B Squared Ads

Members of Generation X – or Gen X – were born between 1965 and 1981. They grew up during the later years of, and in the decade following, the Vietnam War and are most often linked to the presidencies of Ronald Reagan and George H. Bush . Their political experiences and cultural perspective were shaped by the end of the cold war, the fall of the Berlin wall, and a series of U.S. economic calamities such as the 1973 oil crisis, the 1979 energy crisis, the early 1980′s recession, and the savings and loan crisis, instilling a sense of economic uncertainty in them . This generation saw the inception of the home computer, the rise of video games, cable television and the Internet as a tool for social and commercial purposes. Gen Xers are sometimes referred to as the MTV Generation.

The U.S. Census Bureau cites Generation X as statistically holding the highest education levels of any generation.  Gen Xers are also the most ethnically diverse; as the following statistics reveal, they are

• 70 percent white
• 13 percent black
• 12 percent Hispanic
• 4 percent Asian
• 1 percent Native American

In comparison, the Baby Boom Generation was 77 percent white. Because of this ethnic makeup, the Gen X group is much more accustomed to interracial interaction; it is, in fact, odd for them to not see ads that feature blacks, Hispanics and white people together. They don’t look at the world in terms of white, Hispanic or black, they view it as a compilation of different races mingling together.

Part of the challenge in marketing to Gen Xers is understanding what they value and why. Advertising based on what they value and even more importantly why they value things will mean gaining them as loyal users and followers of your brand, products and services. This group demands immediate gratification; don’t try to communicate with them through traditional means. Do it on their terms and you’ll have a better chance of getting your message across.

The baby-boom generation is perhaps the most followed, studied and analyzed generation ever. Its members were born between 1946 and 1964. Products of parents who survived the Great Depression and World War II, they came of age with a different take on the world, without the brunt of sacrifice that marked generations before them.

Called baby boomers because they are a part of the largest post-war generation ever to be born, this generation protested war and advocated civil rights. They grew up with new communication media and were the first to see significant events unfold on TV: presidential elections, the moon walk, sports events, tragedies and triumphs. As such, they’re molded from a societal factory that saw the world for the first time through a different lens. It’s an attitude that still comes into play when they make their purchasing decisions.

Baby boomers are all about keeping up with the Joneses and their attitude toward advertising centers on “What can you do for me?” Tell them how your product will directly benefit their lives. As an example: Little attention is paid to the fact that the plastic surgeon is board certified. Advertising telling them that you can erase the signs of aging will win them over in a heartbeat. In essence, they don’t care about how long you’ve been in business, – they care about what you can do for them today.

In addition, first impressions count with baby boomers. Ad messages need to be honest. You and your company need to be approachable. Lofty attitudes won’t work with baby boomers. – Connections must be made on basic, caring, human levels. With this generation you won’t get a second chance to make your point, win them over the first try and they will be loyal. Lose them through your first message and you’ll never see them again. And if you’re advertising that you’ve got the deal of the century it better be “the deal of the century.”

While aging into their 50s, 60s and 70s, the baby-boom generation is still an incredibly important marketing sector. Make a compelling argument; connect on an emotional level and you’ll find success in your advertising campaigns.

Knowing the different characteristics of various generations can make or break a company with a product to sell. In this day and age of youth and youth-driven culture, lest we not forget, however, the silent generation, an age group born between the years 1928 and 1945. This generation doesn’t like to be pressed into buying a product but they do love the notion of being grandparents. Good to know if you want to target to this market.

Among the Holy Grail litany of do’s and don’ts when effectively advertising to the silent generation is to not press them into buying a product. “Last chance to act” won’t work with people who’ve grown up and lived in an era in which advertising itself was in its infancy. They do, however, pay attention to personal testimonials, a key in medical and pharmaceutical advertising. Also: Think of the couple with the silver hair attesting to the great amenities at a retirement community – their positive words go a long way in convincing their peers.

In addition, members of the silent generation are prolific readers. Eighty-one percent between ages 65 and 74 and 86 percent aged 75-plus have read a book or magazine in the last 24 hours. That translates into a significant piece of the populace that will respond positively and pay attention to newspaper and magazine ads.

In addition, men and women comprising the silent generation are the only ones who do not respond negatively to the notion of being grandparents; for people born in this era, being a grandparent is enthusiastically accepted.

