Most broadcast stations have a public service quota to fill. If your event helps the greater good, creating a short radio spot will not only gain free advertising, but will convey the not for profit essence of your event.
Don’t have a philanthropic element to your event? It’s the perfect incentive to team up with one and give back to your community.
A great lesson in advertising is to create your own playing field.
A common mistake occurs when agencies and clients try to replicate (i.e. plagiarize) previously successful interactive (advertising) ideas.
The problem is that these ideas rarely compare with the original, brand-tailored concept.
Advertising agencies are trend searchers, and we have to understand before everyone else which trends are going to exist tomorrow and use them to make sure that once a trend is born a brand can use them to communicate with their consumers.
Due to the reduction of consumers’ attention spans and information overload, it’s more important than ever to be quick, interesting, and true.
If usability engineers designed a nightclub, it would be clean, quiet, brightly lit, with lots of places to sit down, plenty of bartenders, menus written in 18-point sans-serif, and easy to find bathrooms.
But nobody would be there. They would all be down the street at Coyote Ugly pouring beer on each other.
The problem with frequency is that it’s expensive. Even though frequency is expensive, it must still be used. Without reach and frequency, you cannot build a national brand.