ADVERTISING


"Creatively focusing on the essential elements that have proven
to be successful for a broad range of clients."

Ad Design

The intention of most technical advertisements is to attract a prospect's attention. Our creative team designs eye-catching advertisements from full page 4/c ads to 1/c fractional sizes. Messages are conveyed with thought provoking images and graphics rather than copy intensive text. Having a "family" or "corporate" look to ads gives cohesiveness to the products and imparts a sense of corporate organization to prospects. Often this look is also reflected in follow-up fulfillment pieces to remind the prospect of the ad or brochure from which they made the inquiry.

Media Planning

SMS personnel are in constant contact with many trade journals, working hard to ensure clients' optimum exposure in key market areas. All appropriate trade journals are evaluated and plans are developed based on a competitive analysis of journal effectiveness to deliver the target audience.

A great deal of attention is paid to getting the most bang for every client buck. Media placements frequently combine display advertising, postcard mailings, and inexpensive product/literature reviews to keep cost per inquiry at a reasonable ratio.

Copywriting

Sometimes it's much better and easier to say less. The intention of most technical advertisements is to attract a prospect's attention; pique their curiosity that the product, technology, or service might be of benefit to them; and urge them to call, write, or otherwise give the client an opportunity to explain more about how the technology, product, or service will be of value to them.

The byword for ad copy is short. Use sentences where each word is precisely located and loaded with meaning. If it can be said in a headline, say it there and don't bother to repeat it. Who said all ads need body copy? Ad copy needs to be clear, quick, clean, and concise.

New Market Campaigns

Recognizing that the proper balance of marketing activities is the most cost-effective way of increasing market share or penetrating a new market, SMS personnel create a detailed plan that includes a marketing narrative; a real dollar budget that itemizes the costs of every element; and a complete schedule of publicity, advertising, and direct marketing activities. The plan balances the proper marketing tools in proportion to competitor activities, channels of distribution, newness of products to market, relative product lines, client resources, and available budget for the time period.