|A Full Service Advertising & Creative Production Source
|Copyright Reicheld Corporation 2012
The word "Campaign" is the most misused word in advertising and marketing. Most advertisers refer to any
advertising they do as a Campaign. A Campaign is not merely a few unrelated commercials or ads.
A Campaign is a very powerful tool. When created and implemented properly it is so indelibly embedded into the
mind that when the prospect finally comes into the market for the product or service they will automatically shop the
advertiser. No reliance on an ad, commercial, or other influence.
For Auto Dealers a marketing Campaign is a coordinated series of related steps that include powerful identification
of the Brand, Location, and the Product or service presented with a continuing consistent theme throughout all
media. Small ad budgets may use only one or two media. Makes no difference. The creative message of a powerful
campaign has synergy and can be utilized in any medium. The theme must be always be consistent.
YOUR BUSINESS IS THE BRAND
You are the brand! Not the product or the service you sell. If they don't know your name or location the products
and services will go unsold. You are selling you !
The absolute essential ingredients in a Campaign are Name, Location ( web site), Product or Service, and an implied
If you expect your business to grow, you'll have to become an effective marketer, advertiser and promoter of your
business. You must develop and stay with a "Campaign". Each element of a Campaign is related to those before it.
A Campaign is much the same principle as an Erector Set with pieces that can be put together and function with the
same effectiveness when placed in any medium. Radio, TV, Print, Internet, Direct Mail, Signs, Business Cards etc.
A Campaign is serialized, much like any successful television or radio program. A Campaign is an overall Logo
with dozens; even hundreds of parts. It has a distinct character all its own. So much so that even one or two
seconds will cause the mind to recall the entire story.
GETTING THEIR ATTENTION
To be effective your campaign must first get attention and keep it throughout the message. To do that it must be
either Humorous, Entertaining, Interesting or highly Informative and riveting. Without one of those you are wasting
your money. You'll never get their attention and no one will remember the message. And even worse, you'll have to
spend more and more money for more and more frequency just to get a minimum response.
COMMERCIALS - ADS
commercials are not effective because they are not remembered. Like a newspaper ad, no one remembers price &
item. No one!
UNSELL the product. Both Radio and Television now run 10-12 consecutive commercials. If yours is stuck in the
middle does anyone pay ATTENTION? Unless our precepts of getting attention are followed, the answer is probably
not. Without them all you can do to get your message through is run it more often and spend too much money
The first Campaign we developed was for a Chevrolet Dealer. The dealer was 20th out of 35 dealers in his zone. Six
months later he was number one. The dealer stayed with it for 20 years before he sold his business and moved on.
It was a humorous Campaign that drove home all the essentials. Name, Location, Product, Bargain. The humor was
so bad that it was good. Since then we have developed hundreds of CAMPAIGNS that can carry
thorough and be used in any medium.
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