Introducing an advertising agency
that does not believe in advertising
Creativity has always been a passion that got me excited within business. During my years of running the ‘best kept secret’
advertising agency in Johannesburg, I have learned that good advertising strategy is a ‘knowing’. ‘Knowing’ your client and
‘knowing’ their business. It comes from years of experience, understanding the market, trusting your gut and practice as a
professional. The terrain in which we communicate for our clients is forever changing.
Nex Media • INTRODUCING AN ADVERTISING AGENCY THAT DOES NOT BELIEVE IN ADVERTISING
B
ack in the day, business became a personal ambition of the success of
learning the art of supply and demand and who could do it the best,
fastest and more often. Advertising has always been a key feature
for all businesses through the age of time. It has been long overdue for
advertising agencies to become partners with their clients. They need to
think like they are the business owners, and use all their experience and
understanding, and not to mention their creativity, on how to help their
client stay relevant to the people who support them with their wallets,
their customers.
Our world of communication is changing in every way – by the minute, so it is
actually hard to believe anyone sleeps anymore! Every morning we wake up
and grab our smart devices to see who and what is changing in our space for
that day. We now have a unique and awesome opportunity to get back to being
‘creative’ one-on-one marketing style, just like they use to do in the early 1950’s.
The objective back then was to appeal to a target audience on a personal basis.
So, welcome the age of ‘introducing an Ad Agency that does not believe
in Advertising’.
‘So what does this mean’, you may well ask? Well, it is simply going back to
basics and defining the strategy. What are you trying to achieve? Who are you
talking to, and over what period of time? Only then do you commence with the
financial spend. What is awesome for creatives in the agency world, is that now,
we are going to be more creative than ever before! We are told by the Social
Media leaders that they want to be entertained, and not ‘sold’ to. Ok!! So, how
do you now advertise your product or service? Soon we will know and be familiar
with the changing world of marketing of tomorrow where it will become clearer
that Twitter is to replace our newspaper, Instagram is the same as your favourite
publication, Facebook is like reading that article of interest, and You Tube will
become your traditional TV Channel. The strategy will be about ‘Pull Media’ to
that of ‘Push Media’ where the target audience will pull your message into their
lives if they are a fan of your brand.
Consumers can now buy what they want, get what they want, whenever they
want, and just because they want it! It is now up to all brands to create fans of
their products and services and not only customers. You have to tell a story to get
your fans to follow you. Only then will they stay with you and share those stories
with their friends. This way, you still come across looking cool, the loyalty will
remain, all while your competitors are vying for your customers attention. This is
when your Ad Agency should step to the front in being the best at their creative
services offering, and become your business partner.
All businesses now need to let their hair down and break with traditional
communication strategies. It is all about what is in it for the consumer and
what they get from their investment with you – not just about how great your
brand or company is. You need to find angles, ideas and themes that can remain
fresh and unique, and at the same time, work on social media platforms that
will have a life span to entertain, and get your content shared directly to the
next group of fans. For the first time ever, you can get to see who the true fans
are. They too get a voice to tell brand managers how they are feeling about the
product and service, in discussion. I know that this is scary, but this is better than
having a printed billboard on the side of the road where two people, sitting in a
car driving past, are talking to each other about the advertisement, and don’t get
to share their feeling or views with the advertiser. Now with social media they
do, and do so instantly! And all brand managers get real time response! This
allows time for a decision to make appropriate changes within the campaign
time-line to adapt to the market response, all the while keeping the conversation
going. Eventually, this will turn into sales in the stores or online.
It’s not about how great your product is, or how much it costs, but the value
added to the consumer. I believe there’s a need to find a storyline which can
entertain people who will stop, think, like, and share your story with their friends.
This is the marketing of tomorrow!
Recent studies have shown that consumers will remember a good story for longer
than that of a generic advert created. That’s why funny ads in the past have
always been remembered and shared with family and friends whenever they got
together. It is still happening the same way, but faster through personal sharing,
which makes this message have a more personal touch and meaning, that the
receiver will take time out of their day to read, listen or watch and maybe even
share further.
This does not mean that traditional advertising is dead (yet) but is still a valuable
and integral part of communication strategy and driving fans closer to brands
and the value propositions. This in turn drives social sharing. Advertising is not
dead, it is just evolving. Now integrated marketing solutions are what marketeers
in business are looking for. It is up to us agencies to find their unique diversity
of services to help businesses overcome the new technical hurdles of
communication by aligning as partner to their clients. The key areas where
all businesses need to consider in viewing the value the agency will bring
the business.
1. Get to know what your client does within the market place. Get involved
and experience all aspects of the clients business. Start from assembly,
packaging and distribution to promotion. Show an interest and ask questions.
This will bring better understanding and sharing ideas that can add value to
your clients business.
2. Share your client’s passion. As you get to know their business, get to
understand what they are about and even some of the charities or causes that
they support. Within your strategy, think of ideas that can help find a way
that will help the employees and director reach their objectives.
3. Put it on the line. It is always hard to tell a client what he does not want to
hear. But sometimes it’s the right thing to do as a partner to your client. Your
mind must be on the objective, and how you call it on tough decisions will
depend on the dedication to reaching the objectives set out between the
two of you.
4. Transparency. All clients value this quality and regard it as best practice. When
you are always crystal clear in your intent, the best decisions can be taken
for the business. So, if it is around your fees, mark ups, or deadlines, show the
integrity it deserves.
5. Take ownership. Mistakes can always happen. If it has happened on your side
of the service, own up to it and assist in making it right. As you are in business
for the long yards and not only the short wins.
6. Never take a client down. You may not always agree with a client’s decision
or an action taken. But never say anything or make a joke about it. As a
professional, our job is to promote every client’s brand even when
circumstances seem difficult to work under.
www.
nexmedia
.co.za
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