ADVERTISING

Strategy

Here's a catchphrase marketing pundits love repeating:  "Only 50 percent of advertising works. The problem is no one knows which half." Cute, huh? Thing is, every year this well-worn quip grows less and less true. When technology, proven methods and due diligence are applied, those odds can be significantly improved. At The Lavidge Company, we work smart. We have tested, effective procedures in place to turn your customers' hearts to your brand and their money into your hands. Advertising may never be an exact science, but make no mistake -- there is a science to it.

The Lavidge Company research process:

1. In-depth client interview to help determine initial objectives
2. Determine initial target
3. Develop research methodology (focus group, online, phone, etc.)
4. Craft a survey
5. Recruit potential respondents
6. Conduct research
7. Tabulate results
8. Communicate results
9. Determine marketing implications

In other words, we:

1. Figure out what they want
2. Give them what we believe they want
3. Determine if they got what they truly wanted
4. Make adjustments, and give them exactly what they want so they'll have exactly what they need

Account Management

Working smart -- well, it really does take work. Our Account Management team tackles more than their fair share, making their efforts critical to each campaign's success. They live in a number-crunching world of product trend research, daily sales results, competitive comparisons, monthly trend reports, budget stewardship -- all, of course, while developing and maintaining a successful client relationship. Whew!

But it doesn't stop there. Our team also works closely with client management to prepare a finely detailed strategic plan for the year. They work with our creative team to develop insightful creative briefs, and they help to conceive, guide and implement effective campaign ideas.

Our Account Management team is keenly aware that keeping the daily lines of communication open is essential in any relationship. They also know the value of regular meetings to strategize, solve problems, and review work and industry trends. Our Account Management team holds ongoing status meetings to make certain strategies are on-point and campaigns are performing at their peak.

Creative

Be creative. Work smart. Have fun. More than any other department at The Lavidge Company, Creative must adhere to our mantra in full every day. Our Creative team understands that for creative to be effective, they must make emotional connections with their audience. They do this through compelling storytelling. They make certain that every radio, TV, print and interactive communication is either telling a story, or is part of a larger narrative.

Does good storytelling sell more products or services? Our numbers say it does. When the audience is invested in a character or a storyline, they will follow you just about anywhere.

Before we tell a story or attempt to make an emotional connection for your brand, we do our homework. Every creative execution starts with solid strategy and direction, based on research and insights from our account management and strategy teams. From there, we explore every creative opportunity to best achieve client objectives. It's all part of working smart.

The Lavidge Company Creative team, including our Art Directors, Copywriters, Producers, Associate Creative Director and Creative Director, work closely with our clients and Account Management teams to supervise every aspect of campaign execution.

Media

Bill Bernbach said, "Creative is the soul of great advertising." To which Jay Chiat responded, "Yeah, but without media nobody would see the damn creative."

The Lavidge Company Media Department's goal is simple: Maximize the effectiveness and efficiency of the client's advertising budget.

Steps we take to reach our goal:

Situation Analysis We work smart by assessing historical media performance, including lead reports, client assessments and measurable results. Along with looking at new market research data, researching new media findings, and doing a comprehensive study of competitors' media activity, we look at your goals and see how they affect the media we buy.

Media Objective The Media team demonstrates how media will help meet your marketing objective. This involves narrowing your target and maximizing your reach based on whether you're trying to drive traffic, introduce a new product, or maintain awareness.

Target Audience We reiterate who your media plan is designed to reach and the relative importance of each group. We research prospects based on your product or service and run an analysis on lifestyle, characteristics and cluster groups. After looking at options based on media descriptions, we look for cores within cores and weigh the value of going after secondary and tertiary targets.

Targeted Buy Our Media team looks at where? When? And how much? We consider broad areas with selected emphasis; current sales vs. prospective; seasonal patterns, competitor activity, and percent of dollars for introduction vs. maintaining a presence. Then, and only then, we crunch the numbers. We determine how much will be spent on media once production and hours are backed out, net vs. gross, and defined vs. zero-based. Of course, we never move forward without your full approval.

Creative Elements Is it four-color? Are there extensions in the outdoor? How long or short is the copy? We keep in mind that introductory artwork may vary greatly from "maintenance." We look at the cost repagination, and the timing for coupons and bounce backs. Most importantly, we discuss all this with Creative beforehand so that we are all on the same page before the concept process begins.

Media Strategies We develop strategies to find solutions to the media objectives. This means considering the different ways media impacts consumers as well as the strengths and weaknesses of each individual medium considered. Newspapers are tangible and offer a credible and detailed message while television's intrusiveness and prestige gains mass audience coverage. Cable, radio, outdoor, direct mail and online -- all have their own strengths and weaknesses to consider when putting together a comprehensive Media Plan.

Clout Our team has decades of experience hammering out some of the juiciest deals in marketing. Whether it's securing print space at 60 percent off rate card or a TV spot upgrade from news to prime or even small favors that add up, like negotiating free production on outdoor, our team will hunt down and lock in the best rates and added-value packages. Then we show you exactly how much we've saved you, item by item.

Contingent on our media buy negotiations, we form our Media Tactics -- our plan of attack. We choose the newspaper, the section, the day, and why. We determine which television station, the program, the time slot, and why. On a detailed flowchart, we clearly show you how our tactics will help meet or exceed your objectives in the most efficient manner possible.

Stewardship System We verify that all broadcast orders run as placed. We require that tear sheets be supplied with invoices because we check not only for proper placement, but also for printed quality and positioning within editorial. We verify outdoor placement both before and after posting.

Planning Tools

• Media Audit Qualitative Data
• SQAD Media Cost Projections
• GFK MRI Qualitative Data
• SRDS Directory of Consumer and Business Publications

Buying Tools

• Nielsen TV Ratings/Overnights
• Arbitron Radio Ratings
• SmartPlus®-Buying