Six degrees of advertisement

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Advertising is all about precision, accuracy, and psychology. What I mean by that is that businesses must speak to their target audience with short, concise messages, while also understanding how their base audience will respond. In some ways, advertisement is universal, but in others, it is completely unique. What that means is that advertising effectively revolves around knowing basic human psychology, but also knowing your audience.

Take for example, one of my clients, http://www.oaklandgaragedoor.org/, a garage door company in Oakland county. They run their advertising campaign under the platform of affordable new door prices, but as a small company, they must market their product to a wide area of customers as well as the local community. In order to do this, we had to develop an advertising campaign that appeals to those looking to buy a garage door as well as ads that people wanted to see.

Sounds simple right? Well, in reality selling garage doors to the average person is difficult. Garage doors are typically only searched when people are building a new home or need something replaced. So advertising for them is much more difficult than it may seem.

Finding your mark

It so happens that there was an untapped demographic in garage door sales, which was people looking to replace or upgrade their garage door openers. We had the idea to advertise for Goodman and Sears openers, which were the highest quality openers for many garage doors. We found that there were way more customers looking for quality garage door openers than we initially expected.

The results were staggering. Sales skyrocketed, traffic skyrocketed and Oakland Garage Door helped corner the market for replacing garage door openers. By simply understanding how customers thought and which products were being sought out helped propel the advertising campaign to new heights.

Conclusion

The psychology behind advertising is perhaps the most important aspect to successful campaigns. Understanding which customers need which product can help propel businesses to new heights. Whether you are a large or small company, placing your product and understanding your customers is the first step to bringing your business to new heights.

Know your audience

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Advertising is one of the most difficult things to consider when running a business. Knowing what your product is, who it interests, and ways in which to reach the people that it does are all things that must be considered when engineering a disruptive advertising campaign. Due to the complexity and psychology of advertising, it becomes much more than simply knowing what people want, but also how they think.

On a daily basis, people are inundated with advertisements from all mediums. Due to the connectivity of our world, it is safe to say that every advertising campaign must have a digital element, but it is important to understand that not every campaign will rely heavily on it.

Technology as a crutch

People often believe that technology is the end all be all to advertisement, and in some ways this is accurate. The new generation of consumers is largely connected to the digital world, but one must take into account those that grew up without technology. There is still a fair number of Baby Boomers that consume, and therefore it is important not only to use a digital campaign, but a physical one as well.

Throughout the years, I have found that the best campaigns are one that use physical advertising, but sway more toward electronic. In that, they draw the Boomers, which are now becoming more technologically adept, but still using mediums with which they are familiar. The marriage of these two mediums is something we at Eckho Creative understand, and work with our clients in order to achieve the most optimum results.

Targeted advertising for the modern world

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At Eckho Creative, we work with clients from all walks of life, different businesses, and all different targeted demographics. This is what I want to focus on or this article, is the importance of targeted demographics. Take for example, one of our clients, http://www.gkcustomdoor.com/. As you can probably guess, they sell custom garage doors and repair existing ones. It seems as though this is an easy business to advertise, but there is much more to this than meets the eye.

If you live in a neighborhood, it stands to reason that people need garage doors. What people don’t often realize is that someone has to install these garage doors, repair them, and maintain them. Well, it stands to reason that there are enough companies competing with each other to make all of this possible and give clients a good deal. What people may not recognize is the sheer level of competition that actually exists.

The importance of targeting

Not all garage doors are created equally, and no matter what people may think, there are different companies that specialize in different types of installation and repair. With the example listed above, we knew that their specialty was in garage door repair and making doors for both conventional and unconventional sizes of garage. By knowing this, we knew that they had a slight edge over their competitors, in that not every company could make custom garage doors.

So what we did was market to people that lived in areas with a higher frequency of irregular sized garages. By doing this, we created advertising in a niche market, but one that was still under the umbrella of garage door installation. People that did not even know about custom garage doors immediately gravitated toward our client, which increased their profits for the quarter dramatically.

