The Importance Of Working With An Advertising Agency

Whether you are running a small advertising campaign or a large one, you might find it helpful to use an advertising agency. The agencies can offer great benefits to any kind of business, regardless of its size because of several reasons. Expertise – An advertising agency has specialized knowledge and expertise in advertising. Hence you … Continue reading “The Importance Of Working With An Advertising Agency”

Whether you are running a small advertising campaign or a large one, you might find it helpful to use an advertising agency. The agencies can offer great benefits to any kind of business, regardless of its size because of several reasons.

Expertise – An advertising agency has specialized knowledge and expertise in advertising. Hence you can be sure to get the most effective solutions for your marketing needs. It will have access to media buyers, researchers, film makers and artists to put together a winning advertising campaign for your business. You can also enjoy different advertising services when you choose the right agency.

Time and money saving – Using a reliable advertising agency will also save valuable time and money for your business. This is because you won’t have your staff concentrating on the development of a campaign. You will leave all the advertising work to the experts giving more attention to other important business matters. In terms of saving you money, your agency can find ad placements at affordable rates since it can enjoy discounts from TV stations, radio and publishers as well. It will definitely get cheaper rates to what you would have enjoyed if you were handling the process yourself. It is also easy to redesign the ads using the available space saving the business good amounts of money.

Brand development – Ad agencies make it easy for you to develop company logos and create a campaign that helps develop brand awareness. Through in-depth research offered by your ad agency, you will manage to target the right audience and use the most effective content to stir the right reactions from them. Your agency can use traditional media or advanced modern technology like social networks and videos to come up with a campaign that is brand oriented. The agencies have and know all the right tools to use when putting the campaigns together so that in the end you have only the best possible results with the efforts you put into them.

Strategic control – When working with a good ad agency, you can be sure to be involved in the campaign creation process to ensure that you are happy with the end results. The advertising professionals take the time to first understand the business, the company culture and policies as well as the products and services. It will then listen to your needs and expectations before offering solutions that match your requirements. Apart from working to turn your ideas into reality, the agency can also offer you helpful insights and advice on how to make the advertising process successful. You can be sure to have a high quality campaign crafted to suit your personal business needs.

When looking for the best ad agency for your business, you can use reviews and customer feedback to gauge how good it is likely to be in taking your business higher with the right advertising campaign. You can also check the agency approaches and services to be sure they are exactly what your business needs.

Digital Signage Strategy For Newbies

The most important thing to recognize when you start communicating by a digital sign is to realize that viewers don’t care about your message just because it’s digital unless you give them a reason to care. Certainly this applies to any communication effort. Just presenting information on a digital sign does not nullify lazy thinking or uninspiring content or other communication snafus.

Fortunately for anyone using digital signage, it has proven to be a great platform for breaking out of boring routines by experimenting with content, having a bit of fun, maybe even jolting your audience with something unexpected, and then seeking to engage your audience beyond a casual glance. For example, if your content produces a smile instead of a glance, you might just be on to something.

Because of its ability to change messages on the fly, by schedule, by data, or by various environmental triggers, digital signage represents a new way of thinking about communicating. It empowers communicators to address the ways consumers, customers, and employees think and act at the point-of-sale, point-of-wait, and in the point-of-transit environments. Since digital signage is not print, and it’s not television, it requires a different approach.

Modern digital signage products and services provide tools to help make your in-house messages or advertising reliable, consistent, on time and of high quality. However, a tool is not a strategy in itself. No worries! These guidelines will equip you with some key facts to make your messages more engaging and appealing.

Digital Signage Content Basics

When people are on the move, you have only seconds to engage them. Here are some attention-grabbing strategies to incorporate into your messages:

  1. Use bright colors.
  2. Use motion in the narrative to help tell the story.
  3. Refresh signage content often to reflect sales, special offerings–and sales goals.
  4. Reinforce product and branding messages.
  5. Know your customers. Speak to their interests. Content should be dynamic and reflective of what people are doing.
  6. Make sure the digital media experience complements all marketing objectives, from merchandising to branding.
  7. Keep the look and feel of your content consistent with your brand equity.
  8. Avoid excessive text. Keep your messages as visual as possible.
  9. Don’t try to deliver full advertising messages, as you would for television, print or long-form video. Show product glimpses that pique curiosity or provide information.
  10. Create designs that can exist independent of sound; assume that it will not be heard. On the other hand, see the next point.
  11. Use sound when the signage location allows it.
  12. Try to incorporate product tips and information.
  13. Experiment. Have fun.

