| money matters |
| Burgers and the Ad Biz: Why Bigger is Not Always the Best |
In January, many of us made resolutions to diet and exercise in the hopes of becoming a leaner, streamlined version of ourselves. Bigger is definitely not better and we think this truism extends to the world of advertising... and even hamburgers. So forget the fat grams and learn why Semaphore and a local hamburger stand are two examples of streamlining success stories.
Burgers and the Ad Biz: Why Bigger is Not Always the Best
Quick. Who has the best hamburger in town? With answers as varied as preferred toppings, top vote-getters would probably include such locals as "Rockaway's," "Harper's," and even the recently reinvented fast food giant "Hardee's."
But do you know who might possibly have the best burger in town? A little place called "Edna's #1" on River Drive in downtown Columbia. (We're not aware of Edna's #2 but it probably existed at some point.)
If you've missed "Edna's #1," it's one of those "blink and you miss it" relics of a bygone era called a hamburger stand. It's housed in a tiny building, only large enough for 2 or 3 employees. You order burgers at a small window and wait in your car until your order is up. But what "Edna's #1" lacks in a sophisticated dining experience, you gain in huge, freshly prepared burgers that are worth every single fat gram.
And so, in a hungry and roundabout way, we offer up that when it comes to doing business - no matter if it's hamburger stands or advertising agencies - bigger is not always better.
From its inception, Semaphore has prided itself on being a streamlined advertising agency with a small group of professionals cross-trained in every aspect of the business. Just like the employees of "Edna's #1" can take your order, throw it right on the grill, and hand you your change, Semaphore can handle any creative business challenge without excessive costs, personnel or aggravation.
Semaphore has a small staff that knows the advertising business inside and out. We pinch hit for one another when the need arises. Our copywriters and art directors are creative professionals who often serve as outstanding account representatives. This shared workload saves our clients time and money.
When it comes to repeat business, we also share a lot in common with the consistently satisfied customers of "Edna's #1." Semaphore is proud to say that over half of current major clients have been with the agency for more than 10 years. In today's competitive environment, we think that speaks volumes about our work and our business relationships.
In advertising and the hamburger biz, however, the bottom line is about quality. "Edna's #1" has consistently delivered a superior and fresh product that is handled with care and served to perfection. And after 34 years in business, Semaphore still delivers smart, effective advertising that simply gets the job done.
The trend in ad agencies seems to be one of expansion. Once successful, agencies merge into renamed megafirms, complete with cold acronym titles. At Semaphore, however, we hope our clients find our creative home in the heart of Shandon more dependable and comforting than ever - much like a homemade hamburger in a crowd of fast food competitors.
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