Some people think ad agencies only care about high profile jobs like national TV spots. But any agency worth its salt knows that TV isn’t the answer for every brand.
Today’s customers face an abundance of brand choices, making it increasingly difficult for advertisers to communicate compelling reasons to be chosen. In today’s fragmented media landscape, more often than not, the answer lies in a complex mix of media. Finding cost effective and creative ways to utilize these media is where a full-service, 4A’s* ad agency can serve as a valuable guide.
More than anything, a well-balanced agency is an analyst. Before determining where to place your message, they’ll work closely with you to understand your industry, your business and your goals. Next, they will get to know your audience and their perceptions–going past the platitudes to find out what people really think about your brand. Only then, will they determine the best way to influence the audience.
Rarely is a 30 second TV commercial the most effective means of getting potential customers to choose your brand. In fact, some of the most ingenious media plans combine widely varying channels. Maybe the best channels for a given brand story are all digital. Or, for some B2B businesses, the solution might be a combination of digital and print publications. For still others, the focus may be solely on trade shows, including electronic and printed support material.
The point is, a well-integrated communications program is essential. But it must be based on sound marketing knowledge of the brand and its audience. Not all agencies, or those claiming to be agencies, do this. Be sure to find one willing to make the right media choices for your needs. Rather than for their own agency portfolio.
*American Association of Advertising Agencies