Procrastination is a bitch...
Sunday, 31 August 2014
Friday, 22 August 2014
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
Wednesday, 20 August 2014
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.
Sunday, 17 August 2014
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.
Saturday, 16 August 2014
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.
Thursday, 14 August 2014
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 21st Century.
Monday, 11 August 2014
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.
Sunday, 10 August 2014
Saturday, 9 August 2014
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
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