Making the complex compelling.
Our focus on high-tech and business-to-business clients has given us a unique, insider’s view of the marketplace in which you compete. And it gives us an incomparable advantage in helping businesses clearly communicate the benefits of their products and services.
Why “good enough” never is.
We start with questions, not answers. What’s the key audience for your product or service? What’s the key benefit? Who’s the competition? What’s their track record? What’s different about your product or service? What will it take to win?
The answers to those questions are the building blocks for a strong strategy. Without one, it’s impossible to achieve marketing success.
With a solid strategy to build on, we create the kind of marketing communications that’s both compelling and relevant to your target audience.
The marketing communications we produce define both you and us.
Our aim is to increase your market share by enhancing the perception of your product or service within your target audience.
Bottom line: creating a marketing communications piece is easy. Creating communications that make your company stand out isn’t. But that’s the only kind Compelling Concepts will settle for.
Convincing communications are relevant, believable and consistent in tone, voice and look. Those are the essential elements of any company’s marketing and branding efforts, and the tools of our trade.
Our goal is your goal.
We want to make your business grow. That’s why you run ads and develop online messaging. And that’s why you want people to read your messages, pay attention to your commercials, and visit your Web site.
But why should they if your messages are confusing, dull or irrelevant?
Few messages stand out from the clutter. Those that do were created by people who got the secret decoder ring. They know that a marketing message can only accomplish two things:
- get noticed, and
- convey one, clear, compelling message.
Why? Because mountains of research have proven that readers and viewers only take away a single message from an ad or commercial.
On breaking through the clutter.
Getting someone to notice an ad or promotional piece – and actually stop to read on – is where the art and science of advertising apply. It’s not just about graphics. And it’s not just about copy. It’s a marriage of the two. When that marriage is successful, people get the message.
Tone is another important consideration. Whether whimsical, serious or somewhere in between, the writing has to follow a consistent tone.
That’s what makes a campaign. And a good, consistent campaign – whether it’s in print, online or broadcast – is what defines good advertising.
On not playing it safe.
As soon you step into the marketing arena, you’ve entered a shouting match. The only way to be heard is to find a compelling voice.
That’s the only way an ad, commercial or Web site can fulfill its primary function: to call attention to itself. Every reader is blasé when it comes to ads and Web sites. Enormous headlines with the product or company name is hardly enough to stop the indifferent reader.
Ultimately, advertising is a team sport. Creative teams have to work closely with clients to insure that the message is on strategy and on target. The wrong message to the wrong audience isn’t just a waste of time, it’s an unconscionable waste of money.
Compelling Concepts brings a unique competency to helping clients achieve marketing objectives, one step at a time, one message at a time. On budget and on time.
