5 TIPS TO HELP MARKET YOUR SMALL BUSINESS

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5 TIPS TO HELP MARKET YOUR SMALL BUSINESS

I regularly meet with small business owners, and almost every single one procrastinates in some way when making marketing decisions. Typically, for one of three key reasons:

  1. They want total assurance that it will work.
  2. They think they can/want to try to do it by themselves.
  3. They don’t have the budget, but are keen to invest in it when they do.

I can empathise, on this last point especially, as someone who has worked with some of the world’s largest companies where budgets are often much larger. I can also understand the hesitation for small businesses with small budgets who feel like it’s all very intangible and question whether it will really work and be worth the financial investment.

If you are keen to improve your business’s marketing but feel stuck or unsure of what to do next, keep reading!

Below are 5 tips on how to stand out and be noticed by potential customers and clients.

 

1 – Have clear objectives… not just that you “want to sell more”.

Small businesses rarely actually know what they want. They want growth and they want more sales.

But what does that actually look like. Be real, I want to sell 10 more of that or I want to make +X in revenue.

Once you clearly know your objectives, it is far easier to assess the value of your proposed marketing initiatives.

And remember, if you have no marketing collateral, no social media presence or have never reached out to your customers before, you have to factor in what I like to call momentum costs. Just like exercising after “letting yourself go” for a bit, the first little while in the gym will be hard and won’t show much result. So be patient. All great things take time!

 

 2 – Add value

Ok, so you are starting to market yourself – awesome! Unfortunately, so many small businesses leave marketing their business until they reach a moment of desperation. The problem here is two-fold:

  1. If you have not engaged and cultivated your audience before now, then there probably aren’t many people listening. Big businesses can make noise, small businesses rarely can. So don’t leave it until the last minute. It takes time to build an audience, and only then will results be achieved.
  2. When you are desperate, you head to last resort alternatives like sales. Discounts are often of value in a retail environment but for most businesses I meet, one of my first marketing tips is to look at the product and see where you can increase sale or margin through value-adding… Not only does it potentially mean selling less for the same result, but you don’t undermine the value of your product, or look “desperate”.

 

3 – Consistently publish great content and maintain your presence

Consistency is key and the concept of an “always on” approach is something often unachievable by small businesses because when you get busy, your marketing falls off the priority list. So, find a partner and outsource it.

Now there is a cost to this, so make sure you understand the genuine value of marketing to your business, and make sure that your marketing costs are factored into your product or service costs.

It would surprise you just how many businesses I meet who don’t factor marketing into their product pricing, and the thought of eating into margin generally sends small business owners into some sort of small seizure! So do the numbers and be realistic!

High quality content will improve your reach and your brand exposure, but beyond this, a solid investment in content speaks volumes to the consumer. It makes your business look more legitimate, which in turn makes the decision-making process for the potential buyer much easier.

Great content also helps with SEO, which means you are getting more bang for your buck.

 

4 – Reinvent previous content

There is nothing wrong with reusing existing content that has performed well in the past. We do this often – and think about it, it makes total sense! If you invested time or money in good content in the first place, it deserves to be reused. It may be seen by a totally different audience, which means lots of potential new customers!

We have hundreds of articles and some of them are really great (who are we kidding, ALL of them are great), with lots of super insightful information. So, pull out the very best and create small pieces of new content.

 

5 – Budget

I have worked with lots of of SME’s (all the way up to those with $50 million turnovers), and not many have a realistic budget when it comes to marketing.

Great social media is not free. Nor are great articles, graphics or videos. Yes, there are tonnes of people out there touting cheap or DIY solutions and I am not discouraging them, but believe it or not, marketing is a skill. An agency like ours knows exactly how to deal with all of the marketing challenges your business might stumble across; and we feel pretty confident that we can build you a solid strategy and execute it with more success than you can likely do on your own (no offence)!

You perceive yourself as a highly skilled professional (individual or organisation) of your field, so:

  1. Focus on doing what you do best. Saving a few dollars on marketing doesn’t make much sense when you should be spending your time in your field of expertise, and improving your craft! Let a marketing expert do their thing, while you do yours!
  2. If you can recognise your skillset and experience in yourself, make sure you recognise these in your selected marketing partner. Trust that they are skilled (and do your due diligence, of course) and work with them to deliver your objectives.

Make sure you allocate a budget that is realistic to the task. If you want to make $1million in additional revenue, $5K is not a realistic budget (sadly)! If we could all spend just $5K in marketing and make $1M, everyone would be pretty successful!

Don’t get me wrong, you will always hear those sensational stories of people who made millions by investing just $500 in marketing, or who did it all by themselves overnight, etc. etc. , however these are genuinely “right time, right place”, stories. Be realistic!

And finally, budget doesn’t only apply to money. Make sure you are realistic with the time your budget needs for success. Just how making $1M by spending $5K on marketing is probably underdoing it, 5 days to achieve $1M in sales is probably not realistic either. Here at Remember, we tend to work in quarters or six month blocks as for most businesses this is more reflective of the timeline they will require in order to achieve meaningful and measurable goals.

Happy Marketing! Feel free to drop us a line if you think we can help you!

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Written By: Michael Menzies

NRMAsterstroke Or Mistake?

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2018’s ‘Best Ad’ Has A Hidden, Disturbing Message: Marketing Masterstroke Or Mistake?

NRMA Insurance recently released their first ad for 2018, promoting everyday heroes and showing Australians’ innate willingness to help others. Take a look:

 

 

Viewers have lauded the ad as one of the best ads of 2018 and on YouTube, the clip has surpassed 2.5 million views!

It’s emotional. It’s moving. It’s truly Australian.

The portrayal of a surfer saving a man from drowning is the embodiment of the Australian spirit. A group of commuters moving a train carriage to free a man’s jammed leg is inspired by a 2014 incident in Perth. And of course, sandwiched between these stories, is the NRMA assisting a young girl in a broken-down car.

These acts of kindness are part of our national identity, and give many Australians a reason to be passionately patriotic. Likewise, NRMA believe they help Australians suffering adversity, and have done so for over 100 years.

The objective of this campaign is to reposition NRMA in the market with their new tagline, “Help is who we are”, to highlight their role in the Australian narrative as a support system for their customers.

So, what’s the commotion about?

Well … did you listen to the lyrics? Play it one more time and see if you can notice anything.

In case you missed it, some of the lyrics are questionable.

Exhibit A: “I will come for you at night time”

Ok … that’s not too bad, but the mother’s expression does look slightly sinister. Let’s have a look at another.

Exhibit B: “I will kiss you in four places”

The context of the song is important here … it’s about a one night stand. We’ll just leave you with that.

Exhibit C: “I will squeeze the life out of you”

GET THIS SICK AND TWISTED FIREMAN OFF MY SCREEN.

While the song ‘Throw Your Arms Around Me’ by Hunters & Collectors, is soothing and evocative listening, it is NOT appropriate for an ad featuring children and vulnerable koalas.

What were they thinking?

There are countless songs with warm lullabies and soft melodies to choose from. So why this one?

NRMA has responded to some criticism online, telling customers that the song choice captures “how powerful the Australian spirit of help can be in the face of adversity.”

We get that bit, but what about the references to sexual hookups and insinuated animal abuse??

The lyrics are just too bizarre to take this ad seriously, and once you’ve noticed them, you simply can’t ‘unhear’ it.

Unfortunately for these reasons, this week, it’s a…

Marketing Mistake

 

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Written By: Joshua Britt

Greenpeace’s new ad, just another drop in the ocean? Marketing Masterstroke or Mistake?

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Greenpeace’s new ad, just another drop in the ocean? Marketing Masterstroke or Mistake?

Greenpeace are renowned for their compelling stunts, animated protests and sobering ad campaigns, so it’s no surprise that their latest addition looks a little something like this …

Visibly excited to enter the aquarium, the group of school children are representatives of their generation … the next generation. Once inside they are confronted by the absence of sea life and prevalence of plastics.

