Be single minded

Be single minded

As long as the advertising industry has been in existence, there has been a debate about whether advertising is art or commerce. This kind of divisive argument is a waste of time and has diminished what little respect the industry has earned through the years. Besides, the answer is simple, and advertising is the art of commerce. It can't be pure art, because pure art won't engage the consumer on behalf of the brand. Art can get people's attention, but it rarely causes them to take action. If the consumer is not engaged, the brand won't grow, and if the brand doesn't grow, the company won't profit. If the company ceases to make a profit, it dies and takes its brand with it. You've read about the importance of being courageous, rebellious, and imaginative. These are all vital ingredients in an effective advertising campaign. But, they must be tempered with the essential part of all strategy. 

Advertising can't be mere commerce because capitalism, in and of itself, is not pretty. It doesn't make people sit up and take notice. Real business deals with the exchange of money for goods and services. How boring is that? Besides, you don't want to encourage pure commerce, and you want to promote branded trade, that is what makes the strategy so important. Let's get straight to the point, and we're talking about advertising strategy. Advertising is not marketing, because marketing involves several disciplines, including product, pricing, packaging, distribution, customers, and promotions, which encompasses public relations, advertising, point-of-sale, direct marketing, and e-marketing. If your ad agency can't tell the difference between marketing and advertising strategy, you're liable to waste a lot of money. Now some agencies do understand the balance between the broader marketing picture and the narrow, targeted advertising scope. If they are capable and comfortable operating in both realms, they will be a precious partner to you. The importance of a strong ad strategy can't be stressed enough. Creating ads without plan resembles throwing a ping pong ball at a speeding car in a wind storm. 

There is little chance you will hit your target with a sound advertising strategy, even a company with a limited budget can compete against deep-pocketed competitors. Such is the power of the single idea that remains constant over time. You must start by knowing to whom you are speaking and to whom you should speak. What are their hot buttons? What kinds of things are they paying attention to art? What would make them want your product or service commerce? What kind of life do they lead? What are some of their daily hassles? Can your product help with any? The key is to begin thinking about your customers and potential customers. Focus on their needs instead of your own. By offering solutions to their needs, you will fulfill your individual profit needs. It doesn't work the other way around, only after you know your audience, should you start thinking about how to communicate with them? Because only then will you understand how and where to reach them. Challenge yourself, your staff, and your advertising agency to revolutionize your ad program, and remember, every revolution begins with one step.