Reaching Everyone with a Simple Message
It’s really difficult to craft a marketing message for people of different ages, ethnicities, personal styles, and hobbies. Right? However, Nike has recently found a way to address most of their clientele in a single commercial.
From the children on bikes to the men playing chess, the LeBron James Training Day commercial allows viewers, aged 5+ or of any ethnicity, to build an immediate relationship with the commercial and the brand. Furthermore, LeBron and his training companions are shown through a variety of housing environments, integrating an array of social economical statuses.
While many commercials tend to focus on one subject like basketball, LeBron James Training Day features a range of activities. This diversity allows viewers to not only relate the commercial to their lives, but it also demonstrates Nike apparel’s use among an assortment of activities.
Incorporating a range of ages, ethnicities, personal styles and hobbies into a simple commercial is a difficult task, but Nike did an excellent job with this commercial.
October 18, 2013
Size Makes A Difference
Whether you believe it or not, size does matter. From
billboards to product containers, the issue of size is a continuous battle for
perfection, and at this moment, KFC is in the lead
Most recently KFC created a new food container aimed at the
customer always on the go. The ‘Go
Cup’ is tailored to fit 83% of today’s car cup holders. This hits the mark for the
53% of car owners, 18-32yrs of age, who say they would eat in their cars more
often if the food container fit in the cup holder, according to USA Today’s
research.
No more juggling those chicken tenders, a drink and fries. The
‘Go Cup’ features dividers so your fries and chicken are both accessible from
the same cup holder. Not only does the new product container make eating while
driving safer, its meal options and price, $2.49, are also giving KFC a prime
spot in the snack market.
The ‘Go Cup’ is a slam-dunk for KFC and a threat to other fast
food restaurants. The team at KFC kept the needs and wants of their consumers
in mind and created a product that capitalized on size to entice driving
consumers.
October 4, 2013
Knowing Their Primary Audience
By Brittney DeRuiter
While recently visiting Las Vegas, I had the opportunity to head downtown or rather to “old town” as many locals called this area away from the loud and glitzy Las Vegas Strip. While spending time in old town, I grew impressed by the way one of the casinos truly understood their primary audience. This casino must have done its demographic homework and knew that its audience was of an older age with specific characteristics.
For example, the casino’s buffet included a credit
card machine with extra large, brightly colored buttons. This not only
demonstrated that they understood their audience’s learning curve of technology,
but also vision impairments that occur at a certain age. The enlarged credit card machine was
easy to use and perhaps held possibilities of attracting more credit card
purchases due to its convenience. The machine not only allowed for a quick turnover
rate, but also allowed the consumer to keep their cash money for gaming tables
and slot machines.
The casino clearly understood the importance of providing convenience and accessibility to key services for its target clientele.
While recently visiting Las Vegas, I had the opportunity to head downtown or rather to “old town” as many locals called this area away from the loud and glitzy Las Vegas Strip. While spending time in old town, I grew impressed by the way one of the casinos truly understood their primary audience. This casino must have done its demographic homework and knew that its audience was of an older age with specific characteristics.
For example, the casino’s buffet included a credit
card machine with extra large, brightly colored buttons. This not only
demonstrated that they understood their audience’s learning curve of technology,
but also vision impairments that occur at a certain age. The enlarged credit card machine was
easy to use and perhaps held possibilities of attracting more credit card
purchases due to its convenience. The machine not only allowed for a quick turnover
rate, but also allowed the consumer to keep their cash money for gaming tables
and slot machines. The casino clearly understood the importance of providing convenience and accessibility to key services for its target clientele.
It is well known that casinos make the majority of their income
from gaming tables and slot machines. To be successful, a casino must bring in
as many players as possible and encourage a high volume of betting. These two
factors are easier to influence with the appropriate atmosphere. During my visit,
I noticed that this particular casino’s atmosphere catered to their primary target
audience.
The casino offered lower to the ground gaming tables and
slot chairs. This little detail made it convenient for individuals in
wheelchairs and walkers to sit and play with ease. In addition, the décor and
music choices were geared more to an older audience than say one of the
glamorous casino towers on the Strip.
From the credit card machine and height of playing tables to
the music choices and decor, the casino I stayed at in old town Las Vegas
impressed me with their attention to detail. Catering to their audience’s needs
and wants, made it easy for the target clientele to access their products,
resulting in a successful income for the casino.
