At Richards & Lord, we realize and live by several important rules,
all of which are vital to providing a successful advertising program
for our clients:
An advertising program is not an entity unto itself.
Its reason for being is to execute and reinforce the marketing goals
that have been set by the client.
An advertising program should competitively position
the client:
It can't be done willy-nilly, or with a shotgun approach
that scatters everywhere in the hopes that part of it "hits."
Richards & Lord will analyze the client's goals and
ensure that every ad placement plan reflects them,
whether in print, or online.
We develop client-specific advertising plans.
Based on each client's individual needs, we utilize a combination
of print and electronic advertising, bonus distributions and
engagement opportunities at shows, editorial tie-ins, timing in
relation to new product introductions, and even article submission.
Our excellent, and long-standing, relationships with editors
give us a sense of when and how an individual magazine will serve
the client well. We have those same excellent relationships with
online editors, and often secure free video coverage for clients at
tradeshows.
Our knowledge of a magazine or online vehicle's circulation
and editorial coverage
allows us to select only those print or online vehicles that are truly
appropriate, making sure the client reaches readers that are in a
position to use and purchase their products and services.
Our knowledge of the types of "bonuses" that a good plan earns
allows us to make the client's ad budget stretch as far as possible.
An advertising program needs to create awareness of the
client's products and services, and through that awareness,
act as a branding vehicle for the company.
An advertising program needs to differentiate the client
from the pack,
and show the attributes associated with being leader of that pack --
whether providing cost-effective pricing, on-time delivery, lower
cost of ownership, or creative problem solving.
Most importantly, an advertising program leads to a shift in
or strengthening of the industry's perception of the client,
whether it says "Look at me, I'm new and I'm good," or confirms
"Yes, we are still here, and yes we are still the leader." Correct
perception will lead to action.
There is a reason "old adages" become just that --
they have a way of being true. There is none so true as the one
that says "Something terrible happens when you don't
advertise -- nothing." Just ask some of the companies that
stopped advertising. If you can still remember them.
Advertising is a strong and energetic tool. It is even more
effective, however, when it is done in concert with a sound
public relations program.
The two support and drive each other. Please also see our section on
Public Relations to see how Richards & Lord can help you in this
important area.
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