Be unique
You have read about the importance of being brave, rebellious and imaginative. All of these are vital ingredients in an effective advertising campaign. However, they must be tempered with the most important ingredient of all: strategy.
Since the advertising industry has existed, it has been debated whether advertising is art or commerce. Frankly, this kind of divisive argument is a waste of time and has only helped diminish what little respect the industry has earned over the years. Also, the answer is simple. Advertising is the art of commerce.
It cannot be pure art because pure art will not appeal to the consumer on behalf of the brand. Art can certainly get people's attention, but it rarely makes them act. If the consumer is not actively involved, the brand will not grow. If the brand doesn't grow, the company won't make a profit. And if the company stops making a profit, it dies and takes its brand.
On the other hand, advertising cannot be a mere commerce because capitalism, in itself, is not pretty. It doesn't make people sit up and notice. Pure trade deals with the exchange of money for goods and services. How boring is that. Also, you don't want to encourage simple trading. You want to promote brand trade. That is what makes strategy so important.
Let's be clear. We are talking about advertising strategy. Advertising is not marketing. Marketing involves various disciplines including products, pricing, packaging, distribution, customers, and promotions (encompassing public relations, advertising, point of sale, direct marketing, e-marketing, etc.).
If your ad agency can't tell the difference between marketing and ad strategy, run like hell. You are likely to lose a lot of money. Now, some agencies understand the trade-off between the broader marketing picture and the scope of targeted and limited advertising. If they are capable and comfortable operating in both realms, they will be an invaluable partner to you.
The importance of a solid advertising strategy cannot be stressed enough. Creating ads without a strategy is like throwing a ping pong ball at a moving car in a windstorm. There is little chance that you will achieve your goal.
However, with a solid advertising strategy, even a company with a limited budget can compete with competitors with a lot of money. Such is the power of the single idea that remains constant over time. This, my friend, is the essence of the brand in the long term.
You start by knowing who you are talking to and who you should be talking to. What are your hot spots? What kinds of things are they paying attention to (art)? What would make them want your product or service (trade)? What kind of life do they lead? What are some of your daily complaints? Can your product or service help with any?
The key, of course, is to start thinking about your potential customers and clients. Focus on their needs instead of yours. By offering solutions to your needs, you will meet your own profit needs. It doesn't work the other way around. Trust me.
Only after you know your audience should you start thinking about how to communicate with them. Because only then will you know how and where to reach them. •
This article introduces the fourth of the twelve steps. Challenge yourself, your staff, and your ad agency to revolutionize your ad program. If you missed a previous step, contact the author for a free copy. And remember, every revolution begins with a single step.
