A significant portion of regional advertising expenditure is often wasted because many businesses take an ad hoc approach to the promotional campaigns they run over the course of the year. From each campaign to the next, the advertising theme or tone of voice changes just because “it seemed like a good idea at the time”. 

The answer is to adhere to a solid, memorable advertising platform – your advertising strategy expressed in a clever, creative way.

This is the big idea, slogan and/or design format that holds together all of your advertising and runs across each of your individual or seasonal campaigns. Your advertising platform should be a theme that is intrinsic to your business and one your competitors could not readily or comfortably copy.

A cohesive advertising platform will provide you with greater value for every advertising dollar you spend, since you’ll be making a cumulative investment in building an image of your business or brand.