There are many controversial opinion on this topic, due to the fact that it really depends who you are asking. Graphic designers will argue that it’s the most important thing, copywriters will say that it only works if there is proper text on it and so on. The idea is simple: images grab the attention, the curiosity and the interest of the customer that’s the only reason that does matter.
So, how does a company choose the best design in order to advertise a certain service, product or even the company itself? The idea here is very simple: outsourcing. There are many huge companies that do so and it might be the best choice they have ever made. Imagine an office cleaning service that has no real knowledge of how the advertising industry works. How can this particular company advertise itself properly?
Contacting an advertising service
There are many advertising agencies, freelance companies and even individuals that do this job out of passion. One of them can easily be suitable for the budget that the company has and more importantly, the future communication strategy that it develops.
Creating the campaign
This is where the advertising company takes the wheel and the company can focus on dealing with the issues around the business. Periodical meetings can be arranged in order to establish the course of action, but everything is taken care of by the outsourced service.
The campaign needs to be created according with the company’s profile, its vision and the values that it promoted. Additionally here, the communication needs to be linear, meaning that it needs to follow the previous strategies. You don’t want your target audience to get confused and don’t understand a thing.
Implementing the campaign
This is where the company will see the result of the work that the outsourced service has done for the required fee. Usually, the advertising agencies have their own collaboration with printing studios so this means that if you have chosen to create brochures and printed materials, the agency will take care of everything.
The Print-print.co.uk environment for example, is a printing service that doesn’t provide advertising solutions, but it offers its expertise when it comes to the materials that need to be printed. This is a great solution for the ones that want to do the design in-house because they want to save up the money that an agency would cost.
Return of investment
This is usually the last step of the process that shows how much the campaign has worked. This can be measured in a great deal of ways, but usually it is measured in new prospective clients or old ones that are loyal to the brand. It is essential to understand where the return of investment is coming from in order to invest in that particular channel a lot more in the future.
Advertising is very complex nowadays as more and more small companies get notoriety because they know what cards to play and when to play them.
Photograph by Mathias Klang