Promotion and Advertising Strategies for Firms Expanding to New Boundaries

 

Creating an Advertising Campaign (2)As I am approaching graduation from UNCO, I think about my advertising and promotion class, and the knowledge acquired from the project I had during my last semester.

It was exciting to place my understanding of the subject into a real project. My classmates and I had to create a campaign for University of Colorado Health hospital. The objective was to increase a 25% download for their new app.

My team decided to create a campaign that was heavily based in social media to create engagement. The target market was people with chronic conditions in need of an app that could track their health issues.

The selected slogan was UC Health because you see health differently. This slogan was positioned to those patients that seek a different life, meaning a healthy life.

The tactics to reach our target market consisted in creating engagement through social media platforms such as Facebook, Instagram, and Pinterest. People would share their stories on how they were able to maintain a healthy lifestyle, and how the app aided them to achieve their goals. Through, our plan we wanted to raise awareness of the app, and the benefits it provided to people with chronic conditions.

Our next step was having booths at events in three main cities with giveaways that will make patients remember UC Health hospital. The purpose of this was to lead patients to our main event Track Your Health Month.

During this month, the patients could engage with the app and have the opportunity to enter a raffle to win prices such as a massage, nutritional supplements, free consults, and passes for recreational centers. The participants only had to send pictures of them while utilizing the app. The overall campaign was to encourage the patients to get in the habit of monitoring their health thought this UC Health app.

The Take Away

  • I learned through this campaign that it is difficult to design a campaign to get the engagement you might desire. For this reason, it is important to find those values that are significant for your target market. The target market will feel identified and respond better if the advertiser is able to construct a campaign including those personal values.
  • Social media is crucial for reaching target markets and it is inexpensive. The key to success is to find the right platform that would reach your audience and give you the expected outcome.
  • Involving emotions into campaigns can result in engagement. People seek to share stories and at the same time, they also relate to other persons’ stories. Storytelling is a crucial part for advertisement engagement.

Please free to comment, it will contribute to my learning.

 

 

Image Credit: Photo by Angelica Rivas

 

 

 

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The Path to Creativity for Advertising

I recently read a book from Pat Fallon which talked about creativity leverage. I believe that applying these techniques can help anyone in advertising to get creativity flowing out.

Before actually starting to practice these 3 guidelines, it is important to start creating and believing in the power of creativity. “Imagination is the last means of gaining an unfair advantage over the competition” (Pat Fallon).

The leveraging of the mind should be the goal of the advertiser, instead of heavy relaying on following successful ideas of their competitors.

Practicing creative leverage is not an easy practice. Especially, for those just starting to adventure into advertising. I personally feel that it is not easy to come up with genius ideas all the time.

Over the time, I’ve learned that it is a difficult process. However, if it is highly practiced, chances are that the creative process becomes easy to understand and use.

It is basically, a process of trial and error that can be refined throughout the creative process. Having in mind these three ideas will probably help you getting out some creative leverage.

Start From Scratch

Often times it is possible to create a better advertising campaign if you gain a deep understanding of the marketing problem since the beginning. Understanding the why and where of the problem, instead of just assuming what the problem is.

I think of this as having a headache and just taking medication for pain, instead of analyzing what could be the real reasons of the headache. Besides, starting from scratch will help the advertiser not to get stuck in the same mindset from previous advertisers.

Discover a Proprietary Emotion

Emotions play a vital role in coding, storing, and retrieving memories, which later turn to be the basis of decision making. Understanding the human brain might can be the key to success. Most people won’t remember most of the ads they see or listen to

. It is important for this reason to reinforce our messages with those emotion appeals that people can relate to. The advertiser will succeed by being able to create a campaign that resonates and engages people.

Focus on the Size of the Idea, Not on the Budget’s Size

The budget should not be the basis for creativity. Creative ideas might get rejected before time if the advertiser starts developing them when having a budget in mind. Yes! The budget is a crucial part of a campaign because it sets up the limits on spending; constantly thinking about it will make creativity go away.

Take Away

  • Creativity reflects motivation and inspiration, so whatever you create as advertisers will also be the reflection of the motivations and inspirations of those receiving the message.
  • Discovers those moving emotions by literally putting yourself on the shoes of your target market.
  • Go beyond the obvious and connect ideas to real need of Customers.

 

Do you have any creative processes that would also help in advertising?

 

Image Created by: Angelica K. Rivas

 

When Advertising Goes WrongIt is thrilling to take a business to new boundaries. Acquiring new customers and conquering new opportunities seems like the greatest reward for a company trying to become global. But many get lost on the promising side of it, but these opportunities are possible if you carefully planned your advertising.

With many companies trying to gain competitor’s share of the market, advertising seems to be the magical solution. Several research has to be done before launching a global advertising campaign, otherwise, the precious dream will start fading away until it becomes a nightmare.

Then, those customer that started to like your company are now shifting away. So as marketing student, I have learned a few lessons about advertising that has failed. So here are five points I consider important.

Failure to Local Adaptation

Many companies launch advertising campaigns that have been previously successful in the country of origin. Coca-Cola has been one of those few to use a standardized advertising campaigns. But not all companies succeed. It is important to consider the locals and their preferences.

Every country has its own culture and it important to do some research prior. As a student starting to learn, you should consider watching news or reading articles about those countries.

Avoid Controversial Topics for Your Campaigns

Having political and religious issues on advertising campaigns might result in failure to get your message across. Advertising that seem to be racist will certainly drive way your customers. Which was the case of the advertising for PlayStation PSP Black vs. White.

The billboard depicted a white woman dressed in white attire assaulting a frightened-looking black woman dressed in black. No doubt it was racist!

Getting Ideas from Customers Might be Cheap, but Not Always The brightest Option

Advertisers might think that nothing can go wrong with a cute dog on a commercial. Having a dying dog TV commercial might not convey the same idea. Unfortunately, sponsoring a film competition was general motor’s Chevrolet error.

People negatively saw that Chevy was trying to use the emotional side of customers to sell an Equinox. The only message perceived here was the fact that your furry friend will die someday. This was just a bad use of emotional motives.

Creating Ads Instead of Campaigns

If as the advertiser, you have many ideas in mind for different ads. Then you should create a campaign that resonates in every ad.

Too much words might kill the excitement

The most successful ads are the ones that only have a few words. Memorable ads are creative, clever, and funny. Say the right things or don’t say anything!

The Take-Away

  • Yes! It is important to use emotional appeal and dogs are just too cute. People might like your ads for these, but not every culture like to be reminded of death in ad. Specially, if it is about someone they love.
  • If it is something that involves emotional appeal, you should probably review it carefully to avoid misunderstandings.
  • Listen to your customers and respect their ideals.
  • Not doing the right research before launching an advertising campaign can be atrocious for your company. Particularly, if your company is trying penetrate global markets.
  • Try to get your point cross by creating ads that resonate with the overall campaign.
  • Adding many words might kill the effect you want to convey.  So make sure you go straight to the point with your message. Too much words make ads boring!
  • The purpose of advertising is to make awareness of your clients and its Unique Selling Proposition. So make sure you understand these points and apply them. It would save terrible headaches!

What do you think about it? Your comments will help me to expand my learning.

 

Photo by: Angelica K. Rivas