Juggling in the Dark: Every now and then you come across something brilliant

Juggling in the Dark: Every now and then you come across something brilliant

This is a fantastic example of why smart business owners and executives hire outside firms (consultants and agencies) to help with their marketing. Because to get a truly original and effective idea you need people who can see the world and how your business fits into it with a fresh, unbiased set of eyes.

The article is from the blog of my all time favorite Creative Thinking firm... How does a creative thinking firm differ from an advertising agency? While close in concept, most "advertising agencies" start by picking a medium or several media and then ask... "how can we use this media to get our point across" whereas a creative thinking firm starts with a completely blank slate "a clear head" and thinks "If we could do absolutely anything, what would not only get our message across, but do it in such a way that you couldn't help but pay attention"

There are only 3 crucial elements to any advertising campaign. Say the right thing, to the right people, enough times for them to cause action. The easy part is getting the message to the people enough times... that takes only money... any saavy business person can buy media efficiently with a little training.

The hard part is saying the right thing. The creative aspect of your advertising. This is the part that most business owners and top level executives have no training or experience in at all. Yet, it is the most important part... and sadly the least funded. If saying the right thing is 50% responsible for your success shouldn't you allocate at least 20-30% of your advertising budget to it? Unfortunately, it's often much much less than that... I have seen companies invest $100,000+ advertising campaigns to air commercials that cost less than $2,000 to create.

Dolllar for Dollar you'll get more return out of good creative with less exposure than poor creative with more. If this makes sense to you for your business, give this creative thinking firm a call. It may be the best thing you ever do for your business.