Digital Signage Deployment Strategies

  1. Use larger displays when possible and practical. Bigger increases WOW factor!
  2. Make sure your messages are relevant to the time, place and purchase opportunities at hand.
  3. Incorporate touch screen technology when interactivity is appropriate and useful to the audience.
  4. Utilize motion sensor technology when appropriate and useful to the audience.
  5. Utilize custom data when appropriate and useful to the audience.
  6. Keep the customer experience at the front of your mind as you choose content. Digital signage should enhance–rather than intruding upon–the shopping experience.
  7. Use an editorial calendar to determine the best timing for content.
  8. Incorporate frequent brand IDs for your company and its products.
  9. Use your signage to create add-on sales: accessories with that dress, extra cheese for that burger, etc. This strategy has created double-digit sales increases for many companies.

A Few Thoughts About Digital Signage Placement

Don’t make this mistake: not giving much thought to sign placement, or even worse, wasting your efforts and budget on misplaced digital signs. People are not likely to look up to your ceiling for product announcements. Instead, place product-specific content where products are, preferably at eye-level or shelf level. The closer the advertising to the purchase opportunity, the more effective it will be.

Even more than just hanging a digital sign where it’s convenient to see, think a tad further about the bigger picture. For example, digital signage can influence the ambiance of a building by the way it is integrated into the environment. Have you considered that your digital sign may be way too small and unimpressive to make your point? Try a video wall instead! Get creative… think of your digital displays as canvases for creative expression.

Finally, by locating your signage in the optimal place and choosing the best size, the creative content can now fully stimulate the senses, arouse and influence behavior that complements the purpose of the building’s design, which reinforces and extends the core brand image. Empowered with great design, you can inspire your viewers with an aesthetic experience.

Feeling overwhelmed or out of your comfort zone? Consider asking a full-service digital signage provider with a good reputation to help design your first campaign. This will reduce your learning time and increase your chances of success considerably. A provider of professional creative services will do their homework by performing a thorough discovery process. They will maintain your brand standard, and if you don’t have a brand standard, they will help establish one. From there they will research your audience to understand what they care about and create a call to action. Finally, a successful campaign will have various forms of measurement based on your return-on-objectives (ROO).

Given the time and willingness to learn from trial and error anyone, regardless of background, can be successful with digital signage; but, it’s important to shake off the common “a slide show is good enough” mentality -it’s not an effective strategy for digital signage. Sure, everyone is not a Picasso per se, but everyone is creative to some degree. A well-conceived strategy masters content that transforms digital signage from mere displays, computers, and cables into a dynamic communications medium with a limitless ability to inspire, inform and motivate.

Reasons to Use Variable Data Printing

Variable data printing, referred as an opportunity to market directly to each person customer in an easy and effective way. You can take your entire customer database complete with buying trends and then market so without slowing down or having a staff member spend days trying to print out all the relevant information.

This printing solution enables you to change wording such as names and addresses on each letter without the printer slowing down.

Professional print companies offer this service and can print out all your marketing letters within a few hours, ensuring a fast and effective turnaround time to help you promote your company effectively.

The first reason to consider variable data printing is that it enables you to appeal to your audience on a personal level. The letter or brochure that’s addressed to them at their address with information that is appealing to them.

Bear in mind that each customer is unique and you will have some customers who buy certain items that you stock and customers who buy different items, this makes marketing tricky and requires you cover across the board. With Variable data printing you can target your marketing at each person customer with ease.

Variable data printing gives you the ability to change the wording and images in your marketing to suit each customer based on their interests and past purchases.

Most companies these days keep a list of customers and their buying habits, which will prove useful when it comes to variable data printing, saving you time and energy and also ensuring that your marketing efforts as directed towards each customers, reducing how much time and money you waste on your marketing moving forwards.

The third reason to use variable data printing is the time you will save. When designing marketing letters and direct marketing mail shots to clients you want the information is relevant to them.

If you have a staff member sitting pouring over information and then individually printing out each letter, making the necessary changes to each one, you can expect that employee get stuck on the task for days, if not weeks. With Variable data printing this get accomplished within hours, saving you so much time and energy in the process.

