Ways to Make Your Advertising More Effective – Part 3 – Relevance
February 17, 2014 in Blog, Video
Advertising is expensive. You don’t want to
In this six part series, we’ll be talking about how to make your advertising more effective. Make sure to check out the other posts in the series to get the big picture!
Advertising is expensive. You don’t want to
In this six part series, we’ll be talking about how to make your advertising more effective. Make sure to check out the other posts in the series to get the big picture!
Relevance can mean a lot of things – but the most important thing I’m talking about is – does your ad fit within the context?
If you live in a mostly white rural community, and your advertising features an ethnic model – does it make sense? (it MAY – depending on what you are advertising)
Does your ad speak to a need?
Is your ad in the type of media that will get it noticed?
Your advertising dollars are not necessarily best spent by the people that come knocking on your door or calling you on the phone! Make sure that you are getting your ad in the right venue, and that it’s going to get right REACH for your dollars.
If you are running radio or tv ads, are they at a time when people are listening/watching? Are they interesting enough to get people to listen/watch? Why is their station the right choice for you?
Make sure to ask these questions, and compare options before coughing up cash for exposure.
Need to make YOUR advertising more effective? Need some help with design, copywriting or strategy?
I can help you out! Shoot me a message, and let me know how I can help!
So – set me straight – is it racist to say that using an ethnic model to a white couple might not be the most relevant choice?
Obviously this is an extreme example, and my point is not that we SHOULDN’T think outside the box… my point is that your advertising should make sense and appeal to the person you are trying to attract as a customer.
An example of this is this advertisement by CocaCola!
http://www.youtube.com/watch?v=443Vy3I0gJs
Now – I LOVE this ad.. and I love the message that it sends.
But the ad stirred up a LOT of controversy (which might or might not have been the point) and in the process… may have sent a different message!
http://talkingpointsmemo.com/livewire/coca-cola-super-bowl-ad-america-the-beautiful-conservatives-boycott
Considering that football has a fairly broad audience… it might not have been irrelevant to ALL of the audience— but to some of the audience, it was.
I LOVE this commercial… but the controversy surrounding it illustrates a couple things:
1. Some Americans are pretty xenophobic. (and that DOES need to change)
2. Making a politically charged statement with your ad MIGHT NOT achieve your desired outcome! This ad was relevant to many – and not relevant to others. Be careful not to alienate your target, unless you are Coca Cola, and rich enough that it doesn’t matter.