With so many changes in the advertising business these days, and the witnessing of a “Do it Yourself” business mentality, I found this article from Ad Age worth considering.
Why Advertising Agencies Aren’t Going Away Any Time Soon by Al Ries.
Get Yourself Out Of The Way And Save Some Money Too
Oftentimes, when we’re too close to our own brand, we can’t see the mistakes we’re making. This morning I had a potential home improvement new business meeting and asked the question, “Why wouldn’t the customer just go to Home Depot for these items?” Unless there’s a compelling message in the ad to explain to me, as a consumer, why I should take an extra step to go to a store that seems similar to Home Depot most likely the ad won’t urge me to take an action. Often, you need someone to give you an objective view that’s not part of your organization. Also, sometimes the idea that you save money if you do it yourself is wrong thinking. I’ve taken countless “Do it Yourself” plans and saved money for the customer while getting paid myself.
A Well Thought Out Plan
Beyond dollars well spent, think of the value of a well thought out plan behind your efforts. If “Do it Yourselfers” don’t have a marketing background, a lot of times the first or second time a good sales pitch comes in, the marketing dollars get spent even though there could have been better options. Consider a well thought out plan as the infrastructure for your advertising efforts and stay the course so you’ll see the results.
Saving money and a plan too. Sounds like a good idea to me even if idea generation is not enough in itself.
