Posts Tagged strategic planning

Working with an Ad Agency? Help us Help You!

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Collaborating with an advertising agency isn’t always the easiest thing to do, but it is always worth it. Even today big name brands choose to work with advertising agencies rather than hire permanent staff. However, even though advertising agencies are there to help you, they need your help too. Here are 4 easy ways you can help your ad agency help you:

  1. Have important questions ready - Have important questions ready for your advertising company. This is the best way to get to know your ad agency and learn if they are compatible with your business. Do they share the same beliefs and values? Do they understand how you define success? Don’t let there be barriers of communication. You don’t want that and ad agencies certainly don’t either. 
  1. Trust your agency -Build your advertising agency up instead of tearing them down. Don’t stress about the little things that you think need to be fixed. For instance, “this font could be a different color.” Advertising experts are trained to look at the big picture–so be patient as your project progresses. Put yourself in their shoes and think about the overall interest of your company.
  1. Sharing is caring - Agencies operate better when they have creative freedom and open lines of communication. Supply your ad agency with the necessary tools they need for success. This can include anything from marketing sales numbers, to research information, or images. Include your ad agency in the early stages of building your strategy. When agencies are involved in all aspects of the brand they are able to calculate ways to come up with improvements and solutions.
  1. Have an open mind - An advertising agency’s job is to be up to date with the latest industry standards and trends. It’s important to have an open mind when it comes to your advertising agency and collaborating together to develop strategy that is mutually beneficial.

Start collaborating with CEA Marketing Group on the path to your marketing success!

 

 

 

 

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Why is Rebranding Important?

rebranding

Branding helps people recall your product or service. Your brand helps you standout from the rest of the competition. What’s unique to your brand that other brands don’t have? What gives you the upper hand? Your brand is a representation of your company. It can leave a legacy, but what if the legacy your brand is leaving isn’t a good one? Rebranding could be the answer. Rebranding gives you the opportunity to change the outlook of your brand. It’s a do-over or even a fresh start in some cases. It’s a chance to reposition your product or service. Rebranding is all about strategy.There are two reasons why a company might want or need to rebrand.  It could either be for proactive or reactive reasons.

Proactive Rebranding

Rebranding is sometimes viewed as having a negative connotation, however this isn’t always the case. With proactive rebranding a company is taking advantage of a possible opportunity, or taking initiative in avoiding a potential threat. For instance, a company could be expanding and wanting to appeal to a greater audience. This would be a proactive reason to rebrand. It’s better to be safe than sorry, and if rebranding means becoming more successful why not take that chance.

Reactive Rebranding

Reactive rebranding (here comes that negative connotation) occurs when there is a significant event that forces a current brand to change. This could be anything from your company merging with another company to legal issues or negative publicity. In this situation rebranding is almost a necessity. It can give you a new beginning and fresh start that your company deserves.

Are you looking to rebrand your company? CEA Marketing Group is a full-service advertising agency that can do just that. To find out more check out our website.

 

 

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What makes a good logo?

The Nike “swoosh,” the “golden arches” of McDonald’s,” Apple’s, well, apple are all examples of brands with strong, instantly recognizable logos.

Good logo design, in all but a few cases, is not accidental. It is the result much thought, some consternation, numerous creative ideas rendered to paper and, whenever possible, testing among focus groups.

An effective logo should exhibit five basic principles. They are as follows:

1) Simplicity

Keeping a logo design simple does not mean boring. Quite the contrary, a simple design, when executed properly, is elegant and provocative.

 

2) Memorability

An effective logo design should be memorable to the point in which the viewer is able to remember it even after a single glimpse. It should also graphically represent the brand, entirely and succinctly.

 

3) Timelessness

The logo design should withstand the test of time. It should not be based on fleeting trends. A good rule of thumb for the design of a logo is that it should adequately represent the brand for a minimum of ten years without requiring updating or alteration.

 

4) Versatility

Keep in mind that the logo will be used in many different media and at varied sizes, from billboards to business cards. Keeping the logo simple accommodates its multiple usages is imperative. Additionally, the logo should be produced in vector format so as not to lose its visual integrity when resized.

 

5) Appropriateness

An effective logo design should be appropriate to the message the brand wishes to convey to its audience. For example, while the scratchy “M” and gothic style type usage is ideal for the Monster Energy Drink brand, such would definitely not be appropriate for a luxury automobile brand like Mercedes.

Written by: Dave Dubreuil

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Left Brain vs. Right

In the agency world, I’m an oddball. Many would say that I’m an oddball in general, but that’s beside the point. Ever since that first assignment in my sophomore year copywriting class at Florida Southern College, I wanted to be a copywriter. I knew I had a gift—at least people told me I did. All I dreamed about was seeing something I wrote in print or on the air. I finally got my chance when I joined the creative team at the Lipphardt Agency in Tampa.

Within a month, I had written my first national TV spot for SunJet Airlines (which shortly thereafter filed for bankruptcy—no fault of mine, I might add). Over the next four years, my fellow right brainers and I brainstormed and concepted our way to win over one hundred awards for creative excellence. We basked in our quirkiness. We celebrated our zaniness. We turned “the pit” into anything but the pits.

But then one day, all of that changed.

You see while my right brain was busy being all creative and stuff, my left brain secretly somehow had been playing its own little game. During client pitches, my left brain was paying attention to the research and the numbers and the statistics—all those things that made my right brain want to turn in to Jell-O. My left brain somehow taught itself how to connect those numbers to reason. My right lobe discovered my left lobe’s betrayal and they’ve been at war ever since.

My former creative partners insist that I have gone to the dark side.

But how can they? How can they not see the beauty in what true research tells you? Whether it’s a focus group or a mall intercept or a trend article or a fully blown-out quantitative target segment analysis or segmentation study (OMG, I’m drooling!), research tells a marketer so much. Not just about who your target is, but also about their media consumption, their interests, behavioral patterns—even the messaging that they’re most likely to respond to.

The right side of the brain, aside from tuning out all things numeric or analytic, doesn’t like that. Research brings out its defensive side, and the two sides argue.

RB: Well that takes all the creativity away.

LB: How so?

RB: I wanted to use a talking baby.

LB: The research shows that most women in our target demo expect to start a family within the next two years. Why can’t you use a baby?

RB: Well… because… because… well, it’s just not as much fun if it makes sense!

LB: Besides I think a TV spot like that would be great based on our media schedule. Our research tells us that we should be placing spots on networks like WE, Oxygen, HGTV, Food Network, Lifetime. They’ll LOVE your talking baby.

RB: Well that media plan isn’t very creative.

LB: Whattya mean?

RB: Well you didn’t really create it, did you? That ‘research’ of yours did all the work for you.

LB: I did plenty of work! I mean all those data fields didn’t cross-tabulate on their own!

RB: Ooh! Big word man!

LB: Look, why don’t we float the idea past a focus group to see if you’re on the right track?

RB: NO!

LB: Why not?

RB: Remember that last focus group when that one lady said she didn’t like the creative?

LB: Yes.

RB: I didn’t like her.

LB: Yeah, well, we ran the campaign anyway because you wouldn’t stop whining and it was a flop.

RB: When did you become… such a… such a… boobie-head?

LB: Boobie-head? Is that the best you can do, word boy?

And so on.

So anyway, when you’re trying to figure out your next campaign, take some time and do some research. It can make everything from your creative to your media planning and public relations strategies much more successful and on-target. Doing it right isn’t free—but if you take the time to work with someone who understands how to structure a research project effectively, the return on investment can be staggering.

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