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Advertorials: Creating Order in a World of Advertising Chaos

“We live in a rainbow of chaos.”
– Paul Cezanne

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Two weeks back, Tobin Honda, one of our west coast-based SMB Media Advisors, put me in touch with Mabel Sansevero of Glamscape, a custom design firm specializing in luxury outdoor living spaces.

Glamscape was looking to do an advertorial, and Mabel would be sending me some images and describing ideas about what it should say.

I’m a big fan of advertorials and really enjoy the writing and designing involved, especially when someone as together as Mabel supplies you with all the info you need to craft the perfect piece.

Unlike normal advertisements, advertorials typically have the look and feel of editorial content. They’re great for attracting attention, aim to solve problems, and provide useful information to consumers. When done well, they’re an extremely effective promotional tool to increase sales. (After reading your advertorial, potential customers will connect your product or service with their immediate needs.)

Check out the one Mabel and I created together…

It’ll appear in the new issue of Architectural Digest. On the project, Mabel was such a great communicator, I asked if she wouldn’t mind answering a few of my questions. She didn’t disappoint! A cool portion of the conversation…

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ROB
Your job title, β€œChaos Coordinator,” is so unique. Can you describe a little about your day-to-day responsibilities?

MABEL
My role as Chaos Coordinator is basically making sure all the balls stay up in the air. It’s truly controlled chaos every day!

ROB
Understood. Hence your title!

MABEL
My day-to-day typically involves morning meetings with our construction teams, making sure they have all equipment and materials needed for projects on hand. I sometimes need to physically be on-site to handle issues that come up. I check in with our account managers on current projects, offer support for new clients, work with designers on their current projects, and work with various counties to ensure all designs are in line with permit requirements.

ROB
Wow, I can see how chaos became your thing. What was it about Glamscape that first drew your attention?

MABEL
Glamscape is a small company with a big punch. We can tackle big projects efficiently but not compromise on the quality of work and level of design.

ROB
That’s great. Always love the small company ethos. What are your favorite things about living and working in California?

MABEL
Have to say the weather here and the proximity to the beach. Many of our job sites are close to the beach, with gorgeous views. Can’t beat the feeling of the ocean breeze while walking through a job site.

ROB
I’m jealous! Sounds fantastic…

MABEL
It is!

ROB
Okay Mabel, final question: If you could use only three words to give people advice on designing an outdoor living space, what would you say?

MABEL
Hmmm…

ROB
No pressure…

MABEL
Ooo, I have a good answer. I’ve been thinking about this “Me, Us, Them” theory I have, and it fits. It’s three words!

ROB
Me, Us, Them?

MABEL
Me: What do I want to get out of this living space? A place to relax and read? A place to have a vegetable garden? A place to workout? Us: What will this outdoor living space be used for as a family? BBQ dinners? Kid’s playground set? Them: What kind of space would I like to entertain with? Pool party? Wine and cheese night around the fire pit?

ROB
Very cool!

MABEL
Thanks! We help our clients think bigger than their initial ideas. Introduce things they didn’t even consider before. The possibilities are endless!

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And with MediaMax, your local advertising possibilities are endless as well. Get in touch today and we’ll get to work on your customized advertorial… one of the most effective marketing techniques ever devised.

5 Comments

  1. Robert McEvily on March 1, 2021 at 1:06 pm

    Thanks Mabel for the great interview!

  2. Mabel Sansevero on March 1, 2021 at 9:20 pm

    You are such a pleasure to work with Robert, I appreciate all your efforts! Thank you

  3. Robert McEvily on March 1, 2021 at 9:30 pm

    πŸ™‚

  4. Tiffany on March 1, 2021 at 9:40 pm

    Cool! Loving the advertorial you and Mabel put together.

    • Robert McEvily on March 1, 2021 at 9:42 pm

      Thanks Tiffany!

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