Avoid the Burn
When we were putting together mock ups for the launch of the Batt-O-Meter, the man upstairs thought our first attempts were boring. Fortunately I had this idea in my back pocket ever since the summer NAMM 2009 show in Nashville.
At that conference, I had the pleasure of meeting with Jason Perl and Paul Riario from Guitar World and giving them one of the prototypes of the Batt-O-Meter to play with. (You can see a video of Paul demonstrating the Batt-O-Meter on YouTube here.)
As I was explaining how the Batt-O-Meter worked to Paul Riario, he shuddered. He explained he was just thinking about all of the times he sticks 9V batteries to his tongue as he’s testing them out. With the Batt-O-Meter he no longer had to do that.
Other than coming up with the idea and working with a great team, I can’t take too much credit. This ad really was a team effort, with everyone pitching in and getting it delivered on time and on budget.
The advertisement ran for at least six months in six issues of Guitar World magazine through the fall of 2009.
Special Thanks to: Paul Riario for inspiring the ad concept; Julia Furbee with Furbee Creative for putting together the comps and final artwork; Jason Perl for introducing me to Paul and putting together the great deal Guitar World gave us as advertisers; and Chandra and Marimikel of Glow Marketing introducing us to Jason and brokering the deal and starting an amazing relationship between Guitar World and KMI.