Creative Ways to Improve Your Design Portfolio
Image from: Creativeoutlet.com
Like your resume, your portfolio is constantly being changed, added to and revised. Your portfolio is the best way to establish your own personal brand as a designer, whether you’re freelance or you work for a company. It’s important that your portfolio stays up-to-date but also remains consistent with your image.
Create a unique presentation.
Portfolios can take on many different forms. Some look like books or magazines. Others look like pop-up books or unfold like a map. Some portfolios are even printed on postcards or kept in boxes. What’s unique about many of these is that they’re interactive and engage the reader. Thinking out of the box by picking an unusual medium for your portfolio can be the game-changer that gets you hired.
Keep a physical and online copy.
Online copies are important for employers who are looking at you as a possible hire; they’re also much easier to manage and keep up to date. It’s best to have an online portfolio for those who can’t view your physical copy in person. Personalized copies, on the other hand, look more personalized, are easier to access and helps you stand out among other designers. Plus, you have better control of its appearance. You could even make it a pop-up book if you wanted! You should create an online and physical portfolio to work hand-in-hand. The online portfolio is great for grabbing the attention of employers before an interview and they can include a broader range of works. Plus, they’re usually easier to access and update. Physical copies make a more lasting impression, are ideal for interviews and can be tailored for the job you are applying for.
Don’t forget the call-to-action.
You can spend days making sure your online portfolio looks perfect. But don’t forget why employers are looking at it in the first place– they are considering you as a potential hire. Therefore, it’s important that you leave an obvious call-to-action. Make it easy to locate your contact page because you want it to be easy for employers to get in touch with you. Try putting a big “Contact me” button on your portfolio, or even a link to your contact information on every page. Don’t be afraid to be a little assertive.
Consider quality vs. quantity.
You may feel inclined to include every design or side project you’ve worked on in your career. However, doing this can clutter your portfolio. Including too many projects might make it difficult for employers to remember what they’ve seen. Only choose works that you’re the most proud of and the ones that have received the most positive feedback from clients. Pick ones that would make great talking points during interviews. Most importantly, include projects that would be relevant to the design jobs you are applying for. For example, if you’re going for a typography job, select the works that focus on typography.
Be crystal clear.
That doesn’t just mean the designs themselves. Always include clear descriptions of the designs you have done, who they were completed for and when. Explain how you came up with the design or why you created the design. It helps employers understand what you do, and better remember the design later. If you include any collaborations in your portfolio, it’s also very important that you credit other designers that helped you create it.
Provide mock-ups.
Product mock-ups show your design in context. Do you have an awesome t-shirt design that you’ve made? Show it on a t-shirt. Have you created a mind-blowing book cover? Show that design on a book cover! Presenting your designs the way they were meant to be presented ensures that your work is quality and that you can follow through with your designs.
Include a blog.
Blogging is a great way to keep your online content fresh with updates. You can post about current projects you’re working on, the progress you’re making with them and advice or thoughts about the design industry. It’s both personal and showcases what you know, and adds a complement to your design portfolio.
Stay up-to-date.
Your portfolio is never truly finished, but continuously changing as you are, so don’t slack when it comes to your portfolio. Especially your online portfolio because it’s accessible at any time. Having a lot of content but neglecting to update it in over a year or two can look a little lazy. Be sure to swap in new and creative projects you’ve worked on, or take some of the older ones out. A couple great rules remember are to make changes at least every six months and only include designs that are less than three years old.
Remember to sell yourself.
Make sure that your portfolio conveys a message and your own personal brand identity. Add your own zing to your portfolio because it is supposed to represent your own unique personality as a designer. Doing this helps build trust between you and whoever is perusing your work, and most importantly, helps you stand out among other designers.
Written for MultiAd's Creative Outlet on February 19th, 2015
Create a unique presentation.
Portfolios can take on many different forms. Some look like books or magazines. Others look like pop-up books or unfold like a map. Some portfolios are even printed on postcards or kept in boxes. What’s unique about many of these is that they’re interactive and engage the reader. Thinking out of the box by picking an unusual medium for your portfolio can be the game-changer that gets you hired.
Keep a physical and online copy.
Online copies are important for employers who are looking at you as a possible hire; they’re also much easier to manage and keep up to date. It’s best to have an online portfolio for those who can’t view your physical copy in person. Personalized copies, on the other hand, look more personalized, are easier to access and helps you stand out among other designers. Plus, you have better control of its appearance. You could even make it a pop-up book if you wanted! You should create an online and physical portfolio to work hand-in-hand. The online portfolio is great for grabbing the attention of employers before an interview and they can include a broader range of works. Plus, they’re usually easier to access and update. Physical copies make a more lasting impression, are ideal for interviews and can be tailored for the job you are applying for.
Don’t forget the call-to-action.
You can spend days making sure your online portfolio looks perfect. But don’t forget why employers are looking at it in the first place– they are considering you as a potential hire. Therefore, it’s important that you leave an obvious call-to-action. Make it easy to locate your contact page because you want it to be easy for employers to get in touch with you. Try putting a big “Contact me” button on your portfolio, or even a link to your contact information on every page. Don’t be afraid to be a little assertive.
Consider quality vs. quantity.
You may feel inclined to include every design or side project you’ve worked on in your career. However, doing this can clutter your portfolio. Including too many projects might make it difficult for employers to remember what they’ve seen. Only choose works that you’re the most proud of and the ones that have received the most positive feedback from clients. Pick ones that would make great talking points during interviews. Most importantly, include projects that would be relevant to the design jobs you are applying for. For example, if you’re going for a typography job, select the works that focus on typography.
Be crystal clear.
That doesn’t just mean the designs themselves. Always include clear descriptions of the designs you have done, who they were completed for and when. Explain how you came up with the design or why you created the design. It helps employers understand what you do, and better remember the design later. If you include any collaborations in your portfolio, it’s also very important that you credit other designers that helped you create it.
Provide mock-ups.
Product mock-ups show your design in context. Do you have an awesome t-shirt design that you’ve made? Show it on a t-shirt. Have you created a mind-blowing book cover? Show that design on a book cover! Presenting your designs the way they were meant to be presented ensures that your work is quality and that you can follow through with your designs.
Include a blog.
Blogging is a great way to keep your online content fresh with updates. You can post about current projects you’re working on, the progress you’re making with them and advice or thoughts about the design industry. It’s both personal and showcases what you know, and adds a complement to your design portfolio.
Stay up-to-date.
Your portfolio is never truly finished, but continuously changing as you are, so don’t slack when it comes to your portfolio. Especially your online portfolio because it’s accessible at any time. Having a lot of content but neglecting to update it in over a year or two can look a little lazy. Be sure to swap in new and creative projects you’ve worked on, or take some of the older ones out. A couple great rules remember are to make changes at least every six months and only include designs that are less than three years old.
Remember to sell yourself.
Make sure that your portfolio conveys a message and your own personal brand identity. Add your own zing to your portfolio because it is supposed to represent your own unique personality as a designer. Doing this helps build trust between you and whoever is perusing your work, and most importantly, helps you stand out among other designers.
Written for MultiAd's Creative Outlet on February 19th, 2015
Are QR Codes Worth Using in Your Advertisements?
If you don’t know what a QR code is, you’ve probably seen it. Over the last few years, these easy-to-scan codes have become popular in print advertising. QR codes (short for quick-response codes) are images that consist of black and white blocks, similar to a barcode, which store information for website links. These codes can be scanned through an app on your smartphone using your phone’s camera and directs you to whatever website or advertising message it’s programmed for.
Even though a QR code offers many advertising benefits, like increasing website traffic and catering to local targets at a low cost, its success rate is questionable. A study done in 2013 says that 21% of smartphone users have scanned a QR code before, but only 19% of those have frequently scanned them. However, there are many QR code success stories that give excellent examples of how much potential they can have. Take a peek at some of the advantages and disadvantages to incorporating QR codes into your advertisements.
QR Code Pros
Written for MultiAd's Creative Outlet on February 10th, 2015
Even though a QR code offers many advertising benefits, like increasing website traffic and catering to local targets at a low cost, its success rate is questionable. A study done in 2013 says that 21% of smartphone users have scanned a QR code before, but only 19% of those have frequently scanned them. However, there are many QR code success stories that give excellent examples of how much potential they can have. Take a peek at some of the advantages and disadvantages to incorporating QR codes into your advertisements.
QR Code Pros
- They provide an easy link between print to mobile content: QR codes link to websites, Facebook pages and mobile apps. Some advertisers use them for booking reservations in restaurants, giving directions to store locations, or linking to coupons and giveaways. Since we’re in the digital age, having this bridge between different media is important and can be highly useful. It adds an interactive feature to an otherwise two-dimensional advertisement, and better benefits to the viewer because it often provides more information on the company in the advertisement.
- They can be printed on almost anything: Chances are you’ve probably seen this code on posters, boxes, windows and even t-shirts. QR codes can be poster-sized or small enough to fit onto a business card. This can be useful if you’re printing an ad that’s too small to fit all of the information you want or if you want the code to get noticed in a big way by presenting it as a very large focal point.
- They are easy and cost-effective: QR codes are incredibly easy to utilize. By simply entering a website address in a QR code generator, you’ll have your own unique code for free in seconds. Using QR codes helps minimize the amount of space you need for an ad, which can be really useful if you’re looking to advertise in a newspaper or magazine.
