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by Rob Petrovich on 11.22.2011 in Company News, Creative 0

Solid strategy can take a brand only so far. It’s how you execute that strategy that will make the difference in the end. After all, customers don’t see a strategy, per se. They see the results of how a strategy is communicated, whether it’s in the form of an ad, collateral, a commercial, a direct mail piece, or a website.That’s why it’s important to not only think through a strategy that will help your marketing plan reach its objectives, but to also provide solid creative executions that will reach your customers. When all of the pieces work together positively, when the account team gels with the creative team, when their peanut butter gets into your chocolate, objectives are met and sales take off.

And clients are happy.

Great marketing ideas grab people. They stop people. They make people take notice of your brand and listen to the message you’re trying to communicate. Too many times a client’s message is lost because no one noticed it. All you have to do is flip through a magazine or watch any channel to see the clutter that’s filling the environment and getting in the way of your message being noticed.

So why is it so important to get your communication noticed?

Awareness is one of the first steps a customer goes through when making a purchase decision. According to the hierarchy of effects model, the purchase decision goes something like this: Awareness, Knowledge, Liking, Preference, Conviction, and, finally, Purchase. So you can see that getting people to stop and notice your brand’s communication is key. If your customers don’t know what you have to offer them, then you won’t know your customers.

Make the investment in advertising and marketing worthwhile. Generate interest with your customers by giving them something interesting in return—a great execution of the proper strategy.

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