Brandright is an advertising agency with a proven track record of success supporting medium and large sized brands leverage the power of above-the-line advertising. Why not get your brand out there using the right strategy, the right creative and the right communication channels?
Above-the-line advertising typically refers to large scale advertising reaching millions of potential customers. Channels include TV, Radio, Out-of-home (e.g. Billboards and Bus Advertising), Magazine and Press adverting. These channels have the potential of reaching a large chunk of your target audience. A portion of your marketing budget needs to cover the creative development and production of these adverts to ensure your message resonates with the market and stands out from the clutter.
Running a successful advertising campaign is not a simple task. But having your brand crystal clear, your messaging on point, your target market well defined, your advertising creative well-designed and produced with high production values, your customer touch-points looking their best and your media channels correctly selected, all combine to improve the success rate of your campaign. Above-the-line advertising is expensive, so let’s make sure we get it right!
Many brands feel that above-the-line (ATL) advertising is simply out of their budget. Traditionally, producing stand-out advertisements and then flighting them through far-reaching media channels has been for a select few; the banks, insurers, telco’s, automotive, alcohol and FMCG brands. However, today, driven by the digital revolution, many channels have become accessible for smaller brands. Digital Out-of-Home allows brands to cost effectively reach commuting motorists by “sharing” a billboard with other brands. Streaming TV providers have developed advertising sets enabling brands to purchase “impressions” to reach TV viewers. These examples are not only more targeted but more affordable to more brands.
An advertising campaign done well by a seasoned advertising agency like Brandright, results in products moving off the shelves and qualified leads landing at your door, primed to engage. We’ll initiate the project by hosting a workshop from which Brandright will develop and then deliver a Communication Strategy. This strategy tells us how best to connect your brand to your primary target markets. This strategy informs which channels to use, the role of each channel and at what budget levels to achieve our defined campaign KPI’s.
As outlined above, channels could include Above-The-Line Advertising like TV, Radio, Out of Home, Press and Print. However, the most effective campaigns don’t solely rely on ATL channels but rather include a suite of supportive channels too, like Digital Media, Social Media, SEO, PR, Direct Marketing, Email Marketing, Events and Activations, to name a few.
Once the Communication Strategy has been approved, we’ll develop the creative big idea and then roll out the relevant creative elements to be used within the campaign. This could include writing TV and radio scripts as well as designing out-of-home or print layouts. Once approved, we jump into the production phase of the campaign and start producing the TV ads and radio spots or photographing models and designing graphics for magazines and billboards. Having your advertising agency fluent across the creative conceptualisation and production continuum, across various advertising formats, is a big advantage.
Once we have all the creative elements looking professional and consistent, we’ll supply them to the various media partners to load onto their systems as we prepare for the campaign launch. Once the campaign is live, we will monitor the campaign effectiveness through monthly performance reviews where as a team we’ll dive into the reports, discuss learnings and how best to optimise and improve the campaign results. Typically, each month shows steady improvements as the campaign becomes more familiar with the target market and we implement considered tweaks. A post-campaign review is scheduled to evaluate the holistic campaign and to inform future advertising campaigns.
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Just imagine the possibilities if Brandright could get your brand right too.
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