Advertising the Speed Dating…

Advertising the Speed Dating…

If you sit down to read a novel, watch a television series or take in a movie you are in a relationship for an extended period of time. The characters become loved or hated, you build emotional connections with them, the scenery whether foreign to you or old hat draws you in and you become part of it, you feel the temperature and smell the car exhaust or freshly mown grass. The music raises your heart rate, and joy, sadness or anger fill you. All these elements combine to build a relationship that you don’t always want to have end. Advertising whether radio, print or social media is speed dating in comparison to the afore mentioned mediums. Though the long term relationship of War and Peace and the Facebook advertisement that you scroll by in your news feed have a lot in common we will not dissect those in depth today. Today we are going to dissect the ways the consumer participates in the speed dating game via advertising mediums, and which medium works best for connecting people to products.

All speed dating starts out the same way, people trying to find out as quickly as possible what type of person they are sitting at the speed dating table with. How old are they, what is their income bracket and what are their hobbies? Are they married, divorced and what about kids? In advertising we must figure this out prior to sitting across the table and deciding which medium will be used for the speed date. Goals are set, demographics are ferreted out and a budget decided upon. Know matter the medium, demographics (who you want to reach out to) are key choosing the medium, design and verbiage for connecting with your audience. So how do demographics help determine your advertising medium?

Radio… do you tune in? More than 9 in 10 Americans listen to radio on a weekly basis, with those figures highest among Hispanics (94%) and African-Americans (92%), according to Nielsen. Nielsen also reports that, 12.8% of AM/FM radio’s adult audience is in the 18-24 demographic. Having this information along with other demographic statistics can help a company determine whether or not radio is for them, they most keep in mind that different radio stations will have demographics all there own. According to National Public Radio there audience is a bit different from what Nielsen reports; 120% are more likely to work in MIS, IS, IT, Networking or technology-related jobs, listeners are 153% more likely to be top management in technology-related fields, and are 70% more likely to spend $1000+ on travel. Making it clear that the radio station changes who and how you will advertise on it, one this the radio can’t do it guarantee that those people you are targeting will hear your advertisement.

Who watched television anymore? If you do are you skipping commercials? There are some very interesting studies and article out regarding companies and how they are advertising on television. Television as with radio has many facets to consider; the station demographics, the shows demographics etc. Creating a television commercial is a more expensive undertaking and paying for it to play will also cost you more, a lot of research is needed to make sure your ROI is worth the effort. The same risk applies with television as with radio, will the intended audience see your ad, or with they skip threw it, run to the rest room or check their Facebook.

Speaking of Facebook, social media is my favorite place to advertise and Facebook is the top of my list! The information gathered by Facebook in its users is amazing and a powerful tool for marketers! While the other social media platforms are not far behind. Each social media platform has its own set of demographics to be considered when choosing where to advertise, and how to advertise. Your Facebook advertisement isn’t going to be the same as the one for

 

Instagram even though Instagram is now owned by Facebook. The following graphic by Social Media Week gives you a small taste of the differences from one social media platform to another.

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Those of us who work in the social media marketing field have to study the demographics for your product/company and marry them with the right social media platform and in the right way. If your platform is Facebook then your ads can be targeted right down to location and income, not to mention age and hobbies. Then your Facebook advertisement gets put into the stream streams of posts running across the newsfeed of the folks who match the demographics you have chosen. Another beautiful part of Facebook advertising is the information you get back, the age of those who clicked, their gender etc. This information helps greatly in future advertising efforts.

All in all we are trying to a very short period of time speed dating our potential customers. We have but seconds to grab their attention, get our point across and get them to take the next step whether that be to run to the store, order online or like/follow/share our page and information on social media.

