Be Single Minded
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You’ve read most the grandness of being courageous, rebellious and imaginative. These are all vital ingredients in an effective business campaign. However, they staleness be tempered with the most important ingredient of all—strategy.
As long as the business industry has been in existence there has been debate most whether business is prowess or commerce. Quite frankly, this kind of divisive argument is a squander of time and has only helped to diminish what lowercase respect the industry has earned through the years. Besides, the answer is simple. Advertising is the prowess of commerce.
It can’t be pure prowess because pure prowess won’t engage the consumer on behalf of the brand. Art crapper certainly get people’s attention, but it rarely causes them to verify action. If the consumer is not actively engaged, the brand won’t grow. If the brand doesn’t grow, the company won’t profit. And if the company ceases to attain a profit, it dies and takes its brand with it.
On the another hand, business can’t be plain mercantilism because capitalism, in and of itself, is not pretty. It doesn’t attain people sit up and verify notice. Pure mercantilism deals with the exchange of money for goods and services. How boring is that. Besides, you don’t poverty to encourage ultimate commerce. You poverty to promote branded commerce. That is what makes strategy so important.
Let’s be clear. We’re talking business strategy. Advertising is not marketing. Marketing involves several disciplines including product, pricing, packaging, distribution, customers and promotions (which encompasses public relations, advertising, point-of-sale, direct marketing, e-marketing, etc.).
If your ad authority can’t verify the difference between marketing and business strategy, run same hell. You’re liable to squander a lot of money. Now some agencies do understand the balance between the broader marketing picture and the narrow, targeted business scope. If they are capable and comfortable operating in both realms, they will be a very priceless partner to you.
The grandness of a strong ad strategy can’t be stressed enough. Creating ads without strategy is same throwing a ping stench ball at a motion automobile in a wind storm. There is lowercase chance you will hit your target.
With a good business strategy, however, even a company with a restricted budget crapper compete against deep-pocketed competitors. Such is the power of the single idea that remains constant over time. This, my friend, is the essence of long-term branding.
You staleness start by lettered to whom you are speech and to whom you should be speaking. What are their blistering buttons? What kinds of things are they paying tending to (art)? What would attain them poverty your product or assist (commerce)? What kind of life do they lead? What are some of their daily hassles? Can your product or assist help with any?
The key, of course, is to begin intellection most your customers and potential customers. Focus on their needs instead of your own. By offering solutions to their needs, you will fit your own acquire needs. It doesn’t impact the another artefact around. Trust me.
Only after you know your audience, should you start intellection most how to communicate with them. Because only then will you know how and where to reach them.•
This article introduced the fourth of twelve steps. Challenge yourself, your staff and your business authority to indoctrinate your ad program. If you missed a preceding step, contact the communicator for a complimentary copy. And, remember, every turning begins with just digit step.
Jeff Berney is a freelance idealist, brand evangelist and writer. He crapper be reached at jeff@jberney.com.
© 2006
