We recently came across this great quote about effective advertising and ROI (Return On Investment) from Advertising Hall of Famer Keith Reinhard:
“The three ingredients of effective advertising are relevance, originality and impact, the initials of which spell out what clients most desire: ROI.”
Reinhard is ranked as one of the top 100 influential people in advertising history. He served as Chief Executive Officer and Chairman of DDB Worldwide Communications Group, and has been Chairman Emeritus of DDB Worldwide since April 2006. Fair to say, he knows a lot about what’s important in advertising – and what matters to clients. We couldn’t agree more with his assessment; especially when it comes to ROI. Let’s take a look at each ingredient in his equation.
Consumers and potential customers will tune out in a heartbeat if your product or service, your message or your medium are not relevant. What you have to offer and how you present it – these must matter to people. There’s nothing worse than simply being ignored – and when your marketing and advertising are irrelevant, that’s the risk you face. When we consider relevance, we don’t mean just being in tune with the times or the moment (though that’s important). We mean making sure that your ad and your marketing truly resonates with your target audience. They first need to encounter your message through a marketing channel that is appropriate or relevant to them. Then, your message must connect with them. It needs to be emotionally relevant enough to interest and engage your potential customer.
In addition to being relevant, it’s critical that your marketing and advertising be original. The Good Book tells us there is “nothing new under the sun.” And that’s true. Mark Twain expounded on this idea:
“There is no such thing as a new idea. It is impossible. We simply take a lot of old ideas and put them into a sort of mental kaleidoscope. We give them a turn and they make new and curious combinations. We keep on turning and making new combinations indefinitely; but they are the same old pieces of colored glass that have been in use through all the ages.” – Mark Twain’s Own Autobiography: The Chapters from the North American Review
But in spite of this somewhat bleak philosophy, we can still be creative and original in how we put ideas together. A fresh spin, a new way of saying something, a look that stops people when they come across it.
One of the things that sets Pace apart as an agency is that, when it comes to our work, we have no universal formulas or one-size-fits-all tactics. We’ve always operated under the principle that no two clients are alike. Our work expresses the unique vision and competitive selling proposition of each individual client, rather than reflecting any particular agency style. We’re adept at coming up with big ideas, even for the smallest project, to truly differentiate our clients and their projects in an original way.
Above all, we stay focused on what matters most: getting results for our clients. A return on their advertising or marketing investment. Through our relevant, original creativity, and through a strategic mix of digital and traditional marketing techniques and platforms, we’ve been extraordinarily successful in moving consumers; not just emotionally, but actually moving them to action. Getting them to pick up the phone and call. Or to visit a website. Or to actually go to a brick and mortar building, like a sales or leasing center. And getting them to buy. We like to think of this as “action-oriented marketing” – and it’s at the heart of every campaign we develop.
Our emphasis on action-oriented marketing campaigns that produce real results is what has kept us in the game for so many years. We’ve been providing successful, results-oriented marketing solutions for real estate and other types of clients for over 60 years. We’d love to see what we could do for you.