- The effectiveness is questionable: Believe it or not, QR codes have been around for about 10 years but they’ve failed to gain a lot of traction. From July 2011 to May 2013, the number of smartphone users increased, while the number of QR codes scanned has remained the same.
- Some users find it inconvenient: Although it takes a few seconds to pull out your smartphone and scan a QR code, it’s enough to discourage viewers to bother with the code at all. Users must first download a QR code scanning app to their mobile device in order to scan the code in the first place. Since Apple and Android cellphones still don’t include a pre-downloaded QR code app on their devices, it further discourages people to take interest in a QR code.
- Some consumers don’t trust it: Since these codes are so easy to generate, almost anyone can make one. This makes it difficult to trust QR codes because you don’t know what you’re scanning until you scan it. It takes one bad QR code experience to taint the usage of QR codes altogether.
Written for MultiAd's Creative Outlet on February 10th, 2015
Selling Ideas to Turn Your Luck Around on Friday the 13th
Image from: Creativeoutlet.com
Superstition can be silly, or even irrational, but the fear of the number 13 (or triskaidekaphobia), affects more people than you might think. More than 80% of high-rise buildings lack a 13th floor, some hospitals don’t have a 13th room and many airports avoid the 13th gate. But even if you think superstition is nothing to fear– think again. Whether it’s a casino or a grocery store, businesses generally see a massive decline in sales on Friday the 13th. It’s estimated that around $700-800 million in revenue is lost every on these days. Now that’s scary!
This year, we’re going to be observing THREE of these unlucky days in February, March and November. Instead of falling for superstition, embrace it with these clever advertising ideas.
Advertise good luck charms.
Many great athletes carry lucky charms or perform rituals before every game. Some have a lucky pair of (unwashed) socks or a hat they need to wear. Others might need to eat a peanut butter and jelly sandwich before every game or they believe they’ll be setting themselves up for failure. Sports equipment stores can use these superstitions by advertising a deal for anyone who admits they have a lucky charm or ritual on social media. They can even offer deals on charms for those who haven’t found their luck.
Retail stores can also promote deals like “Buy-one-get-one for a lucky penny.” They can also try doing “lucky penny deals” for items that have trouble selling. Find those hard-to-sell items or discontinued products and advertise them as costing one penny. This makes it like a treasure hunt for those who are looking for a deal and also encourages other sales as customers search for these items.
Spread the word about black cats.
Animal shelters can encourage animal-lovers to ditch the black cat superstition by advertising black cat adoption on Friday the 13th. Any other day of the year is difficult for black cat adoptions because they’re often viewed as a bad omen. Sadly, they’re the ones most often left without a home at animal shelters. Try using a tagline like, “Make Their Friday the 13th Lucky!” while advertising positive facts about black cats. But don’t forget about our other black furry friends! Try offering deals on all black-fur animals as well since black cats aren’t the only ones who are left behind.
In addition, shelters can team up with pet grooming facilities to give a free pet grooming per adoption. Or, they can provide dog and cat grooming for $13 off for regular customers.
Try an “everybody wins” giveaway.
Businesses can offer 13 “grand” prizes in an online/social media giveaway, while making it possible for everyone to be winners– even on Friday the 13th. In addition to the grand prizes, businesses can offer coupon deals or small freebies to those who entered the giveaway. Since many may be reluctant to try their luck in a luck-of-the-draw contest, offering something to anyone who participates will be more reassuring.
Promote with clover deals.
Book stores and libraries can hop on board for Friday the 13th deals by creating a fun way to entice shoppers and book borrowers. Businesses can hide paper four-leaf clovers into a random selection of books at a particular book display. For those who are lucky enough to find a clover in the book they are purchasing, or simply leafing through, they can use it to get 13% off of a book or turn it in for a small prize. This drives the tradition of pressing four-leaf clovers in books for safe keeping. This could also be a great idea for St. Patrick’s Day!
There are plenty of opportunities for businesses to advertise for Friday the 13th. Although this day usually has the least amount of sales, businesses can use creative ways to encourage the more superstitious (and even the least superstitious) customers to check out their store. If you’re the more superstitious one, don’t create your own bad luck by missing out on some great selling opportunities!
Written for MultiAd's Creative Outlet on February 6th, 2015
This year, we’re going to be observing THREE of these unlucky days in February, March and November. Instead of falling for superstition, embrace it with these clever advertising ideas.
Advertise good luck charms.
Many great athletes carry lucky charms or perform rituals before every game. Some have a lucky pair of (unwashed) socks or a hat they need to wear. Others might need to eat a peanut butter and jelly sandwich before every game or they believe they’ll be setting themselves up for failure. Sports equipment stores can use these superstitions by advertising a deal for anyone who admits they have a lucky charm or ritual on social media. They can even offer deals on charms for those who haven’t found their luck.
Retail stores can also promote deals like “Buy-one-get-one for a lucky penny.” They can also try doing “lucky penny deals” for items that have trouble selling. Find those hard-to-sell items or discontinued products and advertise them as costing one penny. This makes it like a treasure hunt for those who are looking for a deal and also encourages other sales as customers search for these items.
Spread the word about black cats.
Animal shelters can encourage animal-lovers to ditch the black cat superstition by advertising black cat adoption on Friday the 13th. Any other day of the year is difficult for black cat adoptions because they’re often viewed as a bad omen. Sadly, they’re the ones most often left without a home at animal shelters. Try using a tagline like, “Make Their Friday the 13th Lucky!” while advertising positive facts about black cats. But don’t forget about our other black furry friends! Try offering deals on all black-fur animals as well since black cats aren’t the only ones who are left behind.
In addition, shelters can team up with pet grooming facilities to give a free pet grooming per adoption. Or, they can provide dog and cat grooming for $13 off for regular customers.
Try an “everybody wins” giveaway.
Businesses can offer 13 “grand” prizes in an online/social media giveaway, while making it possible for everyone to be winners– even on Friday the 13th. In addition to the grand prizes, businesses can offer coupon deals or small freebies to those who entered the giveaway. Since many may be reluctant to try their luck in a luck-of-the-draw contest, offering something to anyone who participates will be more reassuring.
Promote with clover deals.
Book stores and libraries can hop on board for Friday the 13th deals by creating a fun way to entice shoppers and book borrowers. Businesses can hide paper four-leaf clovers into a random selection of books at a particular book display. For those who are lucky enough to find a clover in the book they are purchasing, or simply leafing through, they can use it to get 13% off of a book or turn it in for a small prize. This drives the tradition of pressing four-leaf clovers in books for safe keeping. This could also be a great idea for St. Patrick’s Day!
There are plenty of opportunities for businesses to advertise for Friday the 13th. Although this day usually has the least amount of sales, businesses can use creative ways to encourage the more superstitious (and even the least superstitious) customers to check out their store. If you’re the more superstitious one, don’t create your own bad luck by missing out on some great selling opportunities!
Written for MultiAd's Creative Outlet on February 6th, 2015
Why Advertising in Local Newspapers is Ideal for Small Businesses
Image from: Creativeoutlet.com
Local Sunday papers get more readers.
Daily newspapers have about 127.1 million readers. On Sundays, however, readership reaches a staggering 132.4 million readers. That’s more than a Superbowl-sized audience! Leisurely Sundays prompt locals to pick up their paper with their morning breakfast, or even for the Sunday coupons. Therefore, local ads in the paper are more likely to be noticed and less likely to be tossed in the trash. Even though many publications are converting to online papers, the readership for newspapers and online sources remain the same. A 2014 survey done by the National Newspaper Association found that 49% of readers have never sought out local news online, suggesting that readers are still reliant on local print newspapers as a news source.
Papers are a more non-intrusive form of advertising.
Pop-up ads and much of online advertising can be incredibly intrusive and irritating for internet users. Even with 571 websites being created every minute, internet display advertising struggles with an average 0.11% click-through rate. Print newspaper advertising is expected by readers, and often sought out in hopes of finding coupons or deals for local businesses. In addition, newspaper ads are usually placed into specific sections of the paper that make it easy for readers to find what they are looking for. This helps companies be found by people who have an interest in what they are offering. For example, an ad for a local bakery could be included in the food and dining section of the newspaper.
Papers are cost-efficient.
Not only is local newspaper advertising ideal for targeting, you can also alter the price and circulation of your ads to fit your budget. Local papers offer a wide variety of options that most businesses can afford. Some of these include classified ads, half-page ads or full page spreads. The benefit of advertising in newspapers is that newspaper ads have a longer shelf life than online ads. An ad in a newspaper lasts for as long as a reader keeps the paper, which could be for weeks or months, while an online ad lasts only for as long as you pay for it to remain online.
Paper ads offer print-to-web interactivity.
Incorporating digital media with print advertising can offer many benefits. Consider adding a “text-to-like code” in your next print ad. This will allow your prospects to like your Facebook pages through text messaging. This can increase revenue by generating traffic on your company website or Facebook page. You can find out how to do add the “text-to-like” option to your Facebook page here. By offering a bridge between print and online media, customers can stay up-to-date on sales, new products and store changes.
Written for MultiAd's Creative Outlet on January 27th, 2015.
