Monday, January 30, 2017

Which Facebook Ad is Right for your Business? Part Four

DIY FACEBOOK ADVERTISING: How to Pick which Facebook Ad is Right for your Business? Part Four




To Boost a Post or Not to Boost that is the Question? Philosophy often interferes in Marketing. Simply because there is a bit of theory on why people buy, when they buy and if we can influence their buying decisions. When considering all these aspects you have some decisions to make. Including WHICH Facebook Advertising Tool is Right for You?

Meanwhile be sure to visit our NEW BLOG HOME at joannekleemarketing.com today.

While I got into some details on HOW TO Pick a Post to Boost in Part Two and the Difference Between Boosting a Post and Promoting a Post in Part Three, here we can tell you about one additional option - which is TRUE ADVERTISING - A Newsfeed Ad.

We have covered many Facebook, Marketing, and Advertising Terms in this blog series on Facebook Advertising. We have a consolidated list of terms here at our new blog home and website. I recommend you take a peek at the list and familiarize your self or use it as a reference list on your Facebook Advertising Journey. The Blog Roll Continues there....

NEWSFEED ADVERTISING

Beyond the existing posts on your page, Facebook Allows you to become your own ad agency and create your own ad from scratch. Yes, you pick the image, the words and run your ad. Create a clever tagline, offer and be the Creative Director behind it all. Facebook Ads Manager tool gives you the access to running an Ad Promotion in Facebook. 


This screen shot of my Facebook page shows you where to find additional advertising options. Facebook gives you options to:

Facebook Promote Advertising options



1. Promote your website, "Get more website visitors" and Develop your own advertisement. 

2. Promote locally, people in logging into Facebook around your business area will see your sponsored Ad in their newsfeed.

3. Promote your page, and get more likes / fans (obvi so people can see your Facebook business page regularly in their newsfeed and offers on a regular basis.)

4. Share Page with Friends. DO THIS NOW IF YOU HAVEN'T ALREADY. You would share your business page with your friends on your personal Facebook Page. 

Every Facebook Business page requires an Administrator. That is a personal page or person who manages your business page. If you are not your page admin, because your friend or a consultant like me set it up - ask for Admin Access - and you can leverage this feature.  


I won't go to in depth here except to let you know that you have options. Some people find leaving this type of advertising to the professionals. But there is no reason why you can't try it on your own. Someone who runs Facebook ads as a career can give your greater insight into the true success of your campaign. We can help you get the most impact per dollar and help ensure you ad message is clear and optimized for Facebook. 



"I can make Facebook Advertising 
Mission Possible for you
and your Business!"   ----- Joanne Klee Marketing




From the Everyday to the Extraordinary...

Joanne

Posted by Joanne Kleé, 
Owner | Consultant

Joanne Klee Marketing & Events
Service Excellence | Detailed | One Stop Solutions


Come meet me where you are:Twitter | Facebook 
WebSite | Blog



Saturday, January 28, 2017

Facebook Boost Post or Promote It. Understanding your Audience, Part Three

DIY Facebook Advertising: Facebook Boost Post or Promote It. Understanding your Audience, Part Three


Let's keep building on the Boost Post you selected in the last blog post review. Hopefully you came into this advertising exercise with some objectives. If not we can review the things to consider when running a Facebook Ad. We have covered many Digital, Facebook, Marketing, and Advertising Terms in this blog series on Facebook Advertising. We have a consolidated list of terms here at our new blog home and website.   


Meanwhile be sure to visit our NEW BLOG HOME at JoanneKleeMarketing.com today.

ADVERTISING PURPOSE


1. What are you advertising? 

What is the purpose of your ad? Do you want to promote a special product? Are you trying to increase traffic to your website to increase sales? Are you running a special offer on something you are selling.

Each of these objectives will have an Advertisement that will best suite the need. If you are running a product special than a post featuring that product is important. Along side the product post you can highlight the discount or special offer. 


2. Who are you making an offer to?

If you are trying to increase website traffic that consider your ideal user. If you sell women's clothes than ideally women are your target audience. But sometimes men buy clothes as gifts, so you might want to consider this in your promotion. 


3. What is the best way to reach your audience?

Now that you have an offer - or ad focus - and you understand your target audience, we can work thru the Boost or Promoted Post audience. 

In the previous post we walked thru how to identify a Post that you have on your Facebook page that is well liked and viewed. What we are not reviewing in this article is WHY the post did well. 