September 10, 2013
Know Your Decision Makers
 |
| Source: The Cassandra Report of Winter/Spring 2013 |
Many know that the world’s youth want instant gratification and products that express their personalities. However, did you know that tweens are still split between TV and the Internet? According to the Cassandra Report from Winter/Spring 2013, 51% of tweens still prefer TV, and 72% of tweens watch TV at the scheduled time versus a pre-recorded episode.
Thus, despite luxuries such as the DVR, On Demand programming and other online services, household decision-influencers are still reachable by television. This is important when figuring television advertising into your marketing mix.
The Cassandra Report of Winter/Spring 2013 gave an insight as to how parents consider their children’s opinions. Fifty-five percent of parents say their kids’ opinion counts a lot when it comes to what movie to see, 29% on food shopping, 26% on personal care products, 27% on family vacations and 23% on technology decisions.
For a marketer, knowledge is power, and knowing that our youths’ opinions are influencing household purchases, can affect marketing strategies. To truly inform the household purchasers of products, a campaign must include everyone in the family.
June 24, 2013
Don’t Just Give a Message, Have the Audience Participate
By Brittney DeRuiter
People want to feel like they are part of something, and that is why they participate. Events are supposed to be fun and engaging. So, why not have advertising that does just that? The Indianapolis Cultural Trail Run & Hunt had the city – even me, an outsider – feeling part of the event days before it even started.
Vehicle advertising is nothing new, but this event promotion took it a step further. The Indianapolis Cultural Trail Run & Hunt took an everyday object (city transit bus) and the practice of mobile marketing to a new level of participation. Individuals painted the IndyGo bus over the course of a few days in the city’s downtown area, resulting in an increased interest as well as the beginning of a word-of-mouth marketing campaign.
Press releases, websites, and flyers help, but there are ways to go beyond the static informational phase of event marketing. The bus artwork creation had spectators feeling like they were part of the event. When people feel associated with something they are more likely to be a champion for it. Whether it is a charity run, a workout class or a book club, people like to interact and be part of the bigger picture. In this case, the bus painting helped people to spread the word, be reminded of the event, as well as jumpstart their participation.
People want to feel like they are part of something, and that is why they participate. Events are supposed to be fun and engaging. So, why not have advertising that does just that? The Indianapolis Cultural Trail Run & Hunt had the city – even me, an outsider – feeling part of the event days before it even started.
Vehicle advertising is nothing new, but this event promotion took it a step further. The Indianapolis Cultural Trail Run & Hunt took an everyday object (city transit bus) and the practice of mobile marketing to a new level of participation. Individuals painted the IndyGo bus over the course of a few days in the city’s downtown area, resulting in an increased interest as well as the beginning of a word-of-mouth marketing campaign.
Press releases, websites, and flyers help, but there are ways to go beyond the static informational phase of event marketing. The bus artwork creation had spectators feeling like they were part of the event. When people feel associated with something they are more likely to be a champion for it. Whether it is a charity run, a workout class or a book club, people like to interact and be part of the bigger picture. In this case, the bus painting helped people to spread the word, be reminded of the event, as well as jumpstart their participation.
June 3, 2013
Taking It To The Streets Takes On A New Meaning
By: Brittney DeRuiter
Pedestrians see advertisements and messages lined on buildings, signs and even passing cars. In many cases, the mass quantity of messages bombarding consumers all at once throughout a city can become the equivalent of white noise. During a recent visit to Indianapolis, I was excited to see that the city has taken a different approach to cut through the white noise and communicate messages in a creative way.
Crosswalks are frequently traveled (usually in a hurry) and are often forgotten space; however, Indianapolis’ crosswalks caught my attention with bright colors and meaningful messaging. Not only is the city using what space they have to help visitors and residents remember the downtown area, but this creative messaging also serves another purpose – organization.
The city buzzes with diversity, and Indianapolis is helping to organize the movement of downtown traffic by designating areas for different modes of transportation. Crosswalks now include labels and spaces for bikes, disability transportation, and pedestrians. Not only does this use of messaging help people remember proper pedestrian etiquette, but it also helps tourists understand the flow of the city. This use of messaging helps Indianapolis crosswalks take an area of space and create a lasting diagram for pedestrian progression.
Throughout the years, crosswalks have been used for unconventional advertising efforts, but these blank canvases are mostly abused and forgotten. Indianapolis has taken the space to organize the downtown area. What message would you want to convey?
