Capability

The Way Things Used To Work. The Way Things Work. Period.

Anyone who took a beginning level advertising or marketing class knows the 5 "P's" of marketing: Product, Price, Packaging, Place, and Promotion. At SA, we have reinvented the 5 "Ps" to become the 6 "P&E's": People, Perception, Positioning, Partnering, Evaluating, and Evolving.

People. In the fervor and excitement to reaching the intended market, the "People" part must be well defined. Figuring out what reaches people takes time and planning.

Perception. Marketing visions can be clouded by what we think consumers want instead of what their actual needs and perceptions are. By understanding your target markets' perceptions and motivations, promotion is made easier for everyone.

Position. You know your consumer. You recognize their needs. Now you just need to position the product for the best results. Positioning is key.

Partners. The most successful marketing works with partnering the client and the agency. They learn from each other and work toward a common goal.

Evaluate. "Is the campaign working -- Can we improve it?" are questions great marketing constantly asks. Evaluation tools such as focus groups and surveys should be in place. This is our top priority in determining a campaign's effectiveness.

Evolve. With evaluation comes evolution. It may happen with just fine-tuning, or a new direction may take off. Recognizing what to keep and what to retire, are part of keeping a campaign fresh.