Our answer is yes. Over the course of the past 50 years, the advertising industry has transformed to encompass all new media that fall under the advertising umbrella. If you recently haven’t reviewed your marketing strategies and costs when working with an agency, you should. You might be losing a fortune.
I read an article today by a former head of creative at a major ad agency that read how he had witnessed a large amount of frustration by Chief Marketing Officers (CMOs) caused by how their agencies charge for creative and account services. The author says he had an epiphany and that maybe charging by the FTE (full time employee) should be a thing of the past. He states, “the fact that agencies charge more money when they put more people (or say they do) onto a project,” is wrong. No kidding.
I have always felt that the standard advertising agency model he wrote about is broken. In this model, ultimately agencies are compensated greater when deadlines are not met or only sub-par work is delivered. I’ll explain.
Let’s say that your agency presents you concepts for a new campaign. Its employees have been working on storyboards, scripts and ads for weeks while billing you for the time. You take a look and see nothing you like and say to the agency, “I need to see more concepts.”
If the agency uses this standard model, ultimately, it just hit the lottery. Now it can go back and create additional campaigns and of course bill you more money. If the agency presented you great campaigns in the first presentation they lose potential income. The agency is being rewarded for delivering inferior work.
I’ve always wondered why CMOs put up with type of agency model.
Now you’re probably saying, “This isn’t the relationship I have with my agency. I would never agree to this type of arrangement.”
The truth is you might have a similar type of relationship but don’t realize you do. Are your invoices always much higher than the initial quote? Are hidden fees popping up each month? If you answered yes, let me tell you how Davis Advertising can help.
At Davis we can operate using a fixed pricing model to help businesses of any size. This model has our clients pay a locked-in price or a pre-determined monthly fee (not retainer) that covers all required services for the completion of a project or campaign. This fixed pricing model would penalize us for creating campaigns that were not accepted by our clients at the first presentation. At Davis Advertising, if our first presentation is not great we will not be compensated for future concepts. Clients are invoiced only once we get it right. Not only does this method make us work more efficiently, this method is fairer to our clients and saves them time. So when you ask your agency if it can fix your problems and save you money be sure to also ask which model is used.
There are certain phrases that are overused all of the time. I remember sitting in a meeting, getting ready to hear about innovative, out-of-the-box ways to exceed customer expectations, and I waited to see what it is, with almost baited breath. The answer? A coupon. OH MY! Yup, you blew away the customer with that!
“Exceeding Customer Expectations” is a great idea. It’s a phrase often times mentioned in staff meetings, to rally a sales force before a big event, or in board meetings prior to a new campaign launch. Unfortunately, it is most often used as a euphemism for giving good service. This more common usage has turned the phrase into a cliche, and it’s time for us to take this phrase back. In order turn this motto into a functional call to action, we need to re-examine how and why we use it.
Before you can exceed customer expectations, you should probably try to figure out what the customer expects. Of course, you can go with the old generic standbys, like “The customer expects great service!” or “The customer expects a friendly atmosphere!” The problem with these general, all encompassing “Expectations” is that they are idealistic. It’s hard to fix real shortcomings with idealistic, sweeping statements.
Realistically speaking, a customer may expect to be able to walk into a store, pick up an item, and pay for it in cash, without having to provide the customer’s email address, zip code, and or telephone number to complete the transaction. Perhaps a customer’s expectation is to schedule an appointment at 2:30 and the services starts at 2:30. I think it is a reasonable expectation for a customer to be able to complete a sentence before the sales associate interrupts with a question.
So, before you can exceed expectations, you need to be able to meet them. The only way to meet them is to drill down, ask the right questions, and think like a customer. When I was training sales associates, I always made the new employees go mystery shop elsewhere, to see the purchase experience from our competition, and see what it felt like to be a customer. It is impossible to meet a customer’s experience without knowing the possible frustration firsthand that they may feel.
Once you’ve met the customer expectations, then, and only then, can you try to exceed them.
For market research into what your customer expects, and for an analytic approach to creating better marketing and advertising, contact us today.
We often give you advice on this blog, on how to better your social media presence, your SEO, and other marketing ideas. Today, we're going to give you a different type of advice: Financial!
