vol 1 - 1 January 2009 a monthly newsletter from real company limited
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Greetings!
We are really excited to send you a copy of our newsletter RealNews and would appreciate your feedback. Our intention is to bring you exciting information you can use personally and professionally. We will also introduce you to innovative marketing and promotional solutions to help with the challenges in the new year.  We want to use this opportunity to also thank you for your support. Don't hesitate to call us, should you need to brainstorm on solutions to any of your marketing challenges. Best regards, Stephen DoobalReal Company Limited |
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How to build
your best campaign...
First, let go, yes, let go of what you think the campaign should be. One of the biggest problems most marketing professionals make in Trinidad is they tell their ad agency or creative professional what they want the campaign to be, look like, sound like. This is a disservice you do to yourself and your company. Getting all up in the scripting, choosing fonts, laying out text, trying to edit. Doing so many jobs you do not need to do.
Stop yourself, use that energy to provide your creative professional with razor sharp objectives. Define your problems and what you want your campaign to achieve, this way you have a yard stick to measure the results. You are paying them to do the work so let them do it. If you do not like the solution you can move on, or let them know where they fell short and what they should take into consideration. Do this until you get someone who understands your problem and is impressing you with their prospectives and creativity.
This is not to say you cannot have brilliant ideas of your own, but would it not be great to have not just your ideas but others. The bonus is that you get fresh prospectives you may not have thought about and solutions that effectively serves your objectives. Leading your organization to the three big "R's" recognition, recall and mmmm.... REVENUE.
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Because you book an ad in the media does not mean your message will be seen or heard. International companies spend billions of dollars each year to design memorable ad campaigns. But what does it really take to make your business's name or message stick?
Benefits. Ads that grab and hold attention communicate a benefit that answers the question, What's in it for me? Features aren't memorable, benefits are.
Headlines that contain a benefit and a strong visual focal point, such as a close-up of a model looking directly at you, have the most impact. One large photo works best in magazines, while in newspapers, you can use multiproduct visuals. Further studies showed that when three-quarters of ad space was devoted to illustrations, recognition rates improved by 50 percent.
Colour and contrast. High-contrast images boost recognition. When tested two identical ads for Stolichnaya vodka - one with a white background and another with a black background- twice as many people recalled the version with the black background -everything else in the ad was the same.
On average, larger ads in print are more memorable. However, a creative ad in a small space can have greater impact than a so-so one that takes up a full page.
Some colours enhance memorability in print media-including sky blue, golden yellow and shades of blue-green. Red is a good spot colour in newspapers. Colour increases recognition by 20 percent. But there's new information about four-color ads in magazines: A few years ago, colour ads earned 24 percent higher recognition scores than black-and-white ads. Now, full-page black-and-white campaigns are breaking through the clutter, and four-color ads have lost their advantage.
Repetition. Repetition is important to memorability. A study by Washington University School of Medicine in St. Louis, psychologist Mark E. Wheeler, conducted a study of memory, pairing words with a picture or sound many times, over several days to test subjects' recognition rates. So when you see a message in different formats - print, billboard, TV, he says, "You associate the different impressions, and that helps you retrieve the information."
(Credits- Philip W. Sawyer, director, Starch Communications, New York; Newspaper Association of America)
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 Get more life...
Shorten your workday by 30 minutes. You'll get more done than if you put in your usual nine to ten hours. That's because committing to leaving earlier gives you a deadline and forces you to eliminate the little time wasters (silly interruptions, procrastination, perfectionism) that eat up your day.
Avoid multitasking. Recent studies show that it can take the brain twice as long to process each thing it's working on when switching back and forth between activities. By learning to focus fully on one project at a time, you can regain the extra hour or two you crave. Just don't squander it on mundane chores!
Break the habit of total self-reliance. Insisting on doing everything yourself burdens you and prevents others from feeling valuable and needed. Delegate more at home and at work, and free your time for things you love and excel at.
Capture all your to-dos in one place. People who haphazardly write lists on stray notepads, Post-its, and backs of envelopes waste time wondering what to do next and worrying that they're forgetting something. Choose only one tool (planner, Palm, notebook) to track everything you need to do, and prioritize from the top down. Start every morning with the most important item, not the many small, easy tasks. You can always squeeze the little things into the gaps. Conquering the big to-dos gives meaning to your day.
Schedule one purely joyful activity each week. Think of an activity-dancing, reading, playing guitar-that you haven't done for a long time and that brings you instant happiness. Put it in your datebook as a nonnegotiable appointment with yourself, and watch the quality of your life transform.
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 Stop the lawlessness
Ken Gordon, media icon and businessman, has spent the past months working with the business community, media houses and Acting Police Commissioner, James Philbert, to create a campaign to encourage the reduction of lawless behaviour among the citizens of Trinidad and Tobago. The support for the campaign from the country's top media houses has been encouraging and the OCM Group which includes CCN TV6 is among the first to launch their campaign, with support from comedian Nikki Crosby. Real Company Limited worked with Gordon on the scripting, production and editing of these commercials. Click on the image of Nikki and view the latest commercial. You can also download and share them to help spread the word.
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Living out of our vision is more powerful than living out of our circumstance. Holding on to a vision invokes the circumstances by which the vision is achieved. Vision is content; material circumstances mere form.
- Excerpted from A Return to Love: Reflections on the Principles of A Course in Miracles
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 Contact Information
real company limited
VIDEO, PRINT AND AUDIO ADVERTISING PRODUCTION
1, Savannah Gardens, Orange Grove Road, Tacarigua. Trinidad and Tobago.
phone:1-868-640-1774 fax: 1-868-640-0331
email: production@realcompanylimited.com
Visit our website... www.realcompanylimited.com
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