Web Site Analytics Using Heat Mapping

1/4/2011
Tips for Effective Marketing Planning

12/20/2010
The Story of Rudolph the Red-Nosed Reindeer

12/9/2010
Our New Advertising Vice President - Account Services

11/15/2010
5 Reasons to NOT Use Home Pages in PPC Ads

11/1/2010
10 Marketing & Advertising Commandments

10/19/2010
New Agency Team Members

9/27/2010
Great Advertising is Not For the Faint of Heart

9/16/2010
The Advertising Merry-Go-Round

8/16/2010
Measuring Social Media ROI

8/4/2010
3 Social Media Myths

7/21/2010
Email & Direct Mail Still Best to Drive Sales

6/17/2010
Batteries Plus Selects Third Person, Inc.

5/4/2010
Web Site Design for Manufacturing

4/20/2010
Advertising Intern - Summer 2010

4/16/2010
Bemis Clysar Direct Mail Results

4/7/2010
Bemis Clysar Selects New Ad Agency

4/2/2010
A Twitter Client Comparison

3/2/2010
Third Person VP is also UWM Instructor

2/2/2010
Now Hiring: Advertising & Marketing Intern

1/28/2010
3 Side Effects of Social Media - #3

1/15/2010
3 Side Effects of Social Media - #2

1/14/2010
Milwaukee Art Museum Selects Third Person, Inc.

1/5/2010
3 Side Effects of Social Media - #1

11/19/2009
Batteries Plus Chooses Third Person, Inc.

11/10/2009
Third Person Twitter

9/30/2009
7 Free Keyword Research Tools

9/20/2009
6 Free Resources for Understanding Twitter

8/18/2009
How much time do people spend on social media?

8/4/2009
The "Get Started on Twitter" Resource

7/2/2009
It's Official — Non-profit Organizations Love Third Person

6/26/2009
Get Free Wisconsin Chamber Orchestra Concerts on the Square Tickets

6/9/2009
The "Get Started with Linked In" Resource

5/29/2009
Center for Deaf-Blind Persons Chooses Third Person

5/13/2009
JSOnline Selects Third Person Founder as a Top Milwaukee Twitter-er

5/5/2009
The "Get Started with Social Meida" Resource

5/1/2009
Thank You Loras College Students

4/22/2009
Introducing "Perspectives" - Our Free E-publication

4/13/2009
Vulcan Industries Corporation

4/9/2009
School Perceptions Launches a New Web Site Designed by Third Person

3/4/2009
Search Engine Optimization

1/30/2009
Harley-Davidson

1/9/2009
New Berlin Plastics

12/10/2008
Social Marketing Strategies

11/19/2008
Third Person - Guerilla Marketing Campaign

11/14/2008
Melinda's Mutterings:

10/28/2008
Brady Corporation

10/15/2008
Von Schrader

9/29/2008
Valpak & The Martha Stewart Show

9/16/2008
School Perceptions & University of Wisconsin-Madison

8/27/2008
Harley-Davidson

4/22/2008
Valpak

Current Third Person News

August 13, 2014

Milwaukee Ad Agency, Third Person, has a new web siteThird Person, Inc.'s new web site is now live at www.third-person.com.

Milwaukee, WI –  We've modernized our site and chose to focus on what you are most interested in...our work and our clients. So why is this site still here? Because we've done such a good job of optimizing www.third-person.net over the years, that it shows up pretty high in Google's search results. So this site is going to hang around for a while longer. But if you really want to know what's new with us, visit our new site at www.third-person.com

July 30, 2012

3 Tips to Help You Deliver On the Expectations Created By Your Advertising

Wrap Your Franchise Offer in the Right Type of AdvertisingA few weeks ago, I had the pleasure of attending my nephew's birthday party. It was your typical event that included the customary opening of presents.

It was this part of the event that caught my attention.

When my nephew looked over the bounty before him, he clearly had his eye on one present in particular. It was a large box, with bright, colorful wrapping paper, a huge coordinating bow and lots of curly ribbon. Frankly, it just looked like there was something amazing in there.

As my nephew tore off the paper and ripped open this box, it was hard to miss his sudden change in expression when he found nothing but clothes inside, the ultimate bummer of a present for a young child.

I know… Leave it to me to find a correlation between a child's birthday and franchise advertising, but never-the-less, here it is.

Frankly, a good marketer or ad agency will be able to wrap your offer up in "pretty paper," but all of that won't matter if you can't deliver the goods they're expecting. Then,  just like the pretty box of birthday clothes, you'll be pushed to the side without a sale.

So what can you do to make sure you're delivering the goods? Here are three tips to help.

• Ensure that goods inside are as unique as the wrapping.

There's nothing quite like unwrapping three uniquely wrapped gifts only to find that each contains the exact same toaster. What a let down.

Your unique selling proposition (USP), sometimes referred to as your value proposition or value statement, is the single most important element in making your business successful. To make a place for your business in the mind of your customer, you've got to do something or offer something different than any one of your competitors. No one else can say it. Even if they tried, it wouldn't be true. The more distinct your USP, the greater your chance for marketing success.  

Does your franchise have one? Until you do, success will be elusive.

• Make sure that there's actually something inside all that fancy wrapping.

Unfortunately, I see this a lot, especially with paid search or social media advertising. An ad will say something like "We can build your franchise in 16 weeks." Then, that ad drops you at the site's generic home page which says absolutely nothing about that build-out plan. 

Sure, you may talk about the 16-week-build-out somewhere on your web site, but a visitor is giving you only a few seconds to impress them with what's inside your gift-wrapped package.  Essentially, you've given the customer nothing more than a beautifully wrapped — but very empty — box.

• Make sure your wrapping is appropriate for what you're including inside.

Yes. There's nothing wrong with giving kids clothing for their birthday. The problem in this scenario is not the gift itself, but the expectation that was created by with the wrapping and the setting. Kids clothing as a gift certainly make a very nice gift, but should not be featured as the biggest, fanciest gift at a child's birthday party. The gift just cannot deliver on the expectation.

The same is true with your advertising.  You don't want to treat your "Save $20,000 in franchise fees" offer the same as your more run-of-the-mill free whitepaper offer.  For your more typical offerings, use the marketing equivalent of a gift bag and save the fancy bows, big boxes, and shiny wrapping paper for your most unique and valuable offers. 

March 20, 2012

Milwaukee Advertising Agency, Third Person, helps franchise marketers strike advertising gold with 'old' marketing channelsJust Published in Franchise Update:
"Mining 'Gold' From 'Old' Marketing Channels"

MILWAUKEE, WI –  Franchise Update, a leading trade publication for the franchise industry, published another article written by Melinda Caughill, our Partner of Strategic Marketing here at Third Person Inc.

"This article is incredibly relevant right now," explains Melinda. "The marketing and advertising world is so fixated on anything and everything digital. But, a smart marketer knows that there's still gold to be had from the more traditional mediums, like television, direct mail, outdoor, and guerrilla marketing. You just have to know when and how to use those channels."

Sound interesting? Read the full article, "Mining 'Gold' From 'Old' Marketing Channels" now at franchising.com.

THIRD PERSON INC. 205 West Highland Avenue, Suite 308, Milwaukee, Wisconsin 53203 — T (414) 221.9810 F (414) 221.9812

©2008 Third Person, Inc. All rights reserved.

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