Daily newspapers have about 127.1 million readers. On Sundays, however, readership reaches a staggering 132.4 million readers. That’s more than a Superbowl-sized audience! Leisurely Sundays prompt locals to pick up their paper with their morning breakfast, or even for the Sunday coupons. Therefore, local ads in the paper are more likely to be noticed and less likely to be tossed in the trash. Even though many publications are converting to online papers, the readership for newspapers and online sources remain the same. A 2014 survey done by the National Newspaper Association found that 49% of readers have never sought out local news online, suggesting that readers are still reliant on local print newspapers as a news source.
Papers are a more non-intrusive form of advertising.
Pop-up ads and much of online advertising can be incredibly intrusive and irritating for internet users. Even with 571 websites being created every minute, internet display advertising struggles with an average 0.11% click-through rate. Print newspaper advertising is expected by readers, and often sought out in hopes of finding coupons or deals for local businesses. In addition, newspaper ads are usually placed into specific sections of the paper that make it easy for readers to find what they are looking for. This helps companies be found by people who have an interest in what they are offering. For example, an ad for a local bakery could be included in the food and dining section of the newspaper.
Papers are cost-efficient.
Not only is local newspaper advertising ideal for targeting, you can also alter the price and circulation of your ads to fit your budget. Local papers offer a wide variety of options that most businesses can afford. Some of these include classified ads, half-page ads or full page spreads. The benefit of advertising in newspapers is that newspaper ads have a longer shelf life than online ads. An ad in a newspaper lasts for as long as a reader keeps the paper, which could be for weeks or months, while an online ad lasts only for as long as you pay for it to remain online.
Paper ads offer print-to-web interactivity.
Incorporating digital media with print advertising can offer many benefits. Consider adding a “text-to-like code” in your next print ad. This will allow your prospects to like your Facebook pages through text messaging. This can increase revenue by generating traffic on your company website or Facebook page. You can find out how to do add the “text-to-like” option to your Facebook page here. By offering a bridge between print and online media, customers can stay up-to-date on sales, new products and store changes.
Written for MultiAd's Creative Outlet on January 27th, 2015.
Why You Should Be Using Pantone's Color of the Year
Image from: cathyscrazybydesign.blogspot.com
For the last 15 years, color corporation Pantone has been selecting the annual Color of the Year, which is decided afterintensive research on fashion and interior design trends. Marsala, an earthy red color named after a type of wine, has been named Pantone’s Color of the Year for 2015. This color is predicted to be the most often used color for this year in the home design industry-but they won’t be the only ones. Fashion and textiles, graphic design, and consumer products will be seeking out this swatch as well. Here are a few reasons why this color is this year’s winner, and why you should be incorporating it into your designs.
Versatility
Marsala’s natural hue makes it an appealing color for both men and women, giving off an almost vintage feel. This muted burgundy makes it easy to pair with various color combinations; just look at some of the ones below. Marsala pairs well with yellows, blues, and even blushing pinks or rustic oranges.
You can use Marsala as an accent in your design for a dash of warmth in your piece, or it can even dominate an entire spread without making the design seem overpowering. Marsala’s versatility makes it easy for designers to play around with color combinations to find the best fit.
Mood
A lot can be said about a color. Color is a different experience for any individual who looks at it. So, it isn’t a surprise that much has been said about this newly popular shade. Here’s what Leatrice Eiseman, executive director of Pantone, has to say about their color choice, “Marsala enriches our mind, body and soul, exuding confidence and stability.” It has also been described as being natural, alluring and warm. Its rich color gives Marsala a boldness without it being overbearing. Much like its wine counterpart, Marsala is a robust and earthy hue. Its alluring feel makes it ideal for product packaging and point-of-purchase sales. If you’re looking for a hue that evokes these types of feelings, you might find your answer in Marsala.
Digital AppealLogos, web design, packaging–you name it, Marsala can be the color for your next digital project. Marsala is a great hue to use in logo design because it’s sophisticated and eye-catching. Some reds are too harsh but Marsala is soft.
Thanks to Quartz Blog, the Pantone swatch number for Marsala has been decoded for digital use.
Written for MultiAd's Creative Outlet on January 22nd, 2015
Versatility
Marsala’s natural hue makes it an appealing color for both men and women, giving off an almost vintage feel. This muted burgundy makes it easy to pair with various color combinations; just look at some of the ones below. Marsala pairs well with yellows, blues, and even blushing pinks or rustic oranges.
You can use Marsala as an accent in your design for a dash of warmth in your piece, or it can even dominate an entire spread without making the design seem overpowering. Marsala’s versatility makes it easy for designers to play around with color combinations to find the best fit.
Mood
A lot can be said about a color. Color is a different experience for any individual who looks at it. So, it isn’t a surprise that much has been said about this newly popular shade. Here’s what Leatrice Eiseman, executive director of Pantone, has to say about their color choice, “Marsala enriches our mind, body and soul, exuding confidence and stability.” It has also been described as being natural, alluring and warm. Its rich color gives Marsala a boldness without it being overbearing. Much like its wine counterpart, Marsala is a robust and earthy hue. Its alluring feel makes it ideal for product packaging and point-of-purchase sales. If you’re looking for a hue that evokes these types of feelings, you might find your answer in Marsala.
Digital AppealLogos, web design, packaging–you name it, Marsala can be the color for your next digital project. Marsala is a great hue to use in logo design because it’s sophisticated and eye-catching. Some reds are too harsh but Marsala is soft.
Thanks to Quartz Blog, the Pantone swatch number for Marsala has been decoded for digital use.
- RGB, electronic displays: 150, 79, 76
- CMYK, print: 25, 77, 64, 11
- Hex, web: #955251
Written for MultiAd's Creative Outlet on January 22nd, 2015
How to Sell Ice Cream in the Winter
Image from: freakonomics.com
It’s probably no surprise that ice cream shops tend to see a slowing of business once the temperatures drop. Unless you’re a die-hard ice cream fan, most would rather put off leaving their warm homes to indulge in a frozen treat. Some shops close during the colder months to avoid the inevitable slowing of their business. However, shops that brave the cold can use some innovative tactics to profit during the time of year when their frozen treats are less desirable. Ice cream shops can still hit the sweet spot during the winter months by using these advertising ideas…
Advertise hot drinks.
If customers are too cold for ice cream, provide them with some warmer options. A coffee and/or hot cocoa advertisement could be very enticing to locals. Businesses might offer a hot drink special that includes forms of tea and apple cider. Chances are, many ice cream shop customers have children who aren’t deterred from ice cream at any time of the year! So expand some options for the adult customers who might not be craving ice cream. Ice cream shops might also consider teaming up with a local bakery to offer baked goods. The winter months are also a great time to advertise low-fat treats for those trying to stick to their New Years resolutions.
Feature complementary desserts like warm pie.
Businesses can offer specials on hot desserts that can be baked at home and paired with their favorite ice cream. They also might sell tubs of the highest selling flavors like Coldstone Creamery. Shops should consider announcing a winter seasonal flavor that is unique to their brand. Possible winter flavors might include peppermint or cinnamon.
Get creative with your sales tactics.
In the summer, not much effort is needed to bring in customers looking for ways to cool off, but winter is a different ball game. Literally. When Super Bowl nears, ice cream shops could consider giving discounts to customers who come in wearing the jersey of their favorite football team. They can also give out rewards cards to encourage more visits. Josh & John’s shop in Colorado Springs uses punch rewards for customers who are willing to brave the cold (coupon seen above).
Rev it up on social media.
A gelato shop in the Chicago suburbs, 4 Penguins, keeps the customers up-to-date all year round by posting photos of their “flavor of the day” on Facebook. Since more people will be staying indoors due to the weather, businesses should utilize social media even more than normal. They can give deals to those who like their business’ Facebook page, such as 15% off each scoop of ice cream to Facebook friends. The more delicious photos used on social media and in advertisements, the better! Just looking at a delicious picture of ice cream could be enough to give somebody those must-have cravings.
Summer may be the ideal time to sell ice cream, but that doesn’t mean that revenue has to come to a standstill during the colder months. Ice cream shops can still thrive by combining a few creative tactics to advertise and get people in the door.
Written for MultiAd's Creative Outlet on January 13th, 2015.
Advertise hot drinks.
If customers are too cold for ice cream, provide them with some warmer options. A coffee and/or hot cocoa advertisement could be very enticing to locals. Businesses might offer a hot drink special that includes forms of tea and apple cider. Chances are, many ice cream shop customers have children who aren’t deterred from ice cream at any time of the year! So expand some options for the adult customers who might not be craving ice cream. Ice cream shops might also consider teaming up with a local bakery to offer baked goods. The winter months are also a great time to advertise low-fat treats for those trying to stick to their New Years resolutions.
Feature complementary desserts like warm pie.
Businesses can offer specials on hot desserts that can be baked at home and paired with their favorite ice cream. They also might sell tubs of the highest selling flavors like Coldstone Creamery. Shops should consider announcing a winter seasonal flavor that is unique to their brand. Possible winter flavors might include peppermint or cinnamon.
Get creative with your sales tactics.
In the summer, not much effort is needed to bring in customers looking for ways to cool off, but winter is a different ball game. Literally. When Super Bowl nears, ice cream shops could consider giving discounts to customers who come in wearing the jersey of their favorite football team. They can also give out rewards cards to encourage more visits. Josh & John’s shop in Colorado Springs uses punch rewards for customers who are willing to brave the cold (coupon seen above).
Rev it up on social media.
