Eric L. Steckel
As BARS+TONE has evolved, we have moved from being a tactical service provider to a Creative Video Agency. But, what does that mean?
- Creative means we come up with ideas that are compelling and engaging. We want our client’s efforts to catch the eyes of their audience and keep them there as well.
- Video stands in the middle and represents the foundation of much of what we do. However, as we grow, our client’s needs change, as does the technology, which has become just a part of what we do. We’re video pros! But, a good marketing strategy includes more than that these days.
- It’s the agency side of the equation that probably represents the most important part of our evolution. Simply put, we have moved from producing tactical marketing communications services to developing strategic solutions for our clients. The most engaging and compelling content is worthless if it isn’t strategically placed and included with an encompassing set of tactics.
It is important to understand the difference. A strategic solution will reach your target audience, engage them and elicit the desired response because your messaging and creative is grounded in sound research and an understanding of your target audience. Tactical elements are the tools that a marketer uses to reach that audience, be it an online video, a banner ad, a website or a mobile application. Based upon a sound strategy and a finite budget, a good marketer will choose the appropriate tools to reach their audience. We’ve built our reputation on providing those tools and now we want to help our clients with the strategy.
Producing tactical elements is an important part of an integrated marketing solution. However, in a vacuum, or outside of a strategic plan, tactics do not always equal the sum of their parts. When asked to produce tactical elements, we always ask about the research that went into creating these tactics, the messaging and creative. It is important that all of these elements are clearly thought out in order to ensure that the tactic is indeed effective. Otherwise, you run the risk that a well-executed tactic might not reach and engage its audience.
What makes BARS+TONE A Creative Video Agency? As an Agency, digital or otherwise, it is far better for us to work collaboratively with our clients in putting together a strategy that is grounded in the fundamentals. From there, the tactics will stand a much higher chance of increasing your ROI.