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client myself at the time, I asked,
“How will we know if your campaign meets our sales objective?” |
The agency account executive said, “Advertising
doesn’t sell per se. It creates awareness, so people choose your brand without
really knowing why.”
Now, that’s just plain nonsense. Advertising
can sell. That’s what it was invented to do.
Smart advertising can do even more. Advertising can
show you how much you sold ... how much you spent per sale ... how to
sell more at lower cost ... what appeals, copy platforms and layouts work
best ... how to refine your marketing ... who your best customers are
... where they come from ... how to bring them back ... how to find
the best new customers ... and how to track everything.
But advertising will only do these things for you
if you insist on it. Today most agencies lull clients into settling for “increased
awareness,” “breakthrough creative work,” and “high recall
scores” — all on the assumption that sales naturally follow.
That would be fine if it were true. It’s not.
Having built my business on tracking every direct mail, print, broadcast and
online effort, I know that what most agencies hail as “great advertising”
is largely ineffective.
I’m not saying those ad agencies are dishonest,
but I am saying they’re mistaken. And until clients evaluate advertising
by cash in the drawer instead of how many people like or remember an ad, that
will never change.
If you’re the kind of renegade who doesn’t
buy the typical ad agency spiel, RESPONSE may be the agency you’re looking
for.
Please take your time exploring this website. Get
to know us. If you think you’re the kind of client who could work well with
RESPONSE, email me at info@responsepls.com
or call me personally at 801-352-9100. |
| Best Regards, |
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Steve Cuno,
Chairman
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