Advertising is not the most reputable business to be in. In terms of respect for professions, ad people are pretty close to the bottom – just above lawyers. It’s little wonder. Much of what we do is attempt to persuade people to buy things they neither need or even want. We can be pretty good at it too. But occasionally we get the opportunity to do something worthwhile. Something that in some small way will make a difference in someone’s life.
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If you come here often, you might be surprised by such a straight forward post title — a direct tie-in to the visual. But you won’t be surprised by the segue into a discussion of web analytics which is the real reason I’m writing this.
The ad is pretty direct. Headline. Visual. No copy. The product is white Sambuca. Though clear, it is considered a white spirit (think white rum). Sambuca is often served straight in a shot glass and set on fire for a few seconds. Hence the “White Hot” headline and flaming background behind the bottle. The ad is targeted at people who know the product. It directs attention to this brand and reminds the occasional Sambuca drinker of their appreciation for the product.
Segue time. There’s another reason for title of this post.
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I am a big proponent of cause marketing. I’ve produced some very successful campaigns. Every company should involve themselves with a cause. It is probably the greatest win-win endeavour in marketing. Of course the cause benefits from whatever compensation they receive from brand. But the brand also profits in both public perception and their bottom line. Studies have found that around 70% of consumers select a brand that supports a cause when choosing between otherwise equal products. But if you’re going to involve your company in cause marketing, do it right.
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Published on 20.05.2010 by Daryl Woods
Category Advertising
This series explores advertising messages that employ specific strategies for success. Part 1 of advertising messages that work focused on special offers. This installment is about making the ultimate claim about your product – that it is the best. All things being equal, consumers want the best products. Best is a powerful marketing statement.
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Published on 15.04.2010 by Daryl Woods
Category Advertising
Last week Apple unveiled a developer preview of its forthcoming iPhone 4.0 software. As expected, many new features were introduced but none of the others will have the impact of iAd, Apples’s mobile advertising venture.
As I watched the live event feed on Engadget, the significance of iAd didn’t hit right me right away. Perhaps the text plus photo stills just didn’t do it justice. I was impressed however with the sample ads Apple had produced for Toy Story 3, Nike and Target. At this point I was content to mentally file it under interesting and follow the news leading up to its release. Then I read a tweet from @TheRiseToTheTop’s David Garland who panned the strategy and suggested any online ads were doomed to fail. I disagreed. The debate was on.
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Published on 04.03.2010 by Daryl Woods
Category Advertising
Woody Allen once said, “Eighty percent of success is showing up.” Advertising works in much the same way. Show up in popular media and you stand a chance that people will recall your product when they’re making a purchasing decision. For successful brands, this image building strategy is often enough to sustain and increase sales without a specific call to action. It’s a long term approach and it’s costly. Most of the marketers I deal with are looking for a more targeted approach.
This series will explore advertising messages that employ specific strategies for success.
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I love cause marketing assignments. It’s heartening to know the people I’m working with care enough about a cause to contribute to it. It’s empowering to think that what I do will have an impact.
Cause marketing is win-win. Not only does the cause benefit but typically, sales of products involved in a well-executed cause campaign will increase during the promotion period. Many consumers faced with a choice between competing products opt to purchase a brand that donates to a cause. Even when it isn’t their usual brand. The donating company also enjoys positive brand perception because they’ve demonstrated social responsibility.
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