ADVERTISING – CONCEPT TO CUSTOMER IS A BALANCE OF EXCELLENT CREATIVITY AND SELLING STRATEGIES

Having trained and worked in advertising I have always recognised that selling is the first priority. This philosophy is closely aligned to being creative in resolving ideas that have a stand out value not falling into the trap of producing ideas that fit the current trend of what looks right because it fits a visual style. I have specialised for many years in ‘heavy retail’ clients, from Morrisons, Asda, Tesco and many other high street retail giants.

THE QUICKEST ROUTE TO CREATING A COST EFFECTIVE SOLUTION

Brand development is essential in helping to promote a clients business over a long period. Ideas have to be able to travel through time to be able to look credible and still fresh over years of usage. Working closely with the client I have always contributed ideas right at the start of the launch of a new brand as it has shown that some brand launches have developed within a company framework and are not as customer facing as they could be or they can be restrictive over a long term marketing programme.

The example shown below is a concept for Morrisons supermarkets that won a Clio award for Art Direction. This was a ground breaking way of breaking out of the traditional style of selling off the page, the visual differentiation helped to build sales.

Producing advertising that is more than just a one off ad is key to providing a strong and effective campaign for the client. A series of ads that have an inbuilt concept that can be exploited creatively for the timespan of the campaign is the real priority for success.

DESIGN AND CREATIVE MANAGEMENT

Underpinning any retail media solution is the underlying design and creative architecture that differentiates the visual approach from the competition. Creative interpretation in design and photographic image is important in maximising the selling space and utilising the best selling opportunities which then transforms into higher sales values. Combine this with an in-depth knowledge of marketing gained from years of experience implemented through a wide range of  high profile clients.

This mix of high quality creativity combined with marketing skills that can accomplish the tasks to a profitable outcome whilst implementing tight budgetary restrictions. Segmentation of the retail offer often means designs have to work through a series of media channels. Understanding the different selling platforms for each merchandise areas is essential to keep fresh looking outcomes. Also understanding brand image in a highly competitive marketplace by producing consistent design solutions adds up to a viable key to a successful media response.

DESIGN AND ORIGINATION FOR PRINT

Sometimes the client requires quick design solutions on a similar offer. Shown below is a series of discount leaflets that have the same offer presented to the customer in different visual ways to keep a fresh approach. These designs were produced each month, over the period of a year 12 designs that were produced all showed differing visual approaches.

Whether it’s a small printed leaflet or displays for exhibition the image and visual solutions are created on a firm foundation of marketing information to help produce designs that work in producing the right sales or informational impact the client expected.

PAST COMMERCIAL WORK

Past commercial design and creative work. Work includes publishing for catalogues, advertising and marketing.Past work experience includes Asda, Morrisons, Tesco and Grattan catalogues.

LECTURING EXPERIENCE

M Beecham. MA.MCSD.PGCE. Lecturing experience at various universities and art colleges. Leeds College of Art and Calderdale were my last appointments lecturing in advertising and graphics. Now retired. Also worked for Durham, Bradford and Manchester Business Schools lecturing in Design Management.