Top Agency?

Top Agency?

JacksonSpencer (aka JSH&P) was founded to provide world-class advertising, marketing and design services to smaller businesses who can’t afford the “big boys”. It’s also the way that I can support myself and my family.

“Do really great work and the rest will take care of itself.”

That’s really been the motto of the firm. It’s nice, then, when other groups, firms and individuals take notice of that work and give kudos.

We recently received another award, this time from The Small Business Excellence Awards program as being a top Wisconsin ad agency. And to that, we say, “thank you.”

And know what? We’ll keep up the good work.

Got JSH&P?

Got JSH&P?

CREATE YOUR POWERLINE

We have a food proof system that helps businesses get on the right path for their marketing — called Powerline.

You’ve heard of elevator pitches and Unique Selling Propositions, but “a Powerline is a USP on steroids.”  Perhaps the best way to explain it, is to document the most famous ad campaign of the last 50 years…

“Got Milk?” is arguably, the world’s most memorable marketing campaign.  Fashioned in 1993 by Goodby, Silverstein & Partners for the California Milk Producers, they created a whole new way to think about brand marketing and coined a new term… deprivation marketing.

In essence, what would the world do without your product?

It was a novel concept and one that could have backfired quite easily, but there’s more to milk than meets the eye.*  You see, there’s an interesting process we use, called a Powerline, that helps brands determine who they are, who they target and most importantly, why their prospects should even pay attention.

In the case of milk, a commodity that had been sold for decades on “milk is good for you”, started losing marketshare with the introduction of more beverage choices in the 90’s AND confusion in the market place on whether milk was actually good for you.  An axiom that was, and continues to be under fire.

The Original Milk Powerline:

CONVINCE moms
THAT they should buy more milk for their families,
BECAUSE it builds strong bones for healthier bodies.

But mom was beginning to question this (from lactose intolerance to anti-milk messaging).  So GS&P crafted a very different rationale for California Milk Board consumers…

Here’s the Got Milk? Powerline:

CONVINCE grocery shoppers
THAT they have to put milk in their cart,
BECAUSE without milk, you can’t eat your favorite foods.

Read that again.

It doesn’t say “moms with 2.4 children” or “purchase 6.4 additional quarts of milk”, it just says, someone in the store ready to buy… but might have no interest in putting milk (even a little pint of milk) in their cart or basket.  And why would they?  Because if you put Oreos or Fruit Loops into that same cart, you can ONLY eat them WITH milk.  Milk’s no longer a commodity, but THE brand that makes certain foods taste better!  So much better that you can’t even picture having these foods with ANYTHING else.  Gatorade on your Frosted Flakes?  Orange juice with your Toll House cookies?  No way!  This single sentence helped marketers of milk focus their attention on who they were attracting and why they would comply. 

So what can you do?
Now the trick is to apply this kind of thinking to your own business or brand.  Who do you specifically need to reach out to?  What should they do?  And then, the kicker… why should they believe you?

The CONVINCE line is the hardest to come by.  Frankly, it’s why JSH&P gets hired to take on brands.  We’re pretty good at deciphering a universal truth about the companies we work with and framing a sentence that gives new life to start-ups and stagnated businesses.

Give it a try, write your own Powerline.  You may just have solved the 800-lb. marketing problem that’s been plaguing your team.  Want a good place to start?  Try your hand at writing your own Powerline and find a universal truth about YOU.  

Here’s the very first ad created under this tagline…

 

*The director of this original commercial was none other than Michael Bay of Transformers fame.

NOTE: The milk mustache campaign was developed by another agency (Bozell) for a slightly different purpose, but recognized the brilliance of the tagline and made it a part of their memorable creative (with the help of Annie Leibovitz photography).

 

Read more of a “how to” on creating your own Powerline here — an article on LinkedIn.

You need a Brandbook

You need a Brandbook

The Brandbook

Getting a handle on your brand is pretty much what we do at JSH&P.  Either forming the brand from scratch, or, working to coalesce your existing brand into a stronger, more consistent voice for the best of what your business has to offer.

“Far too many small businesses are working against their own brands by not defining who they are, what they look like and what voice they speak with,” says founder Mike Farley.

Building a brandbook — a simplified version of everything you are — is a great place to get consensus on what makes you – you.  From color choices, fonts and logo forms, to advertising, web and promo items.  What’s more, it pulls together the thinking behind the sales process as well as offering a pathway to future success.

The biggest secret behind it?  Putting a Powerline together is a great start.  Ask us more about it.

The image above is a portion of an actual brandbook for JSH&P client Skills Pipeline.  Get in touch with Mike Farley to find out how you can benefit from your own and start saving marketing dollars as well as improving the trajectory of your business. 

JSH&P’s Mike Farley

JSH&P’s Mike Farley

A little bio —

With 30 years of experience, the founder and leader of the JSH&P team is Mike Farley, one of Wisconsin’s leading brand experts.  He cut his advertising and design teeth with Fortune 500 giant General Mills, working the flagship Cheerios brand, as well as CocoPuffs, Yoplait, Hamburger Helper and Olive Garden.

Having worked in Minneapolis during the creative awakening in the late 1980’s, Mike became the youngest Creative Director in town while at Clarke Livingston & Associates.  He was recruited to the Milwaukee area in the 90’s and ultimately started his own award winning design firm Axis Creative in Milwaukee’s Historic Third Ward.  However, the effects of the 9-11 disaster hit the marketing community hard, and Mike was lured to try a new venture with client Econoprint.

Then, in 2007, the itch of the entrepreneur took hold again and Farley started JacksonSpencer LLC in Cedarburg.  It’s there that JSH&P works it’s magic for clients big and small — handling the brand management and leading marketing efforts that not only look good, but add profit to any businesses bottom line.

Meet JSH&P

Meet JSH&P

Jackson C. Farley

26 and an immensely talented illustrator, film editor and designer.  His work has been utilized by many JSH&P clients over the years.  However,  you may find his latest trek into the incredibly dangerous world of bicycle messengering to his best boldest yet.  Take a peek into his world, if you dare.

Spencer W. Farley

At 24, Spencer is an Adobe Premier and After Effects specialist and a National Guardsman Specialist, too.  He, too, has great creative skill and a quick wit.  He has the power to turn two sticks and a rock into a entertaining game at a moments notice.  Very useful at parties.

Harrison W. B. Farley

The youngest of the three boys, Harry is 22 and a college senior at Northern Michigan University.  He is an accomplished copywriter and artist with the tenacity to finish even the most daunting of challenges.  You may find his work on Bael (a novel of epic proportions) to be a best seller come 2020.  My retirement is counting on it.

Peyton H. Farley

At just 15, Peyton’s enthusiasm, intellect and beauty may trump her three elder brothers. Currently a freshman at Cedarburg High School, her status on the varsity tennis and ski teams is only overshadowed by her accomplishments as an equestrian rider — being one of the very best in the state of Wisconsin. Go, girl, go!

Proud for these four?  Who me? 🙂