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Back to developments
Someone told me once of the Brand Manager who worked at Kraft. His sole responsibility was Velveeta Cheese. Imagine, for over 30 years of this man’s life, his highest priority was to ensure the success of Velveeta Cheese. Wow.
I know big ad agencies work this way with big accounts, and I always thought I could never do it. Yet here, in our small shop, we are doing it. We have to do it. After all, times change, people grow, they move to a new city, tastes evolve, the competition gets stronger, businesses open and close. You can’t stay the same or you wont be selling cheese for long! Change is inevitable and while it sometimes makes us uncomfortable, advertisers have to do it.
For the last 25 ½ years, we have been constantly reinventing our clients to a fickle and demanding public. Without the benefit of a focus group or a test market, we’re left with using our common sense and gathering what data we do have. The Quincy/Hannibal/Keokuk market is small, but the principles of strategic planning are the same.
I can show you the proof in a reel of harveys furniture commercials. Hilbing Autobody. Peters Heating and Air Conditioning. The list goes on. As the market changes, as customers age, as competition flares, our clients endure because we’re their brand managers. Like the Velveeta Cheese guy...just on a smaller scale.