“There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.” – Jerry Della Femina
The heart and soul of success in business are people’s emotions. The understanding and influencing them to govern people’s choices and decision-making about a brand.
Companies fight for good customers’ experience and perception of the brand which influences their behaviors and builds good memories and feelings in order to achieve their loyalty. In case brands don’t meet customer satisfaction, a consumer can go to the online reviews websites such as BBB, Google Reviews, PissedConsumer.com to gripe. A good commercial can turn even a small business into a giant.
A classic example of an effective advertising campaign is “Got Milk?”
It was aimed at increasing milk consumption which was getting less every year. The strategy of changing the public’s behavior regarding milk was successful. One year after the campaign had begun, milk sales in California increased by 7 percent. This campaign had a 97 percent awareness rate in California.
Another great example of a successful advertising campaign is Apple, “World Gallery,” U.S. (according to CNBC ). Apple created a campaign with pictures by real people and put them on billboards around the world. Apple claims that 24,000 “opinion leaders” mentioned the campaign and that 95 percent of mentions on social media were positive.
The effect of advertising for both small and large businesses is significant. According to the International Advertising Association, commercials can encourage companies to compete and provide new products, and consumers – to buy these products, as they meet certain needs and desires.
However, this doesn’t mean the information given in ads corresponds to reality. Big companies also make mistakes by launching certain kinds of advertising campaigns. As an example, people were outraged by Pepsi’s ad starring Kendall Jenner.
The commercial depicted Kendall Jenner walking through a protest and handing a police officer a can of the soda. In this Twitter comment, a person wrote that “I’m boycotting all Pepsi products until they apologize for this blasphemy.” As a result, the video has been removed from the Pepsi official YouTube channel. The company stated on its website:
“Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologize. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position.”
It is not a secret that 99% of new businesses fail in the first 10 years. Critical factors of business success drive the strategy forward or break it. It is good to start prepared and analyze the following factors that influence success:
- Demographics (meeting needs of a special type of people who are the nearest potential customers).
- Competitors (knowing their location data, advertising campaigns, and strong sides which helps to find potential hotspots).
- Overheads (paying reasonable or cost-effective commercial rents for facilities and premises).
- Transport availability (considering the ease of accessing major roads, railways, or airports for distributing goods).
- Workforce (basing and location planning for suitable staff to easily get to work).
- Successful advertising campaign (introducing your product, finding a target audience, highlighting the product or service against that of competitors).
How to Make an Effective Commercial Campaign
When launching an advertising campaign, it is good to take into account the following:
The time an ad is broadcast or run may affect a particular response level. Use demographic information and sales results to help you determine how advertising works at a definite time to run your ads for your audience.
The tone or look of the message
Images, type size, white space, color, the length of broadcast ads, and ad location should be considered.
Social media became one of the best platforms for the promotion. According to Wordstream.com statistics, 2 million businesses use Facebook for advertising. 93 % of Pinterest users use the platform to plan or make purchases. 59% of Americans with social media accounts think that customer service through social media has made it easier to get questions answered and issues resolved.
People’s opinions can be used to make advertising work. An ad can cause a great deal of discussion. It is good for companies to get and analyze people’s feedback like Domino’s Pizza did. They decided to improve their pizza and asked customers for feedback.
The company put all of the feedback to use. Positive transparency is very important in business and helps to succeed.
Market research and statistics
It is a challenge to estimate how advertising works and its effects. In order to do this, you need to:
- Keep records of ads, assess ad quality (costs) against sales volumes for an extended time period.
- Keep records of all forms of advertising, by date (monthly, quarterly, or semi-annual blocks).
- Record the cost.
- Make weekly comparisons.
- Look through statistics, market trends, and researches.
- Measure how your Internet advertising works by counting how many people have come to your website via each ad.
- Name each source (channel) to distinguish it from another, by inserting the variable component (color scheme, image, placement, etc.) or by using campaign codes in the URLs of clickable messages.
Appropriate techniques draw attention, engage minds, trigger emotion, and change popular perceptions. The most popular and common ones include:
- Creating an interesting character.
A number of the most memorable advertising campaigns in the world were built around invented characters. However, not all such characters reflect the brand personality, appearance, or values.
Sometimes, the effect of advertising can be directly opposite to what is expected. Many people didn’t like the commercial with Colonel Sanders.
The reviewer on the website PissedConsumer.com describes KFC ads as “creepy and disrespectful”. This person stated that he/she “loved the real Colonel Sanders commercials”. But the new one he/she asks to improve. He says, “I will not patronize them again until they retract those awful commercials”.
- Personification (giving a product or service human abilities, like emotions, thoughts, or speech). A good example here would be by Aldi’s Christmas Advert where a carrot was personified to express its thoughts.
- Exaggeration (taking the primary concept to the extreme, pushing it beyond reality and reason). Doritos have some pretty creative commercial advertisements. This one is very entertaining as it shows how hungry people are for Doritos. Actions are exaggerated but very funny.
- Emotion. Music, images, and themes (weddings, families and relationships, kids, animals, etc.) are great tools for triggering positive feelings that could be transferred to a brand, product, or company. Chevrolet Commercial “Maddie” compares a car and a puppy as the best friends for the journey.
- Testimonials. Real customers, experts, and/or celebrities can influence potential consumers with their knowledge and bring in instant recognition. Celebrities do bring instant recognition. The Apple Music ad with Taylor Swift has more than 19 mln views.
The most important factor of business success is the recognition of advertising as the main step in the total process of product promotion. To sell something, you need to let people know about it. Commercials help reach the majority of people, get great benefits like increasing brand awareness and revenues.
Selecting the rightest commercial is crucial for business success. An effective advertising campaign is a must-do for companies. All of the factors of business success mentioned above are essential to turn your business into a market leader.