Advertising Honestly – Honestly
People in general no longer like to admit Advertising influences them. Anyone who works in Advertising ranks pretty low on the trust meter. Yet when any of us has something to sell - a house, a car, a cat - we still use advertising.
A lot of advertising is just plain annoying? Is this why Advertising is failing? Being annoying is easy. Being successful and an acceptable intrusion into a wider audience is entirely different. FDC believes that there are other routes that don't alienate all but a narrow hard-core target audience. We don't underestimate the audience. We don't underestimate what's changed - the web, the decline in print advertising and Sky+.
Getting a Long Term Return On Investment
Using ads to drive sales for one particular weekend is sometimes necessary. But if that's all that's done, then it's going to have to be done next weekend, and every weekend.
To create ads that draw the eye rather than blind it; to craft words that tell a story which informs, in a tone of voice that doesn't need to shout. To form, but not to define an individual's own conclusion. This is our goal. This enhances recall and gives a sense of discovery. This is remembered. This is relevant. This is powerful.
The Measure of Success
It's always been difficult to measure which ads, in which media, deliver the best return on investment. That is perhaps why it's still more of an art than a science. As was once said "I know 50% of my spend works, I just don't know which 50%." Maybe advertising can't be measured any better. Or can it?
Customer recommendations have always been the most successful advertisement. Our audience's viewpoint has always been the best way to find out what's wrong. By following social media sites, YouTube, Twitter and on-line retail sites that publish customer reviews, it's now possible to have unparalleled access to that information. It's another valuable measure. Allowing analysis and modification to keep a marketing communication strategy on target. If you want a one-to-one relationship with the creative, we could be the one to help you succeed.