A gelato shop in the Chicago suburbs, 4 Penguins, keeps the customers up-to-date all year round by posting photos of their “flavor of the day” on Facebook. Since more people will be staying indoors due to the weather, businesses should utilize social media even more than normal. They can give deals to those who like their business’ Facebook page, such as 15% off each scoop of ice cream to Facebook friends. The more delicious photos used on social media and in advertisements, the better! Just looking at a delicious picture of ice cream could be enough to give somebody those must-have cravings.
Summer may be the ideal time to sell ice cream, but that doesn’t mean that revenue has to come to a standstill during the colder months. Ice cream shops can still thrive by combining a few creative tactics to advertise and get people in the door.
Written for MultiAd's Creative Outlet on January 13th, 2015.
Strategies to Keep Up Your Sales After the Holidays
Image from: Creativeoutlet.com
The busiest time of the year for your business has ended, now what? Although you’re probably breathing a sigh of relief that the rush of frantic holiday shoppers is over, you’ll soon meet the inevitable lull of after-holiday sales. But there are still plenty of opportunities to keep bringing in the after-holiday shoppers. Here are some strategies to keep up your sales after the holidays…
Say “thank you.”
First things first, let loyal customers know you appreciate them. Send thank-you emails to those who did business with you during the holidays and let them know about any post holiday sales. If these resources aren’t available, send gratitude via social media. Tweets and Facebook posts thanking customers will build loyalty.
Market appropriately.
Even if your store is due for a post-holiday rush, these shoppers are on a much different agenda. Some of them are buying for their New Year’s resolutions, others are doing some personal shopping or they could be returning gifts. Either way, their shopping excursions are going to be more focused on themselves than for others. Encourage customers to let them know it’s okay to treat themselves after the season of giving.
Avoid the hard sell.
Focus on the experience rather than making the sale in your store. Many shoppers are exhausted and might not be in the mood to spend any more time in stores. Hand out samples and coffee, and set the mood with relaxing music. This will take the pressure off of shopping and make a great impression for anyone who may be stopping in for the first time. Exceptional customer service is important to any business at any time of the year, so keep it up after the hustle and bustle of the holidays.
Bring on the freebies.
Everyone loves free stuff, so why not give your customers a little gift for shopping with you? You can use the gift to advertise by displaying it in-store, or you can wrap it up and make it a surprise. Pick out something that could be useful after the holidays. Since money is tight for many around this time of year, offering up a freebie can help them feel good about their purchase.
Written for MultiAd's Creative Outlet on January 6th, 2015.
Say “thank you.”
First things first, let loyal customers know you appreciate them. Send thank-you emails to those who did business with you during the holidays and let them know about any post holiday sales. If these resources aren’t available, send gratitude via social media. Tweets and Facebook posts thanking customers will build loyalty.
Market appropriately.
Even if your store is due for a post-holiday rush, these shoppers are on a much different agenda. Some of them are buying for their New Year’s resolutions, others are doing some personal shopping or they could be returning gifts. Either way, their shopping excursions are going to be more focused on themselves than for others. Encourage customers to let them know it’s okay to treat themselves after the season of giving.
Avoid the hard sell.
Focus on the experience rather than making the sale in your store. Many shoppers are exhausted and might not be in the mood to spend any more time in stores. Hand out samples and coffee, and set the mood with relaxing music. This will take the pressure off of shopping and make a great impression for anyone who may be stopping in for the first time. Exceptional customer service is important to any business at any time of the year, so keep it up after the hustle and bustle of the holidays.
Bring on the freebies.
Everyone loves free stuff, so why not give your customers a little gift for shopping with you? You can use the gift to advertise by displaying it in-store, or you can wrap it up and make it a surprise. Pick out something that could be useful after the holidays. Since money is tight for many around this time of year, offering up a freebie can help them feel good about their purchase.
Written for MultiAd's Creative Outlet on January 6th, 2015.
The Right Way to Use Negative Advertising
Image from: World Wildlife Fund - adsoftheworld.com
A recent study about human behaviors proves that positive imagery in advertising doesn’t always make the sale. Sometimes negative advertising is the way to go but you have to understand it to know the right way to use it. Negative advertising occurs when the message is focused on the negative aspects of their competitors or portrays the unpleasant results of not using their product. Here’s the psychology behind it and how other brands have used it effectively:
Why does negative selling work?
During our recent elections, you were probably bombarded by a slew of mudslinging political campaigns. So, we’re sure that you’re not surprised to hear that negative campaign ad spending outweighed the positive ad spending by 67% this year. Why do they focus on the bad stuff? Humans are historically influenced by negative messages. The fear appealharnesses our instinctive habit of always looking out for threatening or dangerous situations.
Negative ads are more likely to grab our attention and resonate with us. According to Psychology Today, neurological studies have found that our brains produce more activity when presented with a more threatening or negative situation than a positive one. That’s why we are more likely to remember an insult than a compliment. Buyers are more likely to opt for products that target their fears and insecurities when they are ready to make a purchase.
When does it work?
Political candidates aren’t the only ones who can use negative advertising to their advantage. Now, this doesn’t mean that you need to resort to attack ads to get your message across but there are strategic ways that it can be used without tarnishing your company’s image. For example, in Apple’s “Get a Mac” campaign, Apple lightheartedly pokes fun at PC competitors with a humorous appeal by personifying the Mac and PC computers. In one commercial, the PC is seen dressed in a disguise (complete with a trench coat and fake mustache), stating that he is trying to hide from spyware, while the Mac doesn’t need a disguise because he has the proper software.
Additionally, the World Wildlife Fund (WWF) uses negative advertising to hook you with fear and emotion in many of their campaigns. In their You Can Help Stop Global Warming campaign, print ads depict various arctic animals sleeping on benches and in the streets, implying that these animals are left homeless because they lost their homes to global warming.
In other more competitive campaigns, Dunkin Donuts created some provoking ads against Starbucks with “Friends Don’t Let Friends Drink Starbucks,” claiming that the popular coffee brand was “snobby.” The company conducted blind consumer taste tests, and Dunkin’s Coffee reined over Starbucks by 10%, leading to their “Dunkin’ Beat Starbucks” ads and website (now unavailable). Shots fired!
If executed carefully, negative selling can build an emotional connection and change minds. If you choose this route, make sure that the ads are something the target can relate to. Most importantly, advertise ethically. If you’re going to make negative claims about your competitor, make sure that they’re accurate and the information is up to date.
Written for MultiAd's Creative Outlet on December 23rd, 2014.
Why does negative selling work?
During our recent elections, you were probably bombarded by a slew of mudslinging political campaigns. So, we’re sure that you’re not surprised to hear that negative campaign ad spending outweighed the positive ad spending by 67% this year. Why do they focus on the bad stuff? Humans are historically influenced by negative messages. The fear appealharnesses our instinctive habit of always looking out for threatening or dangerous situations.
Negative ads are more likely to grab our attention and resonate with us. According to Psychology Today, neurological studies have found that our brains produce more activity when presented with a more threatening or negative situation than a positive one. That’s why we are more likely to remember an insult than a compliment. Buyers are more likely to opt for products that target their fears and insecurities when they are ready to make a purchase.
When does it work?
Political candidates aren’t the only ones who can use negative advertising to their advantage. Now, this doesn’t mean that you need to resort to attack ads to get your message across but there are strategic ways that it can be used without tarnishing your company’s image. For example, in Apple’s “Get a Mac” campaign, Apple lightheartedly pokes fun at PC competitors with a humorous appeal by personifying the Mac and PC computers. In one commercial, the PC is seen dressed in a disguise (complete with a trench coat and fake mustache), stating that he is trying to hide from spyware, while the Mac doesn’t need a disguise because he has the proper software.
Additionally, the World Wildlife Fund (WWF) uses negative advertising to hook you with fear and emotion in many of their campaigns. In their You Can Help Stop Global Warming campaign, print ads depict various arctic animals sleeping on benches and in the streets, implying that these animals are left homeless because they lost their homes to global warming.
In other more competitive campaigns, Dunkin Donuts created some provoking ads against Starbucks with “Friends Don’t Let Friends Drink Starbucks,” claiming that the popular coffee brand was “snobby.” The company conducted blind consumer taste tests, and Dunkin’s Coffee reined over Starbucks by 10%, leading to their “Dunkin’ Beat Starbucks” ads and website (now unavailable). Shots fired!
If executed carefully, negative selling can build an emotional connection and change minds. If you choose this route, make sure that the ads are something the target can relate to. Most importantly, advertise ethically. If you’re going to make negative claims about your competitor, make sure that they’re accurate and the information is up to date.
Written for MultiAd's Creative Outlet on December 23rd, 2014.
5 Tips to Overcoming Designer's Block
Image from: Creativeoutlet.com
As a creative, there will be days when your ideas pour out of you, moving from one great idea to an even more magnificent one. But there are days that every designer dreads, when you’re hopelessly lacking inspiration. Like writer’s block, designer’s block shrouds your mind and brings your creativity flow to a complete halt. This can lead to frustration with your work, especially if you’re running out of time to complete it. When lacking inspiration, keep these tips in your arsenal next time you find yourself fighting off the fearsome designer’s block.
1. Look at blogs.
Sometimes, observing how other artists or designers create can give you some interesting and innovative ideas. Try checking a design blog daily for some creative inspiration. Look at anything creative, even if the blog is for painting. Save images that you find interesting or write down designers who’s work you enjoy for future reference. If you don’t already have a few saved to your bookmarks, here are some great art and design blogs to peruse:
2. Get out of the routine.
If you’re someone who is used to doing things a certain way, now is the perfect time to try something different. Your designer’s block may be linked to your dependence on habit. You could be killing your creativity by being too consumed by a standard way of working, and not just design-related habits. For example, if you have a morning routine before you get to work, change it up. Get ready before you eat breakfast, instead of after. Take a different road to work. Break out of your routine and do something different every day to help keep your mind stimulated.
3. Sketch it out.
This answer may have been anticipated, but it works. Keeping a sketchbook on hand can help you think outside of the computer screen. Sketching and mindlessly doodling takes the stress out of creativity and keeps your mind active. It’s okay if you draw something completely unrelated to your work. When you finish, you can go back to your work with a clear mind and a different perspective.
4. Get up and do something else.
If sketching at your desk doesn’t do the trick, consider Plan B. Getting up and out of your office will take you out of your workplace mindset all together. Go on a walk, enjoy nature, or even walk to your nearest coffee shop for a break (the added caffeine will even help keep your mind sharp and alert). If you’re home, take a shower. The quiet will clear your mind and help you focus. Jogging, yoga, and other forms of exercise help release endorphins that improve your mood and clear your mind. Taking yourself away from your work is another way to clear your head and start fresh.
5. Talk with other creatives.
Even if you’re working on this project alone, there’s nothing wrong with asking for another professional’s opinion. Create a network with other designers you’ve met or already worked with to get feedback. Explaining your dilemma with another designer can help you both come to a solution together. Knowing that someone else has faced this problem can decrease any negativity you may feel towards your work. Just remember to keep an open mind when creativity comes to a complete halt. Trust me, we’ve all been there.
Written for MultiAd's Creative Outlet on December 4th, 2014.
1. Look at blogs.
Sometimes, observing how other artists or designers create can give you some interesting and innovative ideas. Try checking a design blog daily for some creative inspiration. Look at anything creative, even if the blog is for painting. Save images that you find interesting or write down designers who’s work you enjoy for future reference. If you don’t already have a few saved to your bookmarks, here are some great art and design blogs to peruse:
2. Get out of the routine.
If you’re someone who is used to doing things a certain way, now is the perfect time to try something different. Your designer’s block may be linked to your dependence on habit. You could be killing your creativity by being too consumed by a standard way of working, and not just design-related habits. For example, if you have a morning routine before you get to work, change it up. Get ready before you eat breakfast, instead of after. Take a different road to work. Break out of your routine and do something different every day to help keep your mind stimulated.
3. Sketch it out.
This answer may have been anticipated, but it works. Keeping a sketchbook on hand can help you think outside of the computer screen. Sketching and mindlessly doodling takes the stress out of creativity and keeps your mind active. It’s okay if you draw something completely unrelated to your work. When you finish, you can go back to your work with a clear mind and a different perspective.
4. Get up and do something else.
If sketching at your desk doesn’t do the trick, consider Plan B. Getting up and out of your office will take you out of your workplace mindset all together. Go on a walk, enjoy nature, or even walk to your nearest coffee shop for a break (the added caffeine will even help keep your mind sharp and alert). If you’re home, take a shower. The quiet will clear your mind and help you focus. Jogging, yoga, and other forms of exercise help release endorphins that improve your mood and clear your mind. Taking yourself away from your work is another way to clear your head and start fresh.
5. Talk with other creatives.
Even if you’re working on this project alone, there’s nothing wrong with asking for another professional’s opinion. Create a network with other designers you’ve met or already worked with to get feedback. Explaining your dilemma with another designer can help you both come to a solution together. Knowing that someone else has faced this problem can decrease any negativity you may feel towards your work. Just remember to keep an open mind when creativity comes to a complete halt. Trust me, we’ve all been there.
Written for MultiAd's Creative Outlet on December 4th, 2014.
Survival Guide
Job-hunting can be a scary thing to experience, especially when you’re putting yourself out there for the first time. You need to prepare yourself for the unexpected, and present yourself as a well-rounded and educated employee. So, how do you go about planning for that? Although everyone seems to handle things differently, here are a few recommendations to what you should do as you get ready to throw yourself into the whirlpool that is the job market.
An incredibly important piece to include when going in for an interview at an advertising agency is a well put together portfolio. Whether you’re presenting yourself as a copywriter or a designer, an important tip is to make sure that you aren’t including any predictable advertisements.
As stated in Advertising Creative, “…Ads for hot sauce, condoms, and animal shelters. If the product calls for an obvious approach, don’t bother putting it in your book.” (Altstiel, 361). Finding something one of a kind that you’ve created is sure to make you stand out amongst employers because it will highlight what you know as an advertiser. Another important tip to concocting your advertising portfolio is to never use anything just because you favor it. Bring out some of your other ads that have never been used or presented before.
The next important component to aid you in your job hunt is, obviously, your resume. Thinking from an employer’s perspective, you want to be convinced that this person is a good candidate for the job. As the interviewee, you want to be able to sell yourself. So, in a way, your resume acts as an advertisement for yourself. If there’s anything that I’ve learned from constructing and re-constructing my resume, it’s that your objective should act as the headline to your resume “ad.” You need to create an objective that stands out. By stating that your objective is “to obtain an advertising internship for the upcoming summer” (a mistake I never knew I was making), you’ll just blend yourself in with the other applicants.
Although these tips are very few, I believe that they are some of the most important things to consider when getting out into the job market. Whether it’s for an advertising internship or a full-time job, it’s best to keep yourself prepared, and get ready to advertise yourself!
Sources:
Altseiel, T., & Grow, J. (2013). Advertising Creative: Strategy, Copy, Design. Canada: SAGE Publications, Inc.
An incredibly important piece to include when going in for an interview at an advertising agency is a well put together portfolio. Whether you’re presenting yourself as a copywriter or a designer, an important tip is to make sure that you aren’t including any predictable advertisements.
As stated in Advertising Creative, “…Ads for hot sauce, condoms, and animal shelters. If the product calls for an obvious approach, don’t bother putting it in your book.” (Altstiel, 361). Finding something one of a kind that you’ve created is sure to make you stand out amongst employers because it will highlight what you know as an advertiser. Another important tip to concocting your advertising portfolio is to never use anything just because you favor it. Bring out some of your other ads that have never been used or presented before.
The next important component to aid you in your job hunt is, obviously, your resume. Thinking from an employer’s perspective, you want to be convinced that this person is a good candidate for the job. As the interviewee, you want to be able to sell yourself. So, in a way, your resume acts as an advertisement for yourself. If there’s anything that I’ve learned from constructing and re-constructing my resume, it’s that your objective should act as the headline to your resume “ad.” You need to create an objective that stands out. By stating that your objective is “to obtain an advertising internship for the upcoming summer” (a mistake I never knew I was making), you’ll just blend yourself in with the other applicants.
Although these tips are very few, I believe that they are some of the most important things to consider when getting out into the job market. Whether it’s for an advertising internship or a full-time job, it’s best to keep yourself prepared, and get ready to advertise yourself!
Sources:
Altseiel, T., & Grow, J. (2013). Advertising Creative: Strategy, Copy, Design. Canada: SAGE Publications, Inc.
The Most Interesting Campaign in the World
Campaigning, from a consumer’s standpoint, can better define a brand. Whether it’s by using a character spokesperson, a celebrity, or music/jingles, elements like these help with the campaign’s continuity. However, I think the greatest thing about campaigning is the way that the elements of the campaign go beyond just what the company advertises.
For example, let’s take a look at the “Most interesting man in the world” Dos Equis campaign. For those of you who are not familiar with this campaign, refer to the link here. What’s important about this campaign is its repeatability. As stated by Advertising Creative, repeatability in advertising campaigns means, “Using common elements to create a series of ads or commercials. They are not identical, but they are related…” (Altstiel, 158). This campaign displays repetition by using the same character spokesperson, Jonathan Goldsmith, in their television, print, and radio advertisements. This character was perfect for the continuity of the campaign because he had several qualities about him that made him the most recognizable.
Visually, the most interesting man in the world was able to be recognized anywhere. On billboards, magazine ads, and television, Jonathan Goldsmith’s face doesn’t even need to be accompanied by the Dos Equis logo for you to know what’s being advertised. Yet, Jonathan Goldsmith’s face isn’t the only thing about him that works for advertising. The husky, enticing sound of his voice is probably the most important and recognizable quality about him.
What’s really great about this campaign that it continued even when the production of advertisements stopped - the most interesting man in the world went viral in the form of an Internet “meme.” Internet memes are popular photos that are copied and altered, many times with text that are spread throughout the World Wide Web. This meme ensured that those who participated in it understood and knew what the advertisements were about.
Consumer involvement, whether it was unintentional or not, helped make the most interesting man in the world and Dos Equis more well known amongst those who may not have been a part of Dos Equis’s initial target audience. Who knew that internet memes could be good for something?!
Sources:
Altseiel, T., & Grow, J. (2013). Advertising Creative: Strategy, Copy, Design. Canada: SAGE Publications, Inc.
For example, let’s take a look at the “Most interesting man in the world” Dos Equis campaign. For those of you who are not familiar with this campaign, refer to the link here. What’s important about this campaign is its repeatability. As stated by Advertising Creative, repeatability in advertising campaigns means, “Using common elements to create a series of ads or commercials. They are not identical, but they are related…” (Altstiel, 158). This campaign displays repetition by using the same character spokesperson, Jonathan Goldsmith, in their television, print, and radio advertisements. This character was perfect for the continuity of the campaign because he had several qualities about him that made him the most recognizable.