Bags, bottles and six-pack rings drift through the murky waters, as the children’s faces turn forlorn. The chipper soundtrack transitions to a darker tune, and cogs in the children’s minds begin to turn.

Items from their kitchens have replaced the penguins, fish, stingrays and sharks they were hoping to see. The exhibition has become a display of supermarket waste.

Aquariums are usually viewed as manicured worlds, brimming with marine life and activity, which gives us a false sense of security when it comes to the real state of our oceans.

This campaign calls for the reduction in supermarket’s plastic footprint, because ocean plastic causes the death of hundreds of thousands of animals every year. In fact, the aquarium exhibit was built using plastic collected from a beach in Ireland the previous day.

The ad informs us that, “UK supermarkets generate 800,000 tonnes of plastic each year” and “A truck load of plastic ends up in our oceans every minute”.

This really is a crisis. The volume of plastic in the world’s oceans is set to double in the next decade, and Greenpeace refuse to sit idly by.

In the final seconds of the ad, we are urged to sign their petition to demand that supermarkets use less plastic.

But do these campaigns, commercials and petitions, actually work?

Well, yes …

Just last month the UK government announced that they are set to ban the sale of plastic straws, drink stirrers and cotton buds, in an attempt to eradicate all single-use plastic products. And while more needs to be done to reduce plastic waste in our oceans, this is a huge leap in the right direction.

Even in Australia, the #BanTheBag campaign was hugely impactful when it was propelled into public discourse by the media, prompting supermarkets to plan their transition to plastic bag free-zones.

So, in terms of effectiveness, these ads work! And in terms of conveying this issue to the public, it’s been done perfectly.

This rousing ad is powerful, poignant and chilling.

For these reasons, it’s a

Marketing Masterstroke

 

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Written By: Joshua Britt

Zuckerberg: A Bad Lip Reading

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Zuckerberg: A Bad Lip Reading

You may not have got exactly what you wanted for from the congressional hearings (Most likely you were out for blood and wanted the entire downfall of Facebook or you just wanted to be reassured that your data would be safe) but what we did get was a buttload of hilarious memes.

And to add more fun to the party are the fine people at a bad lip reading who decided to get in on the action watch and enjoy:

 

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What Will You Do With Your 8 Hours?

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What Will You Do With Your 8 Hours?

Why Digital Disruption Should Be Part Of Your Plan

Most of us spend a third of our hours during the week at work, often in front of a screen, but what do we actually achieve?

Many people complain about not having enough time to do their job because they are busy doing the menial tasks that get in the way of doing the actual job.

When thinking of digital disruption, our minds go straight to household names like Uber, Netflix and AirBNB, and that disruption is taking on a traditional market and providing a better product via digital means (apparently). But if digital disruption doesn’t have to be taking on an industry and building an app that will make you billions, it can be simple. It can be cost effective for all levels and it doesn’t have to be customer facing.

We often use digital disruption tech without being aware, because we don’t associate it with the above well-known examples; teleconference was very different before Skype came around and the cloud collaboration tools of Google and Office 365 are just as disruptive to the way teams conduct business. It’s interesting to note that collaboration tools like Slack, Asana and Trello are considered disruptive even though they are not as multi functional as Google and 365 – perhaps it’s the nature of the beast that the brand history of Google and Office 365 makes them the big boys, the tall poppies if you will, who are are slow moving, out of touch and are in capable of disrupting that which they already have a strangle hold on.

So, what does this mean for you and your marketing team, it means: think smaller… disrupt your team, your office; disrupt your messaging and how you message. Oftentimes we are engaged by a company asking for a new website or a campaign for a new product and we leave after helping them transform the way they do things.

Marketing transformation can take the form of many things including a much more focussed view of digital disruption. Our marketing transformation process is as much about helping you sell or gain exposure, as it is about helping you use your team’s 8 hours.

Whether it is helping you make wiser decisions with which technologies to use, which work is best done in-house and outsource, platforms to connect with, improving templates, implementing marketing automation and chat bots, or just making the process of collaboration with your team quicker – we usually end up leaving our clients with a lighter workload.