In all, it’s critical to a successful advertising campaign to identify the characteristics of different age groups. Each generation requires different methods of communication, because each one resonates to different triggers. Start by defining your customers in terms of age; figure out who they are, and from there determine their needs and tailor an advertising campaign that will speak to these needs.

You have defined your target market and created a brand. This brand fits the target market you have chosen and best represents what you want for your company. Secondly, you have determined the advertising budget for you company and began designing your ads. As time goes on people will begin to remember your brand and relate to it, just like they do with Coca-Cola.  Now that the beginning portion is out of the way, what’s next?

Once you’ve created your brand, you must stay true to it. Uniformity and consistency may seem to be boring but there is a reason why American Express has a 200 page binder dedicated solely to brand standards; or why Coca-Cola trains its employees on how to represent their brand across social media platforms. It’s important to love the brand you have created and support it. It’s ok to re-define your brand over time; however it is imperative to keep the same concept, look and feel of your brand. When creating your brand you must have something that can relate to consumers over an extended period of time.

Find yourself a keeper of the brand you have created. Make sure everyone in the company understands your brand and knows how to be a keeper as well. Everyone within the company should know, understand and respect the company’s image. In order for them to do so, they must be introduced to the brand and be included in its existence.  Ask them what they think of the brand or have them tell you the most crucial aspects. This will tell you if an employee really understands who you are and what you stand for. Getting your employees involved in your brands existence will mean a better overall image for the company and the possibility of longer lasting employees, because they will feel attached to it

The quickest way you can dilute a company brand is to have multiple people working on producing the materials necessary to promote your brand. For instance having your printer design company flyers, your sign guy do your signs and your son’s best friend who is a web designer create your website. This is not consistency of a brand. Everyone will have a different idea of what your brand should look like and what it means. Throwing a lot of different ideas together by a variety of people to create does not promote brand consistency.

A company brand is also known as the company’s image. The image of the company trickles down from the top into the message delivered to consumers, advertising and marketing campaigns, the staff that is hired and their interaction. It is represented in everything the company does.  A well thought out brand that is represented by everyone and everything in the company will be a brand that consumers remember for years to come.  A brand that is diluted stands the chance of not surviving in the market.

Working with an advertising agency will help to create a solid brand that is consistent across all platforms of Marketing.

In years past, traditional advertising often took the form of a creative TV commercial and a catchy jingle, which could be retrofitted for radio as well. The thinking then was to sell, sell, sell. Commercials a number of years ago focused largely on what the company had to sell, not what the client wanted to buy. The thinking being, of course, that consumers were interested in the company’s offerings and not necessarily the benefits their products provide. As evidence of this, consider the following statements commonly used: the number of years a company has been in business, the morals and ethics of the company and unsubstantiated claims of product excellence.

Today, that thinking has changed.

Advertising requires a three dimensional approach, not just a one-sided, tell all about a company. Consumers are smarter and are more educated about the products they buy and the services they use. They want to hear about the benefits they will receive, not useless rhetoric. They want the company to provide them with a value message, not just a sales pitch. Think about it. What are you more apt to sign up for; an email list that blasts you daily with coupons or an email list that will provide you with tips and valuable information along with the occasional coupon?

In this new age of advertising, if you conduct your marketing program like a door-to-door salesman, you will likely be viewed as a spammer. People will tune you out, but more importantly, they will not receive the message you are delivering. It is vital that you understand market triggers, utilize the correct mediums (ie: traditional advertising versus online advertising or a combination of both) and craft your message appropriately for optimal results.

It is clear that in order for a company to succeed and to grow the brand, advertising is a must. As a company decision maker how do you know what amount to spend on advertising and what should you look for in return for the money spent?

As usual, the best place to begin is at the beginning. All companies contemplating an advertising program would be well advised to follow the four basic steps below.

Step 1: Set a budget. Now comes the $64,000 question. What is the correct amount to set aside? $5,000? $50,000? $500,000 or $5 million? While there is really no one right answer, small business owners should set aside 5-8% of the company’s gross revenues for an advertising campaign and marketing. Larger companies with larger annual gross sales might use lower percentages. (For instance, builders and developers typically craft budgets of anywhere from 1.5 to 3% of gross sales.)  Too much, you say? If so, then at the very least determine what you can spend and then set aside that money or you’ll never get your program off the ground.

Step 2: Set realistic goals. Do not expect your new advertising program to work overnight. After setting realistic goals and determining a course of action that is appropriate for you, let the program go to work, and give it time to work. While doubling your sales within a three-month time frame may be doable, don’t count on miracles.  Effective advertising, much like search engine optimization, builds on itself over longer periods of time.

Step 3: Develop a Plan. Put together the marketing plan and the media mix. Not all mediums are suited for all companies. Selling to 75-year-olds? Facebook is probably not the answer for you. Targeting teenagers? Stay away from newspaper advertising. Want to appeal to 45-year-old blue collar men? Think blondes. You get the picture.

Step 4: Monitor you advertising efforts. The biggest challenge we face as an advertising and marketing agency is “How do I know my Advertising is Working?” The simple answer is: Are your inquiries up? Is your web site getting more traffic? Are your sales up? Are people talking about you? Take the time to analyze quantitative results monthly, quarterly and annually.  If business and/or inquiries are up, then it’s working. If it’s not, then adjustments should be made.

It is imperative for companies today facing stiff competition at every turn and a downturn in the economy to get their message out there.  Advertise your brand, the benefits of doing business with you or buying your product and put together a program that works for you.  And then stick to the plan. Follow these four simple steps to make your money go further and your results successful.

In the world of advertising, designing an effective advertisement is more
than just words and images on a page or a website.
There is an art ­ a science even — to designing an ad or marketing piece
that will entice viewers to read or respond to it.

But, before we get ahead of ourselves, let’s start at the beginning. Ads,
like marketing in general, need to be well thought out, with a clear goal in
mind and a strategy for its use. Think first about whom you are targeting
when creating an ad. Male or female? Young or old? Household income, etc.
The ad you design should speak directly to the person who receives it.

Once the audience is determined, the message must then be defined. Inherent
in that message is the takeaway or the action you want the consumer to take
upon receipt of your advertising message. Do you want them to pick up the
phone and call you? Buy your product online or in the store? Or simply
remember your name the next time they are in the market for your brand?

Designing an effective ad is not for amateurs, nor for the feint of heart.
Graphic arts and good writing skills are the key elements, but there are a
few components that will make any advertising piece more effective.

The Attention Getter: Every ad needs an attention getter. Be it photography,
an illustration or the headline. For this what will captivate people and
make them pause for long enough to receive your advertising message.

Short, Succinct Copy: Now is not the time for ³War and Peace Part II.² Keep
your advertising copy short and to the point. Give the reader or viewer a
reason to pick up the phone or log onto your website for additional
information.

Mandatories: I know this sounds elementary, but I can¹t tell you how many
times mandatories are left off of ads. Every ad must have your company¹s
name or logo, an address or a phone number and most importantly a website.
If the person receiving the ad can¹t get in touch with you then the ad can¹t
be very effective, can it?

Effective use of White Space: In advertising — especially in today¹s
oversaturated market — the “everything-but-the-kitchen-sink” messaging just
doesn¹t work. Some of the most memorable ads ever created were little more
than a few words on a sea of white background. Put too many elements into a
single ad; too many pictures, too many words, too many banners or starbursts
and you are apt to end up with an ad that resembles more of a ransom note
than anything else. The result is confusion on the part of the viewer and
confusion will likely mean they’ll skip over your message entirely.

Don¹t be Afraid of Humor: People are human. Humans have a sense of humor (or
most do anyway) and they like to laugh. At others, at themselves or just
about life in general. Using humor can be the single component that sets
your ad apart from the rest and thereby results in more people viewing the
message you are delivering. A quick walk down memory lane reveals some very
successful humorous ads such as the current E-Trade commercials, the long
running Aflack campaign, Wendy’s “Where’s the Beef” campaign and the list
goes on and on.

So whether you are doing your own advertising or working with an experienced
ad agency, don’t let your ego get in your way. Follow the simple guidelines
above for effective ads that get you noticed, get your company noticed and
your product(s) sold. Because at the end of the day, that’s what it’s all
about.

Defining your target market is a crucial component of advertising and marketing. It could mean the success or failure of an advertising campaign. In the last blog, we talked about various audience segments based upon age groups. In this blog, we take that notion one step further by focusing on effective communication to your target market.

Before we get into the nitty gritty of this blog, we offer a high-level perspective for you. As a business owner, it’s vitally important to know that women influence 80 percent of all household spending. They are a very loyal group and if they like you or your product, they are apt to let their friends know about you. Bear that in mind when creating your advertising and marketing materials.

But back to the issue at hand. Knowing your target market’s demographics will aid in the creation of an effective advertising campaign. And knowing what the triggers are for each age group is even more important. The following should help in your communication with your target audience.

Silent Generation (1928-1945)

• This group loves to read: over 80% said they have read a book, magazine or newspaper within 24 hours
• They place high value on personal testimonials. If someone they know says it’s true, then it’s true
• They do not like to be rushed or pressed into making hasty decisions

Baby Boomers (1946-1964)

• You heard it here first. It’s all about them! Boomers want to know what’s in it for them
• First impressions count. This group wants honesty. So if you’re advertising a deal, it better be a deal
• Boomers are resistant to a hard sell. But if you make a compelling argument, tell a story and engage them, Boomers will be putty in your hands

Generation X (1965-1981)

• This age group is the best educated generation in the history of this country
• It’s a very ethnically diverse group and is more accustomed to inter-racial interaction than previous generations
• They want and expect immediate gratification
• They are very technologically savvy

Generation Y (1982-1998)

• Their motto: Be Anything. Do Anything.
• They feel they deserve to live first and work second. They refuse to work a job that doesn’t bring them joy
• They care about servicing the earth and their community
• They like authentic; you cannot directly market to them until they buy into you and until you value their perspective on life
• They are socially oriented as is their media. They do not listen to conventional media to get their information, they listen to their friends and to what their friends are saying via social media.

Knowing who your target market is and how to communicate effectively to them will help guarantee a successful advertising and marketing campaign.

Do you know who your target market is? How do you define them? Where do you even begin? One of the hardest things to do as a business owner is to define your target market. Who will be interested in the products or services you provide? Who needs your products or services? Unless your target market is clearly defined, your advertising and marketing efforts may suffer. But fear not, while defining a target market may seem like the most difficult thing in the world to do, it’s no. Though it is one of the most important.

The first step is to define or get to know your demographic audience. Today’s marketers have four categories that comprise the majority of consumers out there. They are:

• Silent Generation – 1928-1945
• Baby Boomers – 1946-1964
• Generation X – 1965-1981; also known as Echo Boomers
• Generation Y – 1982 – 1998; also known as Millenials

And while knowing the age of your target market is extremely important when trying to connect with them, it’s only the first step. Certain age groups communicate differently and respond to advertising methods differently as well, both of which will be explained in a later blog.

In defining your customer, learn everything you can about them. What are their needs? Their hopes? Their dreams? For it’s not about what you have to sell; it’s about what their needs are and how you can fill them. Learn who your customers are and then speak their language. Don’t rely upon name recognition alone, as it isn’t enough in today’s over-saturated marketplace. Communicate with buyers often. Provide value and information to your audience and you’ll find a more loyal and attentive audience in return.

Today’s businesses need to know their target market by first identifying the demographic audience at hand, what their customers’ needs are, and the particular communication methods they respond to, in order to effectively advertise. Do this and you’ll make the most of your advertising and marketing programs.

A successful business or corporate brand requires creative, yet balanced advertising strategies to communicate their message. An example of good branding lies in the golden arches of McDonalds. No matter what the country, the golden arches evoke immediate images of burgers and fries. The branding, as well as strong, creative advertising campaigns for McDonalds has propelled this hamburger chain into one of the most lucrative businesses in the world.

But creative advertising means more than creative for the sake of creative. An advertising agency must first do their homework by studying consumer trends, identify target markets for the product or service they are promoting, and ultimately deliver a clear, concise, and consistent message to the consumer.

Studies have proven that the average person is bombarded with thousands of images daily and his or her brain will decide within the first few seconds of seeing these images whether to engage or move on. Think about all the jingles and images you have grown up with over the years and those that remain today. Like, “Winston tastes good like a cigarette should” or “Nike, just do it.” The key to a successful advertising campaign lies in engaging the consumer emotionally while using logic and reason to back up that initial emotional response.

Behind most successful companies you will find smart, creative advertising campaigns that appeal to the consumer’s senses and sensibilities. These messages are then repeated visually as well as audibly. And in the end, a good advertising campaign will help define and sometimes create a company’s very own unique selling proposition.