Cliff,
I have read your comments a couple of times to let them stew a bit because I
think you have summarized the online industry well and articled the plight
of the small business owner correctly.
I think there are some blessings in the slow down. Blessings for who? The
consumer. The consumer is much more savvy now than 5 years ago. The consumer
is helping us to be sharp and focus in on what our clients are doing,
knowing their strengths and weaknesses, understanding what makes their
customers tick etc. We work a lot harder to get the message out through the
clutter and our work is all the better for the experience.
Those who wish to advertise to today's consumers have to think holistically,
there is no magic bullet. We have all read inquiries where someone is asking
for help on how to find that "one thing" that will help them sell more. The
answer is-there isn't one thing. The success we have enjoyed started with
focusing on our clients business, then really getting to know their
customers and finally designing a multi-channel campaign to reach their
customers several different ways. run the campaign, measure the results and
adjust accordingly. For what its worth I would summarize my findings this
way: content is king! There is no hype, marketing, whatever, to replace
honesty and professionalism, creative is the icing on the cake when all else
is in place.
As far as little companies not getting an ad agency's attention I think your
assessment is correct and I will add that they (the agencies) are missing
out on a great learning experience. I enjoy setting aside 2 hour blocks 3
times a week to help small businesses. I learn a lot about what's going on
out in the market place and what is working and not working.
happy new year list.
Steve
Stephen Gregorie
McRae Communications
Digital Marketing and New Media
www.mcrae.com
Received on Tue Jan 14 2003 - 14:08:33 CST
