Advertising plays a crucial role in Active Customer Development™ when carefully used. It rarely works as a standalone solution unless you have the budget to run a multiple ad campaign across many media. In most cases, running one ad once, however brilliant, simply won’t cut the mustard. Frequency will: it is the key to recall.
Creativity does have a critical purpose. The ad must be designed to reflect the values of your brand and it must have the ability to stop people in their tracks and say “Wow”. There has to be some response, even if it's only “I’ll come back to that later”. There's so much noise out there, your message needs to be simple and focused. Not surprising that the most effective ads rely heavily on the impact of the visual element rather than the tiny details.
By being media neutral, InTouch and Active Customer Development™ will develop the most cost-effective way to maximise your sales and marketing budget. Advertising should never be an automatic choice, but used strategically as part of a well planned, integrated campaign. Horses for courses.
InTouch has experience in all advertising media, above and below the line including print, TV and web, in B2B and B2C environments.
