featured9 750x410 - Three Advertising Mistakes You Should Try Your Hardest to Avoid

Three Advertising Mistakes You Should Try Your Hardest to Avoid

When ads are what we use to cultivate interest and awareness about our business, it would only make sense to ensure that they are executed flawlessly. The reality of life though, however, is that mistakes happen. What is great about mistakes is that there is a big chance that others have already done these mistakes. So you can learn from their example.

With that said, let’s take a look at three particular advertising mistakes that everyone should try their hardest to avoid.

Not Having a Marketing Plan

Everything must be according to a marketing plan. The same principle applies to having a starting point and a desired destination. If both are not present, no actual journey can be made. Certain types of advertising are made to illicit a particular response from the market. So it is important to understand what elements must be involved.

What is the end goal? What is the present engagement rate of your business?

Knowing the answer to those questions can help plot the plan. When you know what your present numbers are, you can use those to determine if there has been any improvement after the ads are published or circulated.

Not Being About the Client

Yes, it is important that the consumers know that you exist. However, the trouble with a lot of businesses is that their ads are all about them. They focus too much on their latest developments or great new service.

What they lack is the emphasis on what those products or services can do for the clients. Does it save them time? Do they get savings from it? Does it unlock better experiences in the future?

The best sorts of ads out there emphasize the experience that clients have because of the service or the product that is being marketed.

Not Considering the Competition

There is a very small chance that your business or product is wholly unique. Even if it is, there is a big chance that it will not stay that way for long. When you are going to launch an ad campaign, it is important to consider the competition.

What have they done before? How have they responded to past ads? What are they presently doing?

Knowing where your competition is at is a great way to cultivate a superior ad campaign.

Conclusion

When it comes to learning about mistakes, it is best to look both internally and externally. No business has had a perfect streak since inception—that is just mathematically impossible. What we can do is learn from our mistakes and—incidentally—the mistakes that others make as well.

When you have you business, there will be bumps in the road. What wills set you apart is what you do when you hit that bump and what you plan on doing next. That said which of the three mistakes have you done in your business?

info3 - Three Advertising Mistakes You Should Try Your Hardest to Avoid
Infographic by: www.wellingtongrouppr.com
tv acr addressable CONTENT 2018 750x410 - Why TV Advertising Will Never Die Out

Why TV Advertising Will Never Die Out

There have been concerns that TV advertising would eventually become obsolete due to the expansion and evolution of the way people consume their media. However, it is not time just yet to give up on this tried and tested marketing strategy.

The fact is that rather than being a limited advertising option with a limited reach, TV provides advertisers with more opportunities than ever before. Although many people view and consume media content and different ways nowadays – whether it is through streaming services or other on-demand platforms, the majority of people still use their televisions to watch the more conventional terrestrial and digital/satellite channels with advertising.

If you are an advertiser, you may be wondering why you should devote any time or effort to TV advertising. In the following post, we will look at some very good reasons why.

TV Advertising Generates More Profit Than Other Options

When you compare the profits and sales impact of 5 different types of media, as the Ebiquity Payback 4 study did in 2014, it found that TV advertising outperformed other media when it came to achieving sales. Press was considered the next best performer and TV advertising still managed to be twice as effective on average, when considering the equivalent exposure.

Consumers Trust TV Adverts More Than Others

Although this may surprise you, when you think of it, it makes perfect sense. One of the big reasons why people tend to trust TV advertising over other mediums is because we are all aware of the very strict regulations in place that ensure adverts are legal and trustworthy.

Another reason why people tend to trust TV ads more than other ads is because of the emotional connection people in general have with their television. This is something that is usually established during childhood and continues to build and grow as a person grows.

TV Gives Advertisers Unparalleled Reach And Scale

TV gives advertisers the opportunity to build reach and scale much quicker and more effectively than any other medium. On average, a TV commercial could reach around 70+% of the population in a single day, with almost 100% being reached in the space of a month.

Consumers Spend More Time With Television

Of the time that people choose to spend with media, it is believed that TV makes up around 48%. With radio coming in at a close second at 2.2% and social media at 6.2%. This is significant and important to note as, generally speaking, the time people make a point of spending with a particular medium or device, shows its popularity and vitality.

