---

Marketing & Advertising Campaigns

We give clients a great combination of what it takes for successful marketing and advertising:

• Research
• Creative positioning
• Effective, affordable media placement

Research
No campaign can be effective if it doesn't make an emotional connection with the target. Before you can connect, you have to know "who," "where," and "what" make up the target market. That means research: simple, affordable, quantifiable and results-oriented information. Nobody provides that information better than we do.

Positioning
Positioning is the most important aspect of a successful marketing and advertising campaign. It requires careful, thorough thought and analysis.

Here is how we approach the positioning process: identify a specific attribute that will set the company, product or service apart from competitors. In other words, what is the one single, simple thing your company is known for - or wants to be known for - that separates you from the pack.

This positioning statement is the first thing you want to come to the mind of the market when your company is mentioned. It must be simple, believable and relevant. It must be spelled out in terms your market understands, not necessarily the way your high school English teacher would have preferred—some people call this branding.

How do we develop a positioning statement?

• Research the market and determine all significant competitors known to the market.
• Write a one-sentence definition that describes each competitor's market position. Include their slogans and advertising materials, noting whether or not that position is tenable. 

• Scope the "mind of the market," identifying how your market truly views your company. (This can be a painful process. It's a good time to remind you about "not shooting the messenger"). 

• Finally, we identify several specific attributes about your company or product that can favorably separate you and your product from the competition.
• Pick the best, or most appropriate to the current circumstance, positioning statement. It's possible you may be able to use more than one. Keep it simple and direct. If it's obvious, then make sure it's relevant. Express your position in strong, vivid, colorful words. 

• Test the positioning statement and see how well it flies.


---

back to creative services