advertising

what is it?

As has been stated before on this site, Sanestorm is not an advertising agency. We have the capability to do many of the same tasks, but it’s not our primary focus. Where we add value to your advertising is through our understanding of how it fits into your entire marketing program. We want to make your advertising better and more effective.

what does it involve?

• We first need a high-level idea of what you are trying to accomplish with your advertising. Is your campaign primarily one to drive sales? Is it an attempt at brand building? Category awareness? Until we know what you hope to achieve with your advertising, we can’t help improve it.
• We then go to a review of your current advertising; both the creative and media aspects, your advertising calendar and budget. We will review examples and documents and interview the key players in your advertising program.
• Next we provide a “plus/delta” response to you in which we detail the strengths of your current program, and those areas where we feel there could be improvement. Based on what you’ve asked us to do, this can relate to your advertising design, copy, overall creative feel, brand ads, media buy, ad calendar and/or mix.
• Once we’ve identified areas for possible improvement, we can either make those changes ourselves, or work with your internal staff and/or agency to do so.

why do this?

Advertising is often the single largest non-salary item in a marketing budget. It’s also one of the primary ways in which you try to influence customer behavior. In spite of this, many companies simply “get something out there” without much thought as to how the message resonates within their category, how it works in various consumer segments, whether or not it is compatible with their operational processes, etc. In short, there are many things to consider when attempting to maximize the return on advertising spending. When you take all of these concerns into consideration, you will almost always improve your results.

why do it with sanestorm?

We understand advertising. Some of us teach it. Some of us have worked it from the inside. Most of us have lived it in one form or another. And we do not examine your advertising within a single, narrow view. Many agencies will focus solely on the creative angle, trying for some kind of artistic “achievement” within a particular media. Which is fine... unless it’s not congruent with your business goals. In which case it will be less effective, even if more pleasing to the senses.

Advertising is an area where the Sanestorm philosophy of melding creative and analytic thought is very helpful. There is almost always a really neat, creative, useful way to improve your advertising. It just takes an approach that utilizes both halves of our brains.

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