You can print the entire run to all your customers without slowing down. You command the information to your print shop and then print it as one run with the printer working throughout.

It’s amazing to think you can target each customer, change images and wording and it can all be printed as though you were printing the same sheet hundreds of times.

Many customers have different needs and requirements based on their demographic area. This is why companies try to create marketing materials for different areas based on customer needs. With Variable data printing you can do this with ease, tailoring each mail drop based on area and requirements.

Because you connect with each customer on an individual level, you increase your positive response rates.

Doing a mail drop of the same thing to a wide audience, means you are only appealing to a small percentage of your audience. Where tailoring each mail drop means you are appealing to one hundred percent of your audience at all times, in turn this increases the number of responses you get off one single drop.

Variable data printing is carry out in the shortest period and a print shop can print them at the same speed as if they were printing one hundred of the same letter.

The last reason to use variable data printing is your return on investment. You can use the research and earlier purchasing history of each client to target your mail drop and then sit back and enjoy the orders rolling in as a result of your efforts.

Creative Advertising Trends to Watch in 2015

With technology placing creative advertising tools into the hands of even the smallest business owners, the collective knowledge of branding and advertising is growing at a rapid pace. For those looking to get an edge on driving traffic to their business or website, it is vital to stay on the cutting edge of advertising trends. This often requires constant education. To begin your process of staying on the front line of advertising strategies and tactics, here are a few trends to watch out for in 2015.

Cinematic Web Design

In line with the online advertising methods we saw in 2014, you can expect to see a more mature web design, user interface, and greater use of ambient video. This trend emerged last year as a fantastical creative execution that transforms the standard text driven website to a cinematic experience. Creative agencies have been working to find the best way to implement and utilize video better to tell a story. Ambient video adds an element that appeals to the human spirit in a way that still images and text cannot match.

Super Fan Utilization

As social media takes a greater place of importance in strengthening a company’s revenue potential, companies will likely utilize their best fans to drive growth. Many companies are already able to place a dollar value to each share or retweet that comes from their audience. If you can leverage those passionate advocates of your business and brand, you can gain greater brand awareness and even tap into a whole new segment of customers.

In order to do this, companies will need to stay relevant by creating interesting, engaging, and shareable content, and giving your customers a chance to speak back and have an input on product decisions.

Storytelling Across Multiple Media

Having an ability to transmit your story across multiple devices seamlessly is now unavoidable. More and more people are now accessing web sites and Internet tools predominantly through mobile devices. Although managing your audience’s consumption of messaging in a fragmented manner across multiple channels can be a challenge, but in every challenge lies an opportunity. Creating compelling content that your audience can consume in multiple ways will only grow in importance in the coming year.

Understanding Millenial Markets

Heading into 2015, companies will do well to create brands and products that the Millenial generation will consider valuable. Within this generation, a new subset has emerged known as the New Pragmatics. This subset is a cohort of Millenials that came of age amidst national financial hardship, and tend to see value in products and businesses much differently than products that came before them.

This group will pay a premium for products that are highly unique, customizable, and demonstrate value and social responsibility. On the other hand, this group is also extremely sensitive to high prices and the reputation of the companies they purchase from.

Three Options To Consider When Choosing A Sign Company

When you need to advertise a new project or business, there are many new ways to get your message out there. It’s more than just a question of which kind of sign company to use.

Channel Letters and Illuminated Cabinets

Either of these types of signage would adorn the edifice of your business and make your name visible to passing traffic at any hour. Channel letters are the kind of 3D letters that are often illuminated with LEDs or another internal lighting source. LEDs are the most energy efficient and long lasting, so it’s important to find a sign company that’s capable of equipping your installation with LEDs.

Alternatively, illuminated cabinets would allow you to use a more complex logo. Because individual letters are not cut out, this type of product isn’t always as legible from far away. Backlighting is available from nearly any sign company that sells this type of product, which improves the 24/7 visibility of your logo.

Electronic Marquees

Adding electronic messages to your board can dramatically increase its potential to hold a bypasser’s attention. Flashing useful information like the time and temperature can encourage commuters to look for your business on a daily basis. Adding updates and special discounts can help your company seem interesting and relevant.

