Every business needs to create an impact to be successful and size is not the criteria. Even small businesses and startups create and deliver impactful ads by being original and doing something different as compared to what the bigger companies are doing. Typically, bigger companies tend to play safe as they have lots to lose in case an ad goes bad. But the small companies have the advantage of being able to take extremely high risks, as they more or less have nothing to lose.
Honesty, originality, spontaneity, and graphically very well designed makes the advertising effective. One should pump in enough monies to give the product a chance to survive and compete. Sometimes it is not the money that counts, and it depends entirely on how original and gutsy you are. It is very important to choose the right kind of media and choosing the right media is not luck, art, or science. It is actually insight and instinct. For small companies, it is advisable to go to a small and hot agency, which would give them radical solutions to one’s advertising problems.
Roping in a celebrity to endorse a product helps in advertising but then it depends on how well or how badly you use the celebrity. The success of an ad does not solely depend on by roping in a celebrity; it really depends on how you use the celebrity. They have their own way of advertis-ing by standing in the balconies. We talk about lifestyle advertising and feature advertising but this can be determined by knowing what is required for the product at that particular point of time. It is very crucial to have an insight into your consumer. There are two consumers—one is the consumer that you see in front of you, and the other one, who is your real consumer, is a secret person hidden inside the consumer’s mind.
Every consumer has an opinion of himself, which he never divulges to anyone else. Everybody has an aspiration, a secret dream that they are too embarrassed to talk about openly. If someone wants to sell you something, they have to actually try to know you well enough to find out what is your mind saying, what makes you tick, and so on. The trick lies in tapping into that aspiration. The moment you are able to tap that one dream, the ad has served its purpose.
No matter an ad agency is big or small one can make a mark in the industry by doing great work. You take the responsibilities of the advertising, and you create a piece that actually works for them. Do this and everyone will notice who you are. Only your work can sell you-it is as simple as that. You need to have a proving ground, where they allow you to prove yourself. The time for playing safe is gone, now is the time to take risks, the world is opening up to you and will accept you. Businesses are all about risk taking, and if you do not have the balls to take risks, then get out of the business.