by admin | Jan 18, 2012 | Blog, Strategy
The creative strategy is the translation of the brand objectives and attributes, into communication that will:
Having a strong creative strategy is more important for the SME which doesn’t have the corporate budget to drum in the message using the sheer weight of media dollars. An SME is also in a better position to develop a strong creative strategy:
- Unlike a big corporate organisation, an SME does not have to deal with layers of management and political games.
- In most cases there is no brand baggage.
Creative strategy is rarely used by businesses outside the large and well established Consumer Goods and Services; from FMCG to Banking, Retail, Telecommunications, Cars, etc. B2B and Professional Services companies, and in fact most SME’s can benefit from having a Creative Strategy.
- Provides consistency which is crucial in building memorability and trust with the target audience
- Ideally, the theme is will be derived from or generate synergy with the brand name or the positioning statement.
- Allows for development of more ‘creative’ communication, which also makes it more memorable. Creative themes achieve this by developing synergy between words and graphics and thus become more memorable.This means that you do not have to expose your target audience to your message as many times as you would otherwise with ‘average’ or less interesting communication, which means you can spend less money communicating with your prospects to turn them into customers.
- Well communicated THEMES deliver greater marketing ROI because they go beyond features and benefits in the mind of the prospect and engage them emotionally as well as logically.
The more creative the communication, the more memorable and comprehensible it is. Which means that you do not have to expose your target audience to your message as many times as you would otherwise with ‘average communication’.
A consistent THEME that uses the name of the brand or its positioning or ultimately both will always yield better results in achieving the above objectives.
MORE CREATIVE = LESS FREQUENCY = GREATER ROI
by admin | Dec 16, 2011 | Blog
Create a Sensation
Garnished Flavours delivers new and exciting taste sensations that takes everybody on a culinary journey. It al starts with the basic premise of “you reap what you sow”, that is why Garnished Flavours is powered by the Australian Fresh Leaf farm production business.
Website
Banners
Sales Kit
Background
Client : Garnished Flavours
Media : Linkedin, Twitter, Youtube, Blog, Website
Create a Sensation\nGarnished Flavours delivers new and exciting taste sensations that takes everybody on a culinary journey. It al starts with the basic premise of “you reep what you sow”, that is why Garnished Flavours is powered by the Australian Fresh Leaf farm production business.
Project Scope
Brand Strategy
Marketing Strategy
Copywriting
Website Design
SEO
by admin | Jan 15, 2011 | Blog
Silly Yak Foods is a boutique manufacturer of 100% wheat free, 100% gluten free bakery goods.
Magazine Advertisement
Background
Client : Silly Yak
Silly Yak Foods is a boutique manufacturer of 100% wheat free, 100% gluten free bakery goods.
Project Scope
Brand Strategy
Marketing Strategy
Copywriting
Magazine Advertisement Design
by admin | Dec 13, 2010 | Blog, LinkedIn, LinkedIn Training
A fascinating debate recently took place on the pages of Anthill, the summary of which can be described as follows:
- Should you aim to get as many connections as possible?
- Is Linked In suitable for B2C Marketing or only B2B?
You can find the article and readers responses here:
http://anthillonline.com/so-you-have-300-contacts-on-linkedin-well-im-not-impressed/
Doesn’t the question of how you should connect and with whom all depend on your product or service offering?
Although I see merit in both arguments, I am partial to side with Jen Bishop. Obviously by definition, Linked In is more suitable to B2B, however “all of us” are consumers and now there are 80+ million on there who are a marketer’s dream demographic! Which raises the question of reward v effort and ROI of targeted ads in this medium versus building your personal network…but that’s a whole other debate.
To support Tom’s point, I know of a Marketing Consultant (Self Proclaimed Linked In Guru) who has 17,000+ connections. Although he is undoubtedly a very smart guy who seems to be very successful and have his heart in the right place providing a lot of free education, I do not agree with some of his tactics and “teachings”, in fact I have reported one of his tactics to Linked In as I see them akin to “black hat SEO” …
I digress…the point being he is selling “educational product”, CD’s, Pod/Video Casts, PDF’s etc…The more connections he has the better for his business! In that respect he is doing a great job – satisfying customer demand and making a profit without doing anything wrong!
SO LET”S ALL BE CLEAR ABOUT OBJECTIVES – HORSES FOR COURSES! We should not make sweeping statements but instead spend a little time working on our strategy, value proposition and then worry about evaluating the media channel, it’s advantages and limitations and the process with which you will maintain DIALOGUE in your chosen channel.
Success on Linked In and in fact in all Social Media channels, to be specific VIA NETWORKING & WORD OF MOUTH, NOT ADVERTISING, relies on the principle of leveraging and building your reputation with your existing professional (and personal) connections as well as building new connections that will also hold you in high regard. Now how you will do that is the big challenge and not one of technology but strategy! What will you offer them to make their lives/jobs easy and what do you need to do to attract people to your profile in the first pace?
Many Linked In users damage their reputations because they forget the simple rules of engagement when it comes to interacting with their existing and prospective audience online.
I received two Linked In invitations in as many weeks, from individuals that indicated they were friends and gave no specific reason as to why they wanted to connect with me and used standard “templated” invites. In fact, having searched my electronic databases as well as my “super computer” called the human brain; I could not remember how or where I MAY have met these two people. These two invites were great examples of what not to do on Linked In. This doesn’t mean that these individuals can’t add value to my network or I to theirs. It does mean that I will wait to accept their invitation until such time that they can illustrate the value in connecting with them, and either choose to be more honest or learn how to better use the technology!
My Linked In connection policy is based around either one or both parties being able to POTENTIALLY add value to another. It’s a decision process that most PROFESSIONAL Linked In members should be able to answer in a matter of 30 seconds (in this case deciding whether to connect or not):
- Has the person inviting me illustrated a clear reason for doing so?
- Is this reason of value to me?
- If there was no clear reason stated, they have one last chance. I look at their profile for 20 seconds and decide for myself, read between the lines how connecting with them may benefit either me or them:
– Are they a potential prospect or referrer for my business?
– Am I a potential prospect for theirs? Is what they sell so unique (are they a real expert in their field) so as to interest me, even though they may not have given me an initially strong reason to connect.
– Am I a potential referrer for their business?
- Finally, if the answers to most of those are negative, I will not connect with them, as they are likely to fill my inbox and those of my network with useless junk and be a time sucking vampire!
Your CONNECTION policy maybe vastly different, BASED ON YOUR SPECIFIC OBJECTIVES, but the bottom line is you NEED to have one, and the only way to do so is to have a well thought through strategy.
For a Free and No Obligation Discussion about your specific needs contact us today.
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