The Boost Post and Promoted Post definitions. 

There are two things to understand when you are about to Boost a Post. Facebook has different terms for running ads on their site. When you will be making a selection for your Ad Audience, it is important to understand the difference. There is no difference in price when you run a Boosted or Promoted post. It really is understanding the audience you are getting in front of. 

Definitions: Boost Post | Promoted Post

BOOST POST
If you pay to run your Post to your existing fans and followers - it is called a Boost Post. Literally taking your Post and Boosting it to Your Facebook Page Fans (followers).

PROMOTED POST
If you pay to run your Post to a larger portion of your fans and a target audience based on your selection criteria, this is called a Promoted Post. Literally taking a Post from your Facebook Page and promoting it to people who DO NOT currently like your page, people you choose through targeting. The option to “Like Page” will only appear to non fans. 

Newsfeed Ad (Advertising)
Realize in this particular process we have not talked about creating Facebook Advertisements from scratch. That is developing the ad and target audience independent of the Posts existing on our page. So the Ad looks like a normal post but has the word sponsored in the newsfeed. 

When it comes time to view the Insights from your promotion, the Like, comment and share data will be shown both on the original post and the boosted post.



The Pro's and Con's of Each Options

A Boost post is circulated just to page fans, so just that limited audience will see your post. But that is not necessarily a bad thing. But there are a few more things to understand in the decision making process.

Exclusive Offers
Perhaps you are running a special offer to EXISTING CUSTOMERS or Fans (Page Followers). Customers love feeling special. So an offer made just to them on a exclusive basis generally gets a good reply. 

Test Market
Perhaps you are offering a new product, and you want to TEST your idea on a group of people who understand your brand and who can offer customer feedback. 

Repeat Purchase
If you had run a deal in the past that was very successful, and you want to run the same offer again next season, or next year, using that same Post again to your existing fan base makes sense. These customers have purchased from your before and would like the offer to make their purchase again. Think Clinique Bonus Days every spring or Victoria's Secret Semi Annual Sale are both examples where a fan base would be beneficial. 

New Products
When offering something new and exciting, and you already have an established brand, a new product offer could be the introduction people need to be induced to exploring your product and website. In this case a promoted post to an expanded audience is beneficial. 

Growing the Business
If you are in growth mode then you will want to include an extensive audience for your offers. Or just promoting your brand to people who have not seen it before. When in growth mode go beyond your fan base. 

A/B Tests
Maybe we don't know which audience is right for you. You can run a program called an A/B test. This is something we marketers use to determine which approach is best for your business. We run test offers to a test audience and review results within a certain time frame. After some data analysis we can make some assumptions on what is the next steps to achieve your goals. Keep in mind that A/B testing has protocol behind it, and there are easy missteps to make if you do not have experience running these tests. 


DIY Boost Post Process, the How To Run an Ad Promotion

Now that you have considered your advertising purpose and understanding your ideal target audience we can look at some screen shots of the actual process on Facebook to run your Boost post. Running a post or an ad is called a Promotion. It doesn't come from Promoted Post. Instead it is derived from Advertising when you run an an Advertisement you are Promoting your Business. Therefore a Promotion. An Ad Campaign is a series of Promotions and channels.

These are some basic screen shots to get your thru the process. I realize that Facebook Advertising can be time consuming, confusing and when you add in the data analysis overwhelming. If you have reached your limit and want addition support you can reach out to me and I can help make this "Mission Possible."

Facebook People You Choose through Targeting | Advertising

Selecting People through Targeting (Target Audience) includes their gender, age, where people are located, and their interests. You do not have to use all these categories, only those applicable to your audience. 

Things to Consider for Location. Location does not mean where people live. Instead it most often relates to WHERE people Log Into Facebook. So it will identify users near the location you select. In addition consider the volume of users near the location. In this example Chicago, Illinois brings a large volume of potential audience.  You can limit the audience more specifically be a neighborhood name or a zip code selector. Perhaps use your existing client list and pulling zip codes from that? Or are you trying to enter a new market, look at zip codes you are targeting getting into. 

When Facebook Identifies HOW MANY PEOPLE you can reach it is only an estimate. Why an estimate? Because it depends how many people are given in that area on a certain day. If there is a Fest happening on the Saturday that you run your ad, you will have a bigger volume of users than on the day the Fest is not happening. These are all factors to consider.

