We’re all so used to advertising, that we don’t realise it’s all around us, all of the time – and it’s cleverly tailored in order to peak our interests. Think about it; between every single television programme you watch are an average of five or six adverts. Every single time you’re driving with the radio on, a few songs into your journey you’re plagued with an ad break.
Standing waiting for the tube in London, and opposite you, you spy a huge billboard promoting the latest gadgets that are trending for Christmas. None of these things are accidental. They’re all created specifically and placed strategically by a team of experts in order to sell whatever it is they’re promoting. It’s that simple.
Whereas marketing campaigns tend to be tailored specifically to niche audiences, advertising tends to call out to the general public, and aims to sensationalise and gain popularity for specific items. If you’re in the midst of promoting a new business venture or idea, here are some tips from the experts, that’ll help you to advertise like a pro.
Be Attention Grabbing and Unique
The adverts you remember the most, are the ones that grab your attention most fully in the first five seconds. Of course, you need to do all of the behind the scenes work like figuring out the standard vertical banner size for your billboard, and applying to buy an advertising slot on the radio – but first things first, you need an attention-grabbing pitch that makes you irresistible to consumers.
Saying as it’s of seasonal relevance, let’s talk about the John Lewis Christmas advert. The John Lewis Christmas ad has become a huge event in the festive calendar, with people around the UK waiting for it with bated breath from mid-November onwards. But what is it that makes these adverts so memorable, and appealing?
For starters, they always have a mascot. Whether it’s the Bear and the Hare, Elton John, or this year’s loveable dragon, Excitable Edgar. The adverts themselves seemed to promote a whole new type of advertising that was almost filmic, with the narrative of the main character being of central importance to the overall ad itself. Likewise, it’s always accompanied by a beautifully slowed-down cover of a well-known song that’s recognised by all. Many other organisations have followed suit, but it seems that John Lewis still has the monopoly on impressive festive adverts.
The adverts always aim to tug on people’s heartstrings – which might not work year-round, but at Christmas, it’s perfect. They appeal to the masses by their great music, cute mascots, and eye-watering messages. Instead of using a consumer’s Christmas to advertise the products they have for sale, they use the message of Christmas and love to promote their store. It’s genius, really.
John Lewis is proof that in advertising, it pays to be memorable and unique.
Use Your Offers to Entice Interest
If there’s one thing that consumers simply can’t resist, it’s a good bargain – so make an offer that the masses can’t refuse, and put it on the advert!
Whether it’s buy one get one free, two for one, or even just a reduced price for a limited time only – these well-known deals and bargains always have ears pricking up. Especially at this time of year.
If people think they can get something cheaper or for greater value somewhere than this will be their first port of call. It might sound fickle, but it’s true. After all, we all live in a world where it seems like prices are ever-increasing, so it never hurts to save a little money. If you can offer that to somebody, why not advertise it?
Tell Them WHY They Need Your Product
Last of all, but certainly not least, let your potential consumers know exactly WHY they need your product. You should be the gap in the market that people need, so emphasise that.
It’s all about letting people know how exactly they’re going to benefit from either using or purchasing what it is you’re advertising. After all, in order to advertise it, you should believe it can be useful in some way to somebody. It’s as easy as listing what the product is, all of the things that it does, and then explaining why the things it does could benefit the person reading.
As we previously mentioned, it never pays to be unique either! Always remember to:
- Grab attention and be unique
- List your special offers
- Explain what’s so beneficial about it
And you can’t go wrong!