Okay, maybe that's not entirely true. We did want to share this video that we put together for Webster First Federal Credit union with you, though. Enjoy! We have a full video production center, so if you're looking to expand your advertising into video, whether for the internet or television, contact us today.
“When I was a child, I had to walk to school through a blizzard, for three miles.There were no snow days.We didn’t have fancy global warming; it snowed every day.Uphill both ways. Barefoot.”
How many times have you heard stories like this?I remember every single snow day when I was a child, hearing some variation of this story, when I was dropped off at my grandfather’s house.Maybe without the “Global Warming” part; in the 80’s, it wasn’t really as big an issue.There was always an element of fantasy in these stories though, and a morsel of truth.I can just imagine the stories I’ll tell, when my 11 month old daughter reaches school age:
“Back when I was a child, we had to wait until there was snow on the ground before the schools would close.There’s no way a school would say they were closed the night before a storm.We didn’t have that much trust in weathermen.And if there was only an inch or two, school was still open.We used to have these things called ‘Delays’ which meant that the town would plow, and we would go into school a little late.”
I wonder if my daughter will look at me with the same, “Are you serious?” look I am sure I gave my grandfather.
Turn on the news every time a snowstorm hits a southern state, and watch the New England news stations poke fun at the inhabitants down there.And yet there was nothing on the news this morning other than the fact we were getting pummeled with a three inch snowstorm. At 6:30 this morning, Fox news had the totals up, and there were none higher than 2 inches.But it was all they would talk about last night on the 6, 10, and 11 o’clock news.
What happened to the “Tough New Englander”? Is that image no longer fitting?What do you think?
Davis Advertising will continue its work with strategic recognition provider, Globoforce, through 2010.
Globoforce is the world's leading provider of employee recognition programs for global 2000 companies. With corporate offices in Southborough, Massachusetts and Dublin, Ireland, Globoforce motivates 1.7 million users worldwide, inspires 50,000 "Thank You" moments daily, and offers 25 million+ global rewards options.
Davis will be collaborating with Globoforce on a number of marketing projects including website strategy and support, video and audio presentations, and various collateral pieces that will be distributed around the globe.
This is a question that often confronts many executives as their business evolves over the years. In today’s world, where businesses have to adapt daily to new technology, new products and new services, many times a brand line, which successfully described the older company, is no longer relevant.
The question to change a brand, especially one where years of marketing dollars have been spent to support that brand, should not be taken lightly. There are a series of questions that should be discussed prior to making that decision. Is my brand still believable? Does it truly reflect my current business or where I expect to be in the next few years? Is my current brand line detrimental to my growth? Have I successfully marketed my brand, and how will changing it affect my business?
One option to consider is whether you need a new brand or can evolve your current brand that might be a far less risky. Examples of brand evolution include Fortune 500 companies like General Electric. In the past evolved the brand line “We bring good things to light” to “We bring good things to life”, before finally changing the brand completely to “Imagination at work”. GE, which started as a manufacturer of light bulbs, now offers hundreds of products from light bulbs to jet engines. It was clear that as the company expanded into new fields, a brand that would not limit that growth needed to be created. Their new brand line puts no limits on the company’s growth. Other examples of brand lines with no limits include Nike’s “Just do it” and the universal “Swoosh” symbol and McDonald’s current brand, “I’m lovin’ it”.
If you make a decision that your brand line needs updating then make sure you choose a new brand that can successfully evolve with your company. Remember the basic rules of branding, starting with the question, is my brand believable? Creating a brand line that successfully represents your business now and in the future is your main goal. Creating a brand that makes your company seem too perfect or does not truly reflect your product or service is only going to create consumer disbelief, and in the long run need to be changed. It is easy to feel that you are the best at everything or your products are the best on the market, but it’s better to find a niche where you do exceed the competition, and then create a brand that accurately depicts that.
When thinking about your brand you need to look at all facets of your company’s business and make sure all materials live your new brand. Things to consider include; How is my new brand positioned? How should my new brand be presented? How do I market the new Brand? How should my employees and customers experience the brand?
Start with the basics; new stationary, business cards, signage and point of purchase materials, brochures and your website. Anything that a customer might see needs to live the brand. Do not launch your new brand until everything is in place. Make sure your employees understand your brand message and support the brand in everything they do. Become a brand guru and preach the need to live your brand in all aspects of your work. A great brand with no support will fail miserably. If you do your homework, you will create a brand that can last for generations. If not, you will continue to have a brand with little relevance to your consumers and it will ultimately hurt your sales.
