Birch Hill Media Productions

Hello and welcome to the web site and blog for Birch Hill.  In this space, I will discuss topics pertinent to advertising/creative and even current events.  Please feel free to contact me to discuss any issues further or if you have any questions about our capabilities.

The first issue that I wanted to address is that of keeping things simple.  I am a big proponent of avoiding unnecessary complication.  In advertising, you aften have just one opportunity to make an impression.  Don't miss your chance!  Too many times, I've seen advertisers want to emulate businesses like Jordan's Furniture or McDonald's.  What they fail to realize is that, unlike these larger companies, the smaller companies are striving for brand recognition.  Everyone already knows who Jordan's and McDonald's are, so they don't really need to tell you what they sell.  They need to remind you that people like you use their products in hopes you will feel the need, or just to remind you that they are there.

I've had a few clients who refuse to admit this and use a far too esoteric approach in their advertising.  This, of course has very limited effect and the client usually blames the failure on the medium.  When a company is still in the informing stage, the concept of a campaign should be attention getting without sacrificing the "meat and potatoes" of what they have to offer the consumer and what makes them different from the competition.  It may not be the exciting thing to do, but it generally has a better chance of driving more business. 

Once the business has been adequately branded, then you can spend more time and space on conceptual advertising.