From Best Buy to Old Spice, these 11 great spots show why Madison Avenue is still a $70 billion businessI was having dinner with friends the other evening, and one of the guests made a familiar statement. "I am not influenced by advertising," she said.For those of us in marketing, this is a familiar thing to hear. I often respond by pointing out that U.S. companies would not invest $70 billion (yes, that's the size of TV's ad market) in something they thought didn't work. Companies expect advertising to produce returns, just like any other investment. The reason that my friend -- and, I'm guessing, many of your friends -- think advertising doesn't "work" is that they think advertisements are trying to make them do something immediately.
They're wrong.
Successful advertising rarely succeeds through argument or calls to action. Instead, it creates positive memories and feelings that influence our behavior over time to encourage us to buy something at a later date. No one likes to think that they are easily influenced. In fact, there is plenty of evidence to suggest that we respond negatively to naked attempts at persuasion.
Instead, the best advertisements are ingenious at leaving impressions. Consider my dinner party friend, who, after claiming to be immune to marketing, proceeded to describe an erectile dysfunction ad with impressive detail. She then intoned cigarette ad slogans ("Cal-l-l for-r-r Phil-lip Mor-ray-ssss") from the early 1950s when Philip Morris sponsored the "I Love Lucy" show. You can check out that clip, and other favorite advertisements hand-selected by me and the Atlantic staff, in the gallery below.
In sum, the best advertisements use images, jingles, and stories to focus attention on the brand. They are not just creative for creative's sake.
FROM CATCHPHRASES TO CASH
Of course, as tickled as advertisers are to know they're writing catchy jingles, they don't make TV commercials for the honor of giving us free new music. They want us to buy something. The crucial challenge for marketers is: What's the best way to translate these memories into actions?
Some imagine a debate between two groups. The first group believes in raw persuasion. Its focus is on crafting a compelling argument that will encourage you, with the delivery of "new news," to buy something right away. The second group believes in the power of engagement. Its focus is on creating a positive experience that will influence you over the longer-term. Here, the objective is to seed positive ideas and memories that will attract you to the brand.
But this distinction is largely a myth. Advertisers have little control over how audiences receive their message. New news might appear relevant and credible to some ("Geico can save me 15 percent or more? Let's call!"), while others consider it unpersuasive ("Allstate's cheap enough"). Similarly, a TV commercial designed to engage the viewer might cause you to buy the brand immediately, simply because it reminds you of how much you enjoy the product ("Cute Coke spot. You know, I am kinda thirsty...").
Once in a blue moon an advert might leave you thinking, "Just what I need!" and send you running out the door to buy something. More often, however, you barely attend to the commercials you see. You do not reflect on the scenes and messages unless triggered by something else at a later date: seeing the advertised brand on the street, when you need to buy the product or, in the case of my friend, talking about it at the dinner table. Even then, it is not the ad that matters. The ideas, impressions and positive feelings about the brand that matter. Any memory that will predispose you to view the brand in a more positive light than its alternatives is a plus.
ALL ABOUT GOOD VIBRATIONS
As demonstrated by my friend, advertising memories can last decades. But my friend's discourse on advertising also touched one of the biggest pitfalls to creating successful TV advertising. Crafting a compelling message or creating an engaging impression is not easy (particularly when trying to reach an increasingly digitally distracted and time poor audience). It is equally difficult to make sure that the intended memories stick to the right brand.
My friend correctly identified the brand in the erectile dysfunction ad as Cialis. Why? Because the ad ended with a couple sitting in separate bath tubs. Bizarre? Yes. But also memorable. And, by dint of repetition, easily linked to the right brand.
So contrary to many people's beliefs, advertising does influence them. But advertising's influence is subtle. Strident calls to action are easily discounted and rejected because they are obvious. But engaging and memorable ads slip ideas past our defenses and seed memories that influence our behavior. You may not think advertising influences you. But marketers do. And in addition to millions of dollars, they have something else most people don't have: Access to data that proves their point.
Just because marketers are moving campaigns onto mobile devices, as well as Twitter and Facebook, doesn't mean the government will give them a pass when it comes to making sure ad disclosures and disclaimers are clear and conspicuous.But figuring it out could be a challenge. The long-awaited updates to the Federal Trade Commission's Dot-Com Disclosures offer a lot of helpful advice, but add up to more "don’ts" than "do’s"—leaving it up to marketers to put the guidance into practice. “The FTC won’t relax enforcement just because the ad is in a constrained space. Marketers will need to figure it out,” said Linda Goldstein, a partner with Manatt, Phelps & Phillips, which represents advertisers.
Since the FTC released version 1.0 of the disclosures in 2000, screens on which ads (and disclosures) run have gotten smaller, which can inhibit the consumer's ability to see the disclosure—rendering it potentially deceptive. "Disclosures should not be an add-on but something that is designed to be in every message and work across all devices," said Tom Chernaik, CEO of Cmp.ly.
Advertising increases value for consumersBy allowing companies to differentiate themselves and highlight their unique selling points, advertising stimulates competition in the marketplace.Competition, in turn, means companies need to keep improving the value of their products for their consumers: pushing down prices and pushing up quality.Just think how competition among TV manufacturers has brought about a steep fall in the price of flat-screen televisions while simultaneously increasing both their image quality and their size.
