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AD CLUB TOPIC: SELLING IDEAS TO SELL PRODUCTS

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Jan. 9, 2002 – The January program in the 2002-03 Professional Series of luncheon presentations by the Advertising Club of the Virgin Islands is about what people in the ad business call "creative."
In advertising, the word is used as a noun to refer to an aspect of the profession, along with, for example, "production," "sales" and "graphics." It refers, not surprisingly, to the "ideas" end of the business.
And whereas products must be sold to consumers, ideas must be sold to clients — and colleagues.
The program set for Tuesday on St. Thomas and Wednesday on St. Croix is titled "Why Won't My Client Buy Great Work?" Presenter Ken Yarborough is senior vice president and director of account management for WestWayne Inc., the largest independent marketing communications firm in the southeastern United States.
Yarborough will discuss how to convince clients to buy "better" creative work and will show examples of "commercials with a creative edge."
His presentation will answer questions within the advertising profession such as these: Will I ever convince my client, my boss or my colleagues to buy into my creative vision? Why am I always pushing the envelope, only to have it pushed right back at me? And, of course, the title one: Why won't my client buy great work?
For some clues to what WestWayne is all about, consider this: Its Web site has a page titled "the company" which says its unofficial name is "The Sacred Cow Barbecue Company." Actually, it adds, "it's our agency philosophy." Well, really, it further adds, "The official philosophy isn't quite as pithy or as cool, but we mean it every bit as much: 'WestWayne is 300 fanatics doing category re-defining work by using insightful creativity and a large measure of fun.'"
Elsewhere on the WestWayne Web site, one learns that the company came about through the merger six years ago of Tucker Wayne, a large, solid, dependable ad agency in Atlanta, and the West Group, a small, on-the-edge, pushing-the-envelope firm in Tampa. "Tucker Wayne looks over at West Group, sees sizzle. West looks over at Wayne and sees steak. And that's basically how the merger happened," a Web page relates. The company still has offices in both cities.
The company's clients include Celebrity Cruises, Florida's Natural Orange Juice and Denny's Restaurants. For the last couple of years, it has been utilizing Internet-based communication with clients, called Extranet, "to stay in touch with all our clients' local markets."
The Ad Club's Professional Series is supported by Gold Sponsor Sapphire Beach Resort and Marina and Silver Sponsors FirstBank, Seaborne Airlines and Tutto Moda Couture.
The programs are open to the public. Reservations are required; those who reserve and fail to appear will be billed.
The St. Thomas/St. John meeting will begin at noon at the Old Mill in Contant on St. Thomas. The cost including lunch is $25 for members and $30 for non-members. Reservations must be made by noon Monday, by calling 776-7828.
The St. Croix meeting will begin at noon in the conference room at the Caravelle Hotel in Christiansted. The cost including lunch is $18 for members and $23 for non-members. Reservations must be made by noon Tuesday, by calling 719-0578.

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