Full service local ad agency seeks Entry Level Web Developer to join our already successful, now growing Internet department.
What we're looking for:
Proficiency with HTML, CSS and Adobe Photoshop
Proficiency with administering social media platforms such as Facebook, YouTube, Twitter and LinkedIn
Experience with Flash and Actionscript preferred but not required
Willingness to grow as a developer and eventually work in the LAMP environment
Strong written and verbal communication skills
Ability to work independently as well as within a team environment
Attention to detail
Ability to multitask
Bachelor’s degree preferred
We offer full medical, paid vacations, holidays, sick time, matching 401k opportunities and a fun work environment. For more information about Davis Advertising, please visit: http://davisad.com
Please send cover letter and resume to: Chris Corbett ccorbett@davisad.com
The results of Worcester Magazine’s 2009 Best of Worcester are in and the staff at Davis Advertising couldn’t be happier. Not one, but three of our clients were awarded, “Best,” status this year!
Worcester State College (WSC) found its place as the city’s, “Best College,” for the fourth year in a row! Throughout our partnership, the campus and student base continue to grow, and the inspiring faculty and varied course offerings are propelling WSC into the future, providing students with an even higher level of education. WSC is truly deserving of this honor.
Tu Moda Spa for Beauty and Wellness, earned the “Best Day Spa” title for the second year in a row. Even facing the economic hardships this past year, people still want to look and feel good. Tu Moda offers an array of services for both men and women including salon and spa services and featuring the PROLASE laser skin clinic. Tu Moda remains a necessity for its customers, not only a luxury. We here at Davis couldn’t be more pleased with this client’s reputation as Tu Moda’s entire staff seeks perfection within every service they perform. Congratulations to you all.
No stranger to this annual honor, Sharfmans was again voted Worcester’s, “Best Jeweler.” Family owned and independently operated since 1937, Sharfmans strives to offer customers the highest-quality product and all-encompassing customer service available. Their customers are treated as part of the Sharfmans family and satisfaction is always guaranteed. Well done.
Cirque du Soleil AlegrÃselects Davis Advertising to carry out its public relations services for its world-famous circus arts and street entertainment show. Davis Advertising will work closely with Cirque du Soleil in preparation for its upcoming performances in Worcester, Mass. later this year to ensuring proper publicity and press. Davis Advertising will organize interviews, meet and greets, and other press events as well as send out information to the community via press materials.
There are definite ways to improve your odds for success. In the real estate business the aphorism is, “location, location, location.” In the business of marketing, it is, “focus, focus, focus.”
How do you focus? No matter what goals you are aiming to achieve, your campaign has a target market. Adults, women, seniors, and teens are all possible targets. The more defined your target market, the more likely your marketing campaign will work. The following questions help to define the members of your target market.
1. What is their income level? 2. What is their education level? 3. What do they like to do in their free time? 4. What types of media do they use? 5. What types of music do they listen to? 6. Do they spend time on the Internet? 7. What sites do they spend time on? 8. Where do they live? 9. Do they own or rent a home? 10. Do they have children?
If you can accurately identify your market and their lifestyle, then your marketing has a greater chance to succeed. The failure of many marketing campaigns is in skipping this step and developing creative materials that the target audience either glances over or completely misses.
Be clear about your marketing goals. Whether they are to increase your customer base, raise the quality of applicants, re-establish or create a new identity, reverse a misconception, or all of the above, goals must be set prior to the beginning of your marketing plan. This first step forms an overview that enables your team to acknowledge strengths and weaknesses in order to develop a unique plan designed to meet specific needs and expectations.
If your marketing campaign has numerous goals, focus first on specific areas that demand immediate attention. A strong marketing strategy will prioritize goals in order of importance. Targeting too many areas at once will stretch your budget too thin, and none of your goals will be met.
Remember, your product/company is a living organism that will change over time. While long-term plans are ideal as a core structures, it is imperative for monthly and quarterly budgets to be monitored and revised. Expect evaluations and advice, and if you are not receiving any help, perform your own re-evaluation of the company you keep. It is the job of an advertising agency to stay informed of trends and to share that knowledge with you.
