Marketing Professional agency in mumbai

choose methods according to cost, targeting and response

Most advertising campaigns can be analysed at the planning (before) and measurement (after) stages in terms of cost per thousand, and if you are seeking a direct response, it should be monitored according to cost per response and also cost per conversion.

Conventional design and print advertising must more carefully take account of cost of origination (design), production (printing if relevant) and media (such as local radio, display advert, list procurement and postal fulfillment).

Generally – conventional design/print and online – you will pay a higher cost per thousand for better targeted methods, but in return you should expect a higher response rate, so the cost per response can be lower than cheaper methods.

Choose advertising and publicity methods that suit your targeting. If you are a small local provider of dog-grooming services there is no point in advertising nationally or internationally via the internet. Conversely if you manufacture highly specialised precision-engineered surgical instruments then you should arguably be targeting buyers and users on a global basis, via the internet and probably international journals and events too.

Organisations which offer advertising services are usually (one way or another) able to provide a lot of information about their readership/audience, or to ensure that quite accurate customer targeting applies. You can look at other advertisers that repeatedly using various media to gauge how effectively it’s working for them, which will provide some clues as to how well it might work for you.

If you are considering an advertising method that involves a reasonably serious investment for you, try to avoid guessing whether it will work or not, and instead research how well it actually works. You might even ask some of the existing advertisers if it’s working for them and to what degree. Or run a small test or pilot, before you commit to a bigger campaign.

Building evidence of advertising effectiveness – crucially tracking and recording your media, methods, messages, costs, and results (responses and conversions and order values) – is a vital part of decision-making and managing your advertising and marketing mix.

Why guess if you can base decisions on experience and previous statistics and data?

Any large scale activity must first be tested and the response measured for quantity and profile.
Any large scale activity must first be tested and the response measured for quantity and profile.
Sophisticated advertisers only commit to major advertising programmes after accumulating response data from pilots and previous campaigns. They avoid guesswork, and so should you.
Sophisticated advertisers only commit to major advertising programmes after accumulating response data from pilots and previous campaigns. They avoid guesswork, and so should you.

design, production and the role of external agencies

These principles apply to all types of design and advertising agencies, including design/print, corporate identity, PR, website design, etc.

Your advertising material helps to form your image, so make sure you are happy with the design, however modest the style and usage. Use typefaces and logos in a consistent way, and if you can afford the help of a good designer early this will set the tone and rules for usage later, which will save time and money in the long term.

Any large scale activity must first be tested and the response measured for quantity and profile.

Brand familiarity and loyalty take years to build. Don’t throw away perfectly good branding just because some well-intentioned overly enthusiastic agency person persuades you that a change is necessary.

When making any change consider your real purpose and implications.

Consider and be warned by examples in recent times of large-scale corporate identity cock-ups, such as BT (trumpeting figure), the Post Office (calling itself Consignia), and British Airways (multi-national aircraft tail-fin designs) – all of these cost tens of millions of pounds, yet they all failed disastrously and resulted in expensive rebranding or reversion to the original identities.

When establishing a new business many people fail to establish a good quality design and image around their name/brand. If you are targeting a discerning audience, especially with a premium product/service, it is not a good idea to do so with DIY branding, (unless you are a designer).
Here are some general rules for working with advertising and design agencies:

This advertising process starts with a ‘brief’ comprising: the purpose of the advertising, how much you will pay, and what you expect to produce in return, including how you will measure whether it is successful or not. A written brief is critically important if you are using an outside agency. Advertising is notoriously subjective; creative agencies are often difficult to manage; so misunderstandings can easily creep in if your control is not tight enough. See also the tips for working with product designers because many of the principles are transferable to working with advertising agencies.

Here are some general rules for working with advertising and design agencies:

Try to appoint people who come recommended and who have experience in your sector.
Agree and confirm written briefs for all work.
Maintain a balance between what you want to say and how the agency wants to say it. Some agencies and advertising people are highly skilled and can be trusted 100%. Others need managing carefully, especially in the early stages of a relationship.
Don’t allow the message to be over-complicated. Simplicity works. Usually ‘less is more’.
The role of design and advertising agencies is also concerned with planning and implementing advertising or promotional ‘campaigns’ on a client’s behalf.
If you are a small business try to use an agency with the services you need under one roof (apart from printing which is traditionally separate). Some agencies can tend to mark-up (ad profit to) bought-in services quite heavily, eg., graphic design, photography. You’ll also find it easier to establish accountability if your agency is responsible for the whole job, rather than just a part of it.
Agencies charge like wounded bulls for correcting copy (text) once they’ve started the project, and particularly when the design is nearing completion, so ensure you check and correct all the words and details you provide to a designer or advertising agency when the project begins.

Business people very commonly overlook this and assume that fine points of detail (which only you know, and which the agency can’t guess) can be clarified or corrected or inserted later in the design stage. Well, such corrections can of course be made later, but at a big cost and nuisance. A designer is a highly skilled person. It is a waste of his/her expensive time correcting errors which the client (that’s you) could/should have sorted out before handing the project over. If late amendments from the client involve undoing and restructuring things (be it a website, or a brochure-pack, etc) then project/campaign deadlines and budgets can be seriously disrupted.

If you are a small business try to use an agency with the services you need under one roof (apart from printing which is traditionally separate). Some agencies can tend to mark-up (ad profit to) bought-in services quite heavily, eg., graphic design, photography. You’ll also find it easier to establish accountability if your agency is responsible for the whole job, rather than just a part of it.

Where applicable, until you are satisfied with the agency’s print prices it’s a good idea to ask for an alternative print quotation, and check what mark-up the agency adds on.

In the case of list procurement (for mailings and telemarketing campaigns, etc), display advertising, or leaflet distribution through inserts or ‘Door-to-door’ delivery, check whether the agency is adding a mark-up (it’s likely), and if so that you are happy with this mark-up.

Ask the same question in the case of any other procured services or products, eg., promotional merchandise, exhibition space, etc.

If you are considering an advertising method that involves a reasonably serious investment for you, try to avoid guessing whether it will work or not, and instead research how well it actually works. You might even ask some of the existing advertisers if it’s working for them and to what degree. Or run a small test or pilot, before you commit to a bigger campaign.

Building evidence of advertising effectiveness – crucially tracking and recording your media, methods, messages, costs, and results (responses and conversions and order values) – is a vital part of decision-making and managing your advertising and marketing mix.

Why guess if you can base decisions on experience and previous statistics and data?

design, production and the role of external agencies

These principles apply to all types of design and advertising agencies, including design/print, corporate identity, PR, website design, etc.

Your advertising material helps to form your image, so make sure you are happy with the design, however modest the style and usage. Use typefaces and logos in a consistent way, and if you can afford the help of a good designer early this will set the tone and rules for usage later, which will save time and money in the long term.

Brand familiarity and loyalty take years to build. Don’t throw away perfectly good branding just because some well-intentioned overly enthusiastic agency person persuades you that a change is necessary.

When making any change consider your real purpose and implications.

Consider and be warned by examples in recent times of large-scale corporate identity cock-ups, such as BT (trumpeting figure), the Post Office (calling itself Consignia), and British Airways (multi-national aircraft tail-fin designs) – all of these cost tens of millions of pounds, yet they all failed disastrously and resulted in expensive rebranding or reversion to the original identities.

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