Visually, the most interesting man in the world was able to be recognized anywhere. On billboards, magazine ads, and television, Jonathan Goldsmith’s face doesn’t even need to be accompanied by the Dos Equis logo for you to know what’s being advertised. Yet, Jonathan Goldsmith’s face isn’t the only thing about him that works for advertising. The husky, enticing sound of his voice is probably the most important and recognizable quality about him.
What’s really great about this campaign that it continued even when the production of advertisements stopped - the most interesting man in the world went viral in the form of an Internet “meme.” Internet memes are popular photos that are copied and altered, many times with text that are spread throughout the World Wide Web. This meme ensured that those who participated in it understood and knew what the advertisements were about.
Consumer involvement, whether it was unintentional or not, helped make the most interesting man in the world and Dos Equis more well known amongst those who may not have been a part of Dos Equis’s initial target audience. Who knew that internet memes could be good for something?!
Sources:
Altseiel, T., & Grow, J. (2013). Advertising Creative: Strategy, Copy, Design. Canada: SAGE Publications, Inc.
Worldly Ads
The entire world is a canvas for companies to advertise, with limitless mediums and platforms for their advertisements to reside. You are exposed to a countless number of ads a day just by walking out your front door, and unless you walk around with a blindfold on (would not recommend), there is really no avoiding them. You are exposed to so many, in fact, that you won’t even take the time to notice them all. So, how can you get your ad to stand out in the clutter of out-of-home advertisements?
In a recent advertising campaign done in Switzerland by human rights group Amnesty International (more photos shown here), worldwide problems are made a little more local. The campaign uses transit ads at bus stops and manipulates the background so that it looks like these global issues are happening in their own backyard. Amnesty International uses the headline “It’s not happening here. But it is happening now.” as the structure and big idea for all of these outdoor advertisements – a powerful statement that conveys these problems a lot closer to home.
The remarkable thing about this advertising campaign is that the photos are altered so that it seems like there isn’t really an advertisement there. Such a realistic portrayal of problems like child soldiers, torture, and human rights abuses makes it that much more in-your-face than if the photos weren’t incorporated into the ads surroundings.
Taking advantage of the location of the ads is just one of many tips for outdoor advertising by Advertising Creative. However, in one passage, the text states, “Be aware of the season-in winter avoid whites and grays that blend in with the snow and overcast skies. In summer avoid greens that blend with the foliage.” (Altstiel, 322). Amnesty International seems to break these rules by blending these images into the location.
The only thing that I find wrong with these ads is that they aren’t more widespread. Advertisements like these can have impact when incorporated into any part of the world. As we’ve discussed in Advertising and Creative Strategy class, the best big ideas have “legs,” and this big idea can leave its footprints all over the globe.
Sources
Altstiel, T., & Grow, J. (2013). Advertising Creative: Strategy, Copy, Design. Canada: SAGE Publications, Inc.
In a recent advertising campaign done in Switzerland by human rights group Amnesty International (more photos shown here), worldwide problems are made a little more local. The campaign uses transit ads at bus stops and manipulates the background so that it looks like these global issues are happening in their own backyard. Amnesty International uses the headline “It’s not happening here. But it is happening now.” as the structure and big idea for all of these outdoor advertisements – a powerful statement that conveys these problems a lot closer to home.
The remarkable thing about this advertising campaign is that the photos are altered so that it seems like there isn’t really an advertisement there. Such a realistic portrayal of problems like child soldiers, torture, and human rights abuses makes it that much more in-your-face than if the photos weren’t incorporated into the ads surroundings.
Taking advantage of the location of the ads is just one of many tips for outdoor advertising by Advertising Creative. However, in one passage, the text states, “Be aware of the season-in winter avoid whites and grays that blend in with the snow and overcast skies. In summer avoid greens that blend with the foliage.” (Altstiel, 322). Amnesty International seems to break these rules by blending these images into the location.
The only thing that I find wrong with these ads is that they aren’t more widespread. Advertisements like these can have impact when incorporated into any part of the world. As we’ve discussed in Advertising and Creative Strategy class, the best big ideas have “legs,” and this big idea can leave its footprints all over the globe.
Sources
Altstiel, T., & Grow, J. (2013). Advertising Creative: Strategy, Copy, Design. Canada: SAGE Publications, Inc.
Digital Advertising
With the Internet becoming more available to us, whether it’s on laptops, tablets, desktops, smartphones, and even accessible on our own televisions, we are becoming more exposed to advertisements. Ads are becoming incorporated into what we view in the World Wide Web, and advertisers are finding more creative ways to do so through videos and social media.
Digital media is changing the way we advertise through the endless realm we know as cyberspace. With such a vast place to reach out to the masses, it makes advertising possibilities almost as endless.
YouTube has been used as an outlet for video advertising recently by playing an advertisement before each video viewed on the site. This highly invasive-yet highly effective-use of the site also becomes tailored to whatever it is you are viewing. This way, it is easier to narrow down who is viewing the ad.
Recently, Some advertisers have upped their targeting strategies by showing you ads based on your browsing history and demographic information. An example of this is Facebook. Next time you log on, check the right-hand side of your home page, where the ads are usually shown. Are the ads relevant to your interests? I think that this is a brilliant (and slightly creepy) strategy because it reaches to the target audience directly, making it more likely for them to respond to the ad’s call to action.
I think that the number one way companies can keep up with the ever-changing digital world is by getting involved in social media (if they haven’t already). Being present in multiple social media outlets helps social media users become familiar with a company or brand. It also helps in updating consumers on the latest news from the company.
Facebook is, without a doubt, the most important social media site out there when it comes to advertising. According to Advertising Creative, “Of the consumers who follow a brand on Facebook, over one third cited special deals as the main reason they became fans.” (Altstiel, 285). This shows how big of an impact just one social media outlet can have for a company, and how important social media presence can be.
Using digital media is the quickest way to send out your message, whether it’s an ad or a status update. And, with so many changes being made to the way we surf the web, I can only imagine what new forms of advertising can come from them.
Sources:
Altseiel, T., & Grow, J. (2013). Advertising Creative: Strategy, Copy, Design. Canada: SAGE Publications, Inc.
Digital media is changing the way we advertise through the endless realm we know as cyberspace. With such a vast place to reach out to the masses, it makes advertising possibilities almost as endless.
YouTube has been used as an outlet for video advertising recently by playing an advertisement before each video viewed on the site. This highly invasive-yet highly effective-use of the site also becomes tailored to whatever it is you are viewing. This way, it is easier to narrow down who is viewing the ad.
Recently, Some advertisers have upped their targeting strategies by showing you ads based on your browsing history and demographic information. An example of this is Facebook. Next time you log on, check the right-hand side of your home page, where the ads are usually shown. Are the ads relevant to your interests? I think that this is a brilliant (and slightly creepy) strategy because it reaches to the target audience directly, making it more likely for them to respond to the ad’s call to action.
I think that the number one way companies can keep up with the ever-changing digital world is by getting involved in social media (if they haven’t already). Being present in multiple social media outlets helps social media users become familiar with a company or brand. It also helps in updating consumers on the latest news from the company.
Facebook is, without a doubt, the most important social media site out there when it comes to advertising. According to Advertising Creative, “Of the consumers who follow a brand on Facebook, over one third cited special deals as the main reason they became fans.” (Altstiel, 285). This shows how big of an impact just one social media outlet can have for a company, and how important social media presence can be.
Using digital media is the quickest way to send out your message, whether it’s an ad or a status update. And, with so many changes being made to the way we surf the web, I can only imagine what new forms of advertising can come from them.
Sources:
Altseiel, T., & Grow, J. (2013). Advertising Creative: Strategy, Copy, Design. Canada: SAGE Publications, Inc.
International Snapshots
Advertising internationally can have its ups and downs. You have an entire planet full of people to influence; yet how can you influence so many people in different countries? Context cultures play a big role in the messages you send when advertising internationally. Not everyone shares the same beliefs or values, so paying attention to what you’re conveying to different regions is important.
I’m going to focus on the Canon brand. Canon is an internationally sold brand that specializes in optical products like cameras, video cameras, and printers. In many of the Canon ads I have seen, they focus on capturing precious and breathtaking moments with their latest state-of-the-art camera. Looking at commercials aired in the UK (found here) and in Brazil (found here) you can see that each conveys feelings of passion, yet each are carried out in different ways. One depicts sentimentality and romance (Brazil), while the other is based on adventure and discovery (UK). Each of these carefully tailored to the region they were aired in.
There are several things I would do if I were advertising for Canon (not that they aren’t already doing a marvelous job). First off, I wanted to try focusing on the MIST nations, who, as described by Advertising Creative, “represent the emerging new breed of consumers.” (Altstiel, 95). Because of this fact, I believe that influencing these nations will be beneficial for Canon. As the “emerging new breed,” we can make our approach to advertising by helping to build a trust between the brand and these nations.
I think that it’s important to focus on these MIST countries when building brand image and trust in Canon is because they will soon be making a huge change in advertising growth. And because of the MIST nations’ love for social media, advertising through these outlets can better reach this audience.
