When I joined Satyam I had never sent an email in my life nor knew anything about something called the internet. It was an alien subject to me. I was basically a mechanical Engineer.
To make the piece a bit more interesting, and if you can squeeze a few more dollars out of the budget, try going beyond 8.5″x11″. Maybe smaller is better — 7″x10″? Or push larger — go legal size and spread things out a bit more.
Then you could proceed to tell them in the copy of your ad exactly why your client charges less. Do not be afraid to tell them your motivation and your reasons for having a lower price.
Consumers start by logging onto a social buying site which, somehow, knows roughly where you are. In my case, that’s Miami. You’re asked to confirm that, then they ask for your email address and age. No big deal. Then up pops up another screen that asks for more information: name, address, etc. This is a little off-putting for some of the people I’ve talked to.
John: Advertising is big business but the problem is when you are not lean and mean you lose your edge, there are smaller, tighter, privately held advertising agencies out there that have the ability to produce better creative and manage a more comprehensive campaign for advertising clients than Interpublic. I know that its low priced but the company is in getting desperate as they just arranged a 6 million credit line via a special-purpose entity called ELF Special Financing, essentially they are selling units that would be payable to buyers in June of 2009. A better bet would in the advertising game in the public arena are Publicis (NYSE: PUB) or WPP Group (NASDAQ: WPPGY).
What’s included with your logo? The worst part of paying for a cheap logo is finding out that you were not sent the correct file formats for printing and web. You will then have to pay another graphic designer or printer to create the correct files. Be aware of what file types you will be needing and ask your logo designer what file types are included in their price.
This brings us to the testimonials, always include great testimonials. Just email your current clients a request for a testimonial. If you don’t get a lot of responses, try writing the testimonial for them and just ask them to OK it. Sometimes people are to busy (or lazy) to sit down and write one. See if you can get a picture to go along with each testimonial. It really adds to the believability of the testimonial when there’s a human face to go with it.
When we started to use the web extensively one benchmark we had set was on how quickly the results could be posted on our website. The finance department would give us dummy figures which my department’s desktop publishing operator would put in a template and upload it on a test site. Once the official result was cleared by the Board, the official figures would be given to the operator for uploading on the company website. By a comedy of errors that particular year someone in the finance department gave the official figures which the operator by mistake uploaded on the live site. He immediately realized his mistake and blocked that page. But the damage was done. Some of the wire services were monitoring the site and immediately called me. I was clueless at first but got the full story later.