Big Yellow Invests in Brand

Big Yellow is known for its big brand. The firm just hooked up with a new creative agency, though, to handle its account. It will be interesting to see what the new firm can do that the old one didn’t. In any case, Big Yellow is on top of its game. Are you?
Whether you hire a new creative agency, stick with the one you’ve got, or do your own self-storage promotions, you can take a crayon from Big Yellow’s box. In other words, you need to mix it up. Sure, if it “ain’t broke, don’t fix it” is often a good rule of thumb. But sometimes you don’t know how poorly something is performing until you get a new one. (Remember that old Chevy?)
If your marketing campaigns are working well for you, then you may be able to glide through the year with the same old, same old. On the other hand, may need to do what Big Yellow did and get some new ideas into your campaigns.

If you haven’t already, measure the performance of last year’s campaigns to see what worked and what flopped. Look for opportunities to do something different. Where is there room for improvement?. That could be as simple as revamping your Yellow Pages ad or as dramatic as changing the name of your facility altogether. It could be as quick as getting new fliers printed with a fresh slogan or as complicated as extensive as launching a multi-channel strategy that includes online initiatives.

The point is, you need to find ways to get out of some of the boxes you are in. Don’t get too comfortable in 2007. Get your box cutter and let some light and air into your marketing.

Click here to read about Big Yellow’s new creative agency. 

Add comment January 10th, 2007