Saturday, 24 January 2015

The Practice of Advertising by Norman Hart - part 1


I'm reading The Art of Advertising by Norman Hart and I've made a few notes on the parts that I think will help me as I set up my new business. There is a large section in the book about integrated marketing. I think that this is important and the fact that I will set up as a sole trader will allow an integration, not just of these keying, but the whole direction and ethos if the company itself. This means that I can concentrate my marketing and in particular my photography to ensure that there is no creative disparity and every marketing message is "on message." This is referred to in the book as creative integrity and I think this sums it up.

In a later chapter, the author states that "an advertising agency has only three things to sell it's clients - it's time, it's talent and the way it organises them." I think that this also sums up the role of an estate agent. They sell their clients their time and talent and how they organise the two of these things. A single home seller can't make themselves available to answer emails and telephone calls all day long, day after day but an estate agent can.

Later in the book, when looking at the role of the brief in the process, he states the following questions should always be asked-

*What are we selling?
*Who are we talking to?
*Why are we advertising?
*What must we say?
*Why should the consumer believe it?
*What are the values of our brand?

I think that this is an essential brief for an estate agent to work through when looking at spending money on advertising. If you don't know who you're talking to and why the consumer should believe it then don't spend your advertising g budget on it. This for me is where estate agents need to get specific, where before they have been so generic. An estate agent must be able to sit back from his day-to-day business and work out what it is he needs. It may be a particular part if the spectrum of housing stock he is short of, such as flats, or family homes. It may be that he has a large stock of starter homes that he had trouble selling, or it may be that his cross-sales in mortgages or conveyancing have been poor. Once you know the area you need to full the gap in, then you know what you are selling. Work down the list from there and ensure that you know what you're doing.

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