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Proven Techniques to Out-Advertise Your Competitors...Even When You Can't Outspend Them Workshop Leader: Barry Cohen & John Howlett Did you hire your brother-in-law for your last ad campaign or use the most expensive agency in town or do it yourself? Are you using the same old material or doing nothing at all? Do you believe you need to outspend the competition? This seminar covers everything from how to select and work with advertising counselors to evaluating which media to use. Learn how you can "out advertise" the competition - even if you can't outspend them. In addition to strategies for your creative and media campaigns, the seminar addresses the most critical item of all - how to effectively measure the success of your advertising. Based on his book, Ten Ways to Screw Up an Ad Campaign, Barry Cohen and his co-presenter, John Howlett, use real life examples to provide you with a guide to avoiding the most frequently made mistakes in advertising. Join Barry and John in this highly informative and entertaining seminar. Learn how to improve your company's performance. Who Should Attend: Marketing Directors, Advertising Managers, Product/Brand Managers and Especially Smaller Company CEO's. What You Will Learn: How to select the right advertising counsel, how to write ad copy that sells, how to devise promotions that drive traffic, how to evaluate media choices, how to stay on the right side of advertising laws and regulations, how to properly measure ad campaign results & how to evaluate creative campaigns. How You Will Benefit: This session will give you the benefit of learning from other people's mistakes, with real-life practical examples of both successes and failures. The presenters will provide you with proven techniques to take on even your well-capitalized and well-entrenched competitors--and win! Program Agenda: Barry Cohen will walk you through the highlights of the workshop that evolved into his book, followed by a Q & A session. John Howlett will dissect both winning and losing ads. Bring your best and your worst for an evaluation.
Barry Cohen began his advertising career 22 years ago, at a 1,000 watt AM radio station. He has worked on both the media side and the ad agency side of the business. Mr. Cohen operated his own ad agency for three years, and served as a General Manager of a commercial radio station, has worked at the flagship stations of both Park communications and the Buckley Broadcasting Corporation. Currently, he serves as principal of Ad Lab Media Communications, LLC, an ad agency/audio-video production company. Mr. Cohen holds a Bachelor of Arts in English cum laude from Kean University (1975), has addressed numerous chambers of commerce, business and civic groups on the subject of effective advertising. He holds six creative awards, including the Dynamic Graphics Foundation, the New Jersey Ad Club, and the prestigious national Silver Microphone Awards. Mr. Cohen has addressed over two dozen business groups, including Chambers of Commerce throughout New Jersey, the Mid-Jersey Business Expo, the Gateway Small Business Expo, the Radio Advertising Bureau's Annual Sales Conference, the Financial Institutions Marketing Association and the NJ Florists Association. He has been profiled in Entrepreneur, Business News NJ, US 1 News, Radio Business Report, Radio Ink and Radio & Records. In addition, he has been interviewed on News 12/NJ-TV, WBBR-AM Radio/NY, KYW-AM Newsradio/Philadelphia, KCCO-AM Business Talk Radio/Minneapolis & News-Talk Radio WJR-AM/Detroit.
It seems that John Howlett was destined to work in advertising. For as long as he can remember, John expressed an interest in the creative opportunities presented through advertising. It may have started when as a successful newspaper "entrepreneur" at the age of twelve, he developed a penchant to re-write and re-draw the ads in the newspapers that he delivered - kind of the new and improved version! While John has dabbled in other careers - teaching, coaching and the business owner/partner in a real estate company - his true "calling" is advertising. To date, he has received over one hundred awards for creative excellence and effective advertising during his career. John has worked as an art director, account executive, and creative director before he opened his own advertising agency, John Howlett & Company, in 1986. The company, now re-branded as "Adergy," still reflects John's passion and energy for the advertising business. Publications:
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