Ever heard of Madison Avenue?
Yup, it’s the name of the street in New York City well-known for big advertising agencies (like on the TV show, Mad Men). These agencies have been the driving force behind the identities of many Fortune 500 companies, crafting marketing campaigns that have turned products and brands into household names and pop culture memes. They can launch a coordinated marketing assault that ties together television and print advertising, custom web sites and social media, youtube videos, e-mail marketing, product packaging, direct mail, brochures, catalogs, hand-outs… the list goes on. And all of it will be expertly-produced with consistent logos, graphics, and design. This is what we expect from major brands like Apple, Coke, and Ford. It’s extremely powerful stuff, and it can be yours too if you’re willing to sign on with a retainer that starts in the six-figures.
Hmm, that probably doesn’t exactly work for you if you’re the average small or even medium-sized business. Small businesses still need web sites, business cards, and brochures, but the price tag needs to be less. A lot less. So here’s how it typically goes: