Archive for December, 2015

Should PR precede advertisement?

December 30, 2015
Kirit JAsani

Kirit JAsani

My opinion yes, PR must precede the ads. If you are launching a new product or service or enhancing an existing product or service with new and important features; public relation activity must be considered as an ideal starting point of a marketing plan.

Unless you are in advertising and marketing field, you would not pay any special attention to print or electronic ads. Rather it’s an intrusion to your activity of reading a magazine or watching a TV show. As a non-marketing guy, a person may wait for a morning newspaper or may tune the news channel before few minutes of news at 9 but would not be that eager to watch an advertisement. Any content finding its way to this news gains preference over the advertisements. News adds a dimension of authenticity. You are more likely to believe a piece of information, if it appeared in some kind of news medium, compared to an ad in the same medium.

If a product or service is a new entry to the market, PR will help in putting your message and brand inside the mind of your target audience. Further, such news items have a better potential to get shared by the target audience. Suppose, you are reading a newspaper article titled as ‘Protect your mobile even when it falls in a swimming pool’ chances are you would share that link or news clip with some of your friends and family members, which have faced such a situation. On the receiving end concerned person will take it seriously. So when your brand becomes a part of news, it automatically gains positive perception and it also becomes memorable.

Rather than releasing a newspaper ad, for Life Fitness Point, we released an article, as an impact feature. For most of the reader, it became a news item about having super human-like body. This article thoroughly described Spartan Workout, Superhuman Workout and High Intensity Interval Training programs. 11 faces used in a main image are real people who are trainer for body build program at Life Fitness Point. As these were identifiable people, it just added to the authenticity factor. All in all, people read the content and trusted the content. This way Life Fitness Point stays in the mind of a reader for a longer duration with precise differentiation.

Article in GS

 

Now, when Life Fitness Point takes a route of advertisement in print or outdoor or any other media, they will get a better response, as positive perception already exists inside the mind of the target audience. In this case, ad would be able to take the target audience to next step interest or action as awareness is already handled by PR.

So start your marketing plan with PR.

 

Wordpress white

How long you should continue with the same visual or same treatment?

December 17, 2015
Kirit JAsani

Kirit JAsani

As a marketer or advertiser, do you keep on changing your brand visual or visual treatment frequently? If yes, thenyou must rethink!

It would be great if a brand is able to possess a particular word inside the mind of a target audience. Well, there can be many ways to reach such a situation but the most effective means can be visual or visual treatment.

10e7b6f1432c5852cbde2e94e5cac0a6

What comes first to your mind when you think of Marlboro Cigarettes? Cowboy, right! Why this happens? As this brand has never deviated from visual of a cowboy, we associate all attributes of cowboy with Marlboro. All advertisements, posters and packaging were prepared with an image of cowboy. Only placing the same visual everywhere is not enough. Sticking to that strategy is of prime importance. While Marlboro Man was conceived in 1954 by Leo Burnett it was used until 1999. A visual of Cowboy was used for 45 years! Due to this, even today, when Marlboro Man is considered as an icon of past it SM0000072easily steps to the top when it comes to the matter of recall. Practically, Marlboro Cigarettes possessed the word cowboy inside the mind of target audience.

Do you recall beauty soap TV Commercial, where a married woman with a child is mistakenly considered as a college girl? Yes, I am talking about Santoor beauty soap. As long as I assume, you would be able to recall some variation of this ad with change of ambience and models but visual treatment would be the same, mistaken identity as a college girl.

SantoorEarly ad on Doordarshan in which model goes to buy bangle to recent ad creation with Saif Ali Khan,  these series of ads could establish a connection between younger-looking skin attribute and the brand Santoor. As they have hardly deviated from this treatment, Santoor succeeded in taking possession of the word ‘younger-looking skin’ which accurately defines their differentiating point.

While other aspects of branding and advertising are important, use of visual should top the list. As your target audience is going to look at the visual, they will remember the visual and visuals will inspire them so, as long as possible, try to use the same visual or visual treatment for the longest possible duration of time. You will experience the positive results in sales figure.

I advise, think twice or thrice before changing core visual or treatment of your brand.

Wordpress white


%d bloggers like this: