5,000 times a day, so says a new study, we are in the pathway of an ad of some sort. The ads that catch our eye or grab our attention often get our money too.
They are everywhere; so much so that often we block out the “noise” of advertisements. NPR recently had a show trying to describe the different types of ads including “native”, “paid content” and “traditional” – in the end they all have the same objective – to move us to purchase.
An old trend is new again – ads are tying right into the message of the medium …. A drama show may include the star driving a particular car, which later has a commercial for that same car. A product might be reviewed in say a beauty magazine and there is the very mascara in an ad a few pages later – you get the idea.
Tie-ins are powerful – ask yourself – where is this ad going and how can I use words in my ad that tie right into the reason this consumer bought this magazine, watched this TV broadcast or is reading this item online? Bingo – you will know immediately and have greater impact.
As marketers, our job is to create and support sales – so as this conversation continues on what ads are called or how many of them bombard us daily … let’s take a look at the top 6 ways to make YOURS more effective in 2014!
#1 – Split your ads into two or three – Instead of one 30 second spot or one full sized print ad – break it up into 2 or 3 mini stories. Just be sure each one could stand alone if need be.
#2 – Be selective. Think about who your biggest consumer category is and then go for that person. With most of the money being spent by Boomer women – consider an ad just for this demographic and spend your ad dollars where these women are. This might be the best audience for the daily print newspaper or well-chosen radio stations – but dare to be bold as this demographic wants you to make their life easier please.
#3 – Tie it all together – EVERYTHING ties together – don’t spend one cent on a paid ad if you haven’t shared the message with the employees, used it on your website, added it to your POS and issued a news release (also added to the website) that includes the key words – key messages – you are sending.
#4 – Do the reverse of your competitors – be silent. Send a powerful message with visuals. Say it with images and music and just a few words on the screen. In this case the beat of the music is incredibly important – a sound engineer can help you match your story to the right music track. Be certain your logo is in place so the message is clear.
#5 – Use humor, use a celebrity if you can, include an animal – these three methods cut across nearly all demographics and so more people notice.
#6 – Work with the medium you have chosen to send your message – their advertising team should have big ideas on how to stretch your dollars – like editorial opportunities, contest tie-ins, upcoming events, email lists and so much more. Always, always work with a smart ad sales person and ask.
Don’t be one of the advertisements that your consumer blocks out – you have a great service and work for a company that cares about its customer – now let your commercial shine while having big impact with your marketing dollars.