After you have made your target audience selection you click SAVE and the BOOST. Clicking BOOST Starts your campaign.

We have covered many Facebook Advertising terms in this blog series on Facebook Advertising. I recommend you take a peek at the list and familiarize your self or use it as a reference list on your Facebook Advertising Journey.

Good luck. and Happy Posting.

From the Everyday to the Extraordinary...

Joanne

Posted by Joanne Kleé, 
Owner | Consultant

Joanne Klee Marketing & Events
Service Excellence | Detailed | One Stop Solutions


Come meet me where you are:Twitter | Facebook 
WebSite | Blog


Thursday, January 26, 2017

The Basics: How to Pick a Boost Post on Facebook, Part Two

DIY Lesson on How to Advertise on Facebook:  

The Basics: Boost Posts on Facebook. Part Two



Welcome Back to my multi-part series for a "DIY Lesson on how to Advertise on Facebook." If you haven't read the introduction you are missing out on the whole purpose of this conversation. We really need to understand WHY to advertise on Facebook and HOW to Align the Stars for your Business. So give a click here to understand the Advertisement Basics. It is a quick read I promise! 



Meanwhile be sure to visit our NEW BLOG HOME at JoanneKleeMarketing.com/Insights today.


Now that you have your goals under your belt, let's talk about finding that Ideal Boost Post. 

NOTE: This post is written in an informative and education tone, so expect definitions built into the content. 

We have covered many Digital Marketing Terms in this blog series on Facebook Advertising. We have a consolidated list of terms here at our new blog home and website. 

THE BASICS on a FACEBOOK Post  


When you write something for your Business Page wall it is called a "Post." That post is seen (mostly) by those who follow your page. The post will appear in their newsfeed. 

Over time you will want to check you INSIGHTS thru the Facebook Analytics. I am using images of my Facebook Page as an Example. Let's get to work.

Insights, Facebook Advertising How To


Scroll Down the Insights Page to SEE MORE POSTS.

Find your Facebook Post Insights, learn how to advertise



Keep clicking See More so you can scroll thru your posts. Do you see these numbers under REACH. That is basically how may people had your post appear in their newsfeed. Reach can be Paid or Organic. Click on the Terms Post to get a break down of these Advertising Terms for Facebook.

The older the post the more people have seen it, especially if it was popular. Engagement is another good indicator of Post Success. Engagement breaks down how many people interacted with the post in likes, shares and comments. 

This Analysis is your POST activity. You can review which posts are the most viewed and most clicked on. Facebook also does a really great analysis of ORGANIC posts versus REACH. Organic means people saw it in their newsfeed or via a search. If your page is public it will appear through the key words search. REACH is a combination of actions on the post. Including Comments, Likes and Shares. 

If you want to advertise on Facebook you can take this Post, which you already know had a really good response amongst your Facebook Fans and Boost or Promote it. 


A little note on Which Post to Use: Posts that work really well for an Advertising purpose need to make sense. Posts topics include how you make your product, maybe a recipe or special offer, news about your location or a branding piece reflecting your business personality. Just make sure the post you pick is relevant to today, and a current offer or topic. 


WHEN TO BOOST POST OR PROMOTE?


The post will show organically to (some) of your page fans. To get better reach - to reach more people - it will need to be boosted or promoted. Once you do either of these you can broaden the targeting beyond fans to other Facebook users. Also known as target market. 

A little note on Target Market: do you know your businesses target market. That is your "ideal customer" the one who buys your products or services. Understanding you target market will go a long way in selecting the right type of ad to run for your business. Because remember at the end of the day we are ULTIMATELY advertising your business. 

If the “Boost” button is used, the post will be shown with a “sponsored” message (we will explain that in TERMS below) to a larger number of fans. On the Boost Post Manager screen you can select fans, people who already follow your page, friends of fans or and entire new audience. If this is already getting frustrating just call me and we can walk thru the difference and see which ad is best for your business.

Why Boost a Post?

We know that your post already resonated with a bunch of your fans. Running the post again will possibly reach MORE of your fans that did not see it the first time. It can also create nostalgia with the fans who saw it already. You won't want to run the post too long because then people get sick of it. Thus the ad campaign method might be your best choice.

