Direct marketers have long known something that brand marketers haven’t: responsiveness counts. Advertising Agencies win new business on creative — ideas that build client businesses. Advertising legend David Ogilvy left us with more than what it takes to make great advertising. Marketing is a complex blend of art and science, and if you talk with anyone in the profession today, they’ll tell you it’s only getting more so. If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning solution for you.
Brand Education is a core competency of The Blake Project, the brand consultancy behind Branding Strategy Insider. Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. Subscribe to Branding Strategy Insider Now and get regular updates and two FREE Chapters of Brad VanAuken's best selling book Brand Aid direct to your inbox.
An in-store campaign for Main Attraxion Hair Salon by Strategy Advertising to grab the attention of PE shoppers. With an influx of boutique hair salons in one of Port Elizabeth’s most affluent suburbs, Main Attraxion asked us to guide their brand out of the clutter. We began with re-branding the salon and developed the concept from the nostalgic and relatable experience we have all had of going to the hairdresser and letting the stylist snip away. THE BIG IDEA: The aim of this campaign was to challenge the conventional approach adopted by most hair salons and to create something that would turn heads. Due to budget restraints traditional media was not an option and therefore a more ambient approach was taken in the execution of the campaign in the form of floor graphics and posters.
A Creative Director at digital agency Hellocomputer, Camilla Clerke works on campaigns that harness the power of social media to start brand-consumer conversations, to add value or to feed school children that would otherwise go hungry.
Pioneering agencies and brands are already providing examples of what’s possible using the next transformative technology for the advertising industry. In this speech to the 4A’s (the American Association of Advertising Agencies) 1980 Annual Meeting, advertising legend Bill Bernbach, outlines his personal philosophy on creative genius.
As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brands.
Army and Wyndham Worldwide are some of the organizations that have turned to The Blake Project for help in meeting learning objectives. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. When we were presented with the clients objectives, we soon realized that what this brand needed was a bold, fresh and audacious idea.

Before you know it you’re looking in the mirror, hardly recognising yourself, before looking down to see all your fallen hair trimmings.
Combining the idea of hair trimmings having fallen to the ground and celebrities known for their iconic hairstyles.
This article puts together a list of different advertising mediums for a small business.slide 1 of 9The Best Advertising Strategy for Small BusinessIn today’s futuristic and fast-paced world, saving money by not advertising is like stopping a clock to save time. Please take a moment today and think about the agency, consultancy — corporate culture you are creating or influencing.
BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world. It is very important for all businesses, large and small, to consider an advertising strategy for the small business to make prospective customers know about the range of products and services offered. Unconventional in its approach as well as its application, we applied the vinyl floor graphics in supermarket hair product isles thus capturing the consumers attention when they are already considering their hair. Try work with what you have.” (The audacity…) After hours of putting our heads together, we realized we had hair!
As a matter of fact, there are even some very effective means of free advertising for your small business.
Small businesses may have to test the usefulness and the significance of each medium and then decide the best strategy to advertise their product or service. In addition, it is important to specify the exact position where you want the advertisement to be placed.
Sometimes advertising on a Sunday and on a specific position could require an add-on charge. Magazine Advertising: There is not much of a difference between advertising in newspapers and magazines.
The only differences are that magazines are generally weekly or monthly publications, quality of printing is superior to newspaper print, and magazines are usually kept at home for longer. Consumer magazines can be found on news stands and reach out to end users while trade advertisements reach out to other businesses and service industries. Many magazines have different geographic and demographic editions that can be advantageous for your business. Continue on to the next page to read about other advertising strategies for your small business.slide 3 of 9Advertising Mediums for Small Businesses - Broadcast and Yellow PagesAs we continue our look at the different advertising strategies for small businesses, we focus on two additional mediums - broadcast advertising and Yellow Pages. Choose between the strategies for the best advertising strategy for your small business by looking at your individual business requirementsslide 4 of 9Broadcast as an Advertising MediumWhile television may be the best way to reach out to public, it may not be very cost effective.
The other broadcasting advertisement medium is radio, which is great if you want to target the advertisement to those who commute to work or schools in the morning or evening. Many times, radio advertisements include on-the-spot introductions, interactive contests, hampers and giveaways, etc.

However, the only problem is that it does not reach to a large customer base as compared to broadcast television. Radio advertising is inexpensive and uses voices and sounds to let people know about your products and services. The advantages of advertising on radio are: Advertising scripts can be easily altered and updated. Many radio jockeys share a good rapport with their listeners and if your advertisement is announced by them, it may have a higher implication.
It is important to know when prospective customers are listening, so that you can advertise at the right time.
However, most radio stations know this and thus charge a premium on the advertising expense. Apart from the traditional printed yellow pages, many  directories are now going online.
For example, AT&T Yellow Pages claims that it generates 140 million monthly searches and 55% of the searches have been productive. Many online directories allow businesses to add to their listings with features like video profiles, inventory listings, and search engine optimization. It is also possible for prospects to know about the small business along with contact details and profession.
We'll take a look at how you can take advantage of these advertising strategies to grow your small business.slide 8 of 9Outdoors as an Advertisment MediumOutdoor advertising or out-of-home advertising includes bus benches, trams, subways, billboards, posters, taxis, trains, airports, and elevators.
This works great with most businesses, even though it is difficult to calculate the return of investment. The return on investment is affected by the frequency of visit to the place where the advertisement is put up. Less words, more photos, and dark colors with simple backgrounds are most effective advertising strategies. In 2008, a total of $24.5 billion was spent on Internet advertising, according to research firm eMarketer. It is advisable to run banners on websites that target prospects from a desired demographic or interest. Email Marketing: Email marketing is similar to direct mail marketing without the heavy costs of printing, posting and handling costs. Search Engine Marketing: Many opportunities exist that allow businesses to carry out their advertising campaigns without a cost.

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