Size does count. This is particularly true with regards to choosing the right advertising agency for your business. It is critical that you match the prospective size of your advertising account with the size of advertising agency to get an ideal match for your business. Select an agency which is too large for your account and from my experience (irrespective of the assurances of the MD and creative director during your courtship), your account simply won’t receive the attention you think it deserves. Choose an agency that is too small and they won’t have the resources to fulfil your marketing needs, especially when up against tight deadlines.
How big then, is ‘big’?
Unless you are managing director of a large telco, financial institution or Unilever, accept that your account just isn’t that big. That doesn’t mean that there aren’t a number of ad agencies out there that would be very happy to have your account. And size isn’t everything. Some advertising accounts are more attractive than others. Nando’s, because its management is brave with regards to advertising and because the brand is based on irreverence, is a much sought-after account. It is the sort of account which wins agencies awards and which punches above its weight on impact. This is why you will find even larger agencies take on (and carefully look after) smaller, even pro bono accounts.
Full-service or specialist?
Larger agencies are more inclined to be ‘full service’ (I will skip the all too obvious innuendo here). This means they have teams or associate companies throughout the spectrum of marketing needs. Most agencies such as this have for instance, activation, public relations and digital teams within the group, and which can be brought on board as required. The obvious advantage is the simplicity of working with a single client service team and consistency of execution. The difficulty is that it is difficult for even the most prestigious agency to be best of breed across all the sub-disciplines that make up advertising in its broadest sense. This is especially true in new, dynamic specialisations such as digital marketing, where ridiculously young gurus start up small but impressive agencies all the time.
If, because of your marketing strategy needs or the sad reality of the size of your budget, you intend focusing on a single form of marketing execution, you are probably best off with such a specialised agency.
Er, so what exactly do advertising agencies do?
Less than you may think. Let’s start with what they don’t do. They don’t do marketing research. If there are fundamental questions regarding the market, you will need the services of a separate research agency. They don’t decide where to place your ads. This is done by a media agency – although ad agencies would normally have a relationship with a media agency if you don’t have one.
Ad agencies don’t own TV ad production facilities or recording studios. If your agency creates a radio ad they will buy in the services of an outside recording facility. The same holds true for TV ads – having developed the concept and detailed storyboard of each scene, the agency will then find a specialised director and suitable production company to create the final ad material.
What they do do, is create a communications strategy from your marketing strategy and create campaign concepts and specifics of each subsequent ad, such as copy writing. Most print advertising production is done in-house by the agency, except for bespoke photography or specialised illustrations. And when it’s all approved by you, the client, the agency distributes the digital files to the respective radio, television or print media. What they shouldn’t be doing is dictating your marketing strategy – that’s your or your marketing director’s job.
I found an agency I like but they won’t take my money!
Like any relationship, both parties have to agree to the union. Advertising agencies, for traditional as well as obvious confidentiality and ethical reasons, don’t take competing companies as clients. For a number of, especially large, agencies they may well have a similar client to your company (unless you are The Association of Left Handed Basket Weavers, who have no competitors). Unless it is in their interest to fire their current client (yes, it does happen), they are likely to politely eschew your advances.
Association of Communication and Advertising – representing South Africa’s advertising and communication professionals: http://www.acasa.co.za
For a listing of ad agencies in South Africa: http://www.theannual.co.za
Marketing Association of South Africa (Chartered Marketers): www.marketingsa.co.za
Forget Everything You’ve Heard — Fear Doesn’t Sell
If consumers associate your product with fear, they may not have a strong connection to your brand.
Sixty percent of Subaru owners have dogs. So in 2008, when the company decided to sponsor Animal Planet’s Puppy Bowl, it made a major break from previous advertising campaigns — ones that showed drivers with other cars getting stuck in the snow, for example. Alongside a pledge to donate $250 to charity for every car sold, the company began to understand how to appeal to its core audience through their own interests — and how those tied together in a Subaru.
Since 2008, the company has been running a campaign called “Love,” one that brings together all the attributes that Subaru is known for — including safety and reliability. Instead of talking to customers by telling them all the bad things that will happen if they don’t drive a Subaru (e.g., getting stuck in the snow), the company began speaking in a more positive language — including bringing furry friends along on drives.
For many, the instinctive approach toward marketing is to tell an audience why they have to buy your product. Bad things will happen otherwise, and yours is the best in market. The others won’t help you reach your goal. The problem with that logic is that it doesn’t take into account the impact of brand image on product marketing. Sure, you might skid in the snow without a Subaru, but you need to think positively of the company as a whole if you’re going to be drawn to its products in the first place.
9 Strategies For Memorable Advertising When Your Audience Is Chronically Distracted
Attention spans have never been shorter, and consumers never have had so many options. You need a smart strategy to rise above the noise.
The advertising industry is big. In fact, when all the numbers from 2017 are tallied, advertising spending in the United States is projected to reach $207 billion. However, research shows that 64 percent of people find ads annoying or intrusive. A whopping 92 percent of online ads aren’t even noticed.
If you want to get results from your advertising efforts in 2018, you must adhere to certain rules. These nine definitely are worth remembering as you firm up your strategy for the new year.
1. Optimise your ads for declining attention spans
The consistently shrinking attention span is one of advertising’s greatest challenges. Consider the following statistics:
- In a recent study, Microsoft revealed the average attention span has decreased from about 12 seconds in 2000 to about eight seconds today.
- A study by Jampp shows that our attention spans decline by about 88 percent every year – especially thanks to technology and mobile apps.
- Some sources estimate we are exposed to up to 5,000 ads daily – a sharp increase from a few decades ago.
Audiences suffer from declining attention spans, but they’re bombarded with more ads than ever before. With that in mind, it’s essential to embrace the KISS principle: Keep it simple, stupid.
2. Follow the ‘Rule of Seven’
One of advertising’s golden rules is explained by the “Rule of Seven:” Most prospects will need to see your message at least seven times before they consider your offer. Don’t expect most people to convert the first time they see your offer. Instead, use different means and channels to get the same message across to them. You’ll increase the odds they’ll respond to your offer.
3. Retarget your ads to people familiar with your brand
According to Marketing Metrics, the probability of selling to a new prospect is about 5 to 20 percent while the probability of selling to an existing customer is about 60 to 70 percent. It’s much easier to market to people who already are familiar with your brand or who have been customers in the past than it is to “sell” people who are just learning about you. Research shows that retargeting your message to people who previously have visited your website can result in 10 times the clicks and a 70 percent increase in conversions.
4. Sensory adaptation beats CTA colour
In one of its articles years ago, Hubspot famously proclaimed that “Red beats green” in terms of coloured-button performance. For a long time, experts have touted red as the best choice for a call to action (CTA). Unbounce, on the other hand, says orange leads to more conversions. Others have found green, yellow or blue to be best.
So which colour, really, produces the best results? None of the above. Colour psychology has taken a back seat to an even more powerful underlying principle: sensory adaptation. In basic terms, our brains ignore anything that blends in with its surroundings. A green button will convert better on a page using a red colour scheme and vice versa. You should ensure your CTAs stand out. Do this, and every colour will convert well for you.
5. Segment and target
Marketing Sherpa structured a study that compared the return on investment of targeted emails (sent to users based on their interests) with “batch-and-blast” emails (sent to everyone on the list). Segmented emails resulted in a 208 percent higher conversion rate than emails that weren’t targeted. Increasingly, advertising research emphasises the importance of segmenting and targeting. More recently, marketing professionals are using artificial intelligence to develop sophisticated options for targeting users.
6. Focus on retention
A recent study from Adobe Digital Insights found that ads are getting more expensive while reaching fewer consumers. Experts expect this trend to continue as users find more ways to block ads. Meanwhile, advertising platforms will struggle to increase revenue. To get the most from your advertising efforts, consider ways to retain users. It’s more economical than paying to reach them each time. Start building a user list you can segment into groups: an email list, a push-notification list and others.
7. Don’t ignore mobile
Overlooking mobile users is perhaps the deadliest mistake any advertiser can make at this point in time. Mobile-only internet users outnumber desktop-only users. What’s more, research shows that engagement is higher on mobile devices than on desktop devices. If you don’t have a mobile-advertising strategy, you’re alienating more than half your potential customers.
