Synopsis: Advertising does wonders for more than just sending customers your way. It also impacts how you recruit and retain talent. We discuss how.
Your advertising is driving new customers through your doors today. That’s great! But what if it could do more? A lot more?
Human talent is one of the most critical assets for businesses of all sizes. They’re usually one of the top costs on your income statement and when they’re doing a great job, your business usually thrives. When they’re not, you may be losing customers faster than any advertising can bring new ones in. In short, having the best people you can afford is a mission-critical business strategy.
What does this have to do with advertising? Everything!
When you advertise, your impressions are reaching potential customers. They’re also reaching a lot of people who aren’t going to buy for you for one reason or another. At least today. But these impressions are still doing something important. They’re increasing awareness and/or changing minds about your business! And here’s where the “talent” issue comes into play…
The “Recruitment” Benefits Of Advertising
The most talented people in every business type and at every skill level are probably already working for somebody today. They’re a vastly superior pool of talent compared to those looking for jobs online all day! Many businesses employ professional recruiters today to find these employees and talk them into switching – usually at a much higher salary. These “headhunters” are most prevalent in higher-end talent searches. These services are costly (6-20% of starting salary) and are often unavailable for less-skilled positions. Read more »
Anyone who posts job openings knows the problem. We get hundreds of resumes and the vast quantity of them have absolutely no qualification for the job. Many who tell us that they do in their cover letters are later revealed to only be qualified for fiction writing (or worse). And many of those that make it to the interview make you wish you’d never given them a shot. And far too often, we actually need to hire some of these people anyway to keep the business running!
So what’s the problem?
The people you’d like to be interviewing already have jobs and most of these aren’t looking at help-wanted boards. According to LinkedIn, 75% of the people reading job postings are unemployed. And since we now have a 5% unemployment level, the unemployed (i.e. your job applicants) are probably the least likely folks you’d ever want to hire. Of course there are people who’ve recently moved, or picked the wrong job for them back when times were tougher, but it’s fair to say that the folks answering your job postings probably aren’t a competitor’s best employees.
And those are exactly the people you’d love to hire. But how? Head hunters can cost 6-20% of the position’s salary – if there are headhunters for that position at all. You can, and should, directly reach out to these people if you know who they are. But what if you don’t? How do you get the word out?
Have you considered other ways to get the message out? The message that you’re hiring, the message that you have a great work culture, salary, or benefits? Read on if you’d like to know how. Read more »
Synopsis: If you happen to be a fan of Arrested Development, they have launched a fake menu on Seamless. How can your company mimic the style of this unique promotion without the name recognition?
Yesterday, as I was sitting down to order food online, I went to Seamless.com. Like usual, it popped up a number of options for restaurants in the area that I could choose to order from. But there was a new option I had never seen before from Bluth’s Original Frozen Banana.
For those who are fans of the sitcom Arrested Development, then you would immediately recognize the name of the restaurant as the banana stand that the show’s patriarch first built to grow his shaky empire. And as Netflix begins to air new episodes this summer, the company has used an all-out media blitz to remind fans of its return. Somehow the company was able to post a fake menu for the banana stand on Seamless.
It was interesting use of a platform that doesn’t usually offer advertising space. And you can get an original frozen banana for $10, of course the minimum order was $250,000. So it was clearly all for fun. But the way Arrest Development promoters were able to integrate the fake menu seamlessly (no pun intended) is what really made the spot work.
Having a unique advertising campaign can do wonders for your brand. But it’s not easy to come up with something that will connect with consumers, especially at a price that most businesses can afford. So how can you create spots for radio, online or wherever that offer this perfect intersection of promotion? Read more »
Synopsis: Targeting has become all the rage in advertising. And it’s an important step to take, but make sure you’re not targeting too closely. We discuss how you’re limiting yourself, if you do.
If there’s one buzzword that stands above all others in advertising, it has to be ‘targeting.’ It’s everywhere. No matter where you turn, whether discussing online, television or radio, it’s all about how you target, which will inevitably bring success and riches your way. And don’t get me wrong, it’s vital for your advertising campaign to use targeting techniques. But can you set too small of a target, when running an ad campaign?