The more you’re willing to spend on a sign, the more likely you’ll be able to attract attention. Still, it’s important to find an experienced sign company that will make sure your logo is exactly appropriate for your needs. Electronic marquees are great for installations visible from major roads, but if your business is hidden in the back of a shopping mall, then you might need to adjust your choice of signage accordingly.

Car Wraps

Does your company already use vehicles? Why pay money for a billboard when your employees already drive advertising space around town? Lettering and decals for the side of the door can cost less than a hundred dollars, and wraparound graphics for larger vans can cost anywhere between one thousand and five thousand dollars. Vehicle wraps can be more eye-catching than billboards, and you aren’t committing to a single location. Rather, your business logo travels all over your service area. Of course, if your drivers are irresponsible or unsafe drivers, then this branding choice could have a negative impact on the perception of your business. Because of the hazards of putting your company name on a vehicle, it’s much safer to make sure that your business has a quality logo posted in a stationary location.

However you choose to make your business more visible, it’s vital to choose a sign company who can help you make the most cost-effective choice. Choosing to invest a little more can improve the public perception of your business for years to come, and it’s an opportunity for long-term advertising on a space you already own. For every industry, making your business’s name and information more visible will help to attract new customers.

4 Signs It’s Time To Look for a New Advertising Agency

In the old days of advertising, the practice was largely more art than science. Creatives more often than not based their success on feeling rather than hard data. However, with the evolution of digital technology and the growing compulsion to quantify everything, clients now have a way of measuring the effectiveness of every ad or marketing decision. If you suspect your advertising agency is not giving you the clear and complete picture of their efforts and how they are performing, it may be time to fire them. Here are five things to watch out for.

1. The Focus is On Vanity Rather Than Conversion Metrics

Far too often, marketing and ad agencies highlight their ‘vanity’ metrics in their reporting. In other words, these are the numbers that are designed to make you feel good, such as the number of visitors or impressions, likes and followers. While visibility is important, it does not always translate into conversions.

Your agency should lead with conversion metrics, like the number of leads generated, inquiries, and of course, actual sales. By looking at what actions you can take to increase sales, you can better focus on those consumers most likely to purchase from you.

2. They Report Keyword Rankings, but Not Links

Search engine optimization refers to the process of creating content relevant to certain keywords on your website, as well as various other places around the web that link back to your site. The latter process is often referred to simply as back linking. As a result, your site starts to appear higher and higher in search rankings for that keyword. The best agencies will not only show you how you are improving for various keywords, but shares their back linking process, so you know exactly what actions are being taken.

3. They Don’t Give You Access

Your data belongs to you and no one else. If your agency tries to get between you and your data, by sending you a monthly report that only highlights the favorable aspects of their performance, while neglecting to give you the full truth, you need to step in. Ideally you should ask for your own personal log in to their data tracking software in your initial meeting, however it is never too late to ask for this information. Transparent companies will have no problem handing this over.

4. They Do Not Split Test Ads

As mentioned previously, digital technology has enabled advertisers to track nearly every aspect of their advertising campaigns. As such, today’s industry is all about testing and experimenting with ads and ad groups to hone in on the copy, graphics, or messages that are most effective in getting customers to make the decision to buy. It is unreasonable to think an ad agency simply has the creative genius to know exactly what the look and feel of an ad should be to resonate and persuade consumers.

Graphics on Vehicles

Ever wondered of how you can use your car for the purpose of marketing? Well here is your answer. Vehicle graphics is the latest trend that can be used effectively to market and also promote your business. This process can easily transform your ordinary vehicle into a very cost- effective tool in order to raise the visibility of your business. It doesn’t matter whether your business has a single car or a dozen of vans, by using the custom vehicle graphics, you can easily wrap up your car with all the graphics related to your business or organization and let the public know about it. In simple terms, you can make the vehicle graphics a part of your overall plan of visual communication and reach a lot of customers in a very short span of time.

Different types of vehicle graphics

The fleet vehicle graphics

You can turn your trucks or vans into the mobile advertising machines with the help of a fleet of vehicles. This can help in raising brand awareness and you can go about your business as usual.

Trucks and trailers

You can also create a very cohesive look with the help of trailer and truck wraps. These branded vehicles can help in advertising your business with the help of every mile that has been driven. This will help in the generation of new leads and also help in advertising.