 

 

Me green eyes Rebecca Bailey

 

 

CHOZICK, A. (2011, March 9). Television’s Senior Moment. Retrieved March 13, 2016, from http://www.wsj.com/articles/SB10001424052748703559604576174983272665032

 

Age Distribution of Radio and Mobile Audiences Strikingly Similar; TV Skews Much Older. (2013, December 10). Retrieved March 13, 2016, from http://www.marketingcharts.com/ traditional/age-distribution-of-radio-and-mobile-audiences-strikingly-similar-tv- skews-much-older-38588/

Becker, T. (2015, April 09). The 9 Major Social Networks Broken Down By Age – Social Media Week. Retrieved March 13, 2016, from http://socialmediaweek.org/blog/2015/04/9- major-social-networks-age/

LaCour, J. (2013, March 19). Ordinary Wisdom of Advertising Demographics No Longer Applies. Retrieved March 13, 2016, from http://www.dmn3.com/dmn3-blog/conventional- wisdom-of-advertising-demographics-no-longer-applies

LaCour, J. (2013, March 19). Ordinary Wisdom of Advertising Demographics No Longer Applies. Retrieved March 13, 2016, from http://www.dmn3.com/dmn3-blog/conventional- wisdom-of-advertising-demographics-no-longer-applies

Nagourney, E. (2013, March 07). Why Don’t Advertisers Care About Me Anymore? Retrieved March 13, 2016, from http://www.nytimes.com/2013/03/07/booming/advertisers- often-ignore-baby-boomers.html?ref=media

Public Radio Audience Demographics – NPR Profiles. (n.d.). Retrieved March 13, 2016, from

Audience

Social Networking Fact Sheet. (2013). Retrieved March 13, 2016, from http:// http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/

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NPR Social Media And Teenage Girls: Not Your Mother’s Adolescence

NPR Social Media And Teenage Girls: Not Your Mother’s Adolescence

Social Media And Teenage Girls: Not Your Mother’s Adolescence

In her book American Girls: Social Media and the Secret Lives of Teenagers, Nancy Jo Sales looks at the pressures on teenage girls socially and sexually. She talks to David Greene about her book.

Listen to the interview here.

How to Keep Your Branding Consistent on Social Media An effective brand consists of a highly interconnected set of business identity attributes.

How to Keep Your Branding Consistent on Social Media An effective brand consists of a highly interconnected set of business identity attributes.
How to Keep Your Branding Consistent on Social Media…
An effective brand consists of a highly interconnected set of business identity attributes. These attributes include things such as your distinct selling points and your core brand values. With the booming growth of digital marketing, consistent brand messages are becoming easier to implement. But most companies are at a loss as how to be more effective at telling your brand’s story in a visual and social media-savvy way.
Full article on Inc.com

Tag You’re It

Tag You’re It

Tag You’re It

 

Taglines are like a never changing headline in the sense that they keep the viewer, reader and consumer informed of who the business is behind a product and/or service. One doesn’t need to see the Nike swish, they only have to read “Just Do It” to know that the advertisement whether it be on television or print is for Nike. A well known tagline can often become better known that the company or its products or services. I have heard many taglines lately that I have heard for years but didn’t remember who they were connected to such as “A Mind is A Terrible Thing to Waste” which the the tagline for the United Negro College Fund. Unfortunately that is not the goal when a tagline is created, though that tagline is memorable and in my opinion very thought provoking and emotionally charged. There maybe reasons such as generational, societal or culture that left me not remembering the organization behind that tagline, but that would be an entirely different paper. Taglines are written to connect people to a company intellectually and emotionally for the long haul. So how is this done? What must be considered when coming up with a tagline in order for it to be both of those things and more? Should be tagline be an attention grabber, a play on words or how about a lengthy explanation?

Should a tagline GRAB attention, yes but it doesn’t need to be the first part of an advertisement to grab attention. Often the attention is first grabbed attention is grabbed by a headline or a picture/graphic, the tagline is the attention that is going to follow the campaign and with luck the company for years to come. The tagline needs to be able to stand on its own, well written it will become the line the company is known for! Your tagline will immediately remind people of your companies mission, the promise you are making to the customer and the world about your band as a whole. The tagline “The touch, the feel, the Fabric of Our Lives” by Cotton Inc is a great example if this. This tagline used first used on television advertisements as part of a jingle is now sung in the heads of millions of people when they see it in print or online. In fact many people sing it wrong by adding the word cotton into the tagline. This tagline brings emotions out in people, pride in country, connection with the heart land and remembering the feel of their favorite cotton clothing. It this tagline the main attention grabber for Cotton Inc advertising, no but it is a large part of what connects the people to the brand.

