Advertising strategy has to be right. It does not have to be exciting. Your prospects do not read your strategy. They do however see your advertising.
We advocate bringing strategy to life in advertising with Big Ideas. A good example right now is AT&T. The strategy is to have prospects expect better, broader coverage with AT&T. They could use those very words as their adveritising until the cows come home, but few people would register it, believe it or remember it.
However, converting that strategy to a Big Idea for the advertising is going to work. AT&T’s, “I live in San AtlanNewFrisco York” to establish the part of the network that each of us needs independently is a big idea.
This Big Idea will produce for AT&T the greatest expectation of broad coverage I believe. If the underlying strategy of broadest coverage is correct, it can build their business.
I like this campaign as well; it would be cooler still to expand on the idea by creating a dedicated website for ‘your coverage area’, an create ways for visitors to input destinations (or click on maps??) to create their personalized “PhilaWareaPragueaCago”.
Welcome to you to Stephan. I think you are a first time commenter on this blog.
I think a website to create your own coverage area and check it out against AT&T’s is a brilliant idea. I will try to see if I can find who might be interested there at AT&T if you wish.
Frank
Thank you Frank, that would be great…and you’re right, this was one of my first blog comments ever let alone on your site (I’m just getting into this social aspect of the Web after I’ve seen the effect for so many of my clients).
I’ll be back often, I enjoy the content here…it’s to the point.