Comments on: Meeting people is easy & awareness ads http://www.ideadesign.ca/the-naked-idea/2008/11/24/meeting-people-is-easy-awareness-ads/ A weekly look at how charities can communicate better with donors through design. Wed, 08 Sep 2010 08:34:40 -0500 http://wordpress.org/?v=2.8.4 hourly 1 By: Ted Grigg http://www.ideadesign.ca/the-naked-idea/2008/11/24/meeting-people-is-easy-awareness-ads/comment-page-1/#comment-239 Ted Grigg Thu, 04 Dec 2008 23:31:57 +0000 http://www.ideadesign.ca/the-naked-idea/?p=121#comment-239 These are really powerful images that communicate in an instant. They're great. But awareness and positioning communications are just the beginning. Ultimately, the organization has to inspire or prompt behavior change. That's my biggest gripe with awareness proponents. It only gets you part of the way there. It's as if awareness and brand builders think that creating demand is the goal. Its not. Its one of several strategies for raising gifts and increasing sales. Goals always come before strategy. But in practice, such advertisers tend to mix up the two causing flawed planning and ineffective advertising. That's why direct marketing and awareness building are both strategies designed to increase sales or gifts. They should work together to improve overall response. Until the delineation between goals and strategies is clear, direct marketers and awareness people will never work well together. So I fully empathize with your comment here that you have "spent quite a bit of time pooh-poohing advertising that was done by agencies looking for the glory of winning awards." These are really powerful images that communicate in an instant. They’re great.

But awareness and positioning communications are just the beginning. Ultimately, the organization has to inspire or prompt behavior change.

That’s my biggest gripe with awareness proponents. It only gets you part of the way there. It’s as if awareness and brand builders think that creating demand is the goal. Its not. Its one of several strategies for raising gifts and increasing sales. Goals always come before strategy. But in practice, such advertisers tend to mix up the two causing flawed planning and ineffective advertising.

That’s why direct marketing and awareness building are both strategies designed to increase sales or gifts. They should work together to improve overall response.

Until the delineation between goals and strategies is clear, direct marketers and awareness people will never work well together. So I fully empathize with your comment here that you have “spent quite a bit of time pooh-poohing advertising that was done by agencies looking for the glory of winning awards.”

]]> By: John Lepp http://www.ideadesign.ca/the-naked-idea/2008/11/24/meeting-people-is-easy-awareness-ads/comment-page-1/#comment-234 John Lepp Thu, 27 Nov 2008 22:06:12 +0000 http://www.ideadesign.ca/the-naked-idea/?p=121#comment-234 Hey Kimberley - not at all - I wish I could do that more often. It's great talking to other passionate and inspiring people. Thanks for your company. john Hey Kimberley – not at all – I wish I could do that more often. It’s great talking to other passionate and inspiring people. Thanks for your company. john

]]> By: Kimberley http://www.ideadesign.ca/the-naked-idea/2008/11/24/meeting-people-is-easy-awareness-ads/comment-page-1/#comment-233 Kimberley Thu, 27 Nov 2008 21:21:24 +0000 http://www.ideadesign.ca/the-naked-idea/?p=121#comment-233 Hi John, Is it okay to say publicly how much fun it was to finally meet you and Tara? Online networking is great and changing the way we interact for sure. Spending time with you, Tara and your other friends was a highlight of the congress! Thanks for coming down. Kimberley Hi John,

Is it okay to say publicly how much fun it was to finally meet you and Tara? Online networking is great and changing the way we interact for sure.

Spending time with you, Tara and your other friends was a highlight of the congress! Thanks for coming down.
Kimberley

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