So here is the logic behind a Boost Post. Your fans really liked a particular post. Most likely your page fans have friends who like things similar to themselves. So why not promote the post to Friends of your Fans? Most likely these people are your ideal target market. This is a bit of a guessing game, so we really need to understand your product or service in order to see if this is the right strategy for you.

Why a Boost Post is not a blanket strategy. 


For Example: if I am a restaurant owner and I ran a product special "Throwback Thursdays, $5 pints and appetizers. Let's reminisce together." It is possible that my fans will want to be reminded of this. Also many of my page fans might have friends that also want this special. . . or do they? Some friends don't drink. Or perhaps one of my clients is a guest of a regular and doesn't live near my business. WHAT TO DO?

Another example is perhaps I am a business owner and my recent post was an article on "How to Crotchet a Pink Hat" and the lessons I offer at my shop. My page fans clearly love the lesson with a new stitch method. Just because your page fan likes to crochet as a hobby does not mean their friends do. WHAT TO DO?

Consider your product or service and target market when you want to boost a post.

How does a Promoted Post work?

Let's keep building on the Boost Post. Maybe you decided that you DO NOT want to show the post to your existing page fans, nor the friends of fans. Instead you know who your target market is so let's find them on Facebook. You can take your Boost Post and select your audience by zip code, interest or demographics. This basically allows your to align the stars and AD that works and TARGET your market.

It looks identical to the other method of increasing a post’s reach where the post has been promoted to create an ad.

We have covered many Facebook Advertising terms in this blog series on Facebook Advertising. I recommend you take a peek at the list and familiarize your self or use it as a reference list on your Facebook Advertising Journey.

You're nearly there. . . If you have chosen to Boost your Post I will break down some basics on the next blog post. Good for you getting thru these details and growing your Facebook knowledge.


From the Everyday to the Extraordinary...

Joanne

Posted by Joanne Kleé, 
Owner | Consultant

Joanne Klee Marketing & Events
Service Excellence | Detailed | One Stop Solutions


Come meet me where you are:Twitter | Facebook 
WebSite | Blog

Facebook Advertising | How to Align the Stars. A DIY Series on Facebook Advertising. Part One

A DIY Facebook Advertising Series: Facebook Advertising | How to Align the Stars. Part One

Promoted Post 

Sponsored Post

Boost Post

Newsfeed Ad

Ads Manager


New Facebook terms are taking over our News Feed and giving Marketers, like me, really fantastic ways to target new customers for our clients. What Facebook is developing for advertising is NOT NEW! The advertisement strategy is an old one. However the vehicle we use to get the message out - in this case Facebook - is what's new.



Meanwhile be sure to visit our NEW BLOG HOME at joannekleemarketing.com today.


While the different terms vary for Facebook Advertising there really are 3 basics to understand. I share these types of posts because clients ask me to explain the difference All.The.Time. After all most of my clients have a personal Facebook page. They are one of the 700+million Facebook users. And having a personal page YOU TOO understand the power of having a computer in your pocket. 



Meanwhile be sure to visit our NEW BLOG HOME at joannekleemarketing.com today.


So what really is the difference in the type of Advertisements on Facebook? Below is a breakdown on the types of Facebook Advertising. Which ad method is the best for your business? Well that is going to depend on a number of things. After these basics we will get into WHICH AD TO PICK FOR YOUR BUSINESS in the next post. 

We have covered many Advertising Terms in this blog series on "Facebook Advertising." We have a consolidated list of terms here at our new blog home and website. 

While I will break down the different type of Facebook Ads I thinking we really really need to establish the goal. When developing a Facebook Advertisement, probably to grow your business and advertise your products we will have 2 goals:

ALIGN THE STARS formula:

For any product or service - ever created - in order to promote what your are selling (a.k.a. Marketing) there is a basic formula for success....

1. FIND THE RIGHT AD

2. FIND YOUR BUSINESS AUDIENCE


The right advertisement means the right image, the perfect message and sales pitch, that makes people click thru and ultimately BUY your product. 

Finding your business audience is getting your advertisement in front of the people who want to buy your product. 

If I am selling sky diving services do I want people in nursing homes to see the ad? If I am promoting a new alcohol beverage does the moms group down the street need to see it? As a new mom I can vouch that yes they do!  

Let's jump into the complex world of Facebook advertising and the difference on the type of ads. Remember the STARS ALIGNING goals we listed above. Each Facebook ad will help your reach one goal. The strategy your develop needs to help your attain BOTH goals - to align the stars. 


