JWGecko is the next evolutionary stage in advertising and marketing development.
Conventional thinking sees advertisers and their agencies treading a path to the doors of media owners to pay a rental fee for the use of the eyeballs and ears of their audience. The problem is these audiences are being eroded by media fragmentation. There is also a backlash against advertising in general as creative becomes more intrusive and harder to avoid.
These trends and new opportunities offered by new ways of using the Internet and existing corporate technology allow marketers to grow customer numbers and enhance relationships while minimising the use of mainstream media.
The Creative Risk is too great?
When all you have is a few seconds or centimeters of the audience's time then the creative is incredibly important. If it works you are in business and if it doesn't your investment is wasted. The advertiser is placed in a position of betting on high cost creative resources when validation is only possible after the money is spent. JWGecko's strategies reduce the reliance in individual creative decisions by focusing on the channel and the value exchange and relying less on quirky or dramatic creative as a call to action
There is no asset value in a series of media "one night stands"
One successful media campaign does not guarantee continuing results. A sparking creative may date or simply exhaust itself. JWGecko media strategies place less reliance on conventional media. At the end of a media campaign brand awareness and response diminishes quickly. JWGecko strategies endeavor to develop processes, delivery mechanisms and promotions that are self sustaining, leaving your company with a corporate asset that develops in value over time.
Overlap, Underlap and Audience waste
The media owner invests in a product for a market sector that advertisers are keen to reach. Rarely is a product's target market and that of the publication or broadcaster the same. When this is the case there is overlap, underlap and ultimately audience wastage. Why pay for audience you can't use? JWGecko's strategies and targeting look for innovative ways to reach your target market in unobtrusive 'non-advertising' ways.
