Communicating the customer experience. The evolution of product-based advertising (features & benefits) to a brand and consumer focus.
The process: Selecting an agency to execute the ad, writing a creative brief, managing the agency relationship (communications, revision process, negotiating, billing). Managing internal expectations and communications during the process. Media placements with leading marine industry publications.
More about these ads: Advertising featured a product focus (the white dome with logo). With some effort, focus was shifted toward building a brand beyond the dome. The customer experience was communicated with this first ad (featured on the right). In a heavy business-to-business industry, this ad was well received within the industry and by the sales team. Positive feedback was also received by consumer facing publications and at trade shows (boat shows).