Start with strategy - Richard Miller

Richard Miller - Building Brands & Selling Stuff

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INTRODUCTION

Show Objectives - The Why
Every great advertising campaign starts with a strategy. Fail to prepare and prepare to fail. In this show we show you how to formulate a great plan.

• What are the benefits of a well thought out plan?
• Many think that carrying out an advertising campaign means simply creating an ad; however, they are mistaken. For advertising to yield the best results, it’s crucial to be well organized right from the start.

Key Issues - Owner Perspective:

• What is the vision of your organisation and do you have a tailored blueprint to achieve this?
• What are the barriers to your success?
• What are your short term and long-term business or growth objectives for the next 12 months?
• Who is your target audience and is there real clarity around what your perfect customer looks like?

What You Need to Know - The What and How

• Set a campaign goal
• Define a target
• Segment your audiences
• Determine the creative message
• Decide on advertising mediums
• Produce content
• Track metrics

 
Written by - Richard Miller – Brand Director, Crisp & Co.
Business insight, creative content and strategic communication specialist.

Richard started his first business at the age of 14 and has thrived on creating and building entrepreneurial opportunities ever since.
He began his advertising career as Agency Sales Executive for TV network Channel 10 in 2006. 

Experienced in both media sales and buying, Richard was responsible for multi-million-dollar media accounts as National Media Manager for Iceberg Media before co-founding Crisp & Co. in 2009 (formally Crisp Advertising). 

Taking a pragmatic and results focussed return on investment approach has established Crisp & Co. as the go to creative and communications agency for local and national businesses seeking expertise in business insight, creative content and strategic communication. 

With a lifetime of experience operating small to medium businesses and working closely with both local and national brands, Richard is well positioned to take a holistic view of a full marketing and sales plan with a keenly trained eye on creative concepts and communication strategy.

Along with wife and work colleague Siobhan Miller, Richard also co-hosts the podcast series Mad Man & The Hospitalian; interviewing highly successful professionals from business, marketing and hospitality backgrounds around Australia, discussing the highs and lows of their careers and asking the ultimate question; ‘what is your definition of a fruitful life?’.

Find out more about Crisp & Co. here www.crispand.co and listen to Mad Man & The Hopitalian wherever you get your podcasts. Connect with Richard on LinkedIn

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