Business, Industry

Is your ad agency really on your side?

It's my view that most advertising agencies in Guyana, don’t really care about building their clients' brands or generating sales for their products. They merely collect your money (sometimes premium amounts at that), only to return poor creative work. Work that often lacks sales strategy and the simple ability to convince your customers to buy.

Do you know how to tell if you're being ripped off? If you believe you are, send me your scenario, without openly mentioning the agency’s name. There are things you can do today to start getting value for your money.

::sharon

Business, Industry

He said, “Advertising is like painting a house!”

Much to my dismay, in a recent conversation with a good friend of mine (a very established Guyanese businessman), he blurted out, "Advertising is like painting a house! It's straight forward. No real academic or technical principles apply. You just do it… it's a no-brainer".

Boy was I furious! But I kept my cool, realizing that the real issue was – that's exactly what most clients in Guyana thought. And it’s this sort of thinking which has us stuck in this cesspool of poor advertising to begin with. If a client knew better, he/she could then demand or appreciate better.

The reality is, good advertising is a special skill. One that’s just as academic as it is artistically flexible. It is governed by specific principles of design, strategy and the craft of persuasive copywriting.

Until we can acknowledge this in Guyana and further, apply it, our ads will remain the ugly, non-selling wastes of money they are.

::sharon 

What’s all this?

Relax. I’m not trying to sell you anything. I’m just trying to engage you… in meaningful discussion regarding your advertising, marketing and daily consumer efforts.

What the heck for? Go turn on your TV or open the local newspapers. Are those the type of ads you seriously expect will convince customers to buy your product? Come on. You could be doing so much better. I’ll show you how. Right here, for free, no catches.

Nothing’s for free? Absolutely rubbish! Guyana’s advertising industry desperately needs some standards and I’d like to contribute, full stop.

You stand to gain because you happen to be at the right place, at the right time. Here, you’ll discover new ways to increase your sales and grow your business to cater for a more responsive local marketplace. Don’t worry. We’ll make it responsive.

Just start blogging! It’s time we stopped blaming our marketing failures on the country’s economic environment and take control of the one thing we have the power over. Our own endeavors.

Welcome to the club.

::sharon