Why you do not need an advertising agency for your marketing
Aside from the fact that you’re a small business, it is the most expensive way to entertain the market, through you business.
Open a magazine and take a look at the big brand name adverts. Most are very entertaining, funny and nice. Now, in the midst of all that, do you ever remember what was being sold to you? Most cases, never, because your brain consumed the entertainment more than the message.
I used to work for an advertising agency, and in most cases, when a brief comes in, the first thing we do is crack the creative concept. NOTE: Creative concept. Now, you come to an advertising agency looking to sell a product or service, but their 1st point on the campaign is creative. I don’t know about you but I would like someone to tell me when the selling part begins, during or after the campaign? When I’m R20 000 – R30 000 in?
Each and every business person is born with a creative bone in their body. The fact that you thought of starting your own business is proof enough. Now, you may say “but I cannot do marketing”, right! I believe you. Go back to the day you first had this idea to start a business. What was your driving factor? What did you want to achieve? Was it to help someone? If yes then who? Where are they? Can they read? Can you talk to them on the phone? Is there really a problem that your business is solving?
See, there you have it, your marketing strategy. All you need to do now is answer the above questions and you have a campaign going. While coming up with your message, do not forget to be clear about it. People will often buy into something they understand. Using “creative” headlines like “Stop Tap dancing” while trying to sell your plumbing business, could be a waste of money and ad space. Try something like “I will find a leaking tap in your home, wanna bet?” Notice the difference here? The first headline does not want me to read on, but the second headline, calls for action before I even read the advert. There is a school of thought in marketing that says your marketing should be creative and clever, even funny. I DISAGREE!!!
Open a magazine and take a look at the big brand name adverts. Most are very entertaining, funny and nice. Now, in the midst of all that, do you ever remember what was being sold to you? Most cases, never, because your brain consumed the entertainment more than the message.
I used to work for an advertising agency, and in most cases, when a brief comes in, the first thing we do is crack the creative concept. NOTE: Creative concept. Now, you come to an advertising agency looking to sell a product or service, but their 1st point on the campaign is creative. I don’t know about you but I would like someone to tell me when the selling part begins, during or after the campaign? When I’m R20 000 – R30 000 in?
Each and every business person is born with a creative bone in their body. The fact that you thought of starting your own business is proof enough. Now, you may say “but I cannot do marketing”, right! I believe you. Go back to the day you first had this idea to start a business. What was your driving factor? What did you want to achieve? Was it to help someone? If yes then who? Where are they? Can they read? Can you talk to them on the phone? Is there really a problem that your business is solving?
See, there you have it, your marketing strategy. All you need to do now is answer the above questions and you have a campaign going. While coming up with your message, do not forget to be clear about it. People will often buy into something they understand. Using “creative” headlines like “Stop Tap dancing” while trying to sell your plumbing business, could be a waste of money and ad space. Try something like “I will find a leaking tap in your home, wanna bet?” Notice the difference here? The first headline does not want me to read on, but the second headline, calls for action before I even read the advert. There is a school of thought in marketing that says your marketing should be creative and clever, even funny. I DISAGREE!!!
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