Nav link photo
Nav link photo overlay
Nav link photo
Nav link photo overlay
Nav link photo
Nav link photo overlay
Nav link photo
Nav link photo overlay
Nav bar filler pic class=
Nav link photo
Nav link photo overlay
Nav link photo
Nav link photo overlay
Nav link photo
Nav link photo overlay
Nav link photo
Nav link photo overlay

So, what goes on inside a marketing company?


What goes on mostly is "Activation". Activation is self-explanatory. It's 'to make something happen' obvously. In this case that 'something' is a marketing or advertising campaign. But it's much more than simply pressing a "Go" button. The activation process brings together all the ideas, concepts and schedules from the vital and often extensive planning stages, and turns it all into the final campaign. Some of the campaigns we plan can comprise of many elements. The purpose of each element can be surprisingly complex, but each must achieve it's objective to make the overall campaign sucessful.
To understand more about how this works let's look at the activation process of a single media post. This post was to be the lead post for a new line of sports clothing. The aim of this post was to create the "customer perception" of how the manufacturer wants you to feel when you wear the clothes. Our job was to accomplish this with a single photograph. In Ad-man jargon, we set the "content objective" with the adjectives, "Freedom, Outdoors, Independence, Travel, Style".
So, activation began...

activation photo 1 The primary task is to build the Creative. The creative is the foundation graphic from which the actual post images are taken. We're going to need 4 images...sounds confusing but you'll see. activation photo 2
The 1st step is to gather the "Assets". Assets are the photos, graphics, and/or video clips and sound track that we need to create the post. In this case, because the story was about a range of fashion clothing, it was important to include a fashion model. A quick visit to the local rugby club with a model wearing something appropriate followed. (there's some behind-the-scenes pics over there). We only get one shot at this so we always take dozens of photos.
Next, we had to create the background. Remembering that this was a "customer perception" setter, the background had to give exactly the right impression, the right feel. You'll see a few candidates in the photo on the left.
So, having gathered a whole stack of candidate assets, the next step was the simple matter of selecting just the ones we needed, and placing one on top of the other (the third photo shows the process). activation photo 3 We had to do some work on the photo of Khanyishe to remove the background. We gave it some basic tone grading etc to get just the look we needed.
The final step was to add the brand logo and hook (which is the catch phrase or slogan) to complete the post story. The image below is the completed creative graphic. It's ready to go over to the publishing desk. activation photo 2 The publishing desk is a separate department within our business. The first job it does is "Creative Scaling". Creative Scaling is making copies of the creative in the different aspect ratios used by the various media platforms the post is to be published to (and each is different). Then, each of these graphics is converted to a flat .jpeg image ready for publication to the various media platforms. Hence, in this case we ended up with 4 images for the single post.
The next step would normally be to agree the publication schedule with the client. This can be important. It may have to wait for a stock delivery, or coincide with a product launch for example. The post is published accordingly. If you click on the photo on the left, you can watch a video of the whole content creation process from start to finish.

The Platform takes control!
By now you have probably understood how the Do-It-Yourself marketers have fallen way behind. Marketing and advertising is far more than just dropping a few photos onto your Facebook or Instagram page. EVERY social media platform uses Lay-post (posts made by ordinary people) algorithms designed to promote social interaction and chatting, not marketing or advertising.
To make your marketing and advertising work, you need to access business-post algorithms. In other words, you need to exploit the systems put in place by the social media platforms specifically for marketing and advertising. This is "Post Boosting". The scheduled placing of your post, using business-algorithms, directly onto targeted consumer group accounts...and it costs money! Unfortunately you can't cheat and there's no way around it. You get what you pay for!

Activation photo 5
Activation photo 6
Activation photo 7
Aktileda Marketing disclaimer