Vinyl graphics

The vinyl graphics can help a lot in delivering the brand awareness mile after mile. It doesn’t matter whether you want to drive traffic to your company website or a physical shop. It is always going to help your company, business and or organization.

Car toppers

You can also turn all your delivery vehicles and taxis into a very power messaging tool. The car toppers can help the public to recognize your vehicle from a very far of place. It is one of the important tips to remember.

Car decals

These are bright and colorful custom decals that can help you to make all your vans, cars and trucks your very own.

Vehicle wraps

Vehicle wraps can help make your company, service or product larger than your life. You can apply the logo to your car from glass to fender and cover your van with your company colors and also product images. It is all going to work out very effectively.
Use the above mentioned and explained vehicle graphics to promote your business.

Four Tips for Making Quality Signs

When it comes to going into a new store, customers make up their minds within seconds. Quality signs can help make the difference between whether new customers enter your building, or whether they decide to pass you by. These tips can help you get the most out of your signage and potentially gain more customers.


The placement of your advertisement needs to be effective and simple. You don’t want to detract from other elements in your storefront; however, ads need to be displayed where they will not be easily missed. You want your potential customers to be able to see them from both the sidewalk and the parking lot. You should take into account outside factors such as glare from the sun or items blocking your ads. Take the time to scout out your storefront, and see what obstructions may keep you from putting your announcement up. This way, you will find the best possible spot.


The location of the sign is not the only thing to consider; you also have to have the right look. You don’t want a color that will detract from what you are trying to say. However, you also don’t want to pick something that is easy to ignore. A great way to perfect your sign’s look is to use contrasting colors for the background and text. The most visible and easily read colors for text are black, red, and white. A yellow background for black or red text can make the display easier to read. White writing on a black background also works well.


You want to convey the information to your customers, but it doesn’t have to be a novel. Before you have anything made for your store, write out the message on paper and edit it a few times. Don’t use five words when three will do. You want it to be clear, compelling, and concise. People walking by your store are not going to stop to read a lot of information.

When it comes to graphics, you need to keep it simple here as well. Sure, a bunch of images, starbursts, or exclamation marks will draw attention to the notice. However, it can be hard to take all of these things in at once. Advertisements like this may be too busy, and your message can get lost in the explosion of graphic design.


You can design the best signs for your store, but if there is an error, that is all your customers are going to remember. You need to show that you are the authority in your area, and you can do that by producing quality copy. Make sure your new signs are accurate before you display them.


You also want your displays to maintain a sense of consistency. Try to come up with a unique look that will work for a variety of different displays. You want them to work whether they are hanging in your window, featured online, or published through any print advertising. This will help to reinforce your brand in the minds of potential customers. When they see the shape or color scheme of your logo, they will automatically think of your business.

Basic Color Theory Knowledge For Advertising

The first box of crayons you ever got probably had the basic eight: black, white, red, yellow, blue, purple, brown and orange. And at that time, this was all you needed-every shade in the world fit into one of these categories. And then you discovered pink and you had to get the new box with sixteen colors. Your palette expanded. Gray, peach, silver… before long, you asked for the big one. The mother of all crayons. The 64 count set with the sharpener on the box. Surely now you had them all; every color was in your grasp.

Color is an important form of nonverbal communication. From the clothes we wear to the food we eat, color influences our choices. Our perception of the world is affected by color. Likewise, the way the world perceives us is also affected by color. In fact, color, many times, is the most significant feature of an item. Designers, therefore, cannot afford to treat color lightly.

When mixing and matching, it helps to know a little color theory. Back to kindergarten and that box of eight crayons. One exercise you likely completed was a color wheel. The wheel is made by placing the three primary colors (red, yellow, and blue, if you are working with ink) equidistant from each other on a circle. By blending the primaries you get the secondary colors: red and yellow produce orange; yellow and blue produce green; blue and red produce purple. Further blends of adjacent colors produce tertiary colors, and so on.

You don’t need a Ph.D. in color theory to know that relationships exist between adjacent, complementary, clashing colors. Our perception of color is affected by the surrounding colors as well as the proximity of other colors, and the amount of light. Furthermore, certain colors and combinations evoke emotional responses, which, depending on your background, you probably already intuitively know.

