Every creative agency has an idea about what advertising means to their clients, and these ideas are rarely the same. Often that means after a million meetings with a million agencies, businesses are left scratching their heads. They have no idea what to expect, what the standard is, or what makes up an advertising campaign.
Advertising IS many things. But today, I’m here to tell you that advertising is not…
While advertising and CM are both important for developing brands and brand-awareness, their purposes fall on opposite sides of the spectrum. Advertising is an over-sweeping generalization, designed to reach and connect with as many people as possible. A blimp dollar-drop at a football stadium, if you will. Content Marketing, on the other hand, is a specific, niche form of communication. Something like passing a note in class. Pieces are written and distributed in order to connect with a specific audience.
…The price you pay for being unremarkable.
At the risk of sounding like an over protective mother, you should know that your business is special. You offer something that none of your competitors have; You! Now that we have established that you are, in fact, remarkable, let’s address the importance of advertising. Having a business and not employing advertising tactics is a little bit like waving to a friend while the lights are out. You know you’re doing it, but no one else does! Advertising turns the light on, and allows your target market to see your company for the super special business that it is!
…The cytoskeleton of a plant cell.
But, much like cytoskeletons, advertising is just one piece of a much larger picture. When combined with content creation, marketing, branding and community relations, advertising has the unique ability to inspire imagination in others. And, reaching someone on an emotional and mental level is the first step in creating brand loyalty.
BURKE is a full service creative agency. We excel in wide-reaching advertising campaigns AND niche pieces. Your unique business, armed with our knowledge of advertising and CM techniques, is sure to meet goals and reach your target market.