TV is Spoken About More Than Other Mediums Both Online and Offline

TV Nation conducted a study that showed advertisements on television were the ads that were more likely to incite conversation. A key component to creating a buzz about a brand and encouraging conversations about it is paid media. Think Box found in their own study that TV advertising in particular generated the most word of mouth for companies and brands.

Online and TV Work And Co-Exist Together Well

Another reason why TV is so effective could be the fact that it has a multiplier effect on alternative media, especially online. Online and television have always shared a strong relationship, and this shows no signs of decreasing.

Furthermore, there is actually evidence to suggest companies and organisations that incorporate both online and television advertising into their marketing campaigns are two times more effective and efficient as the campaigns that rely on other advertising mediums.

Multi-screening Helps TV Advertising

Contrary to popular belief, multi-screening does not actually stop viewers from taking television ads in. There has been evidence to suggest that quite the opposite is the case. Whereas in the past, they may have left the room to get a drink or something else, people who use multiple screens at once are actually more likely to stay in the room when television ads are airing. One of the reasons of this could be the fact that when they are using another device, it stops them from switching channels on the remove control.

TV Is Available Everywhere

Following on from the point that television provides the largest reach and scale, it is worth noting that television is now available virtually anywhere. People can watch television from their front room in front of their traditional television box or on the train while going to or coming back from school or work on their smartphone using this guide for watching cbc anywhere, and a whole host of other ways too. Because of this, it means that television is permeating into areas of day to day life it never did in the past, making it an excellent choice for advertisers. It is actually harder to escape from television advertising than you may think.

Famous and Emotive Advertising Campaigns Are The Ones That Generate The Biggest Effects On Business

According to the IPA, when considering the success metrics of profit and sales, advertising campaigns that are famous and emotional, are far more likely to achieve sales and profit than the more informative and rational approach to advertising. Which is why you should never dismiss television advertising. TV ads, even in our modern world, drum up fame for a brand – whether its through shock tactics or because of a statement made in a piece. think of some of the most effective and popular advertisements. they normally involve a storyline or something that appeals to the viewers and elicit an emotional response of some kind.

People also tend to remember adverts just as much as they remember shows and programmes if they are emotive.

This helps to make them more memorable than other, less penetrative forms of advertising.

Although you may have heard the horror stories, from an advertisers point of view, that television advertising is on its last legs, the above proves otherwise. There are some great reasons to believe that television advertising will never die out and will continue to be the main advertising channel for brands for a long time into the future.

 

featured7 750x410 - Logo Magic: Why Having an Established Logo Is Important For Ads

Logo Magic: Why Having an Established Logo Is Important For Ads

First impressions are important. When it is about a business first impressions are often critical. It is established that the very first impression that consumers will make will be based on your logo. So today, let’s take a look at why having an established logo will be important for your future ads.

Branding

Your logo is what will represent your business. If you think toward social media, you see white lower case f within a blue box, you immediately see Facebook. The same applies for the other social media brands out there.

Logos do not just apply to social media brands. They count for any brand that exists. Having a brand is important as it helps consumers remember you. Logos are integral for ad campaigns as they are often the first and final thing that a consumer will recall.

It is not the face of the CEO, it is not the name of the people who worked the ad; it’s not even the building where your business resides that they will instantly recall. It will be your logo.

How Do You Get Good Logos?

Research and Development

First and foremost, it starts with a vision. It is the vision of the person who has held the idea for the business. You take that vision and put it down. You need to consider what the business is. It would not make sense to have a logo that is disjointed or does not seem all that connected to what you are all about.

Conceptual Artist

While it would be lovely to go with a logo that you came up with yourself, it will not do to have a logo that looks like someone’s three-year-old put together. The best logos are put together by conceptual artists and graphic artists.

There is a reason why they are worth their talent fee. They keep up with the trends, colors, and styles that will make your logos stand out and be recognized. Do not be like a majority of the startups that approach graphic artists and expect to pay next to nothing.

Conceptual artists will study your business until they come up with a decent proposal on what sort of logo your business needs.