The average weekday for me is broken into 3 parts of 8 hours each – sleep – work – non-work. It’s important to always make the most of your time – what will you do with your 8 hours today?

 

 

Photos by Unsplash
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Written By: Rob

Apple Moves The Needle (Somewhat) With HIV Phone : Marketing Masterstroke or Mistake?

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Apple Moves The Needle (Somewhat) With HIV Phone:

Marketing Masterstroke or Mistake?

This week Apple unveiled a new, red version of the iPhone 8 called (Product)RED. Check out the spot here:

This line of special edition, rich crimson iPhones are different to their silver, black, and gold counterparts in that, a portion of profits is donated to (RED) that is an organisation which aims to reduce the transmission of HIV/AIDS.

Apple partnered with (RED) back in 2006 and has contributed over $160 million to non-profit AIDS organization, The Global Fund. Apple’s contribution is more than the governments of Greece, Hungary, Iceland, New Zealand and Switzerland have given, combined … but is also 0.016% of Apple’s estimated valuation.

During this 11 year period, Apple has made a concerted effort to show AIDS as an important issue, by turning their Apple Stores red, assisting (RED) with app developers, and now, releasing a suite of red products, from Apple Watch bands, to iPhone cases, headphones and even speakers.

Apple states that their partnership with (RED) aims to eliminate the threat of HIV/AIDS in Africa through “programs that provide counselling, testing and medicine that prevents the transmission of HIV from a mother to her unborn child”.

(RED) CEO Deborah Dugan says that “the (HIV) stigma is so strong worldwide” and when sufferers see someone with the (RED) products, they “start talking to them and they know they can come out and then say they have HIV.”

Apple’s commitment to (RED) and the HIV cause is evidently strong, so it must be asked, why did they fail to mention (RED) or even HIV in this commercial. Even stranger than this, when making a purchase in their online store, there is no mention of the partnership. You have to seek the information out.

The reasons for this are entirely unclear.

Likewise, it’s unclear as to how much money goes to the Global Fund.

Apple has stated that, 100% of A PORTION from every (RED) product sale goes directly to the Global Fund … how’s that for spin!

Moreover, it’s safe to assume that this exercise in Corporate Social Responsibility (CSR) is also a marketing exercise to keep the iPhone 8 fresh, after being overshadowed for months by the iPhone X.

And admittedly, this strategy works!

For those globally-minded people who have recently contemplated buying a new iPhone, this Ferrari-red model will surely speed along the process, with thousands more destined to race off the shelves.

The impact of CSR on revenue can be huge, with 64% of consumers in Asia-Pacific saying that they’re willing to pay more for products from companies that have positive social and environmental policies.

On this front, Apple is remarkably savvy.

Like every other Apple ad, it’s slick, swanky and has a killer soundtrack. But in terms of its effectiveness, failing to mention (RED) and HIV was a colossal mistake.

The partnership allowed them the opportunity to have a deep, emotional connection with consumers, and they didn’t leverage this opportunity.

So, for this reason alone, it’s a

Marketing Mistake

 

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Written By: Joshua Britt

Capturing The Creative Moment

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CAPTURING THAT CREATIVE MOMENT

Many elements of marketing are paint by numbers (not Microsoft Paint* thank goodness)

We will tweak and explore ideas along the same theme when it comes to targeting for an AdWords campaign, for example.

But the exciting part of our job is being creative (it’s in our name, duh!) We love that feeling when a client sees their new branding, campaign concept or image. Sometimes the creative can be encapsulated in a quick gif even if it took a long time to plan.

Getting that perfect headshot

One of our clients Lisa McGuigan Wines has another perfect example of ‘capturing the moment’ as her hero image on the website we built last year.

We explore creativity, and our Creative Director’s thoughts on the subject can be found in the latest 5 Minutes with Menz installment. Sometimes creativity can be stepping away from a project and allowing that “Eureka!” in the bathtub moment.

