STRATEGY METHODOLOGY

Sometimes technology is the best way to get your message across - we use the internet, email, intranets, digital documents and databases. But often we use old-fashioned paper and ink.

1. We begin with a sound marketing STRATEGY derived from your competitive advantage and core competence. Our step-by-step process is fast and efficient!
2. Then we create your CONTENT - text, photographs, videos - making sure we cover what makes your products and services unique to your target audience.
3. We help you select the appropriate Marketing TOOLS to deliver the message quickly and cost-effectively. We have experience with print, electronic and web-based communication projects.
4. We IMPLEMENT based on proven project management techniques from first concept to delivery. All work is handled in-house - we don't outsource, act as brokers or take commissions.

Many companies are forced through budget and time constraints to "make do" with an outdated logo, ad hoc advertising placements and a mismatched set of brochures, websites and stationery. Even though the company has great products, it can appear unprofessional due to poor marketing materials.

Many expensive ad campaigns are creative and win awards but do absolutely nothing for the client. Then there have been small ads in a local newspaper that may have not been inspirational, but moved product. The point we're trying to make is that "good" isn't necessarily based on the amount you spend - it's about getting the strategy right, and implementing that strategy efficiently.

Briefing

To ensure that your advertising is based on a sound marketing strategy, InterComm can facilitate a structured working session with marketing personnel to brainstorm, define and document your current (and future) marketing strategy.

• Your clients - Who are we aiming to attract, where do they source product information, what are their needs and what will they like most about your product.
• Your competitors – and what do you offer that competitors don’t?
• Your brand: defining the company or product image.
• Your products: the benefits and features of products or services to be advertised.
• Analysis of possible media: above-the-line, below-the-line, online?
• Advertising Objectives: what do you want and expect to achieve?
• Resources available: time, money and internal staff. Every task handled in-house makes budget available for media and print.

Design Methods

Whether you are designing for above-the-line (media), below-the-line (print) or online (digital) the same best practice principles apply

Design Principles

InterComm South Africa works to industry best practice, and delivers projects based on disciplined project management procedures.

Know your primary objective.

Are you featuring a new product or service? Promoting brand awareness? Driving traffic to your website? Looking for a response to an offer? This will dictate all factors of target audience, message, and timing.

Get your message across.

You have about 5 seconds to get the attention of your reader. Headlines and captions are often all a casual reader will see — your headline and image should draw them into reading further.

Understand your medium and competitors.

Review the content of the magazine in which you are advertising, check competitors websites and brochures. Avoid generic corporate adverts - focus your advertisement on the right product with the right message for this particular reader. If possible, talk to a prospective buyer.

Put yourself in the shoes of your audience.

Appeal to their tastes, needs and perspective. Your prospects want to know what's in it for them. Outline the overall benefit of your product or service before describing its features.

Draft your text.

Talk to the sales team - they know the questions they are asked, and the features customers ask about. Be clear and use an appropriate tone and language. Keep jargon to a minimum. Where appropriate, use bulleted lists, indents and call-out boxes.

Pick one image or focal point.

Cluttered design weakens your ad. Your primary image should depict a benefit from the customer's perspective. Limit your use of fonts, icons and gratuitous stock photographs. Colour ads are usually more memorable.

Your call to action should be crystal clear.

Prospects should know precisely how to obtain the product or service. Give contact information, a website address or a link. Make sure your logo is displayed in high quality and your company name is clear.

Proof and proof again.

There is nothing more embarrassing than a typo. And nothing loses a sale faster than a wrong phone number or e-mail address!

Rally the support of your sales team. 

Make sure they know what you're advertising, and have a method to track which advertisements are working for you!

Measure your ad's performance.

Use website performance analytics to see what products are popular geographically. Google ads are a fast and inexpensive way to assess what customers click on. Track which ads work with which audiences in which media. And be patient. An ad campaign for large, expensive items can take months to see a return.