Snapchat Geofilters – Marketing and Beyond

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Snapchat introduced geofilters in 2014 (with on-demand geofilters being introduced earlier this year), presenting a new way to market destinations, places and events. Geofilters allow a user to use filters illustrating their location. This is then sent to their friends directly or placed on their ‘story’ whereby all their friends can see it. The impact of this can be described as part of schooling behaviour; whereby other people think of it to be ‘cool’ to go to such place because they’ve seen others go there.

Screenshot_2016-04-25-21-09-42There are two types of filters that can be designed. The first being community filters that can be used for a city, university, local landmark or other public location. These are free and cannot display any branding or trademarks, as seen implemented by Mackay Regional Council.   On-demand filters are paid filters businesses or individuals can design and purchase. These can be used for events, are only available for a maximum of 30 days and can use branding and trade marks. The cost of these filters varies based on the size of location and duration of the filter.  On-demand filters have been used for music festivals and occasions such as weddings.

The reason Snapchat filters are so influential is firstly due to the variety of users and secondly, the current photographic ‘selfie’ culture. Snapchat is most popular for those aged 16 to 24 (amounting to 52% of users[1]) although is used by consumers from 12 years of age. The high number of young users makes it easier to communicate with these users and demonstrates prominent schooling behaviour as they are more easily influenced by the behaviour of their peers. Todays photographic culture can be seen everywhere. The impact of people sharing a photo with your event, brand or place on it is needless to say, influential. Although in its first instance an image sent via Snapchat is only available for a short amount of time, it is increasingly common for users to save Snaps and share them on other social media platforms (such as Facebook, Instagram and Twitter).

To design and implement a filter, you can use a template or design one as a png file with a transparent background. The design must encourage use by your audience, so be engaging and limit the space used on the image. It would be defiantly recommended for towns, cities, universities and landmarks to take advantage of Snapchat’s free community filters in the future.

If you need any assistance in designing a filter or introducing Snapchat to your marketing plan, don’t hesitate to contact Courtney at the Curious Cat.

 

[1] http://www.statista.com/statistics/315398/snapchat-user-age-distribution/

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So when will we see advertising that works?

This article is part three of a three part series.

In the last two articles we have spoken about a few things that it takes to make advertising that works – well branded, effective advertising.  This knowledge is based on research conducted by academics around the world (including at the Ehrenberg-Bass Institute for Marketing Science in Adelaide, Australia).  So if this knowledge is available, when will we see it put into practice?

Creative agencies can have a reputation for creating advertising that is artistically beautiful and consequently wins industry awards (the majority of advertising awards being directed towards artistic and production talent, excluding the Effies). However these campaigns aren’t necessarily effective when it comes to changing the behaviour of the consumer.

In order for creative agencies to create effective advertising, two things need to occur: 1) the client needs to want it and 2) the agency needs to want to do it.  I’ll now address these points independently.

Firstly, the client signs off on every campaign; at the end of the day they are the ones who pay for it and therefore must be happy with it.  If the client appoints a new marketing manager and decides they need to change an existing distinctive asset, there is little the agency can do about it.  The client needs to be educated on how to make advertising effective.  But don’t forget the customer is always right! Brands often forget how little attention is paid to their advertising and don’t like to accept that, given how much they are investing. There is a level of education that needs to occur here and the agency isn’t always in the place to provide it.

Secondly, the agency needs to have a culture that stands by creating effective advertising.  In a smaller agency (without a strategy team) this needs to come right from management at the top and down to the account management team writing the briefs.  If the culture fosters effective advertising, effective advertising will be created.

Hopefully we see more effective advertising in the future.

Stay curious..

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…

The IKEA Effect…

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In my last blog post, I mentioned Adam Ferrier talking at the Southstart conference. Adam discussed the psychology behind changing behavior through advertising. A majority of advertising is focused on changing behavior, we either want someone to do something (such as buy a certain product) or stop doing something (such as stop smoking). The theory behind changing behavior through advertising comes from the psychological theory of cognitive dissonance, whereby individuals experience mental stress or discomfort when their thoughts, feelings and behaviors do not align. Therefore, for brands to change behavior we need all three aspects to change so the consumer feels comfortable with their decision. Therefore to change behavior, we also have to change the thoughts and feelings.

The IKEA effect illustrates the consumer’s cognitive bias, and hence changing feelings, towards a brand when they have an input into the creation. Continue reading

Who’s Fit?

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.