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You Don’t Need an Advertising Campaign…Or Do You?

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So you’re launching a new product or business. Or maybe you’ve been around a while and you’re just looking to increase sales. Either way, you need to launch an ad campaign first, right? Maybe not.

Many companies believe the surest way to success is to “get your name out there”, gain visibility, shout from the rooftops in order to get your consumer’s attention. But what do you do when you have it? What will you say? Or even more important, what preconceived notions has your consumer already developed about your business based on all that proverbial shouting? Is their impression beneficial? Or will you spend what could have been your first opportunity for a sale undoing what they assumed, rather than educating them on your competitive advantage or benefits? The fact of the matter is, even if you have your elevator speech polished, every touch point with a consumer will build a brand image, whether it’s the one you intended or not.

Branding Is the Message, Advertising Is the Medium
So then what do you need? Well, an ad campaign. Are you confused yet? Thought we were going to say “branding”? Let’s rewind. The word “ad campaign” these days has been reduced to a two page spread in an industry magazine and a new home page on the website. There’s that shouting from the rooftops again and yes, it has its time and place. But the true definition of an ad campaign is “an organized course of action to promote a product or service.” The key word here is organized. Not necessarily flashy, not necessarily repetitive, but a well-constructed game plan. And since branding is the development of how exactly you choose to communicate your message to consumers, maybe the two aren’t so dissimilar. In turn, this means the term “branding” doesn’t just apply to a company-wide facelift either. Proctor & Gamble does not market CoverGirl in the same way it does Old Spice. Each has a unique voice that has been specifically branded to suit the product’s personality. Thus, under the umbrella of a business as a whole, products and services can be branded individually to suit their target market.

So you’re launching a new product or business. Or maybe you’ve been around a while and you’re just looking to increase sales. Either way, you need to launch an ad campaign first, right? Right. Or branding. Same idea. No matter how you define it, The Creative Bar can help. Call or email us today for more information on how to garner the kind of productive attention that will boost your business effectively.

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