11/15/11
There are endless examples on how to build long-term engagements with your target market and denote brand equity, but what’s the point of doing so if at the end of the day, you’re not driving sales? At the risk of raising the ire of Madison Avenue brand elitist, driving sales should be the focus of every dollar spent. That does not mean, we should abandon good creativity on how we communicate our client’s message or relegate high TV production values to branding only.
However, the message should always generate a response, and the brand equity can be built with frequency of well-purchased media space consistently and cost efficiently over time.
It’s all about the business. Successful companies exist on a few basic principles. First and foremost, they must have happy and loyal customers. Every month, they can pay their bills and have enough left over to keep their employees and the people at the top well fed. Though it seems pedestrian to most of us that sales are what matter to everyone in a company; it’s a fundamental principle of sound marketing that seems elusively absent in all of the “guru speak” about social media, and the next new frontier in advertising. We cannot underestimate the effect “being in the conversation” can have on conversions of sales. It is a safe assumption for any campaign to be deemed successful it must deliver the intended results.
