“Word of mouth is our best form of advertising.” This is what 90% of advertising sales representatives hear when making an initial prospecting call. How much truth is behind this statement? 100%! No marketing compares to a referral from a satisfied customer. The problem is most businesses cannot simply survive only on referrals. That is why there is advertising. And we’re here to tell you why you should partner with an ad agency.
“A man who stops advertising to save money is like a man who stops a clock to save time.” -Henry Ford
The two main components of advertising are “the message” and “the media”. If you have a great message and are using the right media, you’re going to be very happy with your advertising. But if you have a poor message or you are not buying the right media, chances are you will be very disappointed. This is where a great advertising agency like SDB Creative Group becomes an invaluable partner.
First let’s consider “the message”. If you shortchange your potential buyer on this, forget about getting the results you want. Your message has to be compelling, and has to speak to your buyer from their point of view. Who do buyers care most about? They care most about themselves. Make your message about them.
Most companies advertising on their own without the help of an advertising agency completely miss on the message and talk nearly 100% about their company, not the consumer. “Hi! We’re here! And we’re open!” is the basic theme used by companies working on their own without the help of an advertising agency and is easily dismissed by the consumer. Think about how distracted our society is with the thousands of text messages, emails, commercials, and other messages we are exposed to every day. You have to get their attention, and you get it by talking about them.
A great advertising agency will bring an outside, unbiased perspective. The agency will know your company, its products and sales processes, and it will have very good understanding of your ideal client, and what makes them buy. This data and information is taken into a creative process where amazing ideas for solid, long-term advertising campaigns are born. SDB Creative Group has experience with this process and it is part of their everyday operation. Creativity is in their blood. You wouldn’t go to court without a lawyer. Don’t start shouting out your message without the expertise of a marketing expert like SDB.
Next week we will go in-depth on the second component, “the media”, but here’s a quick preview and some homework. Try to count how many different media channels you use in one day (internet, TV, radio, cable, print, outdoor,). I’ll bet it’s a long list.