Television AdvertisingNow c’mon, who doesn’t still hold a place in their heart for television? Visuals, sounds, music, motion, graphics, performances – the flagship medium of so many of pop culture’s most-beloved and remembered campaigns. Rest assured, television advertising isn’t going anywhere. It competes more for our attention now, with the newer screens we like to watch on our desktop and mobile devices, but research still lets us know with certainty that people still love to sit back and watch the tube. And in fact, tv has also adapted itself to live on in this digital age, through You Tube videos, pre-roll & post-roll and viral shares. Television still provides tremendous opportunities to increase brand awareness, promote trial, reinforce a brand image, and above all can still connect with consumers emotionally better than almost any other medium – and that will always be the most effective driver of brand loyalty and the mainstay of our greatest campaigns.
Radio AdvertisingThe great medium that evokes the “theater of the mind”. So many jingles, sound effects and audio lines exist out there in our consumer culture, that they linger on in our minds long after exposure to the ad. Radio can drive an entire media plan on its own, or function as an inexpensive reminder during tv hiatuses or to support launch levels, or it can simply be used to really stretch those ad budget dollars while still generating high frequency and bolstering TRPs. Radio remains one of the true workhorse media selections for any campaign that looks to resonate in the hearts and minds of consumers, and come to life as another creative expression.
Outdoor AdvertisingThe neck-turning and eye-catching medium of all of our “out of home” lifestyle experiences. Drive time, riding public transport, commuting and walking along the streets of our great cities and home towns. Be it billboards along the highway, or subway cards underground, bus shelters, kiosks or shuttle wraps. These are the tools used for market domination. Capturing local traffic. Strategically Informing consumers of a retail location just around the corner. All ways to steer consumers to your retail outlets and store fronts on the local level. Outdoor advertising embodies the art and science of distilling down your messaging to its very essence. The shortest and sweetest of all advertising, because in this brief moment of consumer attention, we have a chance to say something powerful if we can indeed catch their eye, and speak to them with brevity.
Guerilla MarketingAre you kidding? Street Teams. Sign spinners. Brand Ambassadors. As much fun and interactivity as advertising can allow. Offering many of the same benefits as outdoor advertising in locational precision and market saturation, guerilla tactics allow ad messages to come alive through real human beings, and can even shame digital marketing when it comes to interactivity. Permitting consumers to see, touch and even try a product. For product launch or trial objectives, sample distribution, or simply to inform a market population where and when to find you, guerilla advertising is a robust, interactive measure we can take to get your consumers engaged at the local level.
Direct MailOne of the advertising vehicles that sometimes gets a bad rap. Unceremoniously called “junk mail”. And yet, fortunately for all of us, direct mail still remains one of the most targeted ways to reach your consumers on a first name basis. It offers a level of privacy for consumers to spend time with literature, and then advantages of both mobility & durability – should we need to advertise a phone number, address or url as a call-to-action. This medium enables the consumer public to retain, activate and engage with a call-to-action at a later time, and on their schedule. Direct Mail will always be an effective means of leveraging database information and promoting healthy communication with those precious relationship contacts.
Print AdvertisingPrint will always be the rifle, with other mass marketing as the shotgun. Print zeroes in to your exact demographic better than almost any other medium. Every time a consumer picks up a magazine, or a newspaper, we already know something about them. We know about their interests. Want to reach a NASCAR enthusiast? Print can reach them. Want to talk to new mothers, or blushing brides? Print effectively captures their attention, and does so when they are in a mindset to think about your product or service. Print is that great creative medium that relies on a perfect marriage of art direction and copy. The primary job of all print is to have a visual appeal that differentiates itself from the rest of the magazine or newspaper edit or advertising. A literal page-stopper. Great print will draw a reader in by visual disruption and then, once we’ve caught their eye – we romance them with content. Copy, design and art direction are executed with excellence to bring a message to life, at a time when consumers are the most open and receptive to receive our marketing message.
POSOr as some large CPG companies like to call it, the Final Moment of Truth. POS is the last word in the advertising conversation, and is the last chance we have to drive a message home and convince a consumer that our product is the one to purchase. All advertising is a dialogue. You gain initial awareness, you develop an understanding of the brand so that the product or service becomes a part of the consumer’s “consideration set”, you provide frequency to keep the brand top of mind, and you inform them of where they can find you. But POS is that essential last moment together, and completion of the dialogue. The punctuation at the end of a sentence. Effective POS usually features some level of retail messaging or information about price, but it is always well-branded and gives the consumer one more nugget of the conversation, one final message point that drives decision. That’s why having a strong acumen in understanding point of sale communication is so important to any journey we hope to take with a target audience.
Trade Show MarketingTalk about clutter! For anyone who has been to a show, while you do have receptive audience members actively seeking information about products in your category, you also have the highest intensity of competition right there on the trade show floor. Big, bold, bright. Fluent brand representatives and direct competitors standing right next to you. A trade show experience needs to be executionally sound, or your message will be dwarfed by your neighbor, and usually while they smile right at you. But so much more than the exhibit or booth graphics - or brochures, industrial videos or promotional handouts, this is also a conversation. We know who is frequenting these trade shows. We know where they are staying overnight and what transportation they choose to get there. We can communicate with pre-show messaging via direct mail, e-invites, brochures, targeted emails – we can wrap the shuttles they arrive in and dominate the hotels they frequent with lobby mobiles and hotel-room drop displays. Like any other marketing campaign, this is also a dialogue, one that ends with their foot at your door. Start the conversation early, and you will get the interest and booth visitorship you are looking for.
Event PlanningTime to party like it’s 1999? Are you launching a new SKU or line extension, promoting a company officer, celebrating a business milestone or just want to get some brand PR rolling? Planning an event is an effective way to make a splash in the trades and amongst your industry professionals. But where do you begin? As Master of Ceremonies you’ll need to research venues, suppliers, entertainment, equipment, venders, caterers, contacts and security. Of course you’ll want to publicize the event, manage everyone you hire, ensure that health, safety & insurance regulations are followed and procure permits. It’s a logistics bonanza. But fortunately, event planning is an accessible talent found in our collective wheelhouse. We will handle all the work and you claim the glory. We begin by discussing the goals you hope to achieve by hosting the event, help you determine options within your budget, ideate original concepts and strategies that are relevant to your objectives and research all options. After the event, we provide you with the metrics that show you how your event performed, and help you manage the new database of attendees so you can optimize attendee relationships and ultimately increase revenue.
Point of Sale
Trade Show Marketing