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Before 
and A-er 

A fresh crea0ve case study  
by Jeﬀrey Goldsmith, Marke0ng Consultant 
hAp://jeﬀreygoldsmith.com

Context 
Figaro Systems makes devices and server 
so-ware that displays sub0tles in mul0ple 
languages on theatrical seatbacks.  

Their “agency” developed ads were 
unremarkable, but they wanted to make a 
splash in the opera management market.  

Jeff Goldsmith - Marketing - http://JeffreyGoldsmith.com

What makes 
ads bad? 
 Too much copy. 
 Busy design.  
 No clear message. 
 Fuzzy beneﬁt. 
 Staid imagery. 
 Focus on features. 
 Pointless tagline. 
 Et cetera. 

< Before

How to make  
ads good? 
 Iden0fy the #1 benefit. 
 Iden0fy the #1 takeaway. 
 Features support 
benefits. 
 Explore crazy concepts.  
 Use a headline that 
expresses the benefit or is 
a call to ac0on. 
 Use interes0ng images. 
 Be brand and target 
market appropriate. 

A-er is on 
next page

. 


Why it’s good. 
The beneﬁt to audiences is clear: 
this product helps them enjoy  . 
opera in mul0ple languages. 

Clear call to ac0on: install this 
device. 

The ad is brand appropriate:  the 
headline is expressed in mul0ple 
languages. 

The image is market appropriate: 
classic and cung edge, like opera 
technology.  

The tagline is clear: mul0‐lingual 
text display exactly deﬁnes the 
product.

New message. 
Same benefit. 
The high level benefit is the  . 
same: This product helps 
audiences enjoy opera. 

The secondary benefit is 
different:  This products 
increases repeat visits. 

The 80/20 rule applies to the 
performing arts – 80% of 
revenue comes from 20% of the 
audience.  

Sugges0ng that this tech 
amenity can shi- returns higher 
is a huge benefit.

What Figaro Got. 
(And so can you.) 
A+en,on – everyone in the industry 
saw these ads. 

Great placement – because the 
magazines liked the ads. 

Great Deals – last minute buys, 
nego0ated great rates. 

Credibility – print ads make people pay 
aAen0on. 

Comprehensive reach – Opera Now and 
Opera News are read by everyone in the 
world of opera. 


For more informa0on, 
please contact Jeﬀrey 
Goldsmith, Marke0ng 
Consultant via 
hAp://
jeﬀreygoldsmith.com 


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