Pedestrians see advertisements and messages lined on buildings, signs and even passing cars. In many cases, the mass quantity of messages bombarding consumers all at once throughout a city can become the equivalent of white noise. During a recent visit to Indianapolis, I was excited to see that the city has taken a different approach to cut through the white noise and communicate messages in a creative way.
The city buzzes with diversity, and Indianapolis is helping to organize the movement of downtown traffic by designating areas for different modes of transportation. Crosswalks now include labels and spaces for bikes, disability transportation, and pedestrians. Not only does this use of messaging help people remember proper pedestrian etiquette, but it also helps tourists understand the flow of the city. This use of messaging helps Indianapolis crosswalks take an area of space and create a lasting diagram for pedestrian progression.
Throughout the years, crosswalks have been used for unconventional advertising efforts, but these blank canvases are mostly abused and forgotten. Indianapolis has taken the space to organize the downtown area. What message would you want to convey?
May 3, 2013
Social Media & Your Next Business Relationship
By Brittney DeRuiter
According to a recent Pew Research Center finding, approximately 68 percent of all Facebook users graduated from college. This fact holds relevance when you consider the growing number of individuals using Facebook and other social media platforms in terms of job searching.
Facebook, Twitter, and LinkedIn continue to gain significance as research hubs and networking tools for employers and potential employees, thus allowing career opportunities via social media to grow quickly. The following are a few key observations of business relationships online and how they affect one’s professional world.
Networking
Social media is a fantastic method for businesses and people to connect. Involvement in groups and discussions allow individuals to display their skills and knowledge. Similarly, frequent commenting and participation can lead to a network of possibilities. The key is to remember that whatever is posted on the internet has a life far outliving anything on paper.
The "First" Interview
Prospective employees and employers are looking at social media as a critique for resumes and character. A nonexistent or bare-bones social media presence may portray a company as “not forward thinking” or a bad profile can say, “We’re not serious or true to our goals.”
The same can be said for future employees. A profile displays one’s character and lifestyle without being able to defend it. Therefore, a personal profile lacking in correct grammar, spelling or moral compass can reduce job opportunities. This also rings true with photography and videos that one either posts or is tagged within.
Sealing the Deal
Displaying appropriate content is key to surviving the social media microscope. Companies must utilize messages, which are cohesive to their mission and goals. Future employees need to ensure that every message and photo posted (personally or by others) displays the person as he or she would want to be seen in the professional world.
Recent world events have demonstrated the hold social media has over our society in terms of sharing and learning information. As this hold continues to tighten, the significance that our personal and corporate social media policies have in our careers and professional lives will also continue to increase. Paying attention to current business relationships via social media content and messaging now, will have a direct effect on our future relationships.
According to a recent Pew Research Center finding, approximately 68 percent of all Facebook users graduated from college. This fact holds relevance when you consider the growing number of individuals using Facebook and other social media platforms in terms of job searching.
Facebook, Twitter, and LinkedIn continue to gain significance as research hubs and networking tools for employers and potential employees, thus allowing career opportunities via social media to grow quickly. The following are a few key observations of business relationships online and how they affect one’s professional world.
Networking
Social media is a fantastic method for businesses and people to connect. Involvement in groups and discussions allow individuals to display their skills and knowledge. Similarly, frequent commenting and participation can lead to a network of possibilities. The key is to remember that whatever is posted on the internet has a life far outliving anything on paper.
Prospective employees and employers are looking at social media as a critique for resumes and character. A nonexistent or bare-bones social media presence may portray a company as “not forward thinking” or a bad profile can say, “We’re not serious or true to our goals.”
The same can be said for future employees. A profile displays one’s character and lifestyle without being able to defend it. Therefore, a personal profile lacking in correct grammar, spelling or moral compass can reduce job opportunities. This also rings true with photography and videos that one either posts or is tagged within.
Sealing the Deal
Displaying appropriate content is key to surviving the social media microscope. Companies must utilize messages, which are cohesive to their mission and goals. Future employees need to ensure that every message and photo posted (personally or by others) displays the person as he or she would want to be seen in the professional world.
Recent world events have demonstrated the hold social media has over our society in terms of sharing and learning information. As this hold continues to tighten, the significance that our personal and corporate social media policies have in our careers and professional lives will also continue to increase. Paying attention to current business relationships via social media content and messaging now, will have a direct effect on our future relationships.