A tagline must be clean and concise so that you do not need a prehead or subhead to explain your tagline, people will not take the time to read all of that and figure out what you’re saying. “…in the effort to be creative some writers forget the rest of the world is not as clever as they are.” In todays fast paced social media world people do not have time, nor will they take the time to decipher what you mean! It is up to you the writer to say all that must be said in a brief but informative in a concise manner. A local catering service, a client of mine has this as there tagline “Serving excellence at every event” this tag line informs people that they serve and serve at events, the service may be the food or how the staff serves the guests, either way they do it with excellence at every event, no explanation needed. This tagline led to my being able to write a very fun little ad for them that garnered a lot of attention. Making the advertisement even funner is the fact that they cater in the area of Dartmouth College which is where Dr Seuss went to college, and the ad is Seuss inspired, think green eggs and ham, also about food.

“We will serve you in the rain, we will serve you on a train, will we serve your group big or small… Coventry Catering will serve with excellence at them all!”

The ad has pictures of Coventry serving in the rain, on a train and to different size groups, the advertisement has also just run as text, no matter how it is run the response it great. By keeping the tagline brief and to the point Coventry doesn’t need to explain what they do and how they do it. This tagline is the feature in the current wedding ad series that is being run on social media (pictures at the end of this paper) and wedding reception bookings are up 50% over pervious years. It this due to the use of social media for the first time? I would like to say sure it is, since they are my social media clients, however I don’t think i can’t take all the credit! They gave me a great tagline to work with.

A tagline needs to work across time and products  “A good tagline transcends campaign strategy.” I take you back to Nike’s “Just Do It” tagline, no matter where it is, with swish or without people know that Nike is involved just by reading that tagline. Nike has been able to use the same tagline across product lines and over many years. The Coventry Catering tagline is also able to do this, whether advertising for wedding receptions, corporate functions or in home events Coventry’s tagline carries across all services. The work has begun to have people connect that tagline to them, so that know matter where they see it, whether the Coventry Catering name is above, below or no where to be seen they will think Coventry Catering.

Know matter the company or organization a tagline needs to be memorable, attention holding, able to stand on its own all while being brief, clear and to the point. No easy task is this tagline writing! In the end however we can safely say that done well a tagline is worth a million words.

Coventry Catering Facebook Video

On A Train in the rain

 

Me green eyes Rebecca Bailey

Branding

Branding

In the west brands are used on cattle to identify ownership, using brands ended disputes over who owned which animal since they were for the most part free ranging. The brand also affected auction prices, the buyers would see a specific brand come into the auction ring and know who raised it and thus determine whether or not the animal was from a reputable ranch both in breeding and raising of the animal. Today most people when they thing of branding think of a company and the product they produce or a service they provide. Though the concept is the same, the consumer knows when they see the “brand” whether or not they consider the company reputable and worthy of their money or trust.

Branding today is more that a logo or image, it is a feeling that the consumer gets when they think of a company… the perceived reputation, and the memories that come to mind when they hear of the company and/or there products. Branding is a very strategic method of building awareness and creating customer loyalty, that if done well can lead to the aforementioned feelings, and memories, if done well good feelings and memories. By carefully chosen colors and images the branding of a product can lead to its success. A well branded product will be chosen over the hundreds of other products on the grocery store shelves or chosen over the other hotels on site such as hotels.com. That isn’t enough however, a brand is a story, a story that touches people in away that makes them feel as though their life is going to be improved, their problems solved and their social status raised with the purchase of or staying at etc. a brand when well executed makes the consumer not only feel good themselves but want to share that feeling with others. Lets take a step back from the branding on a single product and look at the branding of a company, a company with a stable of products. Yes, we want all of the feelings and messages and reactions mentioned above… but we want people to have those about the bigger picture. A tricky prospect when we consider what happens if one misstep has an effect on the whole.

