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Being the Public Relations' Director for major online websites,
I often find myself brainstorming
new and creative ways of marketing,
and making our sites not only
visitor/client-friendly, but
informative and entertaining
as well. While we offer a
broad array of servie-oriented
websites, 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. --------------------------------------------------------------------------------
©4/2005 - Advertising Methods:
Understanding & Implementing
Key Marketing Strategies by
C. Bailey-Lloyd C. Bailey-Lloyd
is the Public Relations' Director
for Media Positive Communications,
Inc. in association with SEOAdept.com.
Providing resources for your
Internet Marketing & Search
Engine Marketing needs. |
