Persuasion Advertising 101
To fully understand what persuasion is, it helps to begin with what it is not.
Telling your son or daughter to turn off the TV, iPad or Video game and they generally follow direction and do their homework as asked. Is that really persuasion?
Not really. They still believe they should be able to watch or play as much as they like. Yes, you have influenced their actions — but it stemmed from parental authority, not the parents ability to change their beliefs. Read More
Why Use an Advertising Agency?
Creating an effective advertising campaign takes a great deal of time and effort. Most businesses do not have the creative talent and expertise to handle advertising campaigns in-house. Additionally, advertising agencies provide an outside prospective on the product being promoted, bringing with them objectivity that can’t be found in an in-house marketing department. Many publications offer “free” design services, but they generally lack the strategic planning that a comprehensive advertising campaign requires. An ad created by one publication cannot usually be used in a competing publication.
At MY AGENCY we spend time researching the best approach to advertising and can create themed campaigns that help enhance a company’s or product’s brand image. Good advertising agencies can carry those campaigns across several mediums, so that a company can present a constant image, whether advertising is place on billboards, in newspapers, magazines, the internet or on television and radio. There are also many services that MY Agency provides that publications cannot. We handle projects such as design of everything from business cards to marketing brochures that make sure your company looks its best. Time saving services, such as handling printing of brochures, overseeing photo shoots, and negotiating all media buys.
Drones have gone from being the stuff of science fiction to the latest must-have toy and, in the near-future, they could be taking care of business. Already vital to industries such as agriculture, defense and weather monitoring, commercial drones, also known as Unmanned Aircraft (UAS), have the potential to change the way we work. Read More
Strategic Advertising Planning
As owners/partners of multiple businesses (one of them being an advertising agency), we are often asked which kind of advertising is most effective. Our immediate response is: “What is your advertising strategy?” About that time, our clients’ eyes glaze over in confusion, and the obvious answer arises: “MORE BUSINESS!” We agree!
All of us want more business. Sometimes, that’s just a little more business because we are working within tight constraints of a managed growth pattern. Other times, we want as much “more” business as possible because business has slowed, and our profits are shrinking. No matter what kind of “more” we are all seeking, it’s important to be deliberate (even laser focused), in creating the right strategic advertising plan.
An advertising plan is a “to do” list, a guide to action. A strategic advertising plan differs from a “standard” or “tactical” plan in scope. A strategic plan is comprehensive, covering every aspect of an advertising program, from goals to measurement. We assist you in planning your strategy to a size that fits your budget and needs.
The 3 core parts of any advertising plan (which need to be written and understood) are:
- What do we want to accomplish? What are our objectives/goals?
- How will we reach these goals? What will we do, and what will it cost, to achieve our objectives? How do we maintain a cohesive approach to these goals? How do we keep a consistent message throughout the media to maximize our results?
- How do we measure results? How do we determine whether we have accomplished our objectives?
Over the course of the next few months, we will discuss various aspects of strategic advertising, and how following a distinct, direct course of action will help your business grow. Our priority is to support and empower you to bring your business to the next level. But first, there needs to be an admission of where you are currently. It’s been our experience that many businesses don’t have a plan. They may use multiple mediums like radio, print, web, and tv. However, they lack direction. Maybe they advertise sales or special events, but fail to brand their business.
If, like many others, you find yourself wondering what kind of advertising you’re really doing (and what it accomplishes), then we hope this (and future columns) helps answer some of those questions.
Our goal at M-Y Agency is to help your business reach maximum potential, which in turn will help our local economy and community thrive. Stay tuned for more Bright Ideas from M-Y Agency.
Russ Meder and Nate Yanez
Many small-business owners think a marketing budget is a luxury — an unnecessary expense they can’t afford. But failure to appropriately market and advertise your business can have a significant impact on its ability to prosper. A carefully planned and budgeted marketing approach can help you effectively promote your business to its target demographic while staying within established financial parameters. Read More
These days, almost any small business should have a website. With costs being extremely low at the entry level, it’s becoming difficult to imagine a reason for any company of any size not to have a website. Many user-friendly, free and open-source content-management systems are available to assist with Web design, so it is even possible to build a basic small business website without a professional Web designer. Read More
When he graduated R.A. Long High School in the early 1990s, Nate Yanez said most of peers were focused on which factory would hire them.
“Your biggest goal coming out of high school was to either go to work at Reynolds, Fibre, Weyerhaeuser or Norpac,” said Yanez, 42.
Since then, Reynolds Metals Co. shuttered, paper mills have shrunk and the town hasn’t quite recovered economically. Yanez and business partner Russ Meder (also an R.A. Long alum) both hope to be part of the effort to pump more economic activity into the region through their marketing company, M-Y Agency.
“How to do we bring an exciting advertising medium and build a business to help the community that thrives economically?” Yanez asked. “How do we create projects for customers that raise the bar of what they’re used to dealing with and bring in fresh revenue? And that’s what we’re doing here.”
Although both now live out of the city, (Meder lives in Vancouver and Yanez is in Napavine) they chose Longview as the home of their marketing company because they’re familiar with the community and its people. They also want to use their marketing know-how to help small and medium size businesses in area grow.
M-Y Agency has been in business for two years without an office, working from home and meeting customers in restaurants. This summer Yanez and Meder finally moved into a new physical location at 1324 Vandercook Way, next door to ASAP Business Solutions, a staffing agency. (Yanez also owns ASAP Business Solutions.)
M-Y Agency agency offers full-service advertising services, including online videos, web design and social media as well as more traditional forms of marketing such as print media, signs, logo design, television commercials and radio. While most of M-Y Agency’s clients are clustered in the Northwest, the company has clients scattered throughout the country.
The sleek gray and metallic decor of the office fits with the modern, urban-style service M-Y Agency delivers. The two business owners say they want to provide local customers with the quality of product they may be accustomed to seeing at a big city marketing agency.
With 18 years of running his own marketing business, Meder, 46, said he has has worked with big-name brands, such as Revlon and Nike Golf. But he prefers a mom-and-pop shop to a corporate board room.
“Those global brands really aren’t that fun to work with. … They have a really set, stringent idea of what they’re going to do. They know it before you work with them,” Meder said.
“With us, we actually get to work with those mom-and-pop and medium-sized businesses that really just want us to massage them into something bigger than they are. That’s where we really get excited,” he said.
M-Y Agency can be reached at (360) 353-3799 or online at www.m-y-agency.com.
As far back as Ancient Egypt, advertising has served a critical purpose in the business world by enabling sellers to effectively compete with one another for the attention of buyers. Whether the goods and services your company provides are a necessity, a luxury or just a bit of whimsy, you can’t rely on a one-time announcement or word-of-mouth chatter to keep a steady stream of customers. A strong commitment to advertising is as much an external call to action as it is an internal reinforcement to your sales team. Read More