To have a successful campaign a product or service must understand that they need to start out with something a consumer needs, wants, or improves their situation and that product or service actually does help consumer for long haul.

The New York Times said it best in a recent article, “Companies can’t Buy Love with Bargains” Building brand loyalty is more than just hyping consumer into buying a product, it’s gaining their trust and trust of their family both today and for years to come. One example of great brand building is H.J. Heinz, (NYSE: HNZ) they have been around for decades and they gained loyalty and trust of consumer spanning generations, now that is great brand building.

Anyone could hype a brand for short term gains but that doesn’t accomplish goals of advertiser or consumer. It looks good initially but what happens when product isn’t flying off shelves any longer and consumers have lost trust in product or company?. Of course you need new and innovative ways to get your message to consumer but this message has to be geared to building consumer loyalty and not just hype. Even largest companies make this mistake and pay for it with decreased sales and profit margins.

So whether a consumer is buying a car from Ford (NYSE: F) , a can of beer from Anheuser Busch (NYSE:BUD) or software from Microsoft (Nasdaq:MSFT), advertiser needs to cater to needs of consumer.

The advertising world has close to 1500 advertising agencies of which a vast majority are independently owned but represent a minority of revenue generated in industry. So how does a small to mid size agency compete?, simple they adapt to their environment. That is beauty of not being mighty oak and being a sapling, you can move with wind and not snap in half. They are becoming more innovative in their approach to advertising and this has proven to be fruitful. The major advertisers are beginning to see this for themselves and they are starting to look to lesser-known agencies for creative development and marketing plans.

An example of this is recent action by Masterfoods when they shelved advertising efforts of their agency of record to allow a lesser know Japanese firm to work on their Twix campaign. Recently Charles Schwab (NYSE: SCH) and several other major advertisers have been reevaluating their campaigns and some are looking at smaller and lesser-known agencies for that glimmer of light.

So as most consumers have learned through out years that sometimes bigger and well known isn’t always better, it looks like advertisers are beginning to see this as well.

Source: New Age Media Concepts - 888-463-9237 www.namct.com