In the vast majority of cases, “promotional agency” means either selling promotional products or offering space for the promotional needs today. One out of two. Almost no one is engaged in advertising itself.
This state not just discredits the very concept of advertising—of course, a company’s advertisement is not about spending money on purchasing some “promotional” products, sitting on a stump and awaiting for pies to fly by,—but also often turns fatal for young bosses.
Investing in Proficiency
Selling miracles, the “buy and win” idea or the forms of promotion like “flyers”, “business cards”, “distribution”, “branding” or “posters” is pretty simple. And that is what hundreds of rustlers who attack businessmen do: miracle trading is a very attractive business. Obviously, buying a form never helped anyone but harms the inexperienced businessmen and the society every day. Well, such expenses may be attributed to the investment in self-education.
While the RMVM's clients have come—as a result of trial and error or initial reasonable prudence—to understanding that the main thing in their ads is not a format whether it is a booklet or a commercial in prime time but the work performed offstage and lead to a proper impact on the recipient.
Why not buy formats and places?
The fact is that the choice of an advertising format is not the initial, but the final stage of solving any marketing task effectively.
First we need to determine to whom, what and how to convey, and only then and proceeding from this—where. Any deviation from this rule is a guaranteed waste of time, money and effort. While they should've been used with benefit.