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 Before
there can be a sale, there has to be an ad, and before there
can be an ad, there has to be an idea. In many advertising
campaigns there is no idea, just a scattering of images
and words
that leaves the prospect dazed and confused (See Hall
of Shame). But when there is an idea, magic happens (See
Hall of Fame). The prospect connects
with the service and product. There is interest. There is
response.
And, finally, there is (hallelujah) the sale.
More than anything else, we sell
marketing and advertising ideas. Then we stick the idea
on the media (brochure, point of sale,
video, direct mail, etc.) that hits the prospects at least
cost per impression (fancy marketing talk for “you save
money”).
Some ideas come directly from our
fertile minds. Others spring from the client after we take
them through a concept. The source doesn’t matter. The goal
is to get the idea that makes the cash register ring. Finally,
discover the value and importance of having a 10-second commercial
when you are asked the ultimate question: What
do you do?
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