We are a full service advertising agency, with a concentration on new, or "rich" media.

A few basic questions... who is your primary target audience? Who drives most of your sales? How do they gather information nowadays?

If you haven't identified this yet, this is where we would start. Are your customers sports fans? Outdoor enthusiasts? Office workers? Are they Boomers, GenX, Millenials, or GenZ? Or, do you just want bodies, such as a restaurant where everyone eats, or a Pet Store, where 50% of people have pets. Offer a chance to win something for their answers. Send out surveys!

Do you ask your customers how they consume information today? Or, are you just making a good guess? (Sometimes based on the media you consume?)

Leading (but not great) questions, especially when only given one choice:

Does anyone really remember where they "heard" about a product? We might hear about a company for YEARS before we engage. The "last click", like social media, or a google ad, gets a lot of credit, but its the campaign in it's entirety that is important.

Ask better questions, like:
- Which social media site are you on the most?
- Do you listen to podcasts, or local radio?
- Have you been to any of our events this year?
- Do you watch streaming TV or are you still a cable user?
- Do you know what our slogan is?
- Can you show us an ad you remember seeing? (show examples)
- Do you know what our brand colors are?

Where are people gathering information today?

We study data all the time so you don't have to! Where are consumers spending their time? How can we best reach different audiences? Our recommendations on advertising placements are based on the lasted information from trusted sources, as well as information we receive from our Fortune 500 Top Growing Tech company partner.

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As of today, who is telling your brand story?

How well do you know today's customer journey?

Q: How much should a business spend annually on marketing and advertising?

A: It really all depends on how aggressive you want to be, how fast you want to grow, and what you are promoting for the year. Gather information on what your industry spends, and then decide if you need to be more aggressive, or stick with the average. You might find you spend too much, or too little. It's an important exercise for all businesses to see what businesses in their industry are spending. Is your product a service, a commodity, an event, a seasonal location? There are so many factors to consider, each company needs to make their own determination on this. There is no cookie-cutter approach to marketing and advertising. A lot of it is testing and looking at results.

Q: What should be considered "marketing and advertising" spends.

A: This will be determined by each company. Is website updating considered marketing as a line item, or a software expense? How about salary for a marketing director? Before jumping into a conversation on advertising spending, determine just how much your company is willing to spend for actual advertising! We help you allocate those funds, but it's up to each business to decide just how much can be spent!

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Anne and I have worked together for over four years on various marketing campaigns. She is extremely knowledgeable about her field and offers superb service and attention with every campaign. She understands the constrains of budget and time and offers innovative solutions to ensure you are still meeting campaign objectives and ROI goals. I really appreciate her listening to wants/needs, offering solutions, collaborating on a plan of action, and providing a recap on the success of the campaign. I would hands down invest and work with Anne again.

Ali DiGuardo

Marketing Director

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CAAR (Charlottesville Area Association of Real Estate)

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