8. Embrace the ‘less is more’ principle
It’s easy to assume that presenting people with more options will yield a better ROI, but that isn’t always the case. In fact, psychologist Barry Schwartz argued against this in his book “The Paradox of Choice.” He cited a jam study conducted by Sheena Iyengar and Mark Lepper. The pair of researchers divided shoppers into two groups. They presented the first group of shoppers with a table that contained six varieties of jam. The second group of shoppers were offered a table containing 24 varieties of jam. More people viewed the table with greater options, but 10 times as many people actually purchased from the table with fewer varieties of jam. You can do the same: Provide fewer options, and you’ll see conversions increase.
9. Use text strategically
An image is worth a thousand words – until it isn’t. A lot has been said about the power of images to drive action and boost advertising conversion. But an increasing body of research is finding that when used properly, text is even more effective than rampant visuals. Launchbit found that text-heavy banner ads generally result in more clicks and conversions than banners that consist primarily of graphics and colours. There’s an important caveat, though: Ensure your text communicates exactly what users will gain when they click your ad.
This article was originally posted here on Entrepreneur.com.
Marketing Tips For Start-ups
How to make marketing work for you when your business is just starting out.
Starting a business is one of the most rewarding endeavors any individual can undertake. It can provide life experience not achievable in any other way. It has an open ceiling while also not having a floor either. You can make your business whatever you want it to be and, with a lot of hard work, can turn it into something that people believe in.
Businesses around the world do incredible work within their communities and for the larger global population. While all of this is great, and certainly possible, the beginning of the business is not always a dream. Case in point: Marketing.
What you need to know about marketing your start-up
When starting a business, you probably have your idea mapped out in exquisite detail and have every possible contingency planned. Even when your product is down pat, and you believe your plan is impeccable, there are still a number of things that require a different level of patience and expertise.
Marketing your business can be an existential endeavor as you fine tune exactly what your business stands for and who your audience is.
In this article we hope to expound on how to make marketing work for you when you are just starting out. Startups are tasked with doing an incredible amount of work upon their inception. They have to test and refine their product while also carving out their own path within a crowded industry.
The last thing that startups need to be focused on is marketing. Luckily, thanks to the innovation and advancement of automation and artificial intelligence, marketing has become a much simpler task through the services of online applications.
Who can help you set-up a marketing campaign?
Companies like HubSpot and MailChimp make digital marketing easier than ever before. These tools can automate email blasts and generate visits to your website.
Speaking of which, websites are now easier than ever to make thanks to companies like WordPress and Squarespace that make creating websites easy and entertaining. Using automation and artificial intelligence will help to make marketing much easier as most startups do not have the resources to hire professional marketing teams.
Though advisable when they can be hired, marketing teams are often too expensive for most startups. The same goes for web designers who are typically too expensive for brand new companies. Going online and starting marketing campaigns for your business has never been easier thanks to these wonderful resources and the people who keep them running.
Is you marketing message clear?
When coming up with a brand, make sure that your message is embedded and can be deduced easily. Do not be afraid to create a message that your company stands for and don’t hesitate to proclaim it loudly for everyone to hear. If your company is based in organics, for instance, then have a logo with earth tones and naturalistic graphics.
This will send the message that you are interested in the environment and care for it deeply. At the same time, this will help to develop an audience that you can target and interact with honestly. The same goes for any industry you want to get into.
Make sure that your logo and brand message represents the audience you want to attract and the industries you are interested in entering.
Showcase any charities you are invested in and all of the causes your company supports.
This will continue to carve out your audience and refine your message so that people know exactly what you are about. The goal of any company is to ultimately provide a service to the audience that would benefit the most from it.
Network your company’s message through every avenue
Truly, it is diligence and hard work that will eventually attract customers to your product.
Start a social media campaign focused on relaying your message to the online community.
Contact other companies that share your goals and missions so that you may support each other publicly. Join charities and other causes that will both give you exposure and develop an audience. Use automation services and artificial intelligence to make marketing easier.
Be steadfast and confident in your idea and your company’s mission. This will be the ultimate selling point for your business. Your startup is only as good as you are. Going out into the general public and spreading your message is the best way to draw attention and market your product.
Draw a crowd whenever you can and insert yourself into the public conscious.
Confidence, with reality thrown in, is the ultimate selling feature of any business. Teaming up with investors and other businesses will give you the exposure you need to draw the audience you want.
In the end, a startup business that is successful benefits us all and is worth pouring your heart into. Treat your startup as an extension of yourself and take pride in working for it to succeed.
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