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Advertising
Methods: Understanding & Implementing Key Marketing Strategies
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by:
C. Bailey-Lloyd/LadyCamelot
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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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