Ever since the first cavemen (or women) created fire, they couldn’t wait to tell everyone else about it. “Thor, Og, over here! Look at this!” It’s human nature to want to spread the word. Pretty soon, Og and Thor probably figured out that one of the cave people was especially talented at disseminating the good news, and the first marketing consultant was discovered!
Communicating enthusiasm over a new creation or discovery is what an ad agency does and what a professional marketing consultant is all about. While word of mouth was, and remains, one of the most immediate and expedient methods of communication, today’s marketing consultant, like CEO and marketing expert Paul Cookson of Ad Army Group, has a toolkit full of innovative and creative solutions. The process of how marketing efforts moved from grunts and cave walls to the Internet and smart phones is an interesting journey.
Word of Mouth Marketing
While we’ll probably never know the identity of that first marketing consultant, we do know word-of-mouth marketing was expanded to carving on cave walls. Long before grunts and gestures gave way to words, pictures were used to communicate ideas. Those prehistoric billboards were the world’s first advertisements. Eventually, cave walls made way for stone tablets, and marketing became portable. The prehistoric marketing consultant could stand up right and move around with his or her presentation.
As language developed, humans learned how to use words to share ideas and information. They discovered how plants could be used to create inks and paper. This plant paper, or papyrus, was used for centuries in ancient Egypt. In Europe, animal skins were used to form a different type of writing paper, parchment. With the humidity in the region, parchment held up to the elements better than papyrus. No doubt there was a savvy marketing consultant on the scene to promote the new and improved product: “Look! See how well parchment folds into a beautiful book you’ll enjoy in your castle library for centuries to come!”
Words, ink, paper – together they formed the foundation for the handbills and flyers still used today. It would be centuries before humans learned how to streamline production of the written word. Around 1450, Johannes Guttenberg invented the first movable type printing press, giving the world the capability of more rapidly reproducing information, and the marketing consultant yet another means to enthusiastically convey big ideas and discoveries to a wider audience.
Marketing Consultants Loved Print
The printing press opened the floodgates of print media. Mailers, flyers, posters, pamphlets, newspapers and magazines abounded. By the early to mid 18th century, the French magazine, La Presse, was publishing paid advertisements, and in the United States, Benjamin Franklin was publishing his Pennsylvania Gazette, a newspaper featuring all manner of advertisements from help wanted postings to lost and found notices. Around the globe, purveyors of goods and services recognized the benefits of reaching larger audiences via print publications and were willing to pay for the opportunity to do so.
A century or so later, businessman Volney Palmer capitalized on this opportunity by buying up print space in newspapers and then reselling that space to businesses wanting to advertise their goods and services to a greater audience of subscribers. An American with real estate and coal interests, Palmer is recognized as the father of the advertising agency. Not only did he serve as the first advertising agent and middleman between the advertiser and the publisher, he would advise advertisers and help them with their copy. Palmer was the first creative partner working with businesses through publishers, and the first to use the expression advertising agency.
The partnership between the creatives with grand ideas and the producers of goods and services was revolutionized by ad man Francis Ayre, who purchased Palmer’s agency. Another gifted marketing consultant, Ayre not only formalized the billing process, he is credited with adding both a copywriting and fine art department to the advertising agency. With client’s like Morton Salt and R. J. Reynold’s Tobacco, Ayre’s advertising agency developed legendary campaigns and slogans, like, “When it rains it pours” and “I’d walk a mile for a Camel.”
Once radio was introduced, businesses were able to advertise their products over the airwaves, buying seconds of airtime and sponsoring blocks of programming time. If the advertising agency is the marketing quiver, technology represents the arrows, and by the turn of the century, arrows of innovation were flying faster than ever before. In quick succession the world saw the introduction of radio broadcasting, commercial television, cable and satellite television, all advertising channels, and the Internet.
With each successive invention, businesses had the ability to reach greater audiences for their goods and services, while the marketing consultant and ad agency developed the means to reach them most effectively. Communicating effectively is exactly what the Toronto marketing consultant, Paul Cookson, does best. A professional marketing consultant not only has expertise in a variety of advertising methods, but the experience to know which methods and strategies will be most successful in targeting a specific market audience.
No doubt, it was easier for Og and Thor to spread the word about their neat new invention for keeping warm. They only had a couple of options at their disposal. They could grunt and point, or carve on a wall and hope other cave dwellers would see and understand their message. But what if they had an imaginative and experienced marketing consultant to work with? Think about it. A professional marketing consultant could have advised them where to carve their drawings for maximum effect. Then the team at the advertising agency would study foot traffic through the cave and recommend optimal placement. The marketing consultant might recommend organizing an event to demonstrate the new product and offer a plan for how to reach more cave dwellers at one time. Og and Thor might have been hugely successful much earlier with the help of an ad agency.
You Will Fail Without an Ad Strategy
In today’s marketplace a business without a marketing plan merely has a plan to fail. While prehistoric humans like Og and Thor had to go it alone without assistance from an advertising agency and professional marketing consultant, that doesn’t work so well in the 21st century. Today the sheer number of advertising options is daunting. What business can possibly keep up with the technological changes and advances hitting the marketplace with such colossal speed? And when a business tries to handle anything other than the business they’re in, that’s a recipe for failure.
Today’s competitive and complex arena requires expertise and a Toronto marketing consultant; marketing expert Paul Cookson. A marketing consultant with the advertising agency experience in all media with all kinds of companies, familiar with product, placement, branding, message, media, audience demographics, culture, and budget. A turnaround expert with a proven track record.
More than a century ago, Volney Palmer recognized he had the something special to fill the void between a business and the marketplace. He had the vision to see how a print medium, like newspapers, could be best used to deliver an advertiser’s message. Today’s marketing consultant takes that same concept and fills the void in ways Palmer could never have imagined, using radio, television, the Internet and social media to get products and services in front of the right audience with the right message at the right time. That is the ultimate service an advertising agency and a Toronto marketing consultant like marketing expert Paul Cookson can provide.
Volney Palmer, Francis Ayers and every marketing consultant that came after recognized the difference between producing goods and services and marketing them. Business owners need to focus their time, talent, and energies doing what they do best. They create the products the marketplace needs. Smart businesspeople leave the marketing of those products and services to the professionals like Toronto marketing consultant and marketing expert Paul Cookson.
Getting a Pro to Create an Ad Plan Is Key
A marketing consultant delivers coordinated, effective marketing. All in one place. All in one bill. When a business turns its advertising over to Toronto marketing consultant Paul Cookson, the resources of his entire team of specialists go to work. With his accomplished advertising agency, businesses are able to procure talent, expertise and experience in the fields of buying, psychology, research, art, writing, editing, and production.
Og and Thor discovered they could create fire by rubbing two sticks together. A marketing consultant could show them how to create fireworks — by persuading cave dwellers that fire is exactly what is needed to make cave life complete. When a business hires Toronto marketing consultant Paul Cookson, they know he’ll deliver their message and the magic. With marketing expert Paul Cookson, you get it all; the fire, the fireworks and the magic.
Would You Like to Make Sure Your Business Has Fireworks & Magic?
Call (416) 286-2860 today for a no-cost consultation with the Owner and CEO the Ad Army Group advertising agency, Toronto marketing expert Paul Cookson. Don’t miss the fireworks. Don’t miss the magic. Call today.