WHAT'S THE DIFFERENT TYPE OF FACEBOOK AD?

Here we go...

Three Facebook Advertising Types:

  1. Boosted post
  2. Promoted post 
  3. Newsfeed ad 

Each of these is an advertising option on Facebook. It is basically a way of deciding what type of advertisement to run. Goal #1 was to GET THE RIGHT AD. What's the right ad? It is the perfect message that people like seeing. And responding too. We want people to click on your ad and like your page! A Boost post is ideal for those new to Facebook Advertising and for people who do not have experience developing ads. 

While there is an expertise to ad development, ret assured you do not have to work or partner with the hottest most expensive ad agency to get great ads and promote your business. You simply have to advertise. 

As your business grows you will need to stay relevant and advertising targeting your audience and business will be important. In either case, if you do not have the time or the staff you can reach out to me to help you with any advertising aspect - from new and fresh to growing and launching a new product. 


Your Boost Post is ideal because you know people liked it - it is really that simple! 

For example if you had a post that was really really well liked amongst your page followers, maybe it had an extensive reach (all these terms are explained below), this may be the right Ad to run on your page. You can take your popular post and run it as an ad. Alternatively, you can create ads from scratch - develop your key messages and campaign development - and run the new ads as an advertisement. 

Yup, that's it. 


Facebook Advertising, Boost, Promoted, Advertisement, Sponsored How To


See the next Post the Basics to Boost Posts on Facebook (Part Two), I will break down even further the basics of a Boost Post, What a post is and HOW TO FIND your best Post to use.

We will cover many Facebook Advertising terms in this blog series on Facebook Advertising. I recommend you take a peek at the list and familiarize your self or use it as a reference list on your Facebook Advertising Journey.


From the Everyday to the Extraordinary...

Joanne

Posted by Joanne Kleé, 
Owner | Consultant

Joanne Klee Marketing & Events
Service Excellence | Detailed | One Stop Solutions


Come meet me where you are:Twitter | Facebook 
WebSite | Blog




Monday, January 16, 2017

Advertising Homework from 6th Grade becomes Waterbed Campaign, as a Carousel Ad Series

So you want to advertise? You have the product (a waterbed and the like) and now you need to get the word out about the best quality, most comfortable and unique product on the market. How to go about creating an ad can be a fun and creative process. DON'T Stop reading. . . don't get discouraged! There is a formula to advertising. 

There is also something to be said for what not to do. For some of those examples see my Twitter feed. Or Facebook examples. I really love sharing the Ads that are fantastic or #WhatNOTtoDo in your Marketing. And as you can see from this post I really do LIVE THE MARKETING day and night. 


Meanwhile be sure to visit our NEW BLOG HOME at JoanneKleeMarketing.com today.


As for what to do that gets a little more challenging, but it doesn't mean you shouldn't try. Let's review the Basic Formula to Advertising. There a few key elements to include in every ad. When I teach one of my courses, I do not like to "data dump" on attendees. Instead we cover basics, review examples and then highlight relevant elements along the way including "Price in the Ad," understanding your "Target Audience," how to conduct "research" related to the product, and creating tag lines or the new #hashtag trend. 


For some more explanation of the terms we are using in this post visit our term and definitions page .... constantly being updated too. In PLAIN terms to help build savvy.


Like these posts? SEE MORE at our New Blog Home JoanneKleeMarketing/Insights

Welcome to Advertising 101

Well, the fun of teaching advertising to kids. While there are a lot of best practices in the industry on how to advertise successfully, all Advertisements have a series of basic rules to follow... and then there is Apple who completely revamped the advertising world with there iPhone advertising "There's an App for that" campaigns

My sons 6th grade teacher has the students reading an analyzing the text for "The Lightening Thief" by Rick Riordan. Amongst the learning how to analyze exercises are 


  1. Explain the games the characters played and then 
  2. Tell me about the characters personality based on these games. 


Similarly to understanding your target audience, understanding the "type of person / or customer" is based on their behaviors.  As we know a customer behavior gives us vast data on what they will buy and when. 


"Simplification is essential. You only have 5-7 
seconds to make an impression on someone 
thumbing through a magazine or even less time 
when scrolling through their social media 
newsfeed."