March 14, 2013
Adventures in Life
By Zach Knutsen
By day, I'm a graphic designer and front-end developer at Morse + Harris. I sit behind a desk for hours at a time, feverishly using some of my favorite things (color, texture, typography and pixels to name a few) to funnel my thoughts into cohesive and (hopefully) inspiring ideas for our clients. As a designer I pretty much draw upon the world around me to breathe life into the details of my work. When I got the opportunity to go to Morocco with a group of friends ... soaking up life like I've never done before ... I jumped at the chance! From Marrakech to the beautiful Atlas Mountains, we explored it all. What a dream!
Now that I'm back home, I'm feeling extremely inspired. Life changes when you experience the world outside. You can't even help it. It just ... happens. (Love it!) So enjoy some photos from my adventures in life, and begin preparing your adventure. You won't regret it!
By day, I'm a graphic designer and front-end developer at Morse + Harris. I sit behind a desk for hours at a time, feverishly using some of my favorite things (color, texture, typography and pixels to name a few) to funnel my thoughts into cohesive and (hopefully) inspiring ideas for our clients. As a designer I pretty much draw upon the world around me to breathe life into the details of my work. When I got the opportunity to go to Morocco with a group of friends ... soaking up life like I've never done before ... I jumped at the chance! From Marrakech to the beautiful Atlas Mountains, we explored it all. What a dream!
Now that I'm back home, I'm feeling extremely inspired. Life changes when you experience the world outside. You can't even help it. It just ... happens. (Love it!) So enjoy some photos from my adventures in life, and begin preparing your adventure. You won't regret it!
January 21, 2013
Survive the Convenience of Fast-Forward
By Brittney DeRuiter
Super Bowl Sunday – the one day of the year when people just might give the fast-forward button a rest in order to watch the commercials. While true that most individuals watch the Super Bowl in real-time, it is safe to assume that DVR’s everywhere will still get a workout. If history repeats, then Super Bowl XLVII is going to have everything from pistachios and chips to soft drinks and beer, but despite the best attempts to have funny commercials less than 50% of the products and brands will be remembered.
In today’s world, technology has assured that there is a lot of noise with little retention. Thus to increase the awareness and viewership of an advertisement – especially on TV – the message must be wrapped in an entertaining package. With fast-forward and other ad skipping devices, 2 seconds is all a commercial has to capture the audience. So now the question becomes – how. How does one create a commercial that is both entertaining and enhances brand awareness?
One example is Allstate Insurance. Allstate has found a way to walk the fine line of entertaining and brand awareness. Not only are their commercials entertaining, but they also include a simple message: “Accidents happen, so get Allstate to be protected from Mayhem.” The message is simple with a direct call to action serving as the main focus. Allstate increases brand retention because the entertainment evolves around the industry and expresses the message directly through imagery.
The key to making a commercial, which can survive the convenient fast-forward button, is to remember that simple is best and entertainment is a must. Create a direct message first and then find a way to creatively display that message through entertainment – not the other way around.
Super Bowl Sunday – the one day of the year when people just might give the fast-forward button a rest in order to watch the commercials. While true that most individuals watch the Super Bowl in real-time, it is safe to assume that DVR’s everywhere will still get a workout. If history repeats, then Super Bowl XLVII is going to have everything from pistachios and chips to soft drinks and beer, but despite the best attempts to have funny commercials less than 50% of the products and brands will be remembered.
In today’s world, technology has assured that there is a lot of noise with little retention. Thus to increase the awareness and viewership of an advertisement – especially on TV – the message must be wrapped in an entertaining package. With fast-forward and other ad skipping devices, 2 seconds is all a commercial has to capture the audience. So now the question becomes – how. How does one create a commercial that is both entertaining and enhances brand awareness?
One example is Allstate Insurance. Allstate has found a way to walk the fine line of entertaining and brand awareness. Not only are their commercials entertaining, but they also include a simple message: “Accidents happen, so get Allstate to be protected from Mayhem.” The message is simple with a direct call to action serving as the main focus. Allstate increases brand retention because the entertainment evolves around the industry and expresses the message directly through imagery.
The key to making a commercial, which can survive the convenient fast-forward button, is to remember that simple is best and entertainment is a must. Create a direct message first and then find a way to creatively display that message through entertainment – not the other way around.
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