A local broadcast media rep once told one of our longstanding clients that we’re the agency where TV media campaigns go to die. And at first we were like, “Hey, we’ve run some awesome TV ads!” For example, this one, this one, and this one. But then we realized – you know – there’s some truth to that. And it’s not because we don’t love creating great TV campaigns – we do, and we do it a lot – when they make sense. But, we know our clients need WAY MORE than just traditional ad campaigns from their marketing agency. It was that way long before the internet, and it’s even more true today.
You see, advertising has changed a lot since the Mad Men age – or even the early 2000s. For one, the way in which people are consuming TV is a lot different these days. Instead of a cable box – you know the thing that sits on your TV console with a bunch of wires that plug into your TV? No? Ok, well, if you’re under the age of 25 you’ve probably never used one of those, so, that’s fair.
All kidding aside, even people that are STILL watching cable TV don’t consume advertising in the way that they used to. Parents at home are no longer pausing TV to call Sears and order jeans. Instead, while multi-tasking meals and munchkins, they’re pausing Hulu so they can click through an affiliate link on Instagram to buy the jeans recommended to them by their favorite blogger – who also happens to have a 15%-off coupon code. #influenced
Or they’re googling which jeans are trending. Or how to sew on their own patches. Or why anyone needs jeans right now anyway since we’re all working from home.
The point is, marketing and advertising today is more complicated and multi-dimensional than traditional ad campaigns. Consumers require multiple touchpoints. They require varying messages depending on which stage of the awareness-consideration-decision funnel they’re in. Different personas need to be treated in different ways. And they expect personalized communications and recommendations based on their digital behavior and beliefs.
To be successful, modern brands need to consider not just what will get viewers’ attention, but what combination of strategies will get their attention, hold their focus, win their hearts and motivate them to action. And that is why TV campaigns go to Ethos – not to die – but to be revitalized into multiplatform, multi-dimensional campaigns that generate results, not just impressions.
Ethos is a multiplatform branding agency that develops and executes integrated marketing campaigns across multiple channels for companies inside and outside of Maine.
At Ethos, we believe that the most effective way to set a company’s marketing course is by finding its core truth – its ethos. We know that once we discover and communicate that core truth, we can truly make a difference for each client’s unique marketing and business objectives.
With Ethos, you get more than a marketing agency. You get a long-term partner whose goals are your goals.