It used to bee you could run the
same campaign for years, building and defending "brand image" in the
consumer's mind.
Today, attention spans are so
short, people see your ad two or three times and chill out. You almost
need a new campaign every month.
How can you stay Fresh - and
relevant - without spending a fortune on production?
Start
with a rock solid
STRATEGY
Devise simple CONCEPTS
that deliver your basic promise in push media, direct response, and SEM.
Don't spend a lot of effort reacting to your competition.
Use the same PRODUCTION
elements in your TV, print, radio, collateral, SEOPS pages and mail. Work
fast and smart. Never shoot "take 54" of anything. Keep those
outtakes. Recycle everything.
You don't to reinvent the orange
every month. Just squeeze fresh juice.
To see how I do all of the above,
and more, come on in.
