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.
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.
Do you remember my Google Student Ambassador application video? Well I was accepted into the Ambassador program and that meant spending 2 days at Google HQ Sydney for the GSA Summit last week! Being a Google Student Ambassador means representing the Google brand at UniSA for the rest of the year. The Summit was a fabulous opportunity to learn about Google products and network with other Ambassadors and Googlers alike.
The summit included seminars on specific products, Q&A with tech and non-tech Googlers, opportunities to talk with previous Ambassadors who are currently working at Google, presentation skills workshop and learning what it means to be ‘Googly’. While at Google we lived like a Googler, including eating from the Google café’s and too much swag! Other activities we participated in included tours of the office, cooking competitions and teamwork competitions and a boat cruise on Sydney Harbor.
As some of you may know, in 2013 I was involved in Google AdCamp and the Google Student Ambassador program in Sydney, Australia. I have once again applied for the Google Student Ambassador program this year and this was the video I submitted as part of my application.
If you are interested, applications close tomorrow so head over here if you are interested in applying.
Stay Curious 🙂
This is more of a personal update than a marketing post as I realise there as been a drought on marketing posts lately!
I have recently concluded my 3rd year of my double degree in Law/Management (Marketing) representing 60% of my degree is completed and another year of law school done! I have also finished a four (4) month contract at the University of South Australia working on recruitment advertising. My achievements in this position include being responsible for the first appointment at the University utilising LinkedIn. This has been a fabulous experience in which I leant a lot and developed personally and professionally. I welcomed in 2014 with an internship in Beijing, without a doubt the highlight of my year. The year continued with three (3) months work in the digital team at Adelaide City Council, a marketing plan for the YMCA Aquadome and initiating The Curious Cat.
2014 was a massive year and 2015 is shaping up to be bigger and better. 2015 will be the year I complete the Marketing component of my double degree. I have work experience lined up with JamShop in February along with a few other exciting projects in the pipeline. I will be sure to keep you updated!
I look forward to having you follow my journey though 2015. Hope you had a wonderful Christmas and 2015 allows you to achieve your hopes and dreams.
Stay Curious…The Curious Cat…Courtney x