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By Margie Morris, Rotary Club of Sherman,
Texas, D5810 Advertising is not for those
who already know and love you.
It’s for those who haven’t yet had the
opportunity to do so.
A good advertising agency discovers what
makes your business unique, packages it in a way that helps target
audiences say yes, and then delivers knock-your-socks-off campaigns
that get results.
A great ad isn’t easily
interchangeable with others in the same field.
There needs to be something so
remarkably distinct, it grabs attention and invites customers in.
The best ad agencies, large and small,
bring the element of surprise (in a good way!) to their campaigns. One common misconception is
that only large conglomerates can afford to use ad agency services.
While some agencies focus on high dollar
clients, others enjoy working with small business owners and
professionals who want to position themselves well.
There are cost-effective ways to utilize
advertising that bring solid return to any size company. Those new to advertising
often ask, “What works?”
The most straightforward (and honest)
answer is:
It depends.
Productive advertising, marketing and
public relations efforts are based on who the target audience is and
how they make decisions.
One-size-fits-all generally doesn’t fit
anyone very well. When conveying a compelling message that
motivates, you have to capture the target audience’s attention first
and then solve their problems.
It’s as much strategy and hard work as
it is creative. Avoid Costly Mistakes When advertising is a
do-it-yourself project, the result is often in the form of a laundry
list of services rather than a complete package designed to appeal
to a specific target.
Although talking about your business is
what comes naturally – to tell who you are and what you do -- it can
be a costly mistake. Ultimately, advertising isn’t
about you -- the business or the professional -- at all.
It’s about your customer.
Changing your focus outward rather than
inward helps audiences sense that you care, that you want to help,
that you enjoy what you do (and are good at it), and that you
appreciate them.
Many industries have home
offices that provide materials with the option of localizing.
The good news is that because the
resources are produced in bulk, they are often less expensive than
custom work, independently commissioned.
The bad news is that because the
resources are produced in bulk, they may not be a good fit for your
area.
Every location is different.
Every business owner has something
wonderfully unique that brings business.
If you choose to use standardized
materials (or if you have no other choice), look for multiple ways
to let your uniqueness shine. To achieve a branded look
that distinguishes you and establishes you as the preferred option,
you need expertise in message development, graphic design, and
appropriate placement.
It takes more than most of us can manage
with desktop publishing software and an internet connection.
It also requires a consistency that is
difficult to achieve when, as happens with businesses-on-a-budget,
different media outlets prepare your advertising.
Advertising is an investment.
You want to project confidence and
caring within a look that is distinctly yours.
Everything must work together – your
visuals, your message, your media.
It’s what makes you a star. Place Strategically Where you place your ads is
as important as what they communicate.
Be where your customers are.
Ad agencies do their homework so they
know how a target audience gets their information, what programs
they watch or listen to, what publications they read, and how they
make decisions.
It can differ by age group, location,
geographic area, or any number of factors. One valued service of an
advertising agency is razor-sharp placement.
It makes no sense (or cents!) to invest
in places where your audience isn’t present. For example, while
traditional yellow pages are losing applicability for younger
audiences, they are still a trusted resource for those in the senior
demographic.
So if your company is a home health
agency, it’s important to maintain a presence there.
If you are a tattoo establishment,
probably not so much!
Consider the best mix
possible within your budget.
You’ll get a better return if you place
your campaign strategically in multiple areas.
In fact, it’s unrealistic to expect that
one ad in one spot will get results.
Focus on what you want to
accomplish with each advertising campaign.
Know what you want your audience to do,
think or feel as a result of seeing or hearing your ad.
Make it easy for them to respond.
Break through the clutter with energetic
pizzazz and a great solution.
Be relevant and, if you can manage,
offer a little joy.
At Morris Ink Advertising
Agency, we are blessed with clients who are passionate about their
work.
They are very good at what they do and
it’s our privilege to help them convey that excellence in stunningly
creative ways.
You don’t have to be in the Big City to
find extraordinary talent.
You are the expert in your field.
Let potential customers know it with
advertising that invites, engages and helps them say yes to you.
Eight Important Considerations for an Ad Agency 1.
Ensure that staff members have degrees
in the field. 2.
Check the agency’s website for style, as
well as information. 3.
Look at examples of their creative work
(i.e. logos, print ads, commercials). 4.
Ask about references. 5.
Match services provided with your needs
(i.e. advertising, PR, marketing, media training, crisis
communications). 6.
Evaluate capacity to provide “one-stop
shopping” from annual report preparation to celebrity talent
acquisition. 7.
See if the agency offers the option of
hourly, project or retainer rates. 8.
Consider ethics, trust, integrity, &
professionalism. |
What
Works in Advertising?