It is the designer’s business to create a visual experience which is pleasing to the eye. The elements of visual harmony are simple to explain, yet much more difficult to practice. Harmony engages the viewer and creates an inner sense of order, a balance. Combinations fail to harmonize if they are so bland as to bore the viewer. At the other extreme, chaotic, overdone combinations will be rejected as something which the mind cannot organize or understand. Simply put, the designer must strive to achieve the balance between under-stimulation and over-stimulation. This is harmony, a dynamic equilibrium.

Adjacent or analogous colors are those next to each other on the color wheel. These are harmonizing hues, since they each contain of a little of each other in themselves. They work well together, although they can appear washed out if they are too close to each other on the wheel. Adding black or white to one or both colors (creating tints or shades) can create higher contrast, solving this problem.

Complementary colors are separated by one color on a twelve part color wheel. While this combination of colors creates higher contrast, it also causes undesirable visual vibrations which puts physical strain on the eyes. This effect can be alleviated if complementary colors are separated on the page by at least one other color.

Direct opposites on the color wheel are called contrasting colors. (Sometimes direct opposites are also called complements.) When used carefully in designs, these combinations have high contrast and visibility along with a sense of harmony.

In choosing color combinations, designers often look to nature as a reference. This exercise delivers interesting and unusual combinations that can evoke similar responses to the actual experiences. While all colors have dual symbolism and have both positive and negative associations which change over time, their meaning in nature is constant and universal. Blue, as it is related to the sky on a clear day, will always create calm. Green, as the color of plants, will always bring new life to mind. Yellow is associated with the radiant brilliance of the sun, and so on. Designers are smart to take advantage of a color’s association with nature.

In addition to these basic formulas, designers must be aware of associations to colors due to cultural references, gender, age, and class differences. It is important to understand how the color has been used in a political and historical context as well as how it has been used in past and current trends. Religious and mythical implications can also effect the use of a color. Even linguistic usage (i.e. phrases like “in the red,” and “moody blues”) will affect how people view a color.

Tips for Creating the Best Sign For Your Business

If you own your own business, you know that competition out there is fierce. Business owners need to come up with new, interesting ways to grab their customer’s attention and signage is a great way to do just that!

While you may be thinking signs?, that’s your new and radical idea? If the sign is done the right way, it is a great method that has been proven for years to be effective. Here are a few tips on how to get the best sign for your business.

1. Use a skilled designer: Anyone can call up a sign maker and say I want this, this and this. Designers go to school for this kind of thing, it’s their job! Even if you have a set idea, give the designers a little freedom to tweak things and give you suggestions on how to best design your sign. Also, if you’re going to be placing the signs in multiple areas, take pictures, even slight adjustments on letter size or color can be helpful in getting the most attraction in each area. Showing the images to your designer can give them a better idea about how to set things up.

2. Go for high-impact: You’re spending all this money on signage; you want people to remember it. Think about how many signs you pass just on your way home from work and how many of those do you remember? You need your sign to be imaginative, eye-catching and most importantly memorably. Make sure your customers (current and future) know exactly what it is you’re trying to get across. If someone needs your services, your sign should draw them in to your business, and if they don’t’ they should remember your sign for future reference.

3. Keep it simple and use high contrast: Even if you’re driving 20 miles an hour, it’s difficult to read a sign with a ton of information on it. Imagine going 50 and it’s nearly impossible to read more than a sentence! Get your point across with minimal words. No matter what your message, you need to make sure it can be read! White letters on a yellow background isn’t going to work, black on yellow, would be a lot easier to read!

4. Choose the right font: If you own a construction company and you use a cartoon character font, it’s just not going to look right. The type face should be reflective of your business and the message you’re trying to get out. A company like contractors should use clean cut, strong looking fonts while an art gallery may want to use a light, sophisticated script. Combining a variety of fonts in a small space can also make it difficult to read to keep it to 1 or 2 fonts.

5. Know your competition: Drive around town and see what everyone else has for signs. Getting an idea of what is out there will help you to create something that will stand out from the rest. You can always use other companies as inspiration but be sure to create your own unique sign or else you’ll just blend right in with them.

6. Make it visible: We’re not saying don’t hide it behind a bush, although we do hope you don’t do that, but simply light up your sign. Make it so it is visible 24/7. Good placement and a simple spot light or 2 is all you need to accomplish this.