You have a hammer, some nails, and a “how to” book. You’re fully equipped to turn that old beater car into a hot-rod, right? Unfortunately, the wrong tools and basic knowledge are not going to bring in the sales and customers your business needs. If you want your business to be successfully targeting and speaking to every potential customer, you’ll need professionals with specialized tools to get you there. The “got milk?” campaign is a great example of how a partnership between a professional agency and a business in need developed a powerful tool to drive sales.
After years of declining per-capita sales in California, a fresh initiative was launched in 1993 to reactivate milk purchasing. After extensive research and some intuitive guess work, the client and agency arrived at the realization that they were marketing a product that nobody cared about-unless it wasn’t available. The classic “Deprivation” campaign was born, notable for the fact the product hero rarely appeared in the advertising itself. “got milk?/Deprivation” worked, and sales increased as people started buying and keeping milk in the fridge. “got milk?” was able to keep milk fresh (no pun intended) and became one of the country’s longest running and most liked campaigns.”
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Not every business is struggling like milk sales before the “got milk?” campaign, but every business needs a cohesive and easily recognized identity to gain customers and keep them. For example, if a consumer finds one of your products to be enjoyable and wants to try more of your products, how will they know that two different products are made by your company? The logo and the branding are developed to communicate what your business has to offer in a concise and cohesive way. Not only is it beneficial and important to have a professional design your business materials, but having the research and data to support those marketing and design choices is imperative.
Successfully prepared food has to have both good presentation and even better flavor. No matter how beautiful a cake looks, nothing can fix terrible flavor except a new recipe. This concept transfers into the need for both professional design and a professional marketing strategy. The marketing strategy for your business is like the carefully thought out ingredients in an award winning cake recipe, while the carefully placed icing represents the smart design that attracts clients to your products or services. Your business may not be reaching the people it needs because of poor design or poor marketing strategy. How many potential clients pass your business by due to poorly designed materials? Do you know exactly who your potential clients are or how your message should reach them?
You have an agency to design your materials and create a marketing strategy to know and reach your clients, but the task is not over. In order for the designer to make the choices and materials for your business, they need to know you, your products, your goals, and the information being presented to potential clients or customers. You still play a vital role in the development and creation of your business identity. It is your future and your business that benefits from investing in professional design and marketing. Peppershock Media will help your business identify the tastiest recipe for success and the best method of attraction: effective design.
