Staying focused on the bottom line In these days of reduced budgets it's vital that marketing works even harder to deliver positive results. Try telling a hard-pressed Financial Director of an SME that the money spent on a campaign has made little or no impact on their bottom line. Creativity is vital; standing out and getting noticed are essential to a campaign's success or failure. Arguably, it's the right time for the brave and most opportunistic to maximise effectiveness through more competitive media opportunities and with less competition all-vying for attention. Recent results have indicated that excellent returns on investments have been achieved through utilising well negotiated and targeted communications channels with impactful creative. The halo effect of an integrated approach has also led to many successful campaigns, and communicating clear benefits through persuasive copy whatever the medium is crucial. Remember that the test of a good idea is one that works seamlessly across different communication channels. Experienced in making budgets of many sizes work harder and delivering an excellent ROI, Target always follows its three key principles – Relevance, Originality and Impact – across all communication channels.

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