Conclusion

Targeted advertising is something that takes time to determine, but can make all of the difference. By using exhaustive resources and targeted advertising campaigns, we are able to pinpoint holes in the competition and allow our clients to reap the benefits. Without targeted advertising, your company is likely just another face in the crowd.

The state of the salesman

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There was a time when the salesman was one of the most lauded members of the community. The smooth talking man or woman (usually man due to the state of the world at large during the time), that was able to talk anybody into buying anything. Using that charisma and connection with others to sell products that they may or may not have even needed. There was a true art to this.

Today, the state of sales is much different than before, and it sort of reminds of the legendary Broadway play Death of a Salesman by Arthur Miller. In the play, the salesman, Willy Loman dreams of grand goals through sales, which he can never really live up to. It is not only an insight into humanity, but also an analog for salesmen today.

Death of the salesman

Today, the salesman is a faceless entity, covered by the hustle and bustle of web advertising. There is no more door to door sales, and while it still takes charisma to sell products, it is not manifested in the same manner. It is now more important to be clever online, to build a presence on a large network on which everyone must compete.

What this means for companies is to change the dynamic by which they advertise. To understand that the salesman is all but dead, and that out of the ashes has risen a new, more modern type of salesman that must look to the web for the golden ring that Willy could never obtain.

Adapt or die

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Here’s the thing about business, it never stays in one place for long, especially in this day or age. What we do at Eckho Creative is not only something that our clients have expressed great excitement for, but also something that some of our clients think may have saved their business. One thing is true in today’s business landscape, a business must adapt, or it dies.

So what does that mean? Well, it means that solutions for the modern business are diverse, and often a bit too broad. What we understand is that each business is different, and in order to adapt, there must be give and take on both sides of the coin. We offer high-powered business solutions that allow businesses to adapt to any industry.

But there is more

What is even more impressive about our solutions is that we are able to adapt to any landscape, any company, and help increase business at unprecedented rates. By understanding that adapting to the current landscape is the only way to succeed, we have the tools needed to fit any model, any industry, and any geographic location with the utmost of professionalism.

From North to South, East to West, Eckho Creative is the one-stop shop for successful business solutions for a business landscape that refuses to stay in one place. Come with us if you want your business to live. We will do whatever we can to create a unique marketing approach with the ability to boost your business to great new heights.

 

 

The Eckho Difference

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At Eckho Creative, we understand that you choose your creative solutions firm based on your own unique business needs. We pride ourselves on offering viable business solutions for companies big and small through targeted marketing, social media connections, and search engine optimization. And while our track record speaks for itself, testimonials are the real gauge of a successful firm.

Recently, we were asked to help a company specializing in affordable overhead door installation for garage doors, which was something we had never handled before. Mostly specializing in technology fields, our staff was met with a unique challenge to drive traffic to the site of this local company.

What we did

Understanding that local companies are not necessarily provided with the same advancements in technology as large corporations, we realized that we needed to take a step back and consider older forms of advertising. Many customers of the company were simply looking to buy a new wood garage door, Instead of pushing a social media marketing campaign (the company had only recently gotten a Facebook account), we brought back the old school format of email marketing and even paper advertisements.

The result of our efforts was a 46 percent increase in sales, and working closely with the company on their social media campaign, increased their online visibility by 100 percent. The success of this campaign allowed the company to meet its financial goals while highlighting services that people may not have known about.

An unexpected bonus

We had no idea that the campaign would be so successful that it would allow them to become the largest local garage door installer in the area. People looking to hire a gate repair service flocked to the company in droves simply due to their exposure within the community. Because much of their customer base was becoming more Internet savvy, their success hinged largely upon their online presence, which we figured would pay dividends in the future, not immediately.

It is this willingness to explore all possible avenues that makes our company stand out for the rest, and number one in the minds of our customers.

Doing the right thing with your money

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Today, especially in this country, there is an incentive not only to make money, but to make all of the money. We live in a society where it simply is not enough to make a lot of money, but to make all of the money. For many, doing less than this is considered a failure, which is a sad way to think and diminishes the humanitarian side of business.

