The Square Method. That’s what L7 Creative calls its approach to developing advertising and branding. As the name suggests, the Square Method is comprised of four, interconnected elements of equal importance: Research, Creative, Media, and Assessment. Or as we like to call them Dig, Doodle, Disseminate, and Download.
The research and analysis phase, where we mine the data and pick the brains of people with insight into your product/service and market, including your customers, your prospects, your competitors, even your employees. Why? Because there are buried nuggets of information and emotion out there that can grow your business. Our digging implements include carefully crafted questionnaires, online surveys, focus groups, one–on–one interviews, and brand workshops—everything we need to strike those rich veins of market insight.
An unpretentious term for the creative heavy–lifting. There’s really no magic here—just smart, creative people focused relentlessly for 12 to 14 hours a day on your advertising challenges, foregoing any semblance of a family life or basic hygiene to explore, generate, and develop as many on-strategy creative possibilities as possible in the impossibly short deadline imposed by your upcoming trade show. (And you thought advertising was a really glamorous profession.)
What are the best, most cost-effective ways to get your message out? Website? RSS feeds? Print? Radio? TV? Viral? Guerilla? Outdoor? E-blast? Banners? Or the ever-popular flyer on the windshield? Not sure about the right media-mix for your products or services? No worries—that’s why we get paid the mid-size bucks.
The fourth side of the Square Method, Download, is when we assess everything we’ve done to date for a client. With the goal of delivering even better results, we ask ourselves a lot of questions—about the target audience, market positioning, creative, media mix, pretty much everything. What we learn during Download is then incorporated into the next Dig phase. And the Square keeps on going, each step informing the next phase in an endless cycle of insight, creativity, execution, and assessment. Until our client is so successful that they sell their company to a huge conglomerate and retire to a villa in Cannes and drink Chateau Margaux every night.