We can also target groups of people from different countries with their one common interest: their thirst for new technology. Also explained in Advertising Creative, digital technology is trending among the four main geographic regions in branding. However, since technology is on such a steady rise, so are Canon competitors. Being able to differentiate Canon from other brands is key to international advertising because we want Canon to stand out amongst the clutter of new and improving technologies. Advertising Canon’s long-lasting products (I use my Dad’s 30 year old Canon A-1 camera and it still works like it’s brand new) and reliability can help with this aspect.
Based off of Canon’s past advertisements, I can conclude that they know how to reach their audience around the world in a colorfully creative way that captures the benefits and wonder of owning their products. My personal favorite of Canon’s commercial ads (shown below) features their new Rebel t4i camera. What I particularly love about this ad is that it shows people from all over the world using this camera, uniting the target audience with one brand, even if they’re miles and miles away from one another.
Sources:
Altseiel, T., & Grow, J. (2013). Advertising Creative: Strategy, Copy, Design. Canada: SAGE Publications, Inc.
I’m going to focus on the Canon brand. Canon is an internationally sold brand that specializes in optical products like cameras, video cameras, and printers. In many of the Canon ads I have seen, they focus on capturing precious and breathtaking moments with their latest state-of-the-art camera. Looking at commercials aired in the UK (found here) and in Brazil (found here) you can see that each conveys feelings of passion, yet each are carried out in different ways. One depicts sentimentality and romance (Brazil), while the other is based on adventure and discovery (UK). Each of these carefully tailored to the region they were aired in.
There are several things I would do if I were advertising for Canon (not that they aren’t already doing a marvelous job). First off, I wanted to try focusing on the MIST nations, who, as described by Advertising Creative, “represent the emerging new breed of consumers.” (Altstiel, 95). Because of this fact, I believe that influencing these nations will be beneficial for Canon. As the “emerging new breed,” we can make our approach to advertising by helping to build a trust between the brand and these nations.
I think that it’s important to focus on these MIST countries when building brand image and trust in Canon is because they will soon be making a huge change in advertising growth. And because of the MIST nations’ love for social media, advertising through these outlets can better reach this audience.
We can also target groups of people from different countries with their one common interest: their thirst for new technology. Also explained in Advertising Creative, digital technology is trending among the four main geographic regions in branding. However, since technology is on such a steady rise, so are Canon competitors. Being able to differentiate Canon from other brands is key to international advertising because we want Canon to stand out amongst the clutter of new and improving technologies. Advertising Canon’s long-lasting products (I use my Dad’s 30 year old Canon A-1 camera and it still works like it’s brand new) and reliability can help with this aspect.
Based off of Canon’s past advertisements, I can conclude that they know how to reach their audience around the world in a colorfully creative way that captures the benefits and wonder of owning their products. My personal favorite of Canon’s commercial ads (shown below) features their new Rebel t4i camera. What I particularly love about this ad is that it shows people from all over the world using this camera, uniting the target audience with one brand, even if they’re miles and miles away from one another.
Sources:
Altseiel, T., & Grow, J. (2013). Advertising Creative: Strategy, Copy, Design. Canada: SAGE Publications, Inc.
A Misguided Message
Just around the time of the release of Pokémon Black and White 2 last year, animal-rights group PETA released yet another shocking attack on Nintendo by creating Pokémon Black and Blue. With the game and its message purposely being directed towards children, it caused a stir because of its violent and graphic nature, where it depicts favorite Pokémon characters battered and bloody. Having grown up playing the Pokémon games, I found this to not only be incredibly offensive, but also legally and ethically wrong.
In PETA’s Pokémon Black and Blue (which you can play here), you play as Pokémon who have freed themselves from their owners, and you instead fight the trainers themselves instead of other Pokémon. You are rewarded at the end of each battle with an anti-cruelty message, which plays as a creepy, brainwashing advertisement in this parody game. These messages scattered throughout the game, including informational video clips on animal cruelty and vegetarianism, are the reasons why I consider this flash game to be an advertisement; it is meant to convey a message, not to entertain.
So, it looks like PETA wants to fight fire with fire. They argue the Pokémon series is violent in nature and that it is showing children that it is okay to take advantage of animals that cannot fend for themselves. But targeting these children that play the games with a bloodier, more graphic message seems to be a little misguided.
Ethically, and when looking at this from a child’s or even a parent’s standpoint, this parody ad is inappropriate. PETA claims to be sending a more positive message to children concerning animal rights, but according to Advertising Creative, “Young children do not have the cognitive facilities to discern information from entertainment.” (Altstiel, 82). From my standpoint, I don’t believe many children who come across this will be able to differentiate the message from the entertainment, or even the parody from the real deal. This is where Pokémon Black and Blue becomes a legal issue.
Regardless of this game being a parody, the use of the Pokémon trademarked title and characters will surely get PETA into some serious trouble with Nintendo. Various Pokémon characters are used throughout Black and Blue, and considering PETA’s purpose of this parody is to shame Pokémon with their animal-rights claims, we can assume that this was done without the permission of Nintendo.
There are many different paths PETA can take to fix these issues. They can either change the name of the game and its characters, or they can take it down all together. But, seeing as how PETA is known for the shock value of their advertising messages, we can assume that it won’t be happening any time soon.
Sources:
Altseiel, T., & Grow, J. (2013). Advertising Creative: Strategy, Copy, Design. Canada: SAGE Publications, Inc.
In PETA’s Pokémon Black and Blue (which you can play here), you play as Pokémon who have freed themselves from their owners, and you instead fight the trainers themselves instead of other Pokémon. You are rewarded at the end of each battle with an anti-cruelty message, which plays as a creepy, brainwashing advertisement in this parody game. These messages scattered throughout the game, including informational video clips on animal cruelty and vegetarianism, are the reasons why I consider this flash game to be an advertisement; it is meant to convey a message, not to entertain.
So, it looks like PETA wants to fight fire with fire. They argue the Pokémon series is violent in nature and that it is showing children that it is okay to take advantage of animals that cannot fend for themselves. But targeting these children that play the games with a bloodier, more graphic message seems to be a little misguided.
Ethically, and when looking at this from a child’s or even a parent’s standpoint, this parody ad is inappropriate. PETA claims to be sending a more positive message to children concerning animal rights, but according to Advertising Creative, “Young children do not have the cognitive facilities to discern information from entertainment.” (Altstiel, 82). From my standpoint, I don’t believe many children who come across this will be able to differentiate the message from the entertainment, or even the parody from the real deal. This is where Pokémon Black and Blue becomes a legal issue.
Regardless of this game being a parody, the use of the Pokémon trademarked title and characters will surely get PETA into some serious trouble with Nintendo. Various Pokémon characters are used throughout Black and Blue, and considering PETA’s purpose of this parody is to shame Pokémon with their animal-rights claims, we can assume that this was done without the permission of Nintendo.
There are many different paths PETA can take to fix these issues. They can either change the name of the game and its characters, or they can take it down all together. But, seeing as how PETA is known for the shock value of their advertising messages, we can assume that it won’t be happening any time soon.
Sources:
Altseiel, T., & Grow, J. (2013). Advertising Creative: Strategy, Copy, Design. Canada: SAGE Publications, Inc.
Dove and Design
In print advertising, being able to manipulate design in order to capture the message the ad is trying to give off is an art form in itself. This Dove ad featuring Marge Simpson caught my eye because of its design qualities. I love an ad that uses good contrast. Contrast is explained in Advertising Creative as, “optical weight and white space (negative space).” (Altstiel, 136). The use of negative space here creates a frame around the main element of the ad, which is Marge.
This ad, and any other ad that uses this design principle to draw attention to the visual, are always effective for me because it’s easier to look at. Advertisements with a lot going on may visually grab your attention, but may not be able to keep your attention. With the use of contrast and optical weight in this ad, the viewer is first pulled in by the way the visual is showcased because of all of the negative space that surrounds it. Then, the viewer’s attention is kept by the sheer simplicity of the ad, and the message is received.
The alignment used in this ad is also helpful for the viewer because it draws more attention to the visual, not the copy. By centering and enlarging the visual and not the logo or the text, it’s more visually appealing. The alignment strategically draws you to look at the illustration first, and then it leads you to the text below, where you realize what is being advertised. I enjoy this strategy because by focusing on the visual in the design, you learn all you need to know about what is being advertised without even having to read the text underneath.
Overall, this advertisement caught and kept my attention from the get-go, and I was able to remember it months to years after I first saw it. I don’t believe that this print ad needs a change in design. I think that if this advertisement were laid out any other way, it would not have been as affective or memorable. This just shows how just one simple design principle can be just what a brand needs to successfully convey a message.
Sources:
Altseiel, T., & Grow, J. (2013). Advertising Creative: Strategy, Copy, Design. Canada: SAGE Publications, Inc.
This ad, and any other ad that uses this design principle to draw attention to the visual, are always effective for me because it’s easier to look at. Advertisements with a lot going on may visually grab your attention, but may not be able to keep your attention. With the use of contrast and optical weight in this ad, the viewer is first pulled in by the way the visual is showcased because of all of the negative space that surrounds it. Then, the viewer’s attention is kept by the sheer simplicity of the ad, and the message is received.
The alignment used in this ad is also helpful for the viewer because it draws more attention to the visual, not the copy. By centering and enlarging the visual and not the logo or the text, it’s more visually appealing. The alignment strategically draws you to look at the illustration first, and then it leads you to the text below, where you realize what is being advertised. I enjoy this strategy because by focusing on the visual in the design, you learn all you need to know about what is being advertised without even having to read the text underneath.
