Wait. What was that about?

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…

Advertisements

Who did it better: AFL vs NRL?

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.

Where have the golden arches gone? Has anti-branding paid off?

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

Creating a fostering environment…

When a consumer enters a store, they entre a new environment. This can be a calming or highly stimulating environment. They may entre with ambition to make a particular purchase, or idly wonder and browse; we have all been in both these positions at one time or another. A stores environment is intrinsically associated with their brand and it is therefore essential to create the right atmosphere and ambience to create a welcoming environment to foster sales; the essential purpose of a store.

Many factors contribute to a store environment including: the music played, the layout of inventory, the use of technology and personality of employees to name a few. Any changes in these elements will influence the store environment, and consequently the brand. Visitors need time to adjust to the store environment upon entry and don’t want to be bombarded by store personnel or stock. These experiences can make a consumer feel very uncomfortable within the space of the store. Store personnel are required to read visitors to the store to assess if they want assistance, are idle shoppers or are on a mission. The wrong classification of any of these visitors to a store can create the wrong ambience. A store that has the right environment will encourage repeat purchasers and sales.   Continue reading

Why aren’t you open when I’m available?

With most families having two working parents, with people having more commitments, with people having less time, with people working longer hours …Why aren’t serviced based businesses open outside of business hours to accommodate for the working population?

What I’m talking about here is services-based businesses, who rely on people physically contacting them in all or certain instances should be open from 11am-7pm or 12 noon – 8pm to allow those who work 9-5 to be able to access them. Services such as Australia Post, banking and hairdressers could be considered among other services whereby such operations hours would be of public benefit. Such business model would be more profitable as staff would be paid to attend to clients rather than being paid to work during the quieter times of the day when their target audience are working.

Not only should these businesses alter their operating hours to accommodate their consumer, they need to increase their level of customer service. When service is what you offer, it is vital you make it a priority. I understand quality of service is rehashing an old issue however businesses need to realise the consumer doesn’t care as much about their brand as they think they do. Consumers are more likely to switch banks than ever before. We are not 100% loyal. The only things keeping someone with their bank can possibly be customer service, innovation or interest rates. I highly doubt it is the last one as the majority of consumers don’t watch these or change banks on this basis. Even Australia Post is facing competition with eBay partnering with Big W and Woolworths distribution networks.

It’s about time businesses changed to reflect changes in society and what society wants. The consumer drives the demand for products and services. We have seen a shift away from in store sales to online sales for products and its time services revolutionised to maintain demand.   Unfortunately, if they continue the way they are going, they won’t keep going.