You may remember in our last episode that we left our young buck in a shoe store refusing to run the ad he’d just spent so much time, effort and energy trying to sell.
If the object of his endeavor was to sell ads, why in heaven’s name did our novice refuse to run the shoe ad?
If that confuses you, imagine the utter dismay of the poor shopkeeper!
Only a week after he heard a bold haiku sales pitch that promised to bring human feet in need of shoes marching into his shop. Now, after he’d made up his mind to give the brazen young salesman his chance, he’d been turned down!
What gives anyway?
As the adman carefully re-folded the tracing paper back over the mock-up, the fledgling looked up at the wide-eyed shop owner, who had, understandably exclaimed,
“What? You won’t sell the ad to me? Why the devil not?”
“Well, because to be honest, a single ad won’t do you any good. People will see it and soon enough, they’ll forget about it. For advertising to be effective, you’ve got to remind them of yourself regularly. Then, when they need shoes, who will they think of first!”
When our wily coyote returned to Mirror HQ, Gord doubly lived-up to his surname, Dancy, and started dancing all around the office (thank God Kevin didn’t get his fans out!). Gord’s young acolyte had just returned with a briefcase full of ad orders, including a contract for a multi-month run of shoe ads.
These ads, combined with those Gord had sold, promised The Mirror would live to publish another day.
Gord, intoxicated with happiness promoted young Joe to the prestigious post of Retail Advertising Manager (RAM) on the spot!
Naturally the young man considered it a great honor. Even though it didn’t come with any increase in pay or other tangible benefit, it sounded great … and that made him feel pretty special about his foray into the the wacky world of advertising!
What became of The Mirror? Find out in our next compelling installment of Finding my way … The Burnaby Mirror, part 6, THROUGH THE LOOKING GLASS
Disclaimer: this snapshot in time was taken long ago. Today Burnaby is a thriving, integral part of the Lower Mainland, filled with commerce and gentle, loving citizens … who love hockey and beer!
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