The Perfect Ad and Several Other Event Promotions @ Wussow's

 This flier stopped me in my tracks. 
I'll tell you why.

As nearly anyone knows who stops in at Wussow's Concert Cafe on Central Avenue in Spirit Valley (West Duluth), it's a happening place. It's more than a java joint or a music venue. It's become established as a respected watering hole and hangout because the activities Jason and Tina have going on intersect with such a wide swath of our community. 

Naturally music is central to most of our lives, as is the simple act of socializing over a mug of coffee or a bite to eat, or agonizing over which menu item to select. (At Wussow's it's always good.)

As you enter the front door there's a corridor that leads to the cafe itself. On the left the management has provided ample space for locals to place posters, announcements and such for other to see. (Duluth Dylan Fest is just around the corner, and a couple of our events will be here!) On the right hand wall (as you enter) Wussow's has its own various posters and invitations to upcoming events.

When I saw the chess leaflet above, I immediately thought it was brilliant. Yes, in part because I was part of the chess club when I was in high school. But more because I have spent my career in advertising and this advertisement pushes all the the right buttons.

First of all, it is targeted to the audience it wants to reach. If you're not a chess player you will walk right past. You do not care. Who but a chess player would try to figure out what the best move for this specific moment in time in a chess game? So, it speaks very directly to the singular audience they are trying to reach: chess players.

Second, it succinctly communicates the purpose for which it has been placed on this wall. "We're chess players. Join us!" And it tells when and where they meet. 

A lot of advertising is about branding. When I look at this ad I see nothing about branding. It's very direct. I have no idea who these people are, but if I am a chess player, I do know that I may have found my tribe.

It closes with contact info so that if you have additional questions and can't participate at the times indicated, you aren't left out in the cold. 

Here are some additional posters on that right hand bulletin board, highlighting upcoming and regular events at Wussow's. You'll note that these posters do indeed have branding. The logo is the key. Logos are symbols we associate with what the brand stands for. When you see a Wussow's logo you know it's all good.

Russ is fun. 

The date is passed on this one, but if you've never seen Jason and Veiko
you're missing something. 

Thanks, Jason and Tina,
for all you do for our community.

The Chess Players, by Thomas Eakins

P.S. Can you find the Ed Newman painting at Wussow's? 
It's one of our former mayors who had a part in helping 

the city honor its native son, Bob Dylan.