Archive for September, 2010

Part 3: Battling Through the Message Clutter—3 Tactics to Add to Your Advertising Arsenal
September 8, 2010

The wait’s over! You’ve KISSed it, SLIPed it, and now all you need is that final touch to top off your advertising triumph. So here you go…

3. Know your target, know your brand.
Advertising guru David Ogilvy said, “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” With all of the competition to create a message that really stands out, it’s easy to get carried away with the clever taglines and witty copy, losing your brand in the midst of it all. It’s important to maintain your brand’s personality and its essence while marketing. Not all aspects of SLIP IT work for all brands-making your target market laugh probably isn’t the best approach to selling funeral amenities (as unique as it would be). Similarly, it’s important to know your audience just as well as you know your brand. Selling to women ages 35-55? Bet you didn’t know they are the fastest growing demographic of online gamers and networkers. It’s little insights like this that could set you a cut above the rest. It may be tedious and it may be boring (I’ll be the first to admit that marketing research isn’t exactly the highlight of my day), but you can never learn too much about who you are as a brand and who it is you are selling to. Trust me, you’ll thank me in the end.

And there you have it, some of the most obvious yet taken-for-granted tactics in the daily battle we call advertising. Now KISS it, SLIP IT, and declare victory.

Megan Crouse is a senior at the Pennsylvania State University with a double-major in Marketing and Advertising. She is an active member of the Kappa Alpha Theta sorority and The Pan-hellenic Council, where she serves as the Vice President of Administration and Publications Coordinator, respectively. She enjoys working in graphic design and all things creative.


Part 2: Battling Through the Message Clutter—3 Tactics to Add to Your Advertising Arsenal
September 1, 2010

Okay, you took my advice and watched that Barcardi Mojito commercial I was telling you about… and it got you thinking, “Keeping it simple, stupid may just work”. (And if you still haven’t watched it, I’m giving you a second chance: So now you’ve got a trimmed-down ad free of all that dead weight that was holding it back. What next?

I know, I know, another acronym… but trust me, I’m not making these up. I couldn’t say it any better myself, so I’m leaving this one to Pete Barry, author of The Advertising Concept Book: “A good ad communicates its message from a single-minded proposition: clearly, quickly, simply, relevantly. A great ad stops you, hooks you, and hauls you in. […] An ad’s original creativity attracts attention by making you react in at least one of the following ways: Smile disarms you; Laugh really disarms you; Informs tells you something you didn’t know; Provokes there’s a reaction, an emotional response; Involves there’s a connection, an interaction; (makes you) Think. These are all things that give an ad impact.” Keeping it simple is only half the task—your message also needs to resonate with your target market. Even if they read it, there’s no promising they will actually buy it (pun intended). However, if you can really connect with your audience, SLIP IT, and leave an impression, you may just have a great ad on your hands. Of course, the closer you get to the P, I, and T, the better the ad and the better the connection. Yet just because an ad makes your target market smile or think, it doesn’t mean it’s relevant to what they want and need. Just as SLIP IT works on a hierarchy, so does the relevancy between a product and a consumer—features and benefits provide only base-line relevancy, whereas connection to a person’s values is the ultimate destination. All-in-all, you are reaching for the “sweet spot”—the exact point where your message meets your target audience on a level that tells them your product is the means to fulfilling a life value—the holy grail of advertising.

That’s two out of three, my friends. Join me next week for that final step in creating an advertising legend (the suspense is killing me)!