Conclusion

Logos are the face that you show the world. It is something that does not need to be complicated in order to make an impact and endure in the mind of those whose attention (and money) that you need. Quality logos can serve you well through the years.

If you don’t believe us, you can look toward the likes of Pepsi or Under Armor. Their logos do not just involve their name; they come with an image that people immediately associate with the brand. This is why logos are critical for ad marketing and marketing campaigns.

featured6 750x410 - Looking Back: Three Advertising Routes That Are Now Ineffective

Looking Back: Three Advertising Routes That Are Now Ineffective

Advertising has always been one of the best ways to secure the interest of the market at large. Ads are usually the culmination of a marketing analysis. Ads, after all, cost money. So it is important that your ads are able to reach a lot of people at a budget friendly way.

When you have a business, an event, or even a brand that you have to take care of it is important to advertise. Advertising itself has changed through the years and it is important to be aware of which ones no longer hold their sway. Today, we take a look at three particular advertising routes that people no longer utilize or do.

Mail Advertising

21 - Looking Back: Three Advertising Routes That Are Now Ineffective

This does not actually have anything to do with email or electronic messaging. This is one of the older forms of advertising that died out in the nineties.

This usually refers to going through a particular target area—usually suburban—and listing the addresses of the homes there. After a sufficient number of addresses have been collected, it would be time to send out actual mail. The reason why this died it is it cost a significant amount of money to send out a massive amount of mail which had very little guaranteed returns.

Eventually, people moved onto a digital form of sending out mail—which was cheaper—so the mail advertising route kind of tapered to a stop.

Telemarketing

22 - Looking Back: Three Advertising Routes That Are Now Ineffective

Marketing by calling people is one of the most ineffective and annoying methods that companies do in terms of advertising. Contact centers which are usually found in Asia have hundreds of individuals who are dedicated to outgoing calls. Those calls often connect to homes and try to directly market their ongoing deals or even their base product.

This was good when there was no such thing as call blocking. However, as telephones themselves advanced and offered better privacy options for their owners, telemarketing no longer became a viable option for advertising. It also didn’t help that there were scams out there that were perpetuated through telemarketing routes.

Conclusion

When you are thinking of building and launching your own advertising campaign, it is important that you think over your options very carefully. You need to think about what your budget is and what method would be best to reach your target audience. There are so many different options to pursue so it is critical that the options be explored.

Always remember that works well for others may not work well for your brand. It is best to match your brand with the advertising platform that you need.

Online 2 750x410 - The Growth of Digital Advertising for Financial Services

The Growth of Digital Advertising for Financial Services

Financial services have got an uphill battle when it comes to creating customer appeal – but digital advertising is helping.

Since the financial collapse of 2008, banks and other financial organisations have become somewhat demonised; the image of the man behind the curtain is no longer a friendly bank manager – but instead, a bespoke-suit clad trader with algorithms and eye-wateringly large bonuses.

As such, communicating with customers has required a new angle, re-establishing an image of human interaction, local understanding and approachability. The platforms have changed too – the last ten years has seen social media, smart phones and fast paced internet connections become the norm.

Digital advertising and interaction has been a lifeline for the image of financial services, ten years ago we had harsh, money focused slogans like “What’s in Your Wallet?” – but now, on YouTube, Facebook and other digital platforms, you’re more likely to see singing sisters, cartoon characters and other family friendly, trust building branding.

We’ll take a look at the main digital mediums and platforms that are being used by the financial services, explain a little about each – and take a look at which organisations are using them to their highest potential…

Mobile

2017 saw an interesting tipping point in the UK’s internet use statistics – we now officially spend more time browsing via our mobile devices than we do via our PCs.

This shift in online behavior has refocused financial services and their thoughts around what customers are looking for – there’s now no question about it; mobile comes first for companies such as Creditfix who are one of the UK’s leading personal insolvency companies, who continue to drive mobile adoption.

Where customers have traditionally chosen their bank, loan or finance provider based on what’s available locally, there’s now a shift toward people searching for a service that meets their specific mobile requirements. Searches for terms that hinge around ‘the best banking apps’ now far outweigh searches that point toward which banks are local to the individual.

