Brand Strategy | Paul Werth

When I Grow Up, I Want to Win an Addy

November 16th, 2009

It’s that time of year again. Time to look back at the work we’ve done over the past year and see what has Addy award potential. The questions start to swirl:

• “Do we have enough to enter?”
• “What should I have done differently?”
• “What have I seen that might be up for an award?”
• “What are my friends at other agencies entering?”
• “Can I quickly think of a cool idea and produce it for someone, before the entry deadline?”

The last question is interesting. We creatives love to imagine, and sometimes our ideas aren’t right for our current clients. This is a terrific stretch opportunity. I see nothing wrong with developing a great idea and selling it to a prospect — when it’s the right fit. Sometimes, off-the-wall, in-the-moment creativity leads to long-lasting, profitable relationships.

A former boss of mine once came up with an idea, called a potential client and said, “I have a great idea that you must hear.” He met the prospect for drink, wrote a tagline on a cocktail napkin, slid it across the table….and a 10-year relationship was born.

On the flip side of the coin… there’s nothing better than winning an Addy for an existing client, especially if it’s a concept that resulted in increased sales. Years ago there was an award called “Documented Success.” To me, this was the most important Addy of all. This award recognized great creative, great marketing and the work that created the biggest return on investment. What client wouldn’t want to be part of that award?

And then there are the awards won for really good creative, but with little return on investment. Bottom line, these ads failed. Remember: the ultimate goal for advertising is to sell products. If we create something that is a work of art that never sells, we’ll end up being starving artists with a sad reel of unsuccessful work.

I’m proud that Werth has a reel of advertising successes with clear return on investment. Want to join me over coffee or drinks to inspire that next great Addy idea that will drive your sales? Give me a call at 614.224.8114, send me an e-mail at kwaldron@paulwerth.com or leave me a comment on this blog post.

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Paul Werth Associates Develops New Research Promotional Offering

November 13th, 2009

COLUMBUS, Ohio – Sometimes you still need to hold information in your hands. That’s why Paul Werth Associates is developing a new series of printed materials about our services to complement our online presence – starting with a standalone piece on Werth Research.

“We wanted to create an ‘aha’ moment about research that organizations can touch and feel,” said Sandra Harbrecht, Werth president and CEO. “So we’re telling the research story in a short, concise manner that can be handed from person to person. Even in today’s online world, there’s something special about the experience of learning from a beautifully produced brochure.”

Research is a complex process, but it can generate easy-to-understand bottom-line results. Werth Research explains the power of research insights and how they can be achieved.

“We’re working to tell the story of other Werth specialty areas and will be following Werth Research with Werth Education, highlighting our historic strengths in education sector marketing,” Harbrecht said. “We’re committed to walking the walk of integrated communications not just for our clients, but for ourselves.”

Printed copies of Werth Research are available now upon request. Ask us at contact@paulwerth.com.

About Paul Werth Associates
Founded in 1963, Paul Werth Associates is a full-service public relations, marketing and public affairs firm counseling clients throughout the United States. The firm has offices in Columbus, Ohio and Washington, D.C.

Paul Werth Associates has previously received nine Silver Anvils, which is the highest level of recognition in the public relations industry. The Silver Anvil Award recognizes complete programs incorporating sound research, planning, execution and evaluation. They must meet the highest standards of performance in the profession.

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Research: Recession and the Internet Drive Permanent Changes in Customer Behavior

July 24th, 2009

Increasingly skeptical about brands and resistant to marketing, many consumers are using the Web to research products and brands – turning to blogs, review sites and social networks for advice on how to find the best values as they seek to stretch their budgets.

Smart marketers are engaging their customers online, but it’s important to do some testing before you dive in to the digital ocean. Research provides the crucial difference between an online campaign that merely agitates the water and one that creates an ongoing current of measurable results. And the same technology that enables customer-to-customer conversations also makes it easier to conduct research in real time.

Here are some tools the Werth research team uses to help clients get to know their customers:

Search engine and keyword research – Because the majority of consumers start any quest for information with Google or another search engine, it’s important to know what keywords your customers are most likely to use.

Online reputation audit – A 360-degree view of your online presence uncovers who is talking about your company, your products and your competitors, where and when these conversations are taking place, what is the tone and content of these conversations and how conversations begin and unfold. Werth has developed an online reputation audit that is helping clients determine which online platforms and strategies are worthy of investment and sets a benchmark prior to campaign launch.

Social media monitoring – Ongoing monitoring of blogs, Web sites and social media platforms such as Facebook, YouTube, Twitter, LinkedIn, Digg, etc. provides real-time insight into how your campaigns are working, highlights new opportunities and signals early warning of any negative trends.

Other digital research methods include e-mail and online surveys, online focus groups and proprietary online panels. I’ll explore the uses and benefits of these in an upcoming post. Whatever the method, market research remains the best way to understand consumer behavior and to make smart investments during a time of economic challenge.

Interested in learning more about consumer trends? Research presented in the July 2009 issue of Harvard Business Review shows that the recession is having a far greater impact on consumer spending habits than previous downturns, and that some behavior patterns, as well as brand perceptions, may be dramatically altered. Paul Flatters and Michael Willmott of Trajectory, a consumer trends forecasting consultancy, document massive shifts in consumers’ purchasing behavior and attitudes toward brands.

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