Milwaukee advertising museum brings out the marketer in all of us
If you've ever dreamed of a career in advertising, The Eisner Museum of Advertising & Design is a must-see. Located in Milwaukee's Historic Third Ward, the architecturally stunning museum is also a popular place for locals to hold work functions and parties.
Although somewhat small, The Eisner will give you a crash course in advertising and what goes on in the minds of the people who make your favorite commercials. In the lobby, you will be greeted by brand icon Big Boy, the mascot for the 72-year-old burger chain. Say hello and continue walking to the ticket counter for entry into the rest of the museum.
The main exhibit on the first floor is dedicated to the Fossil brand. Portraying a "modern vintage" image, Fossil is best known for its watches. But even more recognizable than the watches themselves are the reusable decorative tins they are sold in, dozens of which are on display in the museum. The exhibit, open until March 1, also includes other products from the brand's line and an inside look at its history and DNA.
Next to the Fossil exhibit is a room depicting advertising's many mediums, with oversized interactive TVs, computers and radios showing ads from past decades with the turn of a dial or click of a giant mouse. If you enjoy interactive exhibits, don't miss The Eisner Radio Studio, where you can record your own radio ad from a list of prompts, including popular jingles like the "Oscar Mayer Weiner Song," "Meow Mix" and "It's a Slinky."
Rounding out the first floor is the Television Gallery, where you can sit back and watch vintage commercials on airplane seats donated by Milwaukee-based Midwest Airlines.
A few more exhibits can be found upstairs, including poster-sized Coca-Cola ads from the 1930s through 1960s. Another blast from the past is the wall displaying the "20 Ads That Shook the World," including a P.T. Barnum ad from 1879, a Coca-Cola Christmas ad from 1964 and the most recent campaign to make the cut, Michael Jordan and Nike.
Perhaps of most interest to aspiring advertisers is the VALS exhibit (VALS is a marketing tool that targets consumers based on personality type rather than demographic information like age, gender and geography). According to this theory, every consumer falls into one of eight segments - innovators, thinkers, achievers, experiencers, believers, strivers, makers or strugglers.
In the exhibit, each type has a booth describing its characteristics with a video interview of someone who fits into that segment. Based on a combination of primary motivations (ideals, achievement and self-expression) and resources (not only income and education level but also things like self-confidence and energy), check out each one and decide which one is most like you.
Finally, another new exhibit brings visitors a little closer to home: "Cramer-Krasselt: From Bicycles to 911 Turbos," documents the history of Milwaukee ad agency Cramer Krasselt, which opened in 1898 and has grown into one of the country's largest independent agencies. The company's headquarters are less than a mile from the museum.
On your way out, say goodbye to Big Boy and the man for whom the museum was named, William F. Eisner, a local ad exec. There is a lot more to see in this neighborhood, so stick around and check out the Milwaukee Public Market, grab a locally brewed beer at the Milwaukee Ale House, go shopping at one-of-a-kind boutiques and grab a bite to eat at one of the many restaurants nearby. See the sidebar for some specific suggestions.
The Eisner Museum of Advertising & Design
208 N. Water St., Milwaukee, (414) 847-3290, theeisner.com
Hours: 11 a.m. to 5 p.m. Wednesday and Friday; 11 a.m. to 8 p.m. Thursday; noon to 5 p.m. Saturday; 1 to 5 p.m. Sunday; closed Monday and Tuesday
Admission: $5 adults, $2 college students
While you're there
Where to eat
Coquette Cafe, 316 N. Milwaukee St., (414) 291-2655, coquettecafe.com: Treat yourself to an authentic French meal at this classy spot, where all of the bread and pastries are made daily at the bakery next door. Signature dishes include the bacon-wrapped veal meatloaf, caramelized onion and black olive tapenade pizza and the smoked salmon carpaccio.
The Irish Pub, 124 N. Water St., (414) 225-9400, theirishpub. us: For a more casual atmosphere, head to this corner pub for some Jameson whiskey wings, Irish nachos or Milwaukee's largest grilled cheese sandwich. Wash it down with a pint from the extensive beer list.
Things to see
Milwaukee Institute of Art & Design, 273 E. Erie St., (414) 847-3200, miad.edu: Check out the galleries at this renowned design school around the corner from The Eisner. A new photography exhibit opens every month, and "Personal Culture: New Art From Latin Americans" opens Jan. 16. The galleries are open to the public from 10 a.m. to 5 p.m. Tuesday through Saturday.
Broadway Paper, 191 N. Broadway, (414) 277-7699, broadwaypaper.com: This unique store offers a wide array of paper products, from calendars and photo albums to gift wrap and stationery. The store also offers wedding services including consultations, seminars and, of course, invitations.