Advertising

Advertising creates awareness about your product and service and persuades your audience to take an action leading to a purchase. Advertising can take many forms, but ultimately it's your message presented to potential buyers via a medium they are familiar with. If referrals and word of mouth are not generating enough new clients, advertising is your logical next step.

Advertising is what makes brands become part of consumers lives. It's what makes consumers identify with the brand's message, stories and philosophy. Do you drink Pepsi or Coke? Are you a Ford of Chevy person? Do you like Miller Lite or Bud Lite? Ad campaigns can have such a lasting impact that some brands have become household names. We don't ask for a facial tissue, we ask for a Kleenex. We don't photocopy, we Xerox. And the last time you needed an adhesive bandage, I bet you asked for a Band-Aid.

RESEARCH

The first step towards crafting an effective ad campaign is to take a closer look at your service and product. How does it measure up against the competition? Who is your target audience (demographics information like age, sex, education, number of kids, household income, etc. and psychographics information like hobbies, favorite vacation spots, favorite magazines and television shows and other relevant likes and dislikes). This gives us a starting point to evaluate potential new markets and ways to reach your audience.

FOCUS GROUPS

Depending on the scope, focus groups may be an important component of the marketing research. A sample of your target audience is used to help determine likes and dislikes, behaviors, usage and other useful insights towards your product and service.

PLANNING

Using this background research, we identify the message and the most effective media to reach your target audience. Timeline and budget are also a critical part of the planning stage.

MEDIA SELECTION

Advertising media is everywhere around us. From the most obvious television commercial to the more subliminal product placement. Think about all the advertising messaging you come across in your daily life (at school, airports, movie theaters, elevators, grocery stores, bathrooms, ATMs, on the road, etc.) Knowing which media to use will help communicate your message to your target audience more effectively.

EXECUTION

Once the plan is in place, the creative team gets to work to translate your message into advertising. Copywriters work on headlines and messaging while art directors craft the visual elements - everything is designed to appeal to your specific target audience. Depending on your product or services you may have slightly different messages for different audiences.

See Samples of Work

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