The basics:
The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media
My experience:
- brochures
- business cards
- merchandising
- gifts and gift baskets
- billboards
- magazine ads
- posters
- web (sites, banners, promo pages, banner exchange, video spots)
- radio spots
- IVR (Interactive Voice Response)
- promo CDs (music or interactive)
- promoters
- promo cards and vouchers
- presentations
- video walls
- books
- house branded booklets and magazines
Well I cannot say that I have tried every channel and every tool… ‘Cause this is the sweet part in the advertising – to search and invent new channels to communicate your company’s activity… But I can say I’ve tried all the conventional ones and many of the unconventional I could imagine. Well all but one – a major one… I have never been involved into a project for the TV or the big screen… I guess this is the gap I have to fill in order to say “I’ve tried them all”
I do not want to talk about the different channels. What always has been intriguing me was the actual invention of such channels, the new materials, inventions and possibilities that pop up every day and can be used as such. Fresh ideas, slogans and texts… It is amazing how endless this field can be… And yes… I believe it goes far beyond the business and can be considered as a form of art. To pass a message, to impress and to make the whole thing memorable, distinctive, appealing and most importantly effective at the same time through a single brochure, a 30 second TV spot or a flickering banner on a web site is a hell of a job. It is a craftsmanship that I deeply admire, follow and sometimes even proudly create:)
Creativity
Graphic design and visual art have always been part of who I am. From the first crayon sun on the wall to the latest web site, banner or camera shot – they all represent my zest for versatile, colorful, vibrant life
Professionalism
Marketer by education, profession and mindset I believe the good research and analyses lead to good planning and results. And then there is the full array of communication channels to present, inform and educate - from the dynamic search engine marketing and social media optimization to the simple but mandatory business card
Precision
The web will never stop amazing me - its richness, its limitlessness, its diversity. My jealousy for the developers being part of this magic has had a fair influence on my HTML, CSS, XML and even action script skills. But being much closer to the business world my contribution has always been limited to the web content management – its accuracy, its sufficiency, its visualization and its detailed representation
"To accomplish great things, we must not only act, but also dream; not only plan, but also believe"
Anatole France