Whether you're a sole trader wanting to move into a new market or a PLC looking at launching the next big idea, marketing and communications are all important. But no marketing idea will ever stand-alone, it should always be part of a bigger strategy.
It is this marketing overview that forms the core strength within a full service agency. Corporate communication is now a blend of advertising, design, PR, e-marketing and strategic planning. A professional agency is constantly monitoring trends and effectiveness in different markets.
An interesting example is the growth of experiential marketing as a marketing tool within a campaign. Live events, where consumers interact with the brand on a face-to-face basis, create a direct link within a 'controlled' environment, engaging the consumer and creating the best PR in the world - word of mouth. The skill is to motivate and engage as part of well-planned strategy. Key to this is an understanding of the target audience.
The skateboarder market is based in a highly cynical youth culture that, by definition, does not really want to be communicated to. So when a US based company wanted to enter the UK market a series of events were planned at the largest skate parks in England. No big signs, no advertising executives, just the park, the product, and kids on their mobile phones filming and putting the word out on Myspace. We did not create a digital campaign, we gave the kids the opportunity they needed to do it themselves. They engaged at a peer group level no one above the age of 19 had access to.
The beauty of a full service agency is that the marketing ingredients are all in one place. The importance of excellent print production is just as relevant as a state of the art digital campaign.
Devonport build some of the most exclusive superyachts in the world. So when they needed a quarterly newsletter produced, it was not a question of loading up the photocopier with sheets of A4 paper. A brochure was produced to the highest possible print values, designed to stand out on a Project Manager's desk or on an owner's oak table in Monaco. The copy was produced in association with the client, not only to reflect the values of the brand, but also to sell all the associated benefits of commissioning a company from this part of the world.
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