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.
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
- Explain the games the characters played and then
- 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.
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.)
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
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.
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
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.
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"
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
a word or phrase open to two interpretations, one of which is usually risqué or indecent.
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