So, advertising for the mobile market has to be done with a multi-pronged approach. A financial service’s Pay Per Click (PPC) advertising strategy has to be exactly right – ensuring that all-important search engine results page premium real estate – but ‘organic’ search engine optimisation has to be strong too – making sure that the first page of any Google results are locked down in their favour.

Of course, this is a never-ending task – and one that would be lost without a constant effort to ensure the right blend of design, technical analysis and appropriate site content across the brand.

When you consider that around 75% of financial services are advertising with a view to creating leads (customer information that can be used to retarget with follow up correspondence) then you realise that content is an absolutely vital part of the mobile marketing puzzle. A financial service that drives traffic toward their sites will quickly see lots of it disappear if the right kind of article or copy isn’t being seen upon arrival.

Content has to be value lead if you’re going to see traffic convert into leads – the Lloyds Bank site is a great place to see this in action – with articles that span everything from basic money advice to expert talks and Q&A sessions on complex financial topics.

Video

Video presents a fantastic opportunity for financial services as it ticks two vitally important boxes when you’re looking to engage with customers.

Broadly speaking, the smarter a borrower is, the greater monetary opportunity that presents for a financial service. Savvy borrowers are more likely to apply for mortgages (of an increasing value) as well as savings accounts, loans and additional mortgages on second or buy-to-let properties.

The smarter a borrower is, the more they’re going to drill down into what the lender is offering – and they’ll do that by absorbing the content that’s sent in their direction. From late 2016 onward, people have shown a significant preference for video content – so it’s probably little surprise that you’ve seen an increasing amount of it across the sites and apps you use.

So, with video, financial services aren’t just getting in front of customers – they’re getting in front of the right customers – but that said, it still has to be the right message that’s seen.

Valuable content is a great way to build trust – and with video, that trust building can be done across almost all of the senses. American Express recently put together an exceptionally successful video campaign that focused on small business owners and how they’d set up. Barclays built bridges into the millennial market with some CV and careers advice for younger customers via video too.

Financial services using video in 2018 realise that value is the key – build trust first – and leave the hard-nosed sales call-to-action for a more appropriate and trusting time…

Social Media

Around 45 million UK citizens use social media – so it would be criminal for a financial service to miss out on such a huge opportunity – however, if you step into the ring, you need to be very well prepared.

Social media is not a realm in which a financial service can deliver in a half-hearted manner. Listening and responding to your customer interactions needs to be done with speed and finesse – as studies show that ignored support requests will turn into a customer churn rate that 15% higher than the industry average. Online interaction makes it easier to contact financial organisations – but also much easier for a customer to vote with their feet.

Nearly 45% of customers expect to get a reply from their financial organisation within 60 minutes – and if they don’t, they edge closer toward taking their business elsewhere.

However, when a financial organisation does social media in the right way, they get a massive reward. The average UK resident spends nearly 2 hours on social media every day – compared to a matter of just seconds or minutes accessing financial service’s sites and apps.

Conclusion

Advertising in an individual’s newsfeed needs to be done very very carefully if you’re a financial organisation. In fact, the most effective companies do it in a manner that’s almost invisible – choosing the champion good causes and community initiatives, rather than pushing products and financial content at all. Customers are smart – and quick to unsubscribe – hence, it’s better to have just your organisation’s name there to feature in your customer’s mind further down the line – rather than nothing at all…

paddy 20170629022744154 743x410 - The Best Gambling Advertisements of All Time

The Best Gambling Advertisements of All Time

Gambling is an addictive art that been around for eons. The advent of information technology and communication has revolutionized global business operations, created new benchmarks for marketing and has transformed countless industrial structures.

The gambling landscape is no stranger to this and has evolved with the times. Betting entities have dedicated more than half a billion pounds on television adverts since the year 2012 and the numbers are only increasing ever since then. In 2015, companies spent over one hundred and eighteen million pounds on procuring television spots in comparison to eighty-one million pounds approximately in 2012.

It is a lucrative industry that has attracted more than a hundred thousand employees in the British region. With more than a forty-six percent increment in spending (2012-2015), the betting industry has accelerated its marketing efforts as the degree of competition has risen.

