Website Owners Shift from Awards to Results
Blue Fountain Media, a web design and online marketing company, has found that more and more clients are turning down edgy, too-clever-by-half ads in favor of more traditional campaigns. Applying these campaigns to online media brings in reliable, measurable, rapid results.
(Vocus/PRWEB ) June 25, 2009 -- "Award-Winning" has always been the description of choice for the average advertising or professional website design company. But more and more companies — and their clients — are aiming for a higher return on their marketing investment. The key: aim for results, not for awards.
Photo of the SXSW awards, via Laughing Squid
The best-known and most popular advertising agencies often pursue flashy, avante-garde campaigns that show off how obscure or odd they are. A classic example is the last few years of Burger King ads. Although the ads have gotten attention, and Burger King's sales have grown, the stodgy and lighthearted ads from McDonald's still lead the way: Burger King has actually *lost* market share since hiring the award-winning agency Crispin Porter + Bogusky. CPB, meanwhile, has collected numerous awards.
This trend has become more obvious thanks to the current economic difficulties. There is a place for standout, award-winning advertising — and of course, there's nothing wrong with doing great work. When the economy is good, it's fine to assume that the agency that other agencies envy is the one that does the most valuable work. But when budgets are heavily scrutinized, it's more important to find marketing campaigns that bring in real customers, not just campaigns that mystify consumers and make other marketers jealous.
At Blue Fountain Media (www.bluefountainmedia.com), clients who have considered flamboyant and unusual campaigns are more focused on the back-to-basics approach. Instead of getting attention from ad critics, they want attention from potential customers. That means making a clear value proposition, getting in front of people who are ready to make a buying decision, and creating and controlling online "buzz" that leads to real results. Funky ads and celebrity endorsements can be part of a campaign like this, but they're often the least useful and most difficult to control part.
As a website design company, Blue Fountain Media is able to construct marketing strategies with measurable, real-time results. Unlike a national, brand-building ad campaign, a Blue Fountain Media project is based on delivering rapid and measurable results. Recent analysis performed by Blue Fountain Media shows that companies with marketing budgets are shying away from the grandiose, and focusing on what works. There are two key reasons: first, it's easier to justify an expense that gets measurable results. And second, the people who don't care about measurable results increasingly find that they don't have any budgets to speak of.
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