Welcome to  Burkhard Works. Logical Analysis Leading to  a Leap of Faith. Portfolio & TV Reels. The fastest way to the wallet is through the brain The  Complete Works of Burkhard Nine  Brand Turnarounds Peter A.  Burkhard.  Writer. Producer. Creative Ingenious Welcome to Burkhard Works


Long before blog was a word I set this site up in Magazine style.  During the past few years it has evolved into a Reference Guide to Advertising.  This is the Table of Contents.  Enjoy. 


Features

#1-Clarify #2-TEMPT #3-Slickify

Learn to write a clear
Brand Promise, set
Budgets & Deadlines,
and get ready to
Increase Sales
200% to
2000%.


Learn how your
Creative & Media can
attract Today's Impulse
Shoppers and build
Brand Awareness
among Tomorrow's.

Learn to simplify
your Web Site:
Grease the Path
from Home Page to
Shopping Cart
to Check Out.


STRATEGY "Logical Analysis Leading to a Leap of Faith." 

Learn how the answers to Seven Simple Questions lead to a compelling Brand Promise

Fresh Squeezed TV & Print

THE PRINT SHOW - 30 Print campaigns and the stories behind them. Half a dozen different art directors. 

 THE TV SHOW is packed with a massive Reel and several one-offs.
 
THE RADIO SHOW  Good radio advertising can build brand image, phone response, web hits and store traffic simultaneously.  You may have to break a few "rules," though.  
 
RESULTS - Ten Case Histories show how I use logic and creative thinking to turn around any brand.  In any category. Even yours.  
WHOAMI? - Quickie CV, modest puffery, links to resumes, career brands, clients & references, email, phone and mailing address.
 
HOME PAGE -  Yours probably leads with a hundred links to elsewhere.  Mine suggests why you're here.  It demonstrates the level of wisdom, taste and style you should expect from me... and I from you, perhaps?


What Can I Do For You?












 

 

ON-LINE STORYBOARDS.  Remember TV scripts, storyboards, and half-hour presentations? Now all your decision-makers can review a TV concept at their leisure in a real-time private presentation.  (The spec sample shown uses flash, stock photos, product shot jpegs, and CD music. Turn on your speakers.)

FIRST IMPRESSIONS COUNT.   Most websites are built by code gurus who are rarely trained, or interested in Graphic Design.  But most visitors will first judge you on your overall look. So, start with "GUIl" aimed at your Target Audience. Then get the code guys to make it work.  This site is an example (except I'm the code guru).  Here are two more:

American's First Home
Be Heard Today

CORPORATE CAMPAIGNS.  Strategy: Concept: Layouts... Production. When do we call in the Designers?  Yours or mine? Here's how we present a 3-Day to 24-Week Whomp to you and your crew:

Stanford Financial Group
Chase Durer Watches
Grayson For Congress
Red Chip Investor Research

TOTAL PRESENTATIONS.  Market analysis, strategy, brand positioning, brand name, logos, introductory & sustaining advertising, even sales presentation ideas.  (The example shown is for a luxury high-rise condo project.)

FREE IDEAS!?  Your last campaign bombed.  What now?   Here's a good place to start:

     
407 895 3092.

"Copy" comes from the Latin copia meaning plentiful.  It does not mean "to imitate."

FREE MARKETING PLANS.  So many people call asking for instant advice that I thought I'd answer all your questions in writing.

CONFIDENTIALITY AGREEMENT.  We can use yours, or mine.

Am I compatible with your 
Corporate Culture?
  Personality, demeanor, decorum and style can often be deduced from penmanship.  Here's a sample of mine. 

 


WHAT HAVE I DONE LATELY?




Can a Baby Brand, raised on a formula of PPC & SEOPS,
thrive in a world of Impulse Shoppers?

 
The DINOVITE Story

Latest :30.  Cheap.  Fun. Sales up 588%.