Whether it’s a difficult brief or circumventing a problematic circumstance like potential customers not being able to touch the product, it can be tough trying to capture lightning in a bottle. But when it’s done right, well, that’s why we do the job.

If you need help finding the ingredients of the secret sauce, drop us a line.

*To be totally fair, and even though Microsoft aren’t openly supporting MS Paint anymore, some people can use MS Paint with aplomb … like those people that know how to use an etch-a-sketch. Nobody likes these people anyway, stupid showoffs.

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Johnnie Walker Gets Into The Spirit Of Things, Drops $15M: Marketing Masterstroke or Mistake

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Johnnie Walker Gets Into The Spirit Of Things, Drops $15M: Marketing Masterstroke or Mistake

After watching this brand new ad for Johnnie Walker, two things are clear: 1. They still make a wildly popular Scotch whiskey (number one in the world to be exact). And 2, they commission damn good ads!

This is Johnnie Walker’s biggest marketing campaign in over a decade, which is poised to run across TV, out-of-home and digital for 18 months, and will be executed at the cost of $15 million.

The Next Step is the latest installment to their iconic Keep Walking campaign, and centres around the concept of journeys. This rousing 45-second commercial features a university student who sits late into the night working at his true passion, art.

The ad was entirely filmed in Sydney, which means we’ll have to suspend all sense of logic and reality, because the suggestion that a whisky-sipping, uni student lives in a sprawling Sydney apartment is frankly, unbelievable.

Such details aside, we then see our protagonist submerged in a sea of laptops. He appears unsettled, and begins to drown to the sound of incessant keyboard tapping.

Spliced into this vignette are shots of his artwork back at home.

He leaves.

Out of the lecture, he dives into a series of glamourous galleries only to be turned away, one after the other.

At this point, we’re told: “No one said it would be easy. Walking your own path seldom is. Because you never truly know where it will take you.”

After several setbacks, elevator doors open to reveal his painting emblazoned across a mannequin … then featured in a fashion show … then at an after party.

“Wherever you are in your journey, always remember, the most important step you take isn’t your last, it’s your next”.

Rewind to the exact moment when our everyman decided to walk his own path. Cut to black, and merge the logo …

“Keep walking. Johnnie Walker”

This truly is an extraordinary piece of creative. And what makes it extraordinary, is that it’s more than just a well shot ad. Leo Burnett, who created this commercial, undertook comprehensive consumer research, and it’s evident.

The magic of this ad is in its relatability. We’re watching a real person, not a celebrity, live out a very real experience.

This ad is designed to appeal to the career-focused, who have most probably faced a degree of adversity on their journey to success. This group are also more likely to have an income that could support such a refined drinking habit.

And if this is the case, it must be asked, why cast a university student? Possibly because, again, being a student at university is a relatable experience for most successful career people. Or, maybe it’s the Happy Meal strategy of ‘get-them-in-young’.  And maybe it’s a bit of both.

What is even more relatable to a wide audience, is the fear of rejection and failure. Name a person who hasn’t had a moment (or ten) when they’ve questioned, did I take the right path?

Johnnie Walker have always celebrated stories of personal achievement and have always encouraged people to walk their own path.

This notion is also quintessentially Australian. This ad plays into Aussies’ affection for the underdog, and their support for a fair go, hard work and persistence.

These qualities closely align with Johnnie Walker’s 20-year commitment to personal progress, growth and achievement.

In marrying these shared values, Leo Burnett has created the perfect mix.

So, for these reasons, this week, it’s a Marketing Masterstroke.

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Written By: Joshua Britt

Apple Accidentally Showed A Bug In Their iPhone X Ad: Marketing Masterstroke or Mistake?

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There’s So Many Bugs On iPhone X That One Made It Into The Ad: Marketing Masterstroke or Mistake?

Despite waning sales figures for Apple’s highly lauded and highly expensive, iPhone X, they’re pushing ahead with a buffet of slick and swanky ads. However, dwindling sales figures aren’t the least of their worries, with some noticing that their latest spot features a software bug in the ad itself. (UPDATE: Apple has since fixed the bug on the iPhone X ad featured above but the actual bug remains)

 

 

After this explosive rampage, I wouldn’t be surprised if the schoolgirl spends the rest of her life in detention for purposefully destroying every piece of school property in her line of sight!

