Many businesses are figuring out how to capitalize using all the social media avenues open to them. Honda created a very cool Pinterest campaign for one of it’s models that had a great twist to engage consumers and build their brand. Check out the full article by Marketing Magazine.
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As I have been helping my soon-to-be college freshman explore the incredible breadth of college majors focusing on marketing and public relations available to her, I have seen firsthand how diversified this industry is in the digital age we now operate in. Just 10 years ago, Public Relations was more of an add-on to the main strategy but now has top billing in any solid tactical plan with the inclusion of all forms of social media and search engine opportunities.
Managing communications between a business and its audience is the traditional definition of Public Relations. And that perfectly describes how social media and SEO function in this brave new world of marketing.
The drawback however, is content-overload; sometimes companies are more focused on having constant ‘marketing touches’ to their audience and they ignore whether that message is relevant. And that is where the ‘old school’ teaching of Public Relations comes back into play – evaluate the message, rank its relevance to the audience, decide which media channel is appropriate, and examine if it even has any positive impact on the organization’s marketing presence.
“Content is king” has always been and will continue to be true, but managing all that content in a memorable, actionable and meaningful way is an art form in itself, and puts Public Relations smack in the driver’s seat.
Brotherhood by BudweiserI doubt I was the only one who thought the Budweiser Clydesdale ad was awesome. It was great to see them going back to an iconic image associated with Bud. And more subtly, the Stevie Nicks “Landslide” song evokes some good memories for anyone over 40. I even loved the ‘name the baby Clyesdale’ campaign at the end. I don’t even drink beer, but could almost like Budweiser after this.
Just as parents feel like it was only yesterday that their now-grown kids were learning to walk, it’s hard to believe we’ve been at this for over two decades. Some amazing people have walked through our doors – from staff to clients – and each has left their mark. We’ve learned a lot in 20 years, but from Day 1, we’ve stuck to our focus on strategy driving the creative train. Thanks to that focus, we get to continue to bring our clients to their destinations and be a part of a lot of success stories.
To all our clients past, present and future – thanks for letting us be a part of your story!
David Ogilvy In His Day
David Ogilvy was known for saying he was not a good copywriter. But he clearly understood the elements of how to communicate and get results. He promoted the concept of writing naturally, not using pretentious words, or relying on clever cliches to make the easy sell to clients. His idea #4 is about “Big Ideas”, not small ones. Read on:
“#4. Big Ideas: Unless our advertising is built on a BIG IDEA it will pass like a ship in the night. It takes a BIG IDEA to jolt the consumer out of his indifference – to make him notice your advertising, remember it and take action. Big ideas are usually simple ideas… BIG SIMPLE IDEAS are not easy to come by.”
The Takeaway: Nothing could be clearer than Ogilvy’s own words, but if you have found these few tidbits we have shared have piqued your interest in learning more, you can read the full article of all 38 “tips” from David Ogilvy at: http://smartonlinesuccess.com/david-ogilvy-advertising-tips/
For more good reading, I recommend the following books by David Ogilvy: Ogilvy on advertising and Confessions of an Advertising Man.
Interesting article on how we have moved from the “early days” of blog entries, to shorter Facebook posts, to even shorter Tweets, and now, basically no words with social media sites like Pinterest and Instagram. The question poses an interesting advertising conundrum of communicating a brand relying on the visual image rather than the written word. Curious to see how this evolves in the next few years.
http://www.fastcompany.com/3000794/rise-visual-social-media
As a follow up to last week’s post about David Ogilvy’s “How to create advertising that sells,” I wanted to share another gem from the long list of 38 tips.
“#3. Brand Image: Every advertisement should contribute to the complex symbol which is the brand image. 95% of all advertising is created ad hoc. Most products lack any consistent image from one year to another. The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand gets the largest share of the market.”
The Takeaway: Regardless what kind of business you are in, you have a brand image. Even if you don’t really promote it. Your brand is how the world around you defines you. That is why it so critical to be a good steward of your brand, and protect the message you want to send.
David Ogilvy
I recently came across an old document from my early years in business titled “How to create advertising that sells”, written many years ago by David Ogilvy – yes, THAT David Ogilvy, of Ogilvy and Mather Advertising fame. It lists 38 rules of marketing advice that Mr. Ogilvy found had stood the test of time. I wanted to share a few of them over the next few weeks that are just as relevant today as they were when he wrote them.
“1. The most important decision. The effect that your advertising has on your sales depends more on this decision than any other: How should you position your product? The results of your campaign depend less on how we write your advertising than on how your product is positioned. It follows that positioning should be decided before the advertising is created. Research can help. Look before you leap.”
The takeaway: We preach the positioning sermon to clients every day, encouraging them that it is okay to slow things down and start at the most sensible place by asking, “Who are we? And what about our product or service matters to our customers most?” This is a huge step in maintaining and gaining market share as well as credibility for any organization.
Capturing Information
This is a provocative video presenting a different view of the impact of the ‘filter bubble’. With all the changes in search engines happening at lightening speed, it begs the question of whether we are really understanding the full scope – good and bad. Is anyone bothered by having searches filtered based on algorithms about where you are, what computer you’re using or what browser you use, or do you think this just makes marketing more effective? Watch the video and let us know what you think.
Eli Pariser: Beware online \”filter bubbles\”
Posing a question about usability and benefit of QR Codes for advertising. Check out this article in imediaconnection that questions the effectiveness of QR codes. What has been your experience as a consumer or business using them?
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Thoughts on advertising, marketing and graphic design from Omni Communications Group in Springfield, Illinois
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