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.
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…
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.
You can have best marketing campaign of the year, however if the consumer cannot access your product, it is of no benefit to the company. With new avenues for consumers to access products brands such as the Dollar Shave Club and Love Lois are challenging the way consumers think and purchase personal hygiene products in Australia.
Jaguar is launching the XE Sports Sedan on September 8th at a remarkable audio-visual event along The Thames in London. The anticipation of this event is building with the launch of the XE Forward Thinkers campaign, seeing Jaguar partner with British actor Idris Elba, British designer Stella McCarthy and British singer Emeli Sandé. Jaguar are asking the question ‘what defines exhilaration?’ Sandé is the focus of the first phase of the campaign, launched on July 30th. Sandé will release her new song ‘Exhilarated’ prior to the launch of the XE Sports Sedan at the audio-visual event. In search of inspiration social media users have been asked to use the hashtag #FEELXE on images, videos and status reflecting what makes them feel exhilarated. Sandé has reached out to followers on her personal Twitter and Facebook page along with Jaguar reaching out to users on Facebook, Twitter and Instagram. Idris Elba will be creating a project with his production company Green Door Pictures whilst Stella McCartney’s project will be similar to Sandé’s. These projects will be simultaneously launched prior to the XE Sports Sedan. Continue reading