At some level, all ads are tools. Tools that help gain your company business. But what I mean here is ads that are tools your customers can use. That's right, it's a double whammy. You'll get the brand exposure because you are in the right place at the right time (you are, aren't you?) and you'll get a whole lot more from your audience because you're helping them do their job.
Imagine an online ad where a customer could type in a competitive material name and the ad shot back your equivalent. Or how about an ad that was a self-contained material selection wizard?
Some of our advertisers are regional economic developers. How cool would it be if you could type your zipcode into their ad, and a report popped out with a side-by-side comparison of their area to yours? The information is helpful, plus it makes me think they are a creative and professional group that I might want to learn more about.
So what tools can help your customers and position you positively in their eyes?
Think fast, because chances are someone is already a step ahead.
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