I took a few months off from blog writing. I thought expressing the creative focus of Carson Dunn Media had become a task best left to others. The future will determine the wisdom of this, but suffice to say, I am back.
In my hiatus a wonderful writer and former art director of Carson Dunn Media, Kimberly Bautista took my place. As usual, Kim wrote with cogency and communicative skill.
My intent is to speak to issues relative to marketing, public relations & advertising; the wisdom of hiring an agency if you are involved in either. I am biased – a client cannot do what we do with the efficiency and skill necessary to promote them to profitability. Creative agencies tend to be a revolving door that remains open. It is my fondest hope that our most talented colleagues will always remain allied with CDM. It makes sense because if we are to achieve our destiny, those men and women helped paved the way.
Let me share something about how people go about the effort to promote themselves on their own, they make often career ending mistakes. The test is on the welcome page of our current website, but let me retell the story here.
“The big billboards had been around for years, mainly in Hollywood. On it, the face and impressive torso of a woman were displayed. Time revealed that she wanted to be a movie star. Intuition told her that the public and ultimately studio moguls would be drawn to her. Calls and fame would follow. Neither happened. At great expense the billboards were taken down, and then put up again. Still, there were no calls.
Her efforts lacked the basics of promotion.
She never consulted anyone, or really targeted her audience. The ads only bore her first name, but no information of her background and talents. Not surprisingly she did never did anything significant. Misunderstandings public relations and advertising got her two things: an identity as the woman with the huge breasts; and, a ticket to obscurity.
Public relations and advertising are more than notoriety. Employing the most effective avenue to reach receptive consumers equate to success. Carson Dunn Media will insure that a client avoids becoming the person on the big billboard.”
That’s it. It isn’t funny, just ironic and sad. I cannot speak for any other agency but I have a gentle warning to our potential customers. Do not engage in marketing, PR, or advertising without knowing the terrain. Promotion is Carson Dunn Media’s métier. Whether it is broadcast, print, online ads, Twitter and or Facebook campaigns, CDM strives to be thorough beyond expectation. It is what we do – and very well at that.
Sometimes avoiding fading to obscurity and losing a dream comes about because a person just does not want to pay a fee for professional guidance.
Bernard A. McNealy, President