If you handle your own advertising, do you have a fool for a client?

These days it’s easier to create your own ads, newsletters, brochures and direct mail than ever. With the advent of all kinds of computer software and templates (and who doesn’t have a desktop or laptop at their disposal in their office or home) you can purchase on-line or at any local office products store, it’s a snap to produce your own materials or is it? Are you doing yourself a disservice by trying to write, design and publish/print your advertisements, stationary and business cards, e-mail blasts and marketing collateral yourself? As an advertising professional for over 35 years (I started my professional career as a copywriter in a local department store in 1974), I can certainly understand the temptation to save money and have pride of authorship. It may sound self-serving or that I have an axe to grind (of course, I do!). But hiring an outside ad agency and outsourcing the responsibilities affords you the time to concentrate on what you do best and can save lots of mental anguish and frustration.

Consider the fact that we’ve invested copious time and capital in top-notch desktop publishing applications such as Quark, In-Design, Illustrator and Photoshop. Also, outsourcing gives you an objective sounding board for research, idea generation and brainstorming, not to mention a plethora of professional writers, graphic designers and media specialists whose education and skills are specifically in the marketing/communications field.

I know. I know. You might say who knows my products and services better than
me, and you’re probably right. And maybe, just maybe, you were a marketing or communications major in college and you happen to be running the company or organization. By all means, if you have the time, inclination and talent, go for it. If not, consider making the investment in a competent, experienced agency who
may or may not have exact expertise in your field, but with a bit of education and guidance, can help you reach your goals and objectives by employing fresh creative coupled with proven concepts and the latest techniques.

Now here comes the shameless plug. We are a full service, award-winning advertising agency, and our focus is on helping small (er) business. Hopefully, we, and other agencies of our persuasion, offer an alternative to grappling with software that doesn’t yield the right file formats (i.e. Publisher) which can be sent to a printer or used for other forms of sharp, truly professionally-looking reproduction. Add to that the many forms of available media. How do you navigate through, evaluate and determine which of the mind-boggling mediums will work best in your situation? Wouldn’t it be better to have a filter with which to discuss your media options so you don’t waste your resources on something that may be hit or miss?

Of course, I’ll be the first to tell you that all media and forms of advertising need to be tested and continually tweaked, especially in our constantly changing 21st century business environment. In my experience, those who choose to handle their own advertising and marketing may be headed for disaster. Should you decide to hire an ad agency make sure they’re just your size and blend into your company culture and can work within your means. If you don’t have an established budget, general rule is to allocate 5% of total sales to your marketing efforts. By the way, Kaufman Advertising always offers a one time, no cost consultation at your office or ours.