Say It Ain't So
Gainer piped up the other day about a story we both read last Sunday in the Globe. The headline was "That Talk About A Recession? Not Too Loud Now."
Analysts say the economy’s ok unless we keep saying it’s not, warning that recession talk can be self-fulfilling. That got me thinking that I started the agency smack in the middle of a recession. Our first client was the classic upscale clothier A.O. White. And you know how it goes, you run into somebody, and they always say, “How’s business?” Well, customers asked store owner Al White that a bunch of times one day. In high frustration, Al called me and said, “What the hell, I’m sick of answering that goddamn question—because business is not good.”
So I said let’s do a button that says BUSINESS IS GOOD and we’ll have your staff pin it on their suit lapels. When I showed it to Al, he yelled out, “Our name isn’t on it, you dope.” That’s the kind of relationship we had. Al was a Jewish guy with an Irish temper. I told him we’ve got a sticker going on the pin side of the button that would say “Do not remove this label or button will lose its magic” and the A.O. White logo.
We branded it the A.O. White magic button and did newspaper ads, radio spots, flyers, and point of sale signage in the store. The campaign generated all kinds of press and Al got a signed personal letter from President Ronald Reagan thanking him for his optimism. Bill Blass, the clothier, called and told Al they were going to take the magic button ad and run it in the New Yorker, at no cost to A.O. White. And that ain’t cheap, Bucko.
We printed well over 10,000 of those babies. Everybody wanted them. All kinds of businesses from all over the place. Of course, the strategy was you had to come into the store to get ‘em. Nice traffic builder, Popeye Johnson. And you know what, business at A.O. White got better. A lot better. While their competitors were still giving off a down and out loser vibe and pulling back. In tough times you’ve got to take the stick and be a goddamn leader. Ya gotta inspire people. It’s all about confidence and a no-quit attitude. We’re in those times again. What are ya going to do about it?
Keep your dukes up.
https://www.youtube.com/watch?v=0drMcvlxdYE
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