SO HERE WE ARE IN 2011. Never has there been a more competitive time to be in the business of marketing. There have never been more ways of spending budgets. There has never been more pressure on budgets. Or, come to that, more theories about what you should and shouldn’t be doing. What is clear is that whilst many are waffling on about this trend and that development, some are simply getting on with doing things that get results. We are some of those people. And this is some of how we do it.
PART 10: DON'T SCRIMP ON YOUR PRODUCTION BUDGET
Yes, we just said that.
We know, we know. Everyone is telling you that everything can be done cheaper.
But that’s because generally they care mainly about just getting your business.
Rather than making your business as successful as possible.
It’s true that as technology develops, it’s becoming possible to make things much more quickly and more cheaply than ever before.
This is great on one hand because that means the barriers to creating great stuff are lower.
But one side effect is that it encourages some people to look for big savings in all aspects of production.
Which is okay. Everyone wants to get a good deal.
But not all savings are positive savings.
The difference between successful and unsuccessful work often hinges on how well it is executed.
This is the inconvenient truth of marketing.
You can have exactly the right message, in exactly the right channel, but if no one noticed, you might as well have said nothing.
Think about all the campaigns, ads and communication over the last couple of years that you’ve been most impressed with.
Most probably, they were executed very well.
They stood out above their competitors, not only because they were right, but because of how they were put together, finished and crafted.
You can’t achieve that if you price good people or processes out of your productions.
Savings in the wrong places can seem like good value in the short term, but are poor value in the long-term.
Look for savings in the right places, but encourage the best possible outcomes by being prepared to pay for the things that make the big difference.
It will help you to stand out in the marketplace more than almost anything else.
PART 1: CREATIVITY & CRAFT ARE MORE IMPORTANT THAN EVER
PART 2: THE BEST COMMUNICATION IS STILL ABOUT PEOPLE
PART 3: FOCUS YOUR COMMUNICATION ON CHANGING BEHAVIOUR, NOT JUST CHANGING ATTITUDE.
PART 4: BE DIFFERENT IN THE CATEGORY
PART 5: DON'T SPEND ALL YOUR TIME & MONEY TALKING TO FANS OF YOUR BRAND
PART 6: BE IMPATIENT & AMBITIOUS WITH YOUR TARGETS
PART 7: REPETITION. REPETITION. REPETITION.
PART 8: BE WARY OF THOSE PROFESSING ABOUT "THE FUTURE OF ADVERTISING"
PART 9: DONE WELL, TV IS STILL THE SHORT CUT TO SUCCESS