It’s the little things that matter in life…and in marketing.
We’re often asked, “How much should an advertising campaign cost?”
Sorry, but there’s no simple answer to that question. Sometimes, the smallest, least expensive solution can have the biggest impact. As an example of this, we often point to one of the smallest clients we ever worked with. In Old Forge, NY, high up in the Adirondacks, there’s a tiny local store known as Old Forge Hardware. The place is so much more than a hardware store. Think general store meets local gift shop meets bookstore meets hardware store. This is the kind of place where you can spend an afternoon when the rain makes an Adirondack vacation seem more like a prison sentence.
We created a small sticker with the face of a black bear, and suggested the store give them away. Fortunately, they took our advice. The bear stickers have become the Adirondacks’ version of the Black Dog. We spot them everywhere, from our creative director’s Jeep to the door of our favorite bar in Bermuda—the Swizzle Inn.
Sometimes the little things, like a free sticker, can have the biggest impact.