Advertising Your Brand

Brands, they are all about the buzz, being on point, being trendy and forward thinking. Some like to get up right to your face and scream out their arrival, whilst others just simply want you to find them.

So as a brand how should you reach your target market? Advertise too harshly you face putting off your customer base, be too quiet and you may never have a customer. It’s a delicate balance.

This delicate balance is not just the perfect ratio of excitement versus shyness. Instead, this all-important ratio is determined by your positioning of your brand.

Would you buy a Harley Davidson if their advertising campaign showed business people pushing papers round the office, or would you become invested in their brand if they showed a business person removing their suit revealing a tattooed person who is far from what you expected.

The brand positioning of Harley Davidson tells us they are rebels. They have an edge an unpredictable notion surrounding them. Cleverly they have placed themselves into the perfect setting of the outlaw.

Could you imagine watching sons of anarchy and the biker gang riding Honda’s or Yamaha’s? Would it work? Probably not as both Yamaha and Honda are viewed as the safe motorbikes, or the racing bikes where being a rebel is unimportant.

And yet Harley Davidson plays by the rules, they play by the rules of advertising, they don’t try to advertise themselves based upon the positioning of family friendly, that would be a little strange. It would also alienate their core market which would be detrimental to their company.

Granted the Harley has the advantages of being a beautiful motor, it’s expensive too and some owners are probably corporate business owners or executives, they have a family to support but theses customers also want to keep that rebellious edge.

Harley Davidson know the importance of being consistent in the way they market their brand.

Coca-cola know the importance of being timeless. The arrival of the Christmas season is announced with the coca-cola truck advert which has remained the same for many years with only few minor changes to modernise in such a slight way.

The same can also be said for their adverts which surround themselves with the bringing together of culture, of friends and family. Coca-cola has ingrained itself in our society. Going beyond the brand name into the core of the language. Vodka and cola doesn’t have the same ring as vodka and coke.

Every year comparisons are drawn between Pepsi and coca-cola, after all they make the same drink, coca-cola, however, has a larger market share due to being timeless and maintaining their campaigns which centre around the experience of friends, family and even stranger joking together.

Pepsi largely uses pop culture to advertise their product, they have a constant need to change, swapping from the sports star to the singers to attempting to create the same experience as coca-cola. Sorry Pepsi coca-cola only managed to become so strong because their branding is timeless, it doesn’t change, it doesn’t need to.

Traditional Advertising Isn’t Dead

A lot has been said over the past few years about how Social Media has become the go-to place for advertising. While this may be true for various reasons you cannot underestimate the power that traditional advertising still holds.

In our last blog post we said how Twitter, along with Facebook, is an essential tool for marketing your business. It is perhaps the number one way to get your message across when you consider that a third of planet uses social media but there are times when the more recognised form of advertising still has a place in your marketing strategy.

For example.

We all know – and dread – that time when our home insurance policies are due for renewal and we’re wondering how much our premiums are going to rise this year. Let’s say you work for an insurance firm and you have a new discount available those who switch their policies to your firm. You are just using Twitter to advertise the discount and you work nine to five. You send some tweets during your working hours but Joe is a mechanic and isn’t sat at his computer or using the Twitter app on his phone because he’s under a car fixing the brakes so he doesn’t see the tweets. Carol spends most of her day travelling on the London underground between meetings. She doesn’t see those tweets either as she has no phone signal on the tube. Fred is an OAP and doesn’t own a computer so he won’t even know what a tweet is. You see where we’re going with this?

How will Joe, Carol and Fred find out about your discount when none of them have access to Twitter?

Radio Advertising

If you’ve been to see a car mechanic chances are you’ve heard a radio playing in the garage.  With the exponential rise of Twitter and Facebook advertising for little cost it has forced the more traditional advertising streams to lower their prices accordingly. Local and regional radio station advertising fees are now approximately 20p for every hundred listeners (source RAJAR) so theoretically you could be paying mere hundreds of pounds (often less) for a 30-second advertising slot on regional or local radio. If your firm launched a radio advertising campaign it is likely that Joe is going to hear it.

Print Advertising

Whenever you’re taking a train journey you can guarantee you’ll see people reading a newspaper. Print ads are generally considerably more expensive than radio advertising but can reach a far wider audience. Let’s say you choose to advertise in The Sun . A ¼ page ad in The Sun (national edition) costs £23,000. That single ad will reach up to 7.8million readers. Among those 7.8m will be some Carols and Freds.

Television Advertising

It goes without saying that TV advertising is by far the most expensive form of advertising so may preclude the vast majority of small to medium enterprises. However if your company’s marketing budget allows it you could explore this avenue to reach a massive audience especially if your ad is shown during primetime. Fred is definitely going to see your ad if it’s shown during Deal or No Deal’s commercial break.

So there are just three reasons why traditional advertising is still an important machine to consider when formulating your marketing strategy. Of course you should always look to harness social media in this modern age of technology but never discount the benefits of advertising the old fashioned way.

What are your thoughts on traditional forms of advertising? Let us know in the comments below.