The Pioneer: 30 years later, Bolchalk still among Tucson advertising leaders

Bolchalk

Thirty years.A lot of change can happen in that time. But Michael Bolchalk has been open to change, which puts him in a spot that hasn't changed much in 30 years - the top of the Tucson advertising landscape.

How respected is Bolchalk? Even competitors are big fans of his.

"I have the highest regard for Mike," said Cyndy Neighbors, owner of Many Hats Advertising. "I love his style of business, and he has a big heart. He's really what (the business) should really be about. I'm happy to have people like Mike to compete with.

"But I wish I didn't like him so much," she added with a laugh.

Bolchalk has been here for all of it. From a time where advertising was limited to TV and radio commercials and half-page ads in the local newspaper, to ads on cell phones and gasoline pumps today, this longtime Tucson ad titan has been moving along with the times, though he admits tremendous change.

"When I came to Tucson in 1974, there were 20 advertising agencies listed in the phone book," Bolchalk said. "Today there are 45. Back then, 'marketing' was rarely heard around town. Now it's part of everyone's vernacular. Doctors, hospitals, accounting firms, nonprofits, they all talk about marketing plans and how they see advertising fitting into that plan. That wasn't very common 30 years ago."

He also said that a big change has been in the firms themselves. What were just advertising firms have now morphed mostly into advertising, marketing and public relations firms all under one roof.

"A marketing strategy drives everything," Bolchalk said in explaining the evolution. "We need to take a holistic approach with advertising, PR, the Internet and customer service. Marketing is the umbrella, and a good ad campaign doesn't work without knowing the entire marketing plan, and PR and the customer service aspect goes hand in hand."

Along with the external changes in the advertising culture in the Old Pueblo, the general changes locally and nationally within advertising have also been stark, Bolchalk noted. He said as markets get larger, advertising becomes more segmented.

"There has been a proliferation of brands and media choices," Bolchalk said. "In the 1970s, when it came to cars, there were the Big 3 (automakers); now there are about 15 automobile brands sold in the country. Now you're seeing ads on gas pumps, school buses, iPods and the Internet, which were very unheard of 30 years ago.

"Plus in Tucson you now have a large Hispanic market and there are many more women in media. Thirty years ago, I think there were three female ad reps. Now the split is close to 50-50. And as this market grows, it seems that there is more of a need now for advertisers to reach single neighborhoods and not just the entire area."

Despite all the changes in the advertising world, Bolchalk still maintains his hold in the environment using a old-fashioned tool - the handshake.

Bolchalk and new partner Robin Frey are
“on the same page creatively,” Bolchalk says.
He lists Frey, along with first partner Earl
Wettstein, as one of his greatest influences.

"Relationships, especially those face-to-face meetings, are more important and are still the linchpin in this business," he said. "We can use e-mails to get quick response on things, and send ad campaigns back and forth rather than driving things to the client's office, but that personal relationship is what has contributed to us being so successful at getting and keeping the clients we've had.

"But we've also had to produce, and we've been able to do that. I think we've done good work at treating people respectfully and having good people working here."

And for 30 years, a good person has been leading the way in Tucson.

MIKE BOLCHALK

Bolchalk Frey Advertising, Marketing and Public Relations

• Age: "middle boomer"
• History: Joined firm in 1974, became partner in 1978
• Biggest Influence: Earl Wettstein, founder of the firm in 1964, and current partner Robin Frey. "Earl has been my mentor from the very beginning. He was always in search of the big idea. He used to have a sign in our office that said, 'It's not creative unless it sells.' I've pretty much lived by that. "And Robin has been tremendous. We have a great relationship and we seem to be on the same page creatively. I have learned quite a bit from Robin in the time we've worked together, and I feel really fortunate to be working with someone so talented."
• Biggest Accomplishment: "I guess just staying in the business in Tucson for 40-plus years. That would have to rank up there, I think."
• Biggest Disappointment: "This market doesn't have a larger manufacturing base. There is a lack of major employers here. I would have thought that with a metro area of about 1 million people that there would be more depth in manufacturing, but this is still a retail-based economy."

BOLCHALK'S ADVICE FOR A GOOD AD CAMPAIGN

• If you want to kill a good idea, give it to a committee.
• It takes courage and intelligence to keep the hands off a good advertisement.
• How do you get the message across most effectively? Don't ignore the visual aspect. Visuals increase comprehension by 60 percent, so make the pictures just as important as the words.
• Frequency of the ad is critical. You can never run a good ad too many times, but an ad that isn't as good will lose effectiveness quickly with too much exposure. Find the good balance.
• The ad is only good if we can show it to someone else. It's great if the client likes the ad, but if we take it and show it to someone down the street and he doesn't like it, it is probably not a good ad.
• If I've seen an ad and my firm hasn't done it, I'll wish that we had. That is the sign of a great ad.

BOLCHALKS' ADVICE FOR FINDING
THE RIGHT AD AGENCY

• Do research. Take a look at ads that you like that are done locally and find out which firm created them.
• Ask peers and colleagues. Get opinions from people you trust, both in your industry and out.
• Ask the firm to show its best work.
• Ask to see previous work in your industry category.
• Address your expectations to the firm. Be as specific as you can, giving the firm a sense of what you want in terms of goals and how it fits your overall plan.
• Ask about how the firm would measure results.
• Ask for references. Try talking to one of the firm's larger clients, a smaller client and a medium-size client to get opinions about their experiences.
• Expect questions from the firm. A firm that legitimately wants to serve you will ask for more information about your business and products.
• Check chemistry. This focuses on a relationship. Ad firms usually produce good campaigns for a customer if there is a positive relationship between the ad manager and the account manager.
• Don't be intimidated. You're in control. Be prepared, know what you want and be thorough. Most of all, though, have fun with the process.