by Thomas Alford

Created on: August 25, 2008

As an advertising expert it should not be a dificult task to show a value proposition. Number one for any sales proposition is that you youself are sold. Do you believe in this product? Do you use it? If you don't now, start immediatly!

If you are going to represent a product or service you have to be convinced yourself. If you are not convinced then you are insulting both your client and the consumer. This is not retoric. If you are going to be a successful advertiser you have to be sold first.

So, you have the product and of course you have learned it in and out. Value proposition depends on three main things; what the product is, where the market is, and the budget of the client.

Billie Mays delivers great value for the ad dollar for certain items like "Oxy clean", but using Billie Mays to try to sell BMW's or Mercedes on late night TV would probably do more harm to your market than good.

Say for an example you have a brand new item, a watch that took 30 years to develop. This watch is ultra thin, goes to a depth of 3000', has a GPS, and an altimeter, can save your life in an avalance, and can be inflated into a life raft if needed. If the client can afford it, an item such as this should be advertised in Monte Carlo, Las Vegas, Manhattan, London, etc., on billbords, and only in the highest caliber magazines. TV should be very limited to maybe the Superbowl or PGA tournaments, and other venues like that.

Also this type of product would be perfect for celebrity endorsements.This would give great value for the dollar because it would have the ability to establish your product a greatly desired object, worth the insane price we would ask for it.

If the client went with someone just getting the cheapest ad space it has the potential to limit the products long term benefits of establishing a brand. This is where true value is garnered.

On the other hand, do not knock the Billie Mays approach. None of his product comercials will ever win a Cleo, but do you want a trophy on you shelf or do you want to sell product? "Mentos" or "Head-on" are good examples of inexpensive commercials that give a great value for a relativly small production budget.

Of course I have dealt with concepts. When you are making your proposal you must be specific. The ability to bring these concepts into focus to a client who is watching every dollar like a mother hen watches it's brood is essential. Know you product. Know your market. Know your client. Good luck!

Learn more about this author, Thomas Alford.
Click here to send this author comments or questions.