The first time I heard
the typical ad agency spiel,
I wanted to LAUGH
Dear Marketing Professional:
There I was, brand-new in my career, working on the client side. I was visiting with the account executive that my new employer's ad agency had just assigned to me. I was impressed with him, and with the agency, until I asked, “How will we know if your campaign meets our sales objectives?”
That's when I first heard the spiel. Sadly, I have heard it many times since. The account executive shrugged and 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. Per se and everything. 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 if you insist upon it—AND if your agency knows how.
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, the RESPONSE Agency may be just the shop 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 the RESPONSE Agency, email me by clicking here or call me personally at 801-352-9100.
Kindest regards,
Steve Cuno
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