[Natasha McClymont] Rule number one when it comes to planning a campaign, has to be defining very specific targets and how these targets will be measured. Driving sales and improving brand awareness are pretty much always the goal, but what exactly does success look like?
[Natasha McClymont] All good products and commodities begin as ideas. Think of the Wright brothers, who with their far-fetched (at the time) idea of winged transportation, or Thomas Edison proposing the widespread availability of electricity, and who had an idea for converting electric energy into something people could use daily.
[Natasha McClymont] 'A brand is built in a lifetime, and crushed in an instant.' So goes the paraphrasing of the famous quote by businessman extraordinaire, Warren Buffet. This year alone has witnessed several brands losing their credibility in the eyes of supporters and customers.
[Natasha McClymont] 2012 has been a long year for everybody, ups and downs, good clients and... Um... less good clients, campaigns that ran smoothly and some that fell a little flat. So, as an agency, we are mentally preparing ourselves for next year by getting together some of our resolutions for 2013.
[Natasha McClymont] With Christmas closing in on us, we've all been bombarded by cheap tinsel, Boney M and a gaudy plethora of competing product displays in most of the supermarkets we've frequented over the past month or so. Most marketers view the festive season as a prime opportunity to boost product sales, and it can be, if it's done smartly.
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