Spyderco advertisements (attn: Joyce)

[David Rock]

Hi Joyce, It's me again.

Thanks for answering my questions in the other post.

Your answer to my question #5, about the Flying Jot advertisement has got me to thinking about other Spyderco ads that stand out in my mind. I think the one I like best is the full-page ad from a few months ago that shows a variety of recent additions to the Spyderco line against a light blue background. My daughter, who was two years old at the time, and I were spending some quality time together, looking at pictures in a knife magazine. (She's a precocious little knife knut!) I showed her that Spyderco ad and asked her which knife she liked best. You know which one she picked? The Moran fixed blade. I asked her again a few days later, and she picked the Moran again, so I don't think she was just pointing at random. That's a good knife, and she's a smart kid, don't you think?

Anyway, I tend to prefer the ads that show a variety of knives, although I must say, I have mixed feelings about the ad that shows a bunch of the lightweight knives perched in a tree. The ad says, "After 15 Years... CLIPITs Still Watch Out For You". But I look at the picture and in my mind I hear the little girl in the Alfred Hitchcock movie saying, "Are the birds going to eat us, Mommy?" A little bit of cognitive dissonance there.

Of the more recent ads, I like the Military "11 New Improvements" one an awful lot. This is an excellent ad for a variety of reasons. I like the no-nonsense approach (bulleted list of features), and I find the layout and gray-green background visually appealing. The ad is informative. It tells me things I wouldn't be able to figure out just from looking at the knife. (The Military is a knife that needs to be advertised carefully, because it's good in a lot of ways many people don't realize). I also like this ad because it shows the knife from both sides, both open and closed. This latter point is something I think should be done more often in knife ads and catalog illustrations. People really like to see the clip and how it is attached, etc.

These are just some observations I thought you might be interested in.

Thank you for participating in the Forums.

David Rock

[This message has been edited by David Rock (edited 04 June 1999).]

 

[Joyce Laituri]

David

Appreciate the feedback/observations about Spyderco’s advertisements. As conservative as the knife industry is in advertising, many manufacturers are coming out with some clever, interesting ads.

Any of you out there have ideas for a Spyderco ad? What would you like to see in a knife ad?

Thanks,
Joyce

Oh yeah… David it sounds like your little daughter is developing a like of custom collaborations! Very smart little girl!

 

[lbwheat]

I like the ad with the little people checking out the new Centafantes. It caught my eye a lot faster than just a picture of a knife would have.

lbwheat

 

[Kodiak PA]

Hi Joyce,
Finally nice to "meet ya"!

Do you remember those old Timex ads? The ones where there is a small story about a real person who did something unique while using their watch and they're holding up their arm showing that their Timex "Took a licking but kept on ticking".

I think Spyderco should capture that essence. Find folks, real folks who have a real and unique story about their knife and what they did with it. It could be cutting a passenger free from a burning car or using their knife in other utilitarian ways (i.e., not violent) that will teach and show the public how great & useful knives are. Of course the person is holding their Spyderco so you can see it while you read their story and see their face.

That is what I would like to see. Real life, real people, real Spydercos. It would put a human touch on your ads.

Thanks Joyce! Welcome to the forum.

Regards,

------------------
~Greg~




[This message has been edited by Kodiak PA (edited 05 June 1999).]

 

[David Rock]

Here's an idea.

This will only work in a large ad, because it will require a fair amount of copy. A half page in a magazine might be enough, but a full page will work better. What I have in mind is a series of magazine ads that will each present a specific cutlery concept in conjunction with a particular Spyderco model that exemplifies the concept to a high degree. They will look like advertisements, but they will read like a short article; no hype; just solid and fascinating information about factors influencing knife designs. They don't have to be pedantic or patronizing.

Here are some examples that occur to me off the top of my head. An ad for the Military, could focus on the concept of the liners and why the Military only needs one recessed liner instead of the two everyone seems to expect. Let the reader see the level of thought that went into that design. An ad for the Calpyso could focus on clip placement--not to prove that this way or that way is best, but to show that a lot of thought goes into the problem, and some of the ramifications in terms of the knife's design. There are probably a lot of knife buyers out there who never really sat down and thought about the relationship between blade/edge thickness and cutting performance (Calypso comes to mind again). Other topics might include blade width, or handle thickness, or swedges, or choils. Sal once explained how the hollow grind allows a blade to be stronger towards the tip. I had never thought of that before. I know Sal has many insights into serration patterns and sharpening angles. Have him or Vince spell it out for the reader. You mean I can actually strengthen my serrated edge by sharpening the wrong side? Gee, I might just have to go out and buy me a Sharpmaker!

I suppose it's too late to do an ad focusing on the merits of the Moran edge. But you could do one on the ramifications of mirror vs. satin finish or bead blast in terms of corrosion resistence.

Obviously you want your ads to stand out and be remembered. I don't recall seeing too many ads that give me a glimpse inside the head of the designers and engineers who make it all happen.

Neat little diagrams would be a plus.

Regards to all,
David Rock

 

[Nakano 2]

Ibwheat: I like that Centafonte ad also but sheesh!!, I wouldn' t want to be sitting underneath that blade!

Lucky it wasn' t real. Or was it... Joyce?? Welcome to the forums.

L8r,
Nakano

------------------
"To earn a million is easy, a real friend is not."

 

[Titan]

I like ads that show actual size a closed knife showing the clip (for lefties like me to evaluate if I can open a right hand design just as easily) -- like the Military ad.

I also like the Centofante folders add that dwarf people. Very creative and eye-catching.

Most of all, I like an ad, especially in a magazine, that not only informs but educates me about the important feautures of that particular knife. The limited time slot given to TV ads forces manufacturers to sell an image of the product more often than not, instead of the product features itself. But a magazine is meant to be read, and I appreciate magazine ads that has more information on it.

But even a magazine ad also has limited space to truly educate ELUs. I suggest that Spyderco (and REKAT, Buck, Camillus, Himalayan Imports, Outdoor Edge, Edge Designs, Dragon Forge, and BF Dealer-Sponsors) include in their ads and websites the URL for BladeForums.com so that potential and existing customers can truly be educated through this forum.

 

[Blades]

How about ads in other magazines?? I've seen Spyderco ads in truck magazines, but wouldn't it be cool to see one in "Newsweek" or something. "Readers Digest" maybe. Its too late now, but an ad in a ladies magazine for Fathers day would be interesting.


Blades

 

[Blades]

How about ads in other magazines?? I've seen Spyderco ads in truck magazines, but wouldn't it be cool to see one in "Newsweek" or something. "Readers Digest" maybe. Its too late now, but an ad in a ladies magazine for Fathers day would be interesting.


Blades

 

[Joyce Laituri]

Some really great ideas here. Always working on coming up with new stuff. Walking the PC tightrope sometimes boxes us in however. One of the first Endura/Delica ads caused a stir because we included a woman's derriere (knife prominently clipped). Oh well, we thought it spiced up the ad.

Thanks for the input.

Joyce