Overall, this advertisement caught and kept my attention from the get-go, and I was able to remember it months to years after I first saw it. I don’t believe that this print ad needs a change in design. I think that if this advertisement were laid out any other way, it would not have been as affective or memorable. This just shows how just one simple design principle can be just what a brand needs to successfully convey a message.
Sources:
Altseiel, T., & Grow, J. (2013). Advertising Creative: Strategy, Copy, Design. Canada: SAGE Publications, Inc.
The Naked truth on radio ads
Not too long ago, Naked Juice (a PepsiCo brand) was charged for misuse of the product’s packaging. The lawsuit over the brand’s use of the phrases “All Natural,” “100% juice,” and “No GMOs” on the bottles of their all fruit and vegetable smoothies caused a stir with the health-conscious everywhere. The case claims that the brand uses vitamin boosters that may or may not be considered all natural, as well as a few claims that the fruit juice did indeed contain GMOs. Since the FDA does not have a true definition as to what is considered natural and unnatural, Naked Juice has surrendered the use of “all natural” on their packaging, thus shattering the brand’s image of being a healthy alternative to other juices. In response to this lawsuit, Naked Juice has announced that they will give cash refunds to their customers, resulting a $9 million loss.
I believe that there are several reasons that Naked Juice brand could use radio advertising as a way to improve their image, or even help create a new one. For one, radio advertisements are incredibly inexpensive compared to television, and after a staggering $9 million dollar refund to consumers, Naked Juice could surely use inexpensive.
According to Advertising Creative, airing both digital and broadcasting advertisements for a campaign increases the response of consumers by 3.5 times (Altsteil, 228). So, using broadcast and digital advertisements that focus on the many other health benefits of Naked Juice could potentially pull in new customers, or help retain current ones. Using the radio ads to reel in new customers could be beneficial to the company because it gives them the opportunity to reach new audiences. This can be possible by focusing on the other many health benefits that Naked Juice has to offer.
Another benefit to using radio over TV advertising would be the use of dialogue alone. Using dialogue and audio to grab consumer attention could benefit the brand, since most of their advertising revolves around print. By straying away from their usual platform of advertising, the brand has the opportunity to make changes to how they get their message across, which could
After a devastating blow to the company’s name, Naked Juice could use a change. Using an inexpensive advertising platform that could potentially speak to customers (new or current) on a different level could be a smart move that could resurrect the brand.
Sources:
Altseiel, T., & Grow, J. (2013). Advertising Creative: Strategy, Copy, Design. Canada: SAGE Publications, Inc.
Tepper, R. (2013, September 28). Naked Juice Class Action Lawsuit Settlement Over Health Claims Means $9 Million For Consumers. Huffington Post. Retrieved from http:// www.huffingtonpost.com/
I believe that there are several reasons that Naked Juice brand could use radio advertising as a way to improve their image, or even help create a new one. For one, radio advertisements are incredibly inexpensive compared to television, and after a staggering $9 million dollar refund to consumers, Naked Juice could surely use inexpensive.
According to Advertising Creative, airing both digital and broadcasting advertisements for a campaign increases the response of consumers by 3.5 times (Altsteil, 228). So, using broadcast and digital advertisements that focus on the many other health benefits of Naked Juice could potentially pull in new customers, or help retain current ones. Using the radio ads to reel in new customers could be beneficial to the company because it gives them the opportunity to reach new audiences. This can be possible by focusing on the other many health benefits that Naked Juice has to offer.
Another benefit to using radio over TV advertising would be the use of dialogue alone. Using dialogue and audio to grab consumer attention could benefit the brand, since most of their advertising revolves around print. By straying away from their usual platform of advertising, the brand has the opportunity to make changes to how they get their message across, which could
After a devastating blow to the company’s name, Naked Juice could use a change. Using an inexpensive advertising platform that could potentially speak to customers (new or current) on a different level could be a smart move that could resurrect the brand.
Sources:
Altseiel, T., & Grow, J. (2013). Advertising Creative: Strategy, Copy, Design. Canada: SAGE Publications, Inc.
Tepper, R. (2013, September 28). Naked Juice Class Action Lawsuit Settlement Over Health Claims Means $9 Million For Consumers. Huffington Post. Retrieved from http:// www.huffingtonpost.com/
Your life-long pal
When searching memorable headlines, this Zippo ad stuck out to me. I really enjoyed this headline in particular because of the way it almost personifies the lighter by calling it your “lifetime friend.” This play on words helps define the Zippo lighter as being reliable to the reader. I also enjoyed the cleverness of it, the way that it’s telling you, “Hey, take care of this little guy. He’ll always be here for you so you better hold on to him.” This headline is effective because it adds a twist. When thinking of a Zippo lighter, I usually think of cigars, lighter fluid, and the somehow incredibly amusing clicking noises it makes every time you open or close one. So, calling the Zippo your “lifetime friend” makes you look at the product from a different perspective, and tells you that this is a brand that you can trust.
If this campaign were to continue, I would want to continue the idea that the Zippo lighter is dependable and long lasting. I feel that using the headline “There for your first cigar. Here for your next 500” would be the most effective in doing so because it parallels with the first headline and conveys the same message using different words. I wanted to show the target audience (which, in this case, I believe is towards cigar smokers) that the Zippo lighter is a great product that is a product that pays for itself over and over again. I wanted to use a parallel construction for this headline because I always found them to be the most memorable and attention grabbing. As explained by Advertising Creative, a parallel construction is “combining phrases or sentences with similar key words to make a point.” (Altstiel, 175), and is considered to be an effective writing style. I feel that using this style also parallels to the first headline by using two short sentences that get the point across.
Sources:
Altseiel, T., & Grow, J. (2013). Advertising Creative: Strategy, Copy, Design. Canada: SAGE Publications, Inc.
If this campaign were to continue, I would want to continue the idea that the Zippo lighter is dependable and long lasting. I feel that using the headline “There for your first cigar. Here for your next 500” would be the most effective in doing so because it parallels with the first headline and conveys the same message using different words. I wanted to show the target audience (which, in this case, I believe is towards cigar smokers) that the Zippo lighter is a great product that is a product that pays for itself over and over again. I wanted to use a parallel construction for this headline because I always found them to be the most memorable and attention grabbing. As explained by Advertising Creative, a parallel construction is “combining phrases or sentences with similar key words to make a point.” (Altstiel, 175), and is considered to be an effective writing style. I feel that using this style also parallels to the first headline by using two short sentences that get the point across.
Sources:
Altseiel, T., & Grow, J. (2013). Advertising Creative: Strategy, Copy, Design. Canada: SAGE Publications, Inc.
There's no rules!!!!!
The purpose of this ad was to inform current or potential customers of Little Caesar's that their large "Hot-N-Ready" pepperoni pizzas were available for $5, and that no ordering ahead of time is necessary. They portray that even though their already made pizzas make their restaurants much different from others, they show that they do, in fact, follow the standard “no shirt, no shoes, no service” rules in a humorous way.
The problem Little Caesar's may have been facing was that they wanted to bring in more customers by providing them with a deal on their product. They also may have needed to inform viewers that no calling, ordering ahead of time, or waiting was necessary to purchase a pizza, which isn't always common for pizza restaurants. Because of this, the restaurant may have been receiving phone calls asking to pre-order pizzas, so the advertisement would have been necessary to spread the word.
Little Caesar's intends for potential customers to simply walk into their restaurants and buy an already made pizza without needing to worry about waiting time or their budget. When watching this ad, I feel as if the intended audience consists of men and women, ages 20-30. This is so because, as a college student, I can appreciate a pizza restaurant that offers pizzas at low prices, and I feel that people of that age group would find the ad the most appealing because of the humor that is used as well.
Those of the target audience may be someone who is tight on money and/or short on time, and often plan their meals last-minute. I found this ad to be affective because of the humor, which makes it much more memorable (I personally quote it all the time). I also think that this ad was well executed because it gets right to the point, there was no questioning what Little Caesar’s was trying to sell and what they wanted their target audience to do. I even found myself wanting to drive out to the nearest Little Caesar’s restaurant and pick myself up a large Hot-N-Ready pizza after watching this!
The problem Little Caesar's may have been facing was that they wanted to bring in more customers by providing them with a deal on their product. They also may have needed to inform viewers that no calling, ordering ahead of time, or waiting was necessary to purchase a pizza, which isn't always common for pizza restaurants. Because of this, the restaurant may have been receiving phone calls asking to pre-order pizzas, so the advertisement would have been necessary to spread the word.
Little Caesar's intends for potential customers to simply walk into their restaurants and buy an already made pizza without needing to worry about waiting time or their budget. When watching this ad, I feel as if the intended audience consists of men and women, ages 20-30. This is so because, as a college student, I can appreciate a pizza restaurant that offers pizzas at low prices, and I feel that people of that age group would find the ad the most appealing because of the humor that is used as well.
Those of the target audience may be someone who is tight on money and/or short on time, and often plan their meals last-minute. I found this ad to be affective because of the humor, which makes it much more memorable (I personally quote it all the time). I also think that this ad was well executed because it gets right to the point, there was no questioning what Little Caesar’s was trying to sell and what they wanted their target audience to do. I even found myself wanting to drive out to the nearest Little Caesar’s restaurant and pick myself up a large Hot-N-Ready pizza after watching this!