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BRANDING

Monday, 15 February 2016 9:36

Where You Fit Into the Billion Dollar Advertising Industry

By - Michael Rader

You are likely asking yourself what this information has to do with you. Start-ups can rarely, if ever, afford even a small portion of that advertising pie. While it is true that your marketing budget is likely in the hundreds of dollars instead of the millions, it doesn’t mean that you can’t learn from the giants. After all, they were once a start-up company just like you.

Marketing executives estimate that more than $500 billion a year is spent on advertising worldwide. The companies that have successfully learned how to market themselves can be used as a road map for your efforts, regardless of the size of your budget. Analyzing the companies that advertised during the Super Bowl reveals the following tips of the trade:

  1. Combine Your Branding Efforts with a Call to Action:
    • Make some kind of offer to prospects that drives them to take action. Determine what it is exactly that you want your customers to do.
    • Once you have the attention of your target audience, utilize it.
    • Use the product awareness generated to send them to a website to learn more, join a membership site, or sign up for special discounts or coupons.
  2. Give Your Fans Reasons to Engage:
    • Pursue meaningful connections with your fans beyond the initial contact.
    • To engage readers is to make them think about the content you have just put before them. Motivate them to think outside the box.
    • Follow up with the appropriate social media applications to keep the connections strong.
  3. Extend and Repeat Your Call to Action Often:
    • Use every opportunity to reinforce your message to your core audience.
    • Redundancy is a powerful technique.
    • Ensure that your entire company from top to bottom is relaying the same message. Consistency is key.
  4. Don’t Ignore Mobile Marketing:
    • Nine out of ten Americans own a cell phone and that number is only going to continue rising. 
    • A close look at the advertising done by power companies also reveals some commonalities. There are certain words that strike a chord with consumers; words that catch their attention and keep them engaged. Including these words in your own advertising can help you maximize your results without sacrificing your budget.

In 2015, marketing efforts focused on ten key words. In order, those words are:

  1. You:
    • “You” is the most powerful word in advertising because it’s personal. You is a word that must be used when talking to your customers, because that’s who you’re addressing. When you do that, you are talking about a person’s favorite subject.
  2. Results:
    • “Results” is a word that is associated with success. This word is powerful because it’s a promise that helps consumers rationalize their purchases. We all want results. If a product delivers, we feel satisfied.
  3. Health:
    • If you can make a promise of good “health,” you are doing well. Health can be associated with many things: physical or mental/emotional health, financial health, the health of relationships, etc. Don’t abuse the word, however. The consumer is gullible sometimes, but not often. Don’t promise something you can’t deliver.
  4. Guarantee:
    • In advertising, a “guarantee” is a promise made to a consumer, and it’s seen as solid. Only use the word if you are absolutely sure that you can back it up. If you can’t, your credibility is shot.
  5. Discover:
    • “Discover” is a promise of something more to come. Discoveries always seem to bring a sense of excitement and adventure.
  6. Love:
    • “Love” is one of the strongest words in the English language. You must be careful in its use, however. Love may work well, but don’t lay it on too thick.
  7. Proven:
    • When you brand a new product, there’s a hump that you need to get over. It’s basically “buyer beware” because the customer is dealing with an unknown. One way to get over this hump is to provide proof. Don’t just say it, prove it.
  8. Safe:
    • Consumers demand safety from their products. They want to know that their investment is safe, or that a certain product has met the highest safety standards.
  9. Save:
    • Everyone wants to save money. Even the richest of clients loves a great deal. If you can genuinely promise to save someone money, absolutely point that out.
  10. New:
    • We all want new, whether it be new products or new upgrades. Most customers are willing to pay for something considered new. It is a very powerful word.

Analyzing the history of both advertising during the Super Bowl and marketing itself can reveal some very interesting information. Whether the information is used to develop your company’s marketing strategy or to help you win at the next trivia night, consider the following statistics collected and disseminated by CNN Money.

  • A total of $4.5 billion has been spent on the first 50 years of the Super Bowl.
  • The average cost for the same commercial in Super Bowl I was $40,000.
  • The price per second for a 2016 spot was 120 times the average cost per second for the first Super Bowl.
  • The amount spent per viewer in 2016 on in-game advertising was $3.02.
  • A York University study revealed that US pharmaceutical companies spend twice as much on advertising as they do on research.
  • By the time a person in the US is 65 years old, they would have seen an estimated two million television commercials.
  • The largest group of advertisers is food marketers.
  • Over $15 billion is spent on advertisements directed toward children in the US.
  • The average child in America watches over 40,000 television commercials in a year, or over 100 a day.
  • The very first US paid advertisement was a 1704 ad in the Boston News Letter, which advertised an estate in Oyster Bay, Long Island.
  • The first American magazine advertisement appeared in Benjamin Franklin’s General Magazine in 1742.
  • In 1900, the standard billboard was created in America.

Advertising and marketing are necessary for the growth and progress of virtually every company. Even if you only have a few hundred dollars at your disposal, you can still create a successful and energizing campaign. By studying the success of super companies, you can put yourself in a position to maximize your chances of success. Next time a commercial comes on during your favorite television show, resist the urge to head to the kitchen for a sandwich and instead do your homework. Learn from those who are already where you want to be.

Last modified on Monday, 15 February 2016 10:04

Michael Rader

With over ten years in web development and design, Michael Rader has expertise and technical know-how. But more than a skilled technician, he is an entrepreneur and innovator who helps startup’s and new businesses identify and define their future with a unique, brandable business name. Michael Rader is the founder and CEO of Brandroot®, a leading .com domain name marketplace. He currently lives in Kailua-Kona, Hawaii where he operates the business and authors a blog dedicated to naming and brand name establishment.