It is too expensive. We don’t have the money to do that....
These are two very common phrases I have used myself and am hearing more and more these days. Especially when it comes to format and spot lenthgs in creative work.
However, one thing we all need to remember is:
It is very expensive if almost no-one is stopped by, notices and digests your message. That makes whatever you do very expensive indeed.
It is a topic I have been pondering much more recently, as with budgets tight and getting tighter in the current climate (though isn’t budget always tight anyway?), many markets, marketeers and agencies are aruging that they need to run shorter TV spot lengths, run single pages instead of double pages, sequential pages or even fold-outs and the such like that have been used more in the apst to have stopping power and engage more.
I think the key needs to that when making the call on not doing these or on moving away from them that: The most expensive thing you can do is something that almost no-one will see or hear.... that is very costly as you will have thrown away everything.
As someone once told me on an advertsing course: it is better to be seen once than ignored 1000 times....
These are two very common phrases I have used myself and am hearing more and more these days. Especially when it comes to format and spot lenthgs in creative work.
However, one thing we all need to remember is:
It is very expensive if almost no-one is stopped by, notices and digests your message. That makes whatever you do very expensive indeed.
It is a topic I have been pondering much more recently, as with budgets tight and getting tighter in the current climate (though isn’t budget always tight anyway?), many markets, marketeers and agencies are aruging that they need to run shorter TV spot lengths, run single pages instead of double pages, sequential pages or even fold-outs and the such like that have been used more in the apst to have stopping power and engage more.
I think the key needs to that when making the call on not doing these or on moving away from them that: The most expensive thing you can do is something that almost no-one will see or hear.... that is very costly as you will have thrown away everything.
As someone once told me on an advertsing course: it is better to be seen once than ignored 1000 times....
1 comment:
The challenge back to the comment "it's too expensive" should be "what are you going to do instead that is better value for your brand?"...
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