Summertime :30Cheap.  Fun.  Sales up 588%.

 

RedChip.com is an Investor Relations & Independent Research firm that specializes in small-caps. I was asked to develop a national network radio campaign to attract investors to the site. That led to a redesign of the home page.  The initial test on WCBS-AM in New York was so successful that the client decided to do his own radio in house.

Click here for the Red Chip Story.  



The Primary Campaign of 2006.

Here's what can happen when reasonably intelligent people work together with an equally reasonable budget and a Drop Dead Immutable Deadline.  


What Can You Do Yourself?



The Steam Principle
explains when people buy from your competitors and how to intercept those sales.  Vance Packard in twenty seconds.

The Reflection Principle explains what people actually see or hear in your ads, and why they often ignore everything else.


Ten Immutable Laws
of Human Behavior that affect your business as inexorably as does Adam Smith's Invisible Hand.
   

Frequently Asked Questions
.  This site gets a lot of hits and I get a lot of questions.  Here are a few recent answers.

Zero Based Budgeting
applies the basic principles of time and money management  to the initial planning for any marketing, promotional or sales efforts.

V-Marketing.  Every marketing program can be visualized in one single dynamic letter.
"I got gripes!"  So do most people.  Use them!


Problem Detection Research. 
People love to gripe, especially about your competition.  Solve their biggest gripes and reinvigorate your brand. BBDO invented this technique and used it to position Burger King against McDonald's.

Brand Resistance Survey. In-bound TMs can actually reveal why thousands of interested prospects DO NOT call your 1-800 number. I invented this technique to reposition National Dynamics against millions of aware non-triers.



Advanced Concepts of Radio presents a dozen or so articles that can help make this media work better for you.  (Details on the Index Page.)

   Direct Response Radio Acceleration.

    Your First Successful Radio Campaign.

    Personality Flighting.

    Glossary of Radio Terms.

    Testimonial Radio Production.

    How To Ruin A Testimonial Commercial

    Radio Advertising Costs.

    Subliminal Radio.

    Cost of Producing Radio Commercials.

    Cost of  Jingle Production.

    How To Write a Radio Commercial

    Cash In On any Burned Out Control. 

    The Basics of Direct Response Radio 

Introduction   
DR Radio v Print
    
How Frequency Builds Response

How To Select Stations   
GM/C = X versus CICO
    
How To Test & Roll Out
    
Click-to & 1-800 DR

Practical SEOPS & PPC.  

(Originally published in 2001, this series was updated in the fall of 2006 in light of recent developments at Google, MSN and Yahoo.)

How to sell Cheese to a Mouse reveals how marketers can and will integrate their SEM, SEOPS, and PPC efforts with traditional media and overall branding efforts.

SEO Optimization.  SEO optimization will soon become the driving unifying force behind all marketing efforts for small to medium-sized companies.  

Branded Landing Pages.  SEOP pages that look like auto parts catalogs will begin to look more like ads. Keyword shoppers must see what they want instantly.  

Key Worded Ad Copy.  Short KWs will become too expensive for PPC; spiders will change protocols too fast for Seoptimists.  Writers to the rescue! 

Life After Google. As corporate giants buy up the best keyword positions on Google, smaller brands must find a way to wean their baby brands from a formula diet of PPC & SEOPS.




Cpy wrtr w/ 3+ yrs exp...

WITDOM  Apothegmatic Musings of a Restless Mind. Updated periodically.

Out of the Box!  But Where?
How You Hire Talent
How To Read a Monster Ad
Yahweh Still Rules
Don't Rock The Boat! It Might Tip Over...
We Have a Unique Situation Here.
Spreads Will Make More Impact!
From Ashes...
No G.U.T. No Glory
The Naked New.

 
ARCHIVES

THE VAULT
Interesting, fun, occasionally relevant
articles, animations and ideas.



   Peter A. Burkhard  (407) 895-3092   peter@burkhardworks.com