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Archive for the category “Branding”

SUPER BRAIN 2018

superBrainIt’s been ten days since the Super Bowl. Ten days after millions spent in advertising at $5 million for a 30 second ad nationally and about $50k locally. Lots of REACH! In some cases, great CREATIVE (Tide, looking at you!… And who doesn’t want to go to Australia now?) But, what about the other ways to get brand equity? FREQUENCY and CONSISTENCY are nowhere to be found on that $5 million-dollar investment. Just like it takes a few times before a song gets stuck in your head and you’re singing along, a brand isn’t developed over 30 seconds.

Advertising is part science and part art. The science comes from the Reach, Frequency and consistency. The art is all the creative. Great creative can cover up ALOT of advertising sins, but in can’t create brand equity without consistency and frequency. Top of the mind brand awareness is built one ad at a time. Television, radio, digital, social, billboards, print, pens, t-shirts…. You get it.

Back to Super Bowl commercials. Surely at $5 million a pop everyone should get these easy questions correct. (Send me the answers…Honor system…Maybe a prize in it for you) See if your Super Brain recalls any of these…. Go now!

1.   What detergent is great at getting game stains out?

2.   Jason Bourne himself, Matt Damon, did an ad for a beer. What was the ad for?

3.   Steve Tyler starred in an ad. What was it for?

4.   Chis Pratt was in two separate ads? What were they?

5.   What ad featured a bunch babies?

There you go, over $30 million (just in ad time, not counting creative) was spent with just these five questions. Worth the money?

Words

  1. wordsmeanthingsWords build or break relationships.
  2. Words can easily be misunderstood—Choose them wisely.
  3. Words can start wars, or make people fall in love.
  4. Words should be transparent, authentic and without hidden agendas.
  5. Words can INCREASE or KILL energy.
  6. Words justify logic.
  7. Words can build value over price.
  8. Words invoke emotions. Emotions play a major role in most purchase decisions. Never lose sight of how potential customers want to feel: Safer, healthier, smarter, more attractive, in control and that they didn’t make the wrong choice.
  9. Words should be chosen based on the audience.
  10. The most important Word is “YOU”.

Creative Clutter

Clutter-brain-imageWhat does it take to be creative? A loose environment where people can walk around barefoot thinking about the next big thing?  Maybe I guess. But I present to you a different way to look at the best creative minds.

They may not look like it on the surface, but creative people have to be the most organized in an organization. In the advertising world, they must deal with deadlines, angry clients, angry sales reps, angry bosses…Lots of things to juggle.

The right brain thinkers of the world must come up with the ideas, AND have their to-do list cleaned up and immaculate.  That’s where the magic happens.  Loose ends pull us in the wrong directions and take our mind off of, well, the next thing big thing.

Creativity doesn’t rise out of clutter. It comes from being so organized your mind can move onto the next great idea.

20 Random Advertising Thoughts

advertising

  1. People only show up to the party when you invite them.
  2. It takes a MINIMUM of 3 impressions (Closer to 6 in 2017) before someone acts on an offer.
  3. ….AND that’s only if they have a need.
  4. All advertising needs 4 Keys.  Reach, Frequency, Consistency and GREAT Creative.
  5. $500 campaigns don’t work.
  6. Crappy creative doesn’t work.
  7. People only care about one radio station…… WII-FM  “What’s in it for me”?
  8. Most people don’t listen……Repeat, Repeat, Repeat!
  9. People really have no idea how they heard about a product.
  10. Most people automatically say…..“I saw you on TV” when asked.
  11. Radio MULTIPLIES the effectiveness of all other media.
  12. Radio also stands on its own as a media.
  13. You really can’t brand with print or social media.
  14. Social media is a conversation vehicle—Not a branding method.
  15. All advertising can work if done correctly.
  16. Cold feet is the #1 reason for a campaign not to work. (Stopped before it caught on.)
  17. Not following the 4 Keys is the #2 reason.
  18. People don’t care about features—Only benefits.
  19. Programmatic digital campaigns will end up embedded in HORRIBLE articles/websites.
  20. All that really matters is if the advertising makes the cash register ring more often.

Welcome to the party! Who are you?

Who are you questionWhen someone decides to make a purchase how do you make sure your company is even thought about?  Do they know who you are? What you are about? Did you even get invited to the party?

Have you ever been to a party where everyone knows each other? Would you throw out your hand with a big….”Hi, I’m John..Wanna buy some insurance?” That’s what you do when you post an offer on digital or social before you create awareness.  Without awareness and reputation, you are just another idiot trying to sell something.

To create brand awareness you need Reach, Frequency, Consistency and a great message (Creative).  This doesn’t come from a few Facebook posts.  It comes from engagement. Connecting to the local community any way you can.  Going to a few of those parties where you don’t know anyone, and getting to know people…Slowly, over time. Over 80% of an audience won’t click on a digital/social ad they’ve never heard of.

Build awareness through branding. Tell great stories. Be known BEFORE you’re needed. Then, target those who have the need.  Do you want to be searched on Google, or found on Google?

Now go send out some thank you notes for getting all those party invitations

 

 

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