Although we admire powerful advertising in all of its incarnations, VFC realized more than 15 years ago, that we’re not developing super bowl ads for our roster of clients. Mostly B to B clients with a defined geographic universe, VFC clients’ potential customers have a narrow bandwidth and effective messaging is a clever combination of an eye catching hook and a quick explanation of value and benefit.
Here’s an idea– stop thinking about your business opportunities in absolutes.
We recently had a client relay this exact quote to us: “No one ever went to a restaurant because they saw a print ad.”
There are a lot of things wrong with this statement but, perhaps most importantly, it’s the dismissal of a proven medium based upon some negative past experiences that the client had.