The link between advertising, competition and consumer value is immediate: when bans on advertising were lifted in some US states, the prices of spectacles fell by 30-40% thanks to increased public awareness and competition.1
Advertising promotes choice
Clothes, car insurance, computers, holidays... we have never had so much choice as consumers. Yet we all have different tastes and needs. No single product is right for everyone.
Companies use advertising to tell us about the distinct products they offer in response to this diversity. When you see an ad for coffee, for example, it can
Inform you about lower prices (e.g. 'buy one get one free' promotion).
Tell you about differences in quality (e.g. improved packaging that keeps the coffee fresh longer).
Tell you about the options that best fit your individual tastes and values (e.g. coffee certified with the 'Fair Trade' label).
Inform you about the options that best suit your lifestyle (e.g. coffee capsules for instant espresso).
Advertising, in other words, allows companies to provide a much broader range of options than would otherwise be the case. By telling us about them, advertising ensures that we don't need to settle for second best. It helps us exercise our right to choose.
In London an interactive billboard set up just off Tottenham Court Road, the billboard allows passersby to have pictures taken of themselves and the words “I LOVE YOU MUM” — something that could be handy ahead of next mothers day on the month of may. As Simove says, “I wanted an original way to send my Mum a Mothers Day greeting — greeting cards and flowers are a bit old hat, but a billboard, now that’s exciting! I quickly realised that I could design a billboard so that other people could interact with it as well and send their mothers a fun ‘photo greeting’ too”. This would be a great idea for you business here in the Canada not just for mothers day but some other special days of the year.
1. The Yellow Pages.There’s still a lot of people who use the yellow pages to find the businesses they’re looking for – and they won’t find you if your small business isn’t listed there. Get the biggest yellow page ad you can afford; the more visibility the better.2. Newspaper advertising.Besides box ads and advertising inserts, local newspapers also often offer special advertising features showcasing particular businesses – all powerful small business advertising opportunities. Don’t overlook special interest newspapers as an advertising idea if they exist in your area. They may be delivered to exactly the audience you want to reach.
3. Direct mail.
Direct mail can be very effective small business advertising – and is much more favourably received than other direct marketing media, such as email or telemarketing. And even if you don’t have a mailing list, you can still geographically target your mail.
4. Magazine advertising.
This advertising idea can be a very effective way of reaching a target market. The trick is to choose the magazines or e-zines that best match the market you’re targeting.
5. Business cards.
Sure, they’re advertising. Every time you hand one out to a prospective client or customer, you’re advertising your small business. But why not take this advertising idea further and Make Your Business Card a Marketing Vehicle?
6. Joining professional/business organizations.
Every professional or business organization offers exclusive advertising opportunities for their members, ranging from free promotion on the organization’s website through special section newspaper advertising. And being a member can be good small business advertising in itself.
7. Vehicle advertising.
The reason you see so many vehicles emblazoned with advertising is that it works; vehicle advertising is very visible small business advertising. If you’re not ready for custom graphics or a magnet quad sign that sit atop your vehicle, go for a magnetic sign that you can take off when you want.
Advertising Ideas You May Not Have Tried Yet
8. Sending promos with invoices.
Little advertising ideas can be powerful, too. If you’re sending out an invoice, why not take the opportunity to include some small business advertising? To draw new customers, try something such as a “bring-a-friend” promotion.
9. Cable TV advertising.
So you can’t afford to advertise your business during the Super Bowl. That doesn’t mean you have to miss out on the household reach of TV. Cable TV companies offer advertising ideas within the budget of small businesses, from advertising on the TV Guide Listings or Real Estate channels through running infomercials.
10. Radio advertising.
Another advertising idea you may not have thought of is radio advertising. Running ads on a local radio station can be both effective and relatively inexpensive.
11. Bench/bus stop advertising.
Looking to reach a mass audience? Then transit advertising may be the best advertising idea for you. Contact your local transit company for information on bench, bus and shelter advertising possibilities.
12. Local website advertising.
More people are spending more time online than ever before. Cover all your small business advertising bases by ensuring that your business is listed on websites providing business information for your local area. Many municipalities, for instance, offer business listings on their sites.
13. Trade show participation.
One of the main reasons to participate in trade shows is to be seen and get known. While participating in big trade shows can be quite expensive, there are a lot of smaller opportunities that may work well for your business, from trade shows put on by local business associations through trade shows focused on particular industries. See Trade Show Marketing for how to make the most of your trade show experience.
14. Email advertising.
If you already have an in-house mailing list or are able to develop one, email advertising can work for you. I see this advertising idea as more of a way to communicate with current customers than to bring in new ones because of the ever-growing hostility to spam.
15. Community involvement.
Visible, tangible involvement with your community is more than good PR; it’s also very effective small business advertising. So choose a charitable event or community association to get involved with and let yourself be seen as a business that cares.
16. Cross-promotion.
Joining forces with other businesses can greatly increase your advertising power and your marketing reach. Kare Anderson explains how this advertising idea works and how to jump-start your cross-promotion efforts in Attract More Customers through Cross-Promotion.
17. eBay listings.
eBay can be a fast and inexpensive way to make your potential customers aware of your products. When you list an item for auction, you’re also advertising your business to whoever views the listing. Get started selling successfully on eBay with 7 Tips for Selling on eBay.
Will all of these seventeen advertising ideas work for your small business? No! But by choosing several of these advertising ideas and focusing on them, you’ll be able to grow your customer base much more quickly than you would by relying on word-of-mouth alone. Like any kind of marketing you do, of course, your small business advertising will be most effective if you plan your advertising campaign and track your results.
