Want to cheapen your brand? Create an Advert!.

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Everybody hates adverts at the best of times, be it watching a movie at the cinema or trying to watch your favourite drama or soap. The last thing you want to be subjected to his an advert about pile cream.

It’s expensive for the company advertising, £60,000 per showing. If you broadcast across the UK during a movie or drama. Not to mention the costs of producing the advert in the first place.

But if you get it right, the advert will become the talk of the land. If I were to say Guinness Horses and surfers, rhythm of life or bring it to life


Or Budweiser frogs


I know even without you watching the videos above you would know what I’m talking about. I said to Mike Aglony Guinness advert and he instantly went "tic follow toc tic follow toc". You might be thinking “but these are beer adverts of course you remember them!” but what about the Honda Accord advert with the domino chain of parts, Tangos Orange man or the Walkers crisps adverts with Gary Lineker.


That’s the power of a great advert, that it lasts years after it was last shown on tv. Guinness horses was first shown in 1998 and Budweiser frogs in 1995. Yet we all still remember the advert and more importantly the brand that it was associated with. It increases the customer's brand awareness and value of the brand.

But when it goes wrong the exact opposite will happen your brand becomes synonymous for the cheap and the tacky.

Bold 2in1 have a bit of history for bad adverts; the following is a quote from an advert in 2002.

“For a start the acting is terrible, the two who are supposed to be playing father and son are totally unbelievable in the role. They both speak their lines like they are fresh out of stage school and this is their first acting job. (Maybe it is, who knows?)” “It's a truly terrible advert. How it got passed by Bold executives for broadcast on TV is beyond me.” - http://forums.digitalspy.co.uk/showthread.php?t=185700

Or how about this review in 2013

Bold's ad team are obviously massive Philip Larkin fans. They've probably got stickers reading, "They f**k you up, your mum and dad" stuck all over their coffee machines. It's the only logical conclusion to draw after watching their portrayal of a modern father-son relationship. ” - Lanre Bakare The Guardian, Saturday 28 September 2013

This was posted this year for their latest advert and it’s no less damning of Bold's advertising campaigns.

Seen the Bold advert where the teenaged girl demands money for her phone then reluctantly agrees to 'do some chores' before saving money by buying said product? Anyone else really irked by how the teenager talks to her mum? If my daughter spoke to me like that I'd flush her phone down the lavatory and tell her to get a flipping job! - http://community.babycentre.co.uk/post/a25508911/bold_2-in-1_advert


Some might say people are still talking about the brand which can only be a good thing. But would you want your brand being discussed as being out of touch with the modern world? Bold 2 in 1 have been around since 1974. It seems pretty telling that they are still trying to advertise the product as “look you save money by combining detergent and fabric softener”. I EXPECT that what do you think this is the dark ages!?

To be fair to P&G (and by extension their marketing company) they have had some great adverts for instance if this doesn't give you chills you're dead inside!


I'm pretty sure the Bold 2 in 1 ads aren't cheap but they unfortunately come across that way. You have all probably seen adverts that have the owner of the company in them (or their staff). 

https://www.youtube.com/watch?v=LJP1DphOWPs

Which always come across as being cheap, usually because they are. Another way to make yourself seem immensely cheap is to take an advert you produced in a different region and try and reuse it.

Glade - Touch n Fresh
https://www.youtube.com/watch?v=YKsBpzwmgyo

Renault - Cheque
https://www.youtube.com/watch?v=4T-3zcDjtY4

Febreze | "Karl's Room"
https://www.youtube.com/watch?v=DwEPKTn4ies

As an advertiser in what way do you think this is going to be a good idea? Do you think

  • Our customers are too stupid to notice
  • Our customers are too bored of this advert to care
  • We are too cheap to warrant a different advert per region
  • Our products are too cheap to warrant a different advert
  • We don't care about different racial/social types in each region

I imagine most of the above brands would be horrified to be compared to the above bullet points. But just by dubbing your advert you are by default doing the above.

Cheap advert = cheap brand = your customers think you are cheap. It’s that simple. Think I’m wrong? Feel free to comment in the section below but I’m going to leave you with an advert that deserves to be remembered….

Morpheus Sings Opera in Kia K900 - Blue & Red Key

Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.

 

Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?

 
Richard Brisley
Richard Brisley
Tech Lead
Richard is the longest standing member of the Sagittarius team, he works tirelessly to support the development and side-facing team with problem solving and pitches alike. His skills as a .NET programmer and database administrator have been paramount to the success of Sagittarius and our continued success. 

In 2016 and again in 2019 Richard was recognise in the BIMA 100 awards for his outstanding work in Tech, his passion for digital and his contribution to the industry. 

Richard Brisley

Richard Brisley

13 Aug 2014 - 9 minute read
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