My son uncovered some irony and double entendre's in the text... which has even opened mom's eyes to a series of double entendre's occurring on a number of TV shows including the recent SNL Skit of Donald Trump's 1st press conference and Doctor Who's season 10 episode 1, full of them... more on this later. 

The other side of product advertising is selling the experience. What is a customer experience when using your product. And so was the focus of his home work assignment turned lesson in advertising. 


The Basics of An Advertisement include 4 elements (a general checklist):


1. The Product Name / Image of the Product
2. What will the customer experience using our product?
3. The Company Name or Logo
4. Call to Action (how to contact company / get the product)

(we will use these 4 elements as a checklist for the ad series to follow)



           In Advertising, there is a FORMULA.          

             Products benefits + understand your audience 

             + throw in a dog or a baby = Great Ad



Husband had the fun idea that we would all come up with the advertising and "show and tell" each other our versions. When an Ad Agency comes into a client to complete a pitch on an Advertising Approach, they will come in with one strong ad series or several approaches to choose from. Those ads are then further developed with client feedback. So our son was going to live a little of the process. 


We each went to work.





Advertising The Lightening Thief" by Rick Riordan Crusty's Waterbeds Husbands

My Husband's Ad.
Feel Like ...

Very Brand Based. The feeling of Crusty's Waterbeds. He took 3 images and build the sensation of what you are doing and tied the ability to complete the act BECAUSE you slept on a Crusty Waterbed. He broke the pricing rule. Or did he. Making note of such a low price point bring in the clients who normally wouldn't even attempt buying the product normally.  

Elements of the book are pulled in here, regardless if you are a man or a god. Do you walk on water, air or just float in the clouds. Arguably it is something we mere humans want to experience and Percy's gods can have anytime. Thus an advertisement targeting both audiences. 

Ads 4 elements.
✓ Product Name
✓ Image (experiential)
✓ Company Name
✓ Call to Action

A Comment on Pricing:My son's instructions were outlined. His ad had to include these elements. Notice certain things are missing. Price for one. Including $ Dollar Signs and Price in advertising has two schools of thought. 

Pricing: The Basics. Schools of Thought 

ONE. Do not include price at all. Make the clients come in for the experience and have an in person price inquiry. 


TWO. Undercut the competition so seriously that your price will bring in customers by droves. 


(THREE. Comparison Pricing is a new trend. Compare features that are included with the price tag is another reason to list price. Even when you are on the expensive end.)



Advertising The Lightening Thief" by Rick Riordan Crusty's Waterbeds Moms 2

Mom's Attempt #1 
You are Unique, and your Waterbed should be too. 

Mom likes edgy ads when the product is not conservative and attempts to draw in a broad audience. "You Are Unique" attempts to build on a very American theme that we are "individuals, unique." Unique in that you can build your own style mattress and bed. I pulled from the books Chapter 17, also known as RESEARCH, where details of the mattress are described. The bed comes in Various woods and sizes (queen, king, and universal - ha ha gods of the book joke there - another double entendre). Also the sheets come in over 100 patterns and colors. In reading this summary that is 59 words to get the description. But by pulling out the facts we shortened it to 7 words/numbers. Simplification is essential. You only have 5-7 seconds to make an impression on someone thumbing through a magazine or less when scrolling through their social media newsfeed. 


7 woods | Any color | 100 sheet patterns


The bright color pink draws attention (if you like that color or not). and SCREAMS unique. We focused on product not in the name but what it provides. Both the experience of a restful sleep in the image (notice so restful that even if you are missing a hand you will get some rest). 


Ads: 4 elements.
✓ Product Name
✓ Image (experiential)
✓ Company Name
✓ Call to Action

A Comment on Audience: When developing your advertisements it is important to think of your audience. We asked him, in this homework case, who are the people that are the audience for this ad?

1. Is his teacher who is reading the ad.
2. Other students in the class.

These last two were more challenging to think of... Reading the book itself, there are CHARACTERS who could be the audience for this make believe product. 

3. the gods of the book
4. the Character HEROS of the book (Percy, and his partners).

My husbands ad, above, targeted both human and the gods. Even the students in the 6th grade class could relate. My ad I think focuses more on being a god, and the humans understanding how they get such good rest.


A Note on RESEARCH: It often is a simple thing. It doesn't always have to be data ridden... sometimes it is basic reading on the subject of the advertisement. In this case it was reading the chapter on the product. In your clients case it would be reading their collateral on the product... and sometimes the competitors collateral which might be more in depth. Controversial, Yes. But it doesn't have to be. 