An example of a recent trend advertising and marketing agencies alike were forced to work through took place within the automotive industry. For years, it was common practice for annual marketing strategies to plan automotive dealerships’ Q4 advertising toward selling the next year’s lineup, limiting pre-owned vehicle advertising. Our current economic state broke this pattern as buyers’ spending habits decreased dramatically. Pre-owned sales began to surpass new car sales, and advertising creative had to change accordingly.
In Q1 2009, we directed many dealers to continue to feature pre-owned vehicles, in addition to brand new 2009 models. Budgeted dollars for the quarter were adjusted to accommodate the need to reach secondary demographics not originally planned for at the close of 2008. Monitoring customers’ spending habits and adjusting client creative as soon as trends arise is just one way that Davis Advertising works for you everyday.
Marketing with a small budget is a true art form that requires the utmost skill of the advertising professional. In the same way a photographer needs greater skill to produce black-and-white works of art, a true marketing artist shows his/her skill by making a small budget produce greater results than a large budget produced by marketers with less skill.
There are many ways to make a small budget act larger. The one rule when marketing with a small budget is that you do not market to save money, but to ensure that each dollar spent brings a handsome return.
The most important premise to keep sight of is that you can accomplish your goals, regardless of the size of your budget.
So, you've just launched a blog. You've written a couple of posts, have some plans for future posts, and even have a reader or two. However, now you want to take it to the next level. You want to build a community of readers.
Problem is, you don't have one person dedicated to your company blogging efforts. You're doing this yourself and while you have some time to dedicate to working the crowd, you aren't able to spend every hour of every day on it.
Here are a couple of things you can do to increase traffic, using however much time you have to give to it:
Submit to Digg, Reddit, etc.: Although it is next to impossible to make it to the front page of a site like Digg, that doesn’t mean entries still shouldn't be submitted. By submitting a post you are almost always guaranteed at least one visitor. The odds are that at least one person will click it while perusing upcoming stories. However, when submitting to sites like Digg and Reddit the goal isn’t necessarily getting “Dugg” and making it to the front page, but getting our content indexed within these social news sites. The millions of people on these sites use their search functions extensively, and by submitting our entries we are giving ourselves the ability to show up within searches on these sites. So in sense we can think of submitting to these sites as submitting to other search engines apart from Google and Yahoo, and although the volume is significantly less, the traffic will probably be more targeted. And as we’re thinking of these sites as other search engines, it’s important to submit our titles and descriptions with good, relevant keywords to our posts so that we have a better chance of generating click-throughs on related queries.
Be active on blog communities (like MyBlogLog) and on other blogs: Blog communities are a tremendous resource for finding targeted readers, increasing your subscribers, and even getting backlinks. Other blogs are also a space that you should be active in. By participating and commenting on other blogs, not only will the author visit your site and potentially contribute, readers of the other blog might as well.
Recently, we received a very nice "Thank You" note from The Longfellow Clubs of Wayland, MA after creating a new logo and tag line for them. Of course, letters like this are better when shared with friends:
Dear Davis Advertising Folks,
Thanks so much for taking the time and really working through our logo conversation. We really appreciate the care and the great customer service.
We feel Davis provided us with a fantastic revision of our logo and new tag line, and everyone is excited about it. Your artists are very talented and gave us some terrific options.
And most important you listened to us.
I'm giving a seminar in San Francisco at the national trade association of health clubs, IHRSA, on green health clubs and we're featuring our new logo! This will be fun!
With gratitude, Laury Hammel, President The Longfellow Clubs
Davis Advertising has been the agency of record for Charter Communications for a number of years. This quick-hitting video takes you through the relationship:
For over 60 years Davis Advertising has been the stand-out ad agency in Central Massachusetts. In 2007, riding the wave of great success we opened a second office in Greenville, South Carolina. Davis Advertising brings the talents of over 50 marketing professionals together to create the kind of strategic thinking that sells. You can’t move a product until you move a person and the advertising we generate has proven extremely effective in doing just that. Davis Advertising creates marketing that stands out from the crowd, conveys a message that hits home and sells your product or service. So contact us today and get the small town service you want with the big-city creative and capabilities you deserve.
