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Being the Public Relations' Director for a major, online holistic journal, I
often find myself brainstorming new and creative ways of marketing, and making
our site not only visitor/client-friendly, but informative and entertaining as
well. While we offer a broad array of alternative healing arts' schools, I
wanted to explain exactly how successful marketing can lead to maximum,
effective exposure.
After a little research, I discovered quite a few interesting things about how
advertising works. The Nielsen ratings are a classic example of how marketing
techniques are applied. In the United States,
Nielsen Media Research
provides audience estimates for all national program sources. For example,
during 'Sweeps' week, Nielsen Media Research mails out diaries to certain
households across the country. The diaries are collected and processed at the
end of each time period. In addition, Nielsen provides many other data services
to display viewing records of television, cable and other multimedia
programming. These viewing data reflect what, when and how often programs are
watched. So, in essence, commercial advertising agencies depend on Nielsen
ratings on what commercials to air, and how to design commercials to be 'eye
candy' to the masses.
The Coca-Cola company made a powerful move in its
Christmas advertising
campaign by integrating Santa Claus in their marketing plans. So powerful,
in fact, that because of its commercials depicting Santa drinking Coca-Cola from
a bottle, spawned consumers to take more and more bottles of Coca-Cola home with
them!
In an even more elaborate move, Toyota Motor Sales recently cornered the online
market with being the only car Ad to sponsor Ebay!
During the 1980s, Ms. Clara Peller was recruited to commercialize
Wendy's
"Where's the Beef?" Slogan in televisions ads everywhere.
But what does this have to do with marketing essentials? Technically, the
viewing and listening public - whether it be Radio, Cable TV, or the Internet -
are diverse information and entertainment seekers. As consumers, we want a broad
selection, we demand diversity, we expect 'eye candy.' Thus, while most
advertising agencies can only produce and eccentuate the positive of products
and/or services, it all boils down to viewer-ability.
Clients demand results - and they want them to reflect their choice in
advertising. As both a consumer and marketing specialist, a skilled advertising
firm is able to fully comprehend the fundamentals of developing successful
strategies in commercial promotion of products and services.
So how does a good advertising firm produce positive results in a productive
marketing campaign? Below are a few, finer points in proven 'viewer-ability'
marketing strategies:
1. Research & Development - analysis of current marketing and advertising
campaigns
2. Strategic Planning and Implementation
3. Media Buys - buying media at discounted rates and pass savings onto clients
4. Copywriting Services
5. Video Production - Informational and Corporate
6. Public Relations
7. Website Development and Promotion
8. Direct Mail/Email Campaigns
9. Electronic/Print Advertising
10. Brochure & Graphic Design
11. Telemarketing Consultation
12. Market Research
The prime question one should ask himself (or his organization) is 'What do I
want to accomplish?' Experienced ad agencies will review and analyze what is and
isn't working through review of revenue streams and competition. Specific
recommendations are then made on how to target particular audiences - much like
that of the Nielsen Media Research.
Since the conceptual design and implementation of the World Wide Web,
advertising has taken on a dramatically new persepective, and is steadily
climbing to popular ranks liken to mainstream media. Undeniably, many Americans
are virtually living in the 'net.' Aside from being a vital tool for student
research projects, the Internet has become a vast and ever-expanding media
outlet for entertainment, information, work and direct-advertising system. By
integrating all points of a strategic marketing campaign, electronic advertising
agencies are able to assist clients with interactive ad campaigns that help
promote exposure to clients (services and/or products).
Realistically, whether we're selling products or services, we have to realize
that exposure (or eye-candy) is what gains attention. In the field of
advertising, we personally know that we, as consumers, are smart shoppers. We
watch, listen, learn and investigate.
Before we even decide to invest in a product or service, we have a pretty good
idea of what we want. For example, if I am interested in attending a particular
school, I will research the area for schools that meet my criteria.
Hypothetically speaking, let's say there are 5 acupuncture institutions in one
state - 2 are listed, 3 are not. Automatically, my choice of prospective schools
has been narrowed down to just two. Now, of the 2 educational organizations, one
is 60 miles away and one is just 10 minutes up the street. Okay, my option
became a bit closer, but what does school A offer that school B doesn't? Or visa
vi? This is where successful marketing plans come into action. Understandably,
clients must want to achieve specific goals, so viewer-ability is a crucial
component in becoming the deciding factor for potential consumers.
Exposure is the key element to promoting products and/or services. The unique
aspect of Internet advertising is that 1) it's less expensive, 2.) it reaches
individuals one-on-one, 3) it gains worldwide exposure. With the boom of
Internet advertising, people are able to attain information at their fingertips
- literally.
Television commercials convey consumer information to the viewing public. We
might see a Land Cruiser ad, but that doesn't mean we're going to go run out and
buy one right then. BUT, the notion has been planted in our heads to take a
deeper look at Toyota vehicles. The same applies to Internet advertising, but
there's a slightly unique difference: Because the Internet is interactive, we
can invest our money and time instantly should we choose to do so. But like many
wise shoppers, we selectively peruse our viewable options - But the notion has
been planted in our minds for further review.
How Do You Sell Yourself? Below is a list of questions one should ask:
1. Necessity: What is it about my product ( or service) that makes it essential
to consumers?
2. Consumerability: What sets my product (or service) aside from other
competitors?
3. Communication: Do I inform my potential consumers with detailed accuracy?
4. Location: What makes my location attractive?
5. Amenities: Do I have any to offer?
6. Accessibility: Is my product (or service) easily accessible and within reach?
7. Catch-Phrase: Do I have a memorable slogan? (e.g., Wendy's "Where's the
Beef?")
8. Presentation: Is my product (or service) being presented in its best light?
Can I improve its viewer-ability?
9. Affordabilty: Is my product (or service) affordable? Are financing or other
loan options available to consumers?
10. Extra: Do I offer any special tools (e.g., workshops, guides, etc.) that
enhance my products and/or services?
Overall, marketing your services and/or products boils down to proficient
exposure. The better the presentation, the more likely consumers will be
receptive. Clients who work closely with their advertising firms will attain
prolific results. If something is not adequately working, it is important to
review deficiencies and redefine how to better improve upon ourselves to attract
more productive exposure. (See: How Do You Sell Yourself above)
Advertising methods, if understood and implemented properly, are the vital
foundation to abundant and powerful, commercial exposure. Knowing, or Knowledge,
is still ultimately the key to success; and the key to goal achievements.
*To learn how Holistic Junction can help you promote your products and/or
services, feel free to email
membership@holisticjunction.com today.
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©4/2005 - Advertising Methods: Understanding & Implementing Key Marketing
Strategies
by C. Bailey-Lloyd
aka. LadyCamelot
Public Relations' Director &
Writer
www.holisticjunction.com
www.mediapositiveradio.com
ABOUT THE AUTHOR
C. Bailey-Lloyd
aka. LadyCamelot
Public Relations' Director &
Writer
www.holisticjunction.com
www.mediapositiveradio.com
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