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agency in
Albuquerque,
New Mexico.

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There seems to be a lot of focus these days on “new media” – creative ways of reaching consumers that break through ordinary clutter and even gain recognition from our peers. In fact, we often feel compelled to invent new and different tactics in the effort to stay on the edge of what technology offers.

But what we sometimes forget in all this forward thinking, is that consumers still use traditional media - quite enthusiastically. And that the most effective advertising always starts with our target audience - not with the idea of our doing something cool for the sake of coolness.

There will always be new ground to break. However, with many clients, the best answer often starts simply, with a redesigned website, a great print ad or well-executed radio or TV spot. Our thinking goes like this: Make sure your “old” media is working as well as it can before you race into new territory. Are your print ads compelling? Is your website search-engine optimized and content-rich? Are your broadcast efforts working as well as they can, targeting the right group of people? Are your traditional media campaign efforts (print, outdoor, broadcast, website, direct mail) reinforcing one another with a relevant brand message that appeals to your target audience(s)?

Often in the chase for the new, it’s easy to lose sight of making sure your advertising fundamentals are sound. New media opportunities are exciting, but these new channels and technologies will work best for your brand only when the so-called “traditional” aspects of your marketing are working as hard as they can. To your consumer, a brand message is a brand message, whether it’s a billboard, a myspace page, mobile marketing campaign, viral effort or print ad.

Old media is still relevant. It just needs a good makeover every now and then.

 

These days, campaign elements include nearly every touch point a customer can have with your business. Opportunities for advertising and design have long since ventured beyond the traditional media and new media formats. Customers assume, consciously or subconsciously, that their brand experience with your company will be carried through the advertising or design that piqued their interest all the way to the actual use of your product or service
and beyond.

As an example, here's a brief list of elements we've created recently that are all brand touch points, but aren't the typical playing fields of ad agencies and design firms: employee uniforms, product designs, greeting cards, apparel designs, self-directed sales kits, product prototype manufacturing, wayfinding, interior design, and lots more.

In a world that's getting flatter and smaller every day, it's a valuable reminder to recognize that customers want a seamless relationship with your brand, and truly feel rewarded for choosing your offering when their total brand experience is engaging and consistent.

Branding doesn't begin and end with your logo, ads and marketing materials.
In fact, it's only the beginning.

 

Determining the success of a potential ad campaign is an interesting proposition. You can endlessly weigh your media options and test creative executions into an early grave, but rarely does anyone ask, “How do you know if the strategy is right?” Here are guidelines to help you evaluate your thinking.

Some short-term indicators:

Gut: Make sure the strategy feels right in your gut. Your instinctive reaction
to the strategic idea is the first and best way to gauge its strength. You’ve reviewed all the background information, you’ve poured through target research...it’s all there telling your gut what to do. If you’re excited about
the strategy, and you can’t wait to get going, you’re probably on to
something good.

Other people’s reactions: If your agency’s creative and media personnel get excited about a strategic premise, it’s an excellent sign that it will have some impact. Likewise, if our clients are jazzed by the strategy after seeing it even in a Powerpoint format, it’s a great indication.

Springboard effect: Is the strategic premise springboarding new and fresh tactics? If the strategy begets new ideas, it’s probably right on. A good sign: The strategy is taking your campaign to new places untried and even unknown to you or your competitors.

Energizer effect: Does everyone in the client’s company get excited when they hear about it? Does it make employees and staff feel good about what they do? This is arguably the best measure of “rightness”: you’ve found a compelling way to tell the truth, and people see it and identify with it. And they want to hear more.

Of course, once the campaign is up and running, there are more tangible ways to measure the strategy:

Obviously, business results: Are sales up? Are objectives being met?

Creative awards: While awards really gauge the abilities and talents of the creative staff, it’s not surprising that those campaigns garnering the most creative recognition start with a solid strategic direction, enabling the creative team to do their best work.

Impact: Does the campaign break out of its boundaries? Does it get talked about rather than just seen and heard? Do people enjoy it?

Longevity of the idea: A great way to know if your strategy was right is by how long it lives before someone asks, “Let’s go back to the drawing board.” Campaigns with sound, insightful strategic directions live longer because they work harder.

Strategy is the unseen framework behind great marketing and advertising campaigns. When it works well, you’ll want to protect it. Perhaps that’s the best measurement of all.

 

© 2008 3 Advertising LLC, a full-service advertising agency in Albuquerque, New Mexico.