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As we near the end of the year, I feel like it’s a good time for reflection and planning. I start by looking back at what we’ve accomplished and what we need to do better. This year, I looked back a little further and found myself looking at an old ad that my dad made for our company in the 90s.
I often mention the customer pain points that he aggressively targeted in his ads, and I believe those pain points still exist today and we still follow them to ensure we are truly meeting the needs of our customers. But the ad I saw wasn’t about the pain points, it was simply titled “The Journey” and talked about the importance of our logo, which at the time was a set of scales. It said:
“In 1969, these scales symbolized the need for a balanced view of advertising, the most important force in marketing. It reminds us that good advertising is a blend of many factors—
Form and function,
Science and performance,
Impact and restraint –
Each part plays its role in the whole to achieve maximum efficiency.
34 years later…
More products, more advertisers, more competition, more media choices.
Science needs to be more precise.
And the acting talent is even more obvious.
Good advertising is still a combination of many factors –
Form and function,
Science and performance,
Impact and restraint –
Each has his own duties.
It’s all a question of balance.
“Science | Performance | Performance | Results”
It reminded me once again that now – 50 years later – very little has changed…
I recently read Professor Byron Sharp’s latest and very interesting book, How Brands Grow: What Marketers Don’t Knowwhich establishes the fact that finding balance remains as important today as it was in 1969, whether for traditional or digital advertising. Professor Sharp uses empirical evidence to prove that consistent and extensive advertising and brand communication are crucial to consumer buying behavior. The two key elements are “constant” and “extensive”.
But what does that mean? And how do you achieve it? I think it’s simple, with all the ways to reach, engage and delight customers today, integrated marketing is the key to creating an always-on, impossible-to-ignore presence. When we focus on just one thing, we’ll never get the traction possible and necessary to drive our brands to greater success. That’s why we’ve evolved our agency to offer integrated, professional services that seamlessly combine all the services you’d expect from a traditional agency with the digital age to help optimize campaigns, save time, money and resources, and drive growth.
Let’s talk about your advertising needs… Email: az.oc.yroviynobe@ofni Or call +27 11 327 6871
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