It's a question I get...all the time. Somebody asks, "So, what do you do?" and my reply is
that I have an advertising and marketing agency. The questioner then nods politely as if he/she understands. But, I've been in this long enough to know that unless your business is advertising and marketing the vast majority of people have absolutely no idea what we do in this space. Heck, even my Mother often said, "My children? One is a doctor the other...I have no idea what he does something about advertising...I think."
And that...from my Mother.
So what do we do around here? Two words:
Awareness & Desire
We create awareness of our client's products and services and we do that with many different techniques. It could be with traditional media such as television commercials, radio commercials, print advertising, billboards...you know the stuff you see every day. Or it could be creating awareness using new media or digital media like email, texting, Facebook, Twitter, blogging. You get the idea. And, because not every product or service matches the media we need to discover who our target is and where they are hanging out.
Creating desire is all together different. Creating desire includes a call to action, visual images that put the consumer in a touch with our clients product/service. Allowing them to see or imagine themselves using or at least trying the product or service we are delivering. We emote, we share, we drive a message that creates desire to learn more.
For example this morning I spent four hours looking at images of food as we prepare to create a website for a client. No, really...four hours looking and writing words that match the images that will create awareness and desire.
That's what it is we, and hundreds of advertising agencies do...every day. We like to think of it as a craft. The craft of creation.
Maybe that's why, even my Mother, had no idea what I do...
Thanks for reading!