Let us not forget that gambling existed before even the oldest advertisement can be recalled. In today’s day and age, regulation and societal acceptance has led to an explosion of casinos and betting companies. The digital realm has been invaded by countless gambling service providers where each one is hungrier and aiming to gain a bigger slice of the profit pie. To distinguish themselves, they seek innovative ways to build an emotional connect with their clients.

A gaming advert is any form of promotional communication that offers an individual the chance to win money from lottery agencies, casinos or such.  Making humorous, engaging television advertisements is definitely an effective strategy to appeal to fresh or existing players as all they have to do is to turn on their computers and play.

Apart from television, gaming companies such as Easyslots who provide UK slots online run a fully integrated marketing campaign that utilizes all channels of communication. Not only that, some of them employ some crazy stunts to gain publicity. Would you like to know some of the top gambling advertisements of all time? Read on!

Paddy Power

Once a small betting shop business based in Ireland, it launched aggressive, bold marketing campaigns to make its mark in the betting arena. In 1988, forty Irish shops converged to become a single betting entity under the name “Paddy Power”. It began to immediately reposition itself and open new branches at highly visible points. Sometimes success is all about timing: and Paddy Power definitely got it right as it established itself as a leading player at a turning point in the industry’s dynamics. It injected a chunk of capital in its online expansion as well and utilized controversial, non-conventional promotional efforts that proved to be extremely effectual.

Tweeting over Medinah Country Club Skies

When the Ryder Cup was taking place in 2012, Paddy Power took to the clouds and penned a “special sky tweet” backing the European team. Social media fans were engaged by being encouraged to tweet and share messages in support of the domestic team. Their words were written across the skies above the Medinah Country club by a fleet of planes.

Behaving Boldly

Another crazy stunt that Paddy Power pulled was at the 2014 Brit Awards. Here, two Daft Punk lookalikes were allowed onto the red carpet by security and shed their trousers to unveil Paddy Power underwear.

More Pants

Niklas Bendter created chaos when he revealed the band of his “lucky” Paddy Power underpants after shooting a brace of headers in Denmark’s group B match against Portugal in the European Championships. Of course, a fine had to be paid but was worth it as it placed Paddy Power as an international, leading gaming brand.

Ladbrokes

As a huge player on the market, Ladbrokes strive to captivate and preserve the attention of their users by constantly inventing fresh gaming solutions. Their television advert that starred Chris Kamara and Tiziano Crudeli was successful in ameliorating their subscription numbers. The ad commenced with Kamara, a football player, at the gym and discussing the importance of Hydraplus (another product). All of a sudden, a ball hits him and knocks him off the bench. In runs Crudeli, an Italian football fan, shouting that Bet In-Play is available at Ladbrokes. With the combination of their chemistry, energy and fun accents, the commercial turned out to be prosperous,

William Hill Casino

William Hill Casino is a renowned name in the world of gambling and is powered by sundry software tools that provide a diverse pool of betting products. Their brand message is “Your game, your rules” in a television advert highlighted the benefits of online gambling in a fun, engaging way. Eat your favorite cookies at the roulette table, play blackjack in the comfort of your pyjamas, and avoid listening to unwelcome comments from neighbouring players. With the alluring sound of playing chips and shuffling cards, it will encourage potentials to log in online as soon as possible.

Bet365 Casino Ad

Bet365 Casino is an all-encompassing gaming company that sells sports betting, poker and bingo games across different mediums such as in real time, mobile and live. It’s 2013 advertisement highlighted all its business model: a digital casino where you can soar freely and select any game of your desire. With state of the art technology, it revealed itself to be a user-friendly platform that was easy to navigate.

Party Casino

There is always a party at Party Casino-another major operator in the betting market. Its broad portfolio of gaming products includes live dealer casino games, bonuses, promotions and mobile friendly services. Here, the advert shows a virtual city with blackjack tables and roulette games that issue electronic cards. Through these mediums, customers can make bets or spin the reel. A bouncy song plays in the background as chips rain down upon the winners. Ultimately, this ad demonstrates the level of customer support and high quality of games you will have access to once you reach jackpot games.