Procrastination is a bitch...

Marketing adult retailers for dummies

Honestly as an aspiring marketer, I wouldn’t know where to start so I did what any twenty two year old would do, I researched it. The articles that popped up ….. lets just say that they were ‘interesting’ lol.

In my opinion, the key to marketing anything, whether its sex toys or something as wholesome as homebaked chocolate chip cookies, is coming up with a creative way to do so. Practically every social media platform has restriction on nudity and anything inappropriate however instead of avoiding the issues with web sites like Pinterest and Facebook, take them head on and create campaigns that will play within their guidelines, while still using that incredible marketing noodle of yours.

Create funny quotes that are suggestive in nature yet visually tame like the examples from lovers lane (2014) below

Appeal to people by promoting safe sex in a creative and entertaining way

Hinting at the inappropriate content and direct users to your site or blog where it is acceptable for hosting and viewing

According to Black Hat World (2013) Woman are far more sexual and sensual so why not market to ladies? Men might have all that testosterone but they don’t make a habit of purchasing vibrators, for example.Like Lover’s Lane, use your content to help educate your customers. Sex advice blogs are amongst the most read and commented on links shared on social media.

Ever heard of “Passion parties”? Well neither have I. They are women-only get-togethers where sex ‘equipment’ which include toys, lubricants and costumes, are sold. A sales representative organizes the event which includes educating and demonstrating to woman how the toys and lubricants works and at the same time, explains to them that by keeping things interesting in the bedroom, they are able to maintain a more relaxed relationship/marriage. As it has been proven that sex is a great stress reliever.

My last little bit of advice would be to test new free gift with order offers. Everybody loves free gifts, no matter what it is. Encourage honest product reviews by giving a small discount on their next purchase.

#Once I’m qualified, You’ll be paying for my advice

 Is public service advertising worth it?

Firstly, for those who do not know, Public service advertising (PSA) often publicizes a federal, state or local government's program or service. PSA also addresses critical social issues. The non-profit Ad Council produces most PSAs, using skilled volunteers from communications and advertising firms. (It’s something I’m hoping to do one day). Local and national media outlets publish or air the PSAs at no charge to the sponsoring agency or organization.

Public Service Advertisements (PSA) have a deeper meaning as they are primarily designed to inform and educate rather than sell a product or service. The goal of a PSA is not to make a big sale, but rather to change public opinion and raise awareness for a problem. Which sounds easy but it is actually much harder than selling a product or service. PSAs can be seen anywhere traditional ads are seen, including television and radio, outdoor, online, direct mail and in print. 

Since 1942, the non-profit Ad Council has been using the power of advertising for social good, educating people on important topics, and along the way, changing attitudes and behaviours around important issues.(Greene, F. 2014)

As long as there have been advertisements, there have been ads for charitable causes, government issues such as, politics, war, religion and health & safety issues. Common PSA topics could include Safe driving, alcoholism, obesity, smoking, safe sex, fitness, education or gambling.

According to demand media (2014) Public service advertising is all about the bigger picture and the end result as it is there to reduce the strain on the public services by pushing the information through to consumers rather than dealing with the consequences afterwards (which has a cost).

For example; wearing a seat belt will reduce the fatality rate of accidents which would subsequently put less strain on police and ambulance services. These advertisements help remind people to always wear their seatbelts and If they are caught not wearing one they will be fined, However people could choose to ignore the advert which could be due to poor ad placement. You have to remember that if you want your advert to be effective then you have to reach the right people at the right time in the right place with the right message, this could be challenging and expensive.

No need to elaborate...

Prankvertising? What the heck?

The first time I heard about this was on Saturday when I overheard someone else’s conversation (Lol I don’t usually ease drop but I can’t help myself when people talk loud). After some research, I finally know what it is.

Prankvertising is entrapping or surprising unsuspecting consumers by a prank or spectacular stunt. The video footage is then used as a commercial or viral video. Advertisers and agencies are increasingly using this advertising technique on the Internet because they don’t need to buy TV spots and they can gain increased exposure via the media buzz, which is actually quite awesome if you think of it.

 An example of a prankvertise is LGs Dooms Day advert. In this ad an office window was replaced by an LG high-definition TV, to give the impression of a normal window. Then actual job applicants were brought in and an actor conducted an interview. As they begin the interview, the TV/ window displays a great explosion, the room begins to shake, and all the lights turn off in the office, as if the world has ended. After some time, the scared job applicant is left in the dark office to capture their completely terrified reaction as they believed the huge explosion on the screen.

At the end of the ad, the lights turn on and they explain to the job applicants that it was a LG Ultra HD TV screen that displayed the seemingly real explosion. However this scenario could potentially inflict unintended stress upon the person and the company could get sued.

In my opinion, even though the risk is high, I still feel that it is worth it because there is a big demand from viewers for new prankvertisements and these ads work because they grab user’s attention and provide an opportunity for users to interact directly. Plus, with Youtube, and social media sharing, prank ads have the potential to go viral, which is something that every company strives for.

I had an awesome 22nd birthday on the 14th August 2014.

Was treated to breakfast at Mugg and Bean in the V&A Waterfront by my awesome friend Robin.

Birthday supper at The Lounge with my guy 

Got home after supper, only to find that eskom had done load shedding and we needed to break out the candles. 

Why billboards?

On my way to canal walk the other day, driving 120 on the N1, I start to slow down just before the bridge by Ratanga Junction. My boyfriend turns to me and asks why I always slow down at that point. So I told him that I can’t read fast enough when driving 120 and I love reading the interesting slogan on the American Swiss billboard. Their advertising team is so creative. It always catches my attention and I remember it because it’s funny and they play with their wording so well.