Advertising The Lightening Thief" by Rick Riordan Crusty's Waterbeds Moms 1

Mom's Attempt #2 
Be Ready for Anything 

Understand your audience. Here we attempt to speak to a few groups. "After a good nights rest on a Crusty's Waterbed" ...

- We are addressing women. What they can be, what they can look like.
- We are addressing men, of course, the sexy side of the ad. What they can have, what they can conquer.
- The gods, who they are in their sense of adventure and fearlessness - maybe they even recognize the goddess pictured here.
- And I am pretty sure our 6th graders will like this ad too.

Without making any comment on "Sex Sells" unfortunately it does. And so advertising has double entendre's too. These ads have dual meanings, even 3 or 4. It all depends on the reader. And even more so on what the client thinks WHO the reader is. 

Ads: 4 elements.
✓ Product Name
✓ Image (experiential)
✓ Company Name
✓ Call to Action

A Comment on Taglines and Trendy Hastags: Some say hashtags are the new taglines. Taglines that evolve quickly over time and interact with clients. When I would have to develop ads and work on creative briefs I was trained by basic intern drudgery, come up with a list of 50 taglines by the end of the day. But these exercises stretch the creative muscle that I need in my day-to-day life today. Luckily in this exercise I didn't require the list. I might do that as a creative consequence if I need to in the future.



Advertising 1st Draft

Older Son's Ad.
"Are you having trouble sleeping?" 

My son didn't know when he drafted this beauty that Babies are the #1 most relatable image to use in a successful ad campaign. He just used what felt right. And a lot of successful advertisers do just that, use what FEELS RIGHT. But how do you know if it's right? Understanding your audience. . . that piece is critical. 


FORMULA products benefits + understand your audience desires + throw in a dog or a baby = Great Ad.



We all reviewed his ad and talked about what we loved the most and how we could shorten the writing. I reminded my son the reader has 5-7 seconds to see the ad. And people don;t actually read through the copy most of the time.   ...

Ads: 4 elements.
 Product Name
✓ Image (experiential)
✓ Company Name
✓ Call to Action

We have all 4 elements of an Ad here. However the copy if a little heavy. The image is fantastic. And the concept is impeccable! An honestly having the good idea to build on is what many great advertisers hunger for. That seed, that tidbit to build the ad off of ... it's the base of a great ad. And HOW to get that? Well, my 6th grader will consult on your project as a sub-contractor though Joanne Klee Marketing and Events. 

The Final Ad Selection 

"Don't be a baby"


Advertising The Lightening Thief" by Rick Riordan Crusty's Waterbeds FINAL

Rearranged. Key Concepts Retained. "Ad-vert Cleanup"

For 6th Grade this is pretty clever.




SIDE BAR continued


dou·ble en·ten·dre

ˌdo͞obl änˈtändrə,ˌdəbl änˈtändrə/
noun
  1. a word or phrase open to two interpretations, one of which is usually risqué or indecent.
    synonyms:ambiguitydouble meaninginnuendo, play on words
    "much of the comedy is derived from racy double entendres"
    • humor using double entendres.

Modern Day TV EXAMPLES of Double Entendre

SNL Skit on Donald Trumps press conference. 

The skit covered his recent unpublicized scandal. Unpublicized because all media outlets are claiming the story is unvalidated and will not touch the details. However the Saturday Night Live episode doesn't follow the norms or rules of media and can cover and mock and subject they so incline. 

The double entendre is scandal specific. Supposedly the president elect spent the night in Russia in a "private" evening with an escort and involved peeing. For Fun. And so in the skit, the Alec Baldwin character playing Trump avoided the scandal topic using words like "Wet, Your In (Urine), Yellow" etc....

Doctor Who Fans love the writing of Stephen Moffat. More and more the dual meaning in terms on the show adds to it's wonder for the audience. Even this weekend Masterpiece Theatre showing of Victoria hosted a series of Double Entendre terms. 




Thanks for reading,

From the Everyday to the Extraordinary...

Joanne

Posted by Joanne Kleé, 
Owner | Consultant

Joanne Klee Marketing & Events
Service Excellence | Detailed | One Stop Solutions


Come meet me where you are:Twitter | Facebook 
WebSite | Blog