This is part one of a three part series on effective advertising.
Obviously spend on advertising increases in the lead up the Christmas as brands compete for precious consumer spending. However, are brands really getting their ROI?
Along with this increase in advertising, there is also an increase in wasted spending. If an ad is aired and the consumer doesn’t know who or even worse, what it is for, the spend it wasted.
Brands must take into consideration that consumers don’t like advertising, with one third of television viewers avoiding advertising through switching channels, playing with children and pets and going into another room. Another third are passively avoiding advertising through muting the television and directing attention towards other mediums such as social media. Therefore a brand must do all it can to access the two thirds of the audience that don’t want to know about them through having a likeable, well branded (audible and visual branding) advertisement.
An example of a poorly branded advertisement is Myer’s “Find Christmas at Myer” TVC that has been airing for the last three weeks. Not only does it require the viewer to watch the very last 8 seconds of the 60-second commercial to know whom the advertisement is for, it also does not show any products and lacks audible branding. Consequently, a large proportion of the audience is a missed opportunity.
Stay tuned for part two…
Last weekend was a battle of the codes for social media engagement during the biggest games of the year.
AFL: Along with Twitter, Facebook and Instagram being active, the AFL partnered with Snapchat to record the day with an official Snapchat Story, available to nearly 100 million daily active users for a 24-hour period. This medium allowed the sport to expose itself to Snapchat users worldwide who had little to no exposure to game.
NRL: The NRL opted for a more traditional social media strategy with Facebook, Twitter and Instagram all active during the game. With such an exciting game, it can be anticipated engagement would have been high, however it is doubtful reach would have been the same as the AFL Snapchat story.
McDonald’s released its ‘Create Your Taste’ menu with obvious anti-branding – how very un McDonald’s. Anti-branding is a marketing concept whereby a brand will “play dress up” to attract consumer’s who are not necessarily attracted to the brand. In this instance, McDonald’s can be seen to be jumping on the bandwagon of the burger craze – think Grill’d and the like. There is however considerable risk with anti-branding. Continue reading
By now, I’m surprised if you haven’t seen this post by Bugaboo or the social commentary surrounding it. Long story short, a proportion of mothers can be seen to be vocalising how unrealistic it is for a mother to be running in a bikini with a figure such as Ymre Stiekema, pictured. Continue reading
Need I say more? This dress drove the Internet crazy last Thursday however who is the brand is behind it and why haven’t we heard from them?
FitBit have done the ultimate in non-targeted advertising with this advertisement, as seen on television and YouTube. Through not targeting FitBit products to a particular audience, or even advertising a particular product, they are emphasizing the brand is for anyone. In turn, this widens the awareness of the brand across multiple demographics, broadens the target audience and expands sales. It is encouraging to see brands transitioning away from tradition ‘target marketing’ and moving towards mass marketing.
FitBit should also be commended on the simplicity of the advertisement. With a relatively simple idea, a large audience is captivated and intrigued in what this product actually does. One will only hope subsequent marketing on the same medium will provide an explanation of the product.
It is stating the obvious to say social media has been on the rise in recent times however, still not all brands are utilizing social media efficiently. This week, Mashable reported on LY Lawyers exploring Facebook advertising to target first-time drug offenders who have been charged at music events. Numerous sites have reported on this advertising behavior including Sydney Morning Herald, vice.com and Weekend Sunrise regarding the ethical nature of this advertising. The advertisement in question depicted a person cutting lines of white powder and reads: ‘Busted with possession or supply of drugs at Field Day? Call Sydney’s best drug lawyers!’, featured as a sponsored post on Facebook.