There’s a lot to be said for keeping marketing messages simple and consistent. Car advertising seems to completely ignore this. With every new advert comes a new slogan, with each one even less memorable than the previous. There’s one exception to this; Audi.
Although most people have no clue as to what ‘Vorsprung durch Technik’ means – advancement or progress through technology, if you’re interested – its immediately associated with Audi. After 40 years of use, no explanation is needed. Another great example is ‘Beans Means Heinz’. Its instantly recognisable and understood and why the brand is still going strong.
We like to apply the same rules to our clients advertising campaigns. It doesn’t mean that the creative treatment can’t evolve over time, but consistent messaging is key when you’re an established brand with a strong USP.
As an example, our client Silverbridge Properties have been hammering home the same message ever since we started working with them a decade ago; and it still works today. Silverbridge work with developers of retirement properties with financial services products to help them sell faster and easier. So, this is what their advertising creatives bangs on about as it resonates instantly with their clients who need to complete on their properties as quickly as possible so that they can invest into new developments.
Silverbridge Properties today are working with all of the major specialist retirement builders, including McCarthy Stone, Audley, Churchill and Life Story and are members of ARCO.
Here’s a montage of some of the most recent advertising that appears regularly in the specialist property media including Show House and Show Home.