Due to the Fifa World cup in Brazil, American Swiss decided to make their billboard slogan “Let her play in the premier league” with two massive diamond rings on the side. To me, that’s brilliant advertising. Soccer world cup. Premier league. Get it? Advertising on a billboard can be super expensive, the starting price is about R6500 a month and upwards but there are so many advantages to it such as

·         * Huge and eye catching

·         * Targets a large and diverse market

·         * Easily registered information

·         * Increased frequency of consumer exposure

·         * Effective medium of awareness advertising

·         * Targets middle and upper classes

·         * Photographic information (strong visual effect)

·         * Builds company reputation and product image

·        *  Quick rise in sales

·         * Guaranteed audience

·         * Customers find you

 However we shouldn’t forget about the disadvantages either

·         * High costs for brief exposure

·         * Risk from vandalism, weather conditions

·         * Visibility issue

·         * Stationary mode of advertising

·         * Time insensitive

·         * No feedback

·         * No advantage of space

·         * Does not target a specific market

·         * Short term advertising tool

·         * Limited information

As a future advertiser, I feel that the advantages outweigh the disadvantages. The billboard is definitely worth using as an advertising tool depending on the product or service of course. 

How the new product diffusion curve relates to me

I thought to myself yesterday while buying macaroons that for a marketer I am rather delayed when it comes to trying new products. It’s not that I am boring, I do want to try it but there’s just no rush (It’s either that or there marketing campaign sucks) and then I realised, that I fall into the category of the late majority in the new product diffusion curve which is also known as the adoption process. Worried that I might not be normal, I decided to do some research and found that each stage in the adoption process I can related to atleast one of my weird friends.

Innovators – Well informed risk takers who are willing to try an unproven product. Innovators represent the first 2.5% of consumers to adopt the product. Rayhaan Williams social media fanatic is always looking to try something new, He was raving about Wakkaberry probably a year before I had tried it however when I did try it, I was disappointed and realised that their unique favoured frozen yogurt requires an acquired taste lol.

Early Adopters – Based on the positive response of the innovators, early adopters then begin to purchase the product. Early adopters tend to be educated opinion leaders and represent about 13.5% of consumers. Nuhaa Isaacs brand guru, macaroons could easily be one of her favourite desserts, she talked about it so much one day that I decided to google it (Lol I know you thinking, shoo is this girl for real? How can she not know what it is) It just looked like a pretty biscuit to me and the first time I tried it was last month at Vida e Caffe, Beyond devine!

Early Majority – Careful consumers who tend to avoid risk, the early majority adopts the product once it has been proven by the early adopters. They rely on recommendations from others who have experience with the product. The early majority represents 34% of consumers. Luqman Darries Foodie enthusiast nagged like someone that has been deprived of food, just so we could try Woodies a few months ago after his gaming friends recommended it to him. Definitely one of the best burgers I have ever tried.

Late Majority – somewhat sceptical consumers who acquire a product only after it has become commonplace. The late majority also represent 34% of consumers, and this ladies and gentleman would apply to me. Zarinah Dove the critic. People’s positive feedback on a product doesn’t affect my opinion because I judge a product according to my own standards and still to date, I have not tried Burger King (Lol, no lies)

Laggards – those who avoid change and may not adopt a new product until tradition alternatives no longer are available. Laggards represent 16% of consumers. Robin Solomons badass ambitious revolutionist is still not on social media platforms such as Twitter, Instagram, Pinterest nor LinkedIn, Lol but then again, neither am I yet and it is already the 21^st Century.

Motivation

Some of my friends call me Dove and the others call me Zee, just seeing my nickname on this cool car made me realise that my name was actually destined to be on great things such as my future office door ‘Zarinah Dove Advertising Specialist’ A little ambition, half a brain and a lot of hard work can make that happen.

Mugg & Bean breakfast

Chocolate chip flapjacks and green tea was the perfect way to start my Sunday morning. I know you thinking Eeeeeeeek for the green tea but I try to balance out my meals instead of going overboard with all the unhealthy eating.

How a recession affects advertising

After hearing rumours about another recession on its way, I thought about how it would affect advertising considering that one day when I do become that legendary marketer, I will most likely be in the advertising industry and will need to know how major macro factors such as the economic recession could affect my passion.

When recession is upon us then consumers tend to clench their wallets, Sales decline and advertising budgets decrease. But I ask the question, why should the advertising budget decrease? According to Anon (2012) all they have to do is look for new ways to re-position products or services they provide to attract a new market segment. This new concept could open up a whole new segment that previously had not existed which would also give you an edge over your competition. Changing the way the budget has been allocated to the advertising channels could also make a huge difference.

Traditional advertising forms such as television and radio are effective but expensive. According to Evans (2010) newspaper sales increased during the last economic recession (year 2007-2009) due to the many specials and bargains being advertised in it therefore your products or services could get great exposure. The use of social media as a marketing tool was on the rise back then. However it is the year 2014 and social media is a brilliant platform for advertising practically anything. In a world that’s fast paced, consumers are able to connect direct with their suppliers and have almost instant responses to questions, orders or query’s. So why not invest in a bigger budget for advertising on social media, especially when it is effective and cost effective.

The point that I am trying to get across is, be smart when re-positioning your product and cutting your budgets because the opportunity to break through the clutter and advertise your product may not be as costly as you think and a new segments could lead to fresh ideas and new products. By keeping up a strong advertising campaign during a recession, it is possible for a company to grow even stronger when the economy turns around. So that’s just something to think about #Dove-The MarketingMafia

Gangster Pug is GANSTA!