But this does not have to be the way that everyone thinks. Think for a second about billionaire Bill Gates. Head of one of the most influential companies of all time, Gates helped revolutionize the world. At the time of his rise to prominence, people demonized him for being greedy, stealing ideas, and so on. And while there may be some truth to this, it is simply part of the way we think.

All that aside, what makes Gates great is his action outside of the private sector.

Solving the world’s problems

For lack of better words, Gates is using his billions to better the world through education and fighting disease. In one of the few instances of philanthropy by billionaires, Gates has focused his efforts on eradicating disease not only in his native United States, but throughout the entire world.

From mosquito nets in Africa to polio vaccines worldwide, Gates is a prime example of making all of the money and doing the right thing with it. No matter what business you are in, the first business you should be concerned about is helping others.

The limitations of technology

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There is no denying that technology largely dictates the way in which we live and do business. Everyone has a smart phone, laptop, tablet, and virtually every other gizmo on the market, and business must adapt to this fact. Think of the last time you saw a phone book, land line, and other technology that is on the verge of being obsolete.

It truly is the age of technology, and business must adapt in order to remain competitive. But as strange as this may seem, technology as its limitations. Perhaps it is because there is constant transition in the world of business, but there are ways in which analog solutions are still viable.

The power of paper

Think of any transaction in your everyday life, whether it be a restaurant visit, retail purchase, or legal document. Paper is still a large part of how we do business, and it doesn’t seem to be going anywhere. Perhaps it’s the way in which we enjoy physical copies of documents, or that databases are not large enough to support the large quantities of goods and services that we purchase.

Some companies are switching to paperless billing, but this is still sort of in its infancy. There may be a time when paper receipts are a thing of the past, but for now paper is still a large part of the business landscape. In our solutions, we still incorporate a large amount of “old school” business solutions to give companies peace of mind and show them the power of paper.

What does noise mean in the business landscape?

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In today’s media “noise” is a buzzword that is uttered in almost every creative marketing campaign. But what exactly does the word mean in this modern context? In short, noise is the competing interests and advertisements trying to vie for the attention of consumers. And while it may seem like this is just part of the business landscape that consumers deal with, its effects can be quite detrimental to businesses.

Consider this, you are a small business trying to market to a local demographic. Seems easy enough, right? The problem is that in addition to the local businesses trying to reach the same demographic, you have larger corporations with bigger budgets doing this as well. This can lead to a nightmare for advertisers.

So what can companies do about this?

Filter the noise

Every consumer that shops online is being bombarded with hundreds of advertisements, which means cutting through the clutter is essential to running a successful business. Doing this means that one must pay close attention to their target market and advertise to it. The only way to do this is with a targeted marketing campaign that is not only specific, but also quality.

Our solutions firm will work closely with your company in order to identify who you want reading your advertisements and the best way in which to implement them. Through web traffic, social media, and email marketing, we can ensure that your customers will see you and receive your message even within the crowded business landscape.

Why did Myspace fail?

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At one time, Myspace was the leader in social media, unmatched in interface quality, connectivity, and functionality. There is no denying that for its time, Myspace was king. Tom became, and still is an Internet icon, propelling his platform into the social media limelight. One could even say that Myspace was the first successful social media outlet. At least in the way we view it today.

Myspace had it all, movies, music, chat, groups, forums, you name it. So how did a company with such prowess fade into relative obscurity? The answer is a complicated one, but the main reason is that it was unable to expand on its innovation.

The reasons Myspace failed

Myspace had a brilliant platform, or skeleton if you will. And while it may be wholly unfair to call its framework a skeleton, it did become that when it failed to shift its priorities with the changing Internet landscape.

It focused so heavily on connecting people that it failed to appeal to businesses that were not artistic outlets. Myspace music was a great innovation, but proved to be ineffective in drawing new audiences. Internet savvy teenagers used Myspace, and the company failed to account for those same teenagers reaching adulthood and having different priorities.

The same thing is necessary with creative business solutions. You have to not only appreciate their audience for who they are today, but who they will be tomorrow. Pay attention to what they like now, but consider the fact that their priorities may change, and you need to be willing to change with them.