Chipotle has been experiencing this ripple in the pond effect for several months and is working hard to recover. A company known for fresh vegetables… a healthy alternative to other “fast food” chains, was taken to its knees when one restaurant at a time began to make hundreds of people sick. How does a company keeps its brand from turning people away after this tragedy?  They do it by standing on their original brand! Chipotle closed stores and did the type of deep cleaning that restaurants rarely get after opening there doors. They searched for the source of the food borne illness and in an unprecedented move they closed the resaturates for four hours during lunch for a company wide training on food safety. Chipotle added to their story, their brand their firm commitment, their position of providing healthy food to their customers. In a day-in-age when everyone is trying to figure out their purpose and wanting their chosen companies to have one as well, Chipotle has done a great job throughout these past few months showing that their purpose hasn’t changed and that they stand proudly on it. Without have solid branding that created a ton of followers who were willing to bring others along, Chipotle wouldn’t be in the position they are in today, they could easily be in the position on Blue Bell ice cream who has closed factories, laid of employees and deeply soiled their name and brand.

Thinking back to the west and branded cattle we can see how people can either get behind a brand or turn against one. We expect companies as well as ranches and individuals to live up to the image they put out to the world and nothing is harder to do than repair the image of someone or thing that didn’t have an upstanding image before their down fall. A brand is not just that image, it is what to stand upon and grow from when things don’t go well, it is the spring board for the company to jump from to become great again in the eyes of the public.

12508970_10208458582370665_2429155234667251386_n Rebecca Bailey

11 Reasons Why Social Media is a Bridge to More Customers

11 Reasons Why Social Media is a Bridge to More Customers

11 Reasons Why Social Media is a Bridge

to More Customers

  1. Branding – Create a recognizable identity for your product or service. This is extremely important for a small business.
  2. Create a buzz – Get the word out about your products and services in a way that promotes online conversation.
  3. Online reputation management – Find out what other people and sites are saying about your name, company, or brand online – and fix any problems, if need be.
  4. Word of mouth – Customers need to trust before purchasing – people trust their friends and loved ones more than anyone else. So, if they hear from someone trustworthy about your product, chances are higher that they’ll buy. Use virtual word of mouth.
  5. Build relationships and become more personal – Use a variety of social media, and you’ll build relationships with customers and potential customers. Trust comes through honesty and sincerity.
  6. Small businesses can compete with the large companies – Level the playing field.
  7. Helps with search engines – Like I mentioned above, social media helps you move up in the search engines because of links. Many social news sites and social networking sites have “do follow” links in their profile pages.
  8. Much cheaper than traditional marketing and advertising – Social media marketing shouldn’t cost a small business nearly as much as traditional advertising. And, if you do it yourself, it might not cost a dime. However, it will cost you time.  Depending how much your time is worth, it might be worthwhile to hire someone to help with the social media marketing. But, all in all, social media marketing is just a fraction of the cost of traditional marketing and advertising.
  9. Your company is more accessible – An accessible company means a more trustworthy company.
  10. Provides another way for potential customers to find you – If you’re not high enough in the search engines for potential customers to find you, they can still find you through social media.  So, even if you’re not on the front page of Google, it doesn’t mean you can’t receive traffic. Social Media has the potential to send you TONS of traffic – when done properly.
  11. Show Your Stuff – Universal Search is pretty new. Google used to only list links on their main page. Now you can list on social media and that will come up in the searches.

Social Media Marketing Strategy

It’s true, there really are only 4 steps to any social media marketing strategy, and this info graphic lays them out quite neatly. There is a lot behind these 4 steps that need to be kept in the fore front of your planning. The demographics of your customers (the folks you are trying to reach) is key! How old are they, their gender, and where do they live are just three drops in the bucket of the demographics that you need to know and be aware of when designing your social media marketing strategy.

How do you decide if your the right person to write the social media marketing plan for your small business? Ask your self the following questions:

  1. Do I have a strong working knowledge of social media platforms?
  2. Do I understand what each platform can do for my business, or which ones I should be using?
  3. Do I have the time & the skills to write the plan?

Time is something most small business owners don’t have a lot of! Every extra task adds up, especially if it is a task you haven’t done before. Hiring a social media marketing consultant to design your social media marketing strategy, with some input from your self, will save you time that you can use for the day to day running of your small business.

 

4 Steps to Social Media Strategy