Frankly, it’s unbelievable that at no point does a bystander attempt to stop her during her parade of destruction.

Furthermore, not once is she reprimanded for exploding lockers, and carrying out an unnecessary invasion of privacy.

Further-furthermore, her superpowers go unquestioned.

But then again, vandalism and breaches of privacy should never get in the way of a great ad … just ask Facebook.

Apple are known for their ads, and overall, this one does not disappoint. The upbeat tempo, colour explosions and elements of fantasy make this ad truly unique.

The production quality is high. And the concept of ‘unlocking the world’ is creative, and clever. It undoubtedly met Apple’s brief to demonstrate one of their key selling points, that being facial recognition.

When Apple releases a new iPhone, they generally hold a few extra features which give them a unique point of difference, and justifies the price increase. Apart from the phone’s exterior, the only feature which distinguishes the iPhone X, from the iPhone 8, is facial recognition.

But does this single feature justify an extra $500 AUD at the cash register? We’re not convinced, and neither are consumers.

The decision to focus heavily on this one feature has clearly not resulted in an increase in sales. While other ads have focused on features like Portrait Mode, not all consumers will see every ad … and Portrait Mode is on iPhone 8 anyway.

So, while Apple’s marketing strategy might not be the most sophisticated, the production of this ad is great … except for one little mistake … the bug.

Unfortunately, what brings this ad down, is that is shows a software bug in action!

 

Oops Apple Ad iphone x

The words from the text message are not supposed to escape the bubble, but as you can clearly see here, they have.

Although it is extraordinary that Apple signed this off, it really is a trivial detail that doesn’t impact the overall brilliance of this ad.

There are certain aspects of this ad that are problematic but Apple must take responsibility, because ultimately is it exceptional!

So, for these reasons, this week, it’s a Marketing Masterstroke.

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Google Chrome Blocking More Ads… Of The Bad Kind

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Google Chrome Blocking More Ads… Of The Bad Kind

Little over a week ago Google implemented a change that blocks certain types of ads on their browser Chrome.

Google Chrome had this to say in their announcement: “To determine which ads not to show, we’re relying on the Better Ads Standards from the Coalition for Better Ads, an industry group dedicated to improving the experience of the ads we see on the web.”

They aren’t trying to stop ads entirely, why would they? That is where they make their money … almost $100 billion last year alone from online advertising. A cynic would assume that they are aiming at blocking others ads, but not one resulting from AdWords – the cynic would be wrong. Google openly admits that this update will even affect some ads that are on their network.

Ads that Betterads.org suggest lead to a poor user experience are broken into two categories, desktop and mobile:


betterads.org

Like most of us, I am a voracious consumer of content on the web and this update makes me happy for obvious reasons, but my allegiances are torn as a digital marketer and as an egalitarian.

Firstly, although Google are making the change, it’s at the behest of a consortium that has our best interests and UX at its heart, but should they choose what ads I see on a website that is owned by someone else? Shouldn’t the site’s owner get the call – if they see bounce rates skyrocket because users hate the UX of a site, then they can choose to change.

If said website owner has the best content, then why not have a prestitial ad with countdown. I’m on Forbes.com often and it doesn’t bother me one bit if I am going to take ten minutes to read an article and have to wait the first five seconds watching an ad. On the other hand, if I am wanting to watch a 30 second YouTube clip (owned by Google) why would I want to watch a five second pre-roll before I can skip?

And the other part of me thinks, rather than focusing on better ad experiences, why not focus on better ads. Geico’s pre-roll ad from a couple of years back was a gem.

 

The creativity is brilliant and made users wait until the end, even though the ad was practically finished in 5 seconds.

So the consumer and marketer in me is happy for less annoying ad experiences, but craves more creativity. It takes time to craft and create ads that appeal to the shortest of attention spans … see below.

If you need help grabbing attention – Hit us up

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Written By: Rob