The gist of an old saying is, if your business is doing good then it pays for the advertisements, but when it is doing bad, then you have to advertise. This is indeed true, and more so for small business owners. This world runs on the axiom of ‘Survival of the fittest’; and if you fail to be fit then you are definitely out of the league.
To make your business stand strong, it is essential that you carry out the right procedures, at the right time and with the help of the right kind of people. It is a wrong idea that advertising can be done by everyone, though it may seem an easy task, yet it is not. The advertising agencies are thus given the responsibility of advertising by big companies. Something that all small business owners need to think, is, if big business owners are assigning their advertisement tasks to agencies, then it must be something that is of grave importance for the prosperity of the business.
No matter how big and great and perfect your product, business or service is; if you wish to adorn the crown of your commercial success with numerous stars, you have to take the help of professionals like Commonwealth/McCann, of which Mr. Jonathan Disegi was a former employee. He was appointed to manage the team of agents working there. This consultancy of advertisements has its headquarters in Detroit and serves many a huge company like Chevrolet. The Commonwealth is an agency of advertisement that has even won awards for its spectacular performance and is a subsidiary of the McCann Worldgroup.
The most basic thing about the need for advertisement, is to make yourself known to the people at large. If consumers do not know that your product or service is also an option available in the market, how are they to buy it? This should put the common notion of small businessmen, that advertisement is a waste of finances, at bay. If your product or service remains unknown, the good quality of your product will be of no use. You have to take the initiative to tell people why your product is different and how they can benefit from it.
This is what the advertising agencies like Commonwealth/McCann, where Jonathan Disegi worked as the Global Director of Research and Strategy, help in doing. They find out what the strengths of your particular business, product or service is, and then size it down to only the highlights that people need to know. Along with the above information, consumers also need to know where they can get it , and that is where the name of your business comes to the forefront.
Until the recent past like the 19th and the 20th century, the need for advertisement was quite dim, considering the less competition of the times; but the 21st century cannot work on the same principle anymore. Mere word of mouth, or reputation or an established customer base are no longer the requisites of a small business owner to get success. The intensity of competition makes advertisement is the need of the hour.