It’s not a surprise that targeting has become such a popular word. After all, we can now locate our potential customers better than ever before, as the ability to manipulate and read large swaths of consumer data has grown astronomically over the past couple of years. But we’ve become so focused on reaching the few customers we already know about, that we lose sight of those that don’t fit within our usual customer base. And these people can make the difference between a successful company and one that struggles month-to-month.
There’s a number of other reasons why you shouldn’t focus all your advertising efforts on only your targets, especially if your only targets are your customers. Here’s why: Read more »
Synopsis: With the growth of big data, more and more companies are using the information to enhance their marketing and advertising campaigns. We discuss a few of the ruts to watch out for, as you look deeper into the data.
Have you heard the term “big data,” recently? Maybe you saw it online, or read about it in a trade journal. But the ability to gather and comprehend data at an mind-numbingly large scale, has created opportunities for new businesses and information. And within that information, marketers are using it to target customers at a minute level like never before.
This data is also, slowly, becoming available to any company of any size. In the next few years, those that can comprehend and pull out quality information from all this data, to better target their customers, will be the standout stars of the business world. That’s because they will be able to give their customers what they want, when they want it, i.e. when they’re ready to listen. This will reduce the cost of marketing and advertising and increase the ROI. What business won’t like that?
But the use of data in such a way is still tricky for businesses and confusing for customers. After all, you don’t want your clients to think you’re spying on them. And in the build-up of this information, it still very much feels that way. So what are some things to keep in mind with this influx of data for your advertising and marketing needs? We take you through a few of them below:
Only Use Information That You Understand:
Just because you have access to a whole bunch of numbers and letters means very little. Even though technology has advanced to a point where we can now organize and manipulate a whole boatload of information, there’s a lot of customer data that won’t mean a thing to you or your customers. But when you suddenly have access to such a large amount of info, your gut instinct tells you to use it. Don’t, unless you know that it’s relevant to your company or integral to connecting you with the right customers. Read more »
Synopsis: A new technique for targeting children called lenticular technology, has been unveiled in an ad for child abuse prevention. It’s neat new tool in the long line of making sure you’re targeting your customers with individualized experiences.
Some see it, some don’t. It’s the next step in creating targeted, personalized advertising. And a campaign to prevent child abuse has used new technology to accomplish this feat.
In a billboard, grownups see a face of a child, and the line “Sometimes child abuse is only visible to the child suffering it.” But for children, potentially walking with the person that is causing the abuse, they have a completely different experience. With lenticular technology, those 4’3″ or shorter see a different picture. It’s the same child, but this time he’s bloodied and bruised. The line the children see is “If somebody hurts you, phone us and we’ll help you.”
What’s interesting about this is that it has created a new way to target your audience. It’s something we all want to do, giving our various types of customers a different experience when they hear or interact with our ad. And the power of targeting will allow them to view your organization in a way that would most likely convince them to act. In this case using lenticular technology, it’s for a great cause in order to stop child abuse. But you should use similar tactics in your advertising. Read more »
Synopsis: Hiring an advertising agency is a big decision that shouldn’t be taken lightly. But how do you know when it’s the right time to find one? We explain.
If business owners have one downside, it’s that they have a hard time letting go of control. It’s not easy to allow others to work on projects that will impact your business, when you’ve spent so much time personally cultivating it. But at some point in your company’s life, you will need to start releasing the reins, and that includes your handle on advertising.
And advertising is something that’s particularly difficult to let go of because it’s the public perception of your business at stake. It defines how people will view your organization, and will have a direct impact on sales. So making the decision to actually hire an advertising agency to develop and run your advertising spends throughout the year is extremely difficult. Plus, they will cost money, which is another added expense to the bottom line.
But that said, there’s a number of reasons to hire an agency, and not just because you are overwhelmed with other duties that come along with a growing business. Some of these reasons, include:
A New Perspective on Your Company: An ad agency might see a new wrinkle in the way you can present your organization to the public
An Expertise In Advertising: Assuming you pick the right agency, they should be able to share years of experience that will help your company’s sales
Synopsis: Mountain Dew showed us how not to run an ad targeting a specific audience this week, when they had to pull them for racial insensitivity reasons. Where did the company go wrong and how can you prevent a similar mistake?
It’s amazing sometimes what gets passed with a stamp of approval through the advertising higher-ups at large companies, only to immediately cause a backlash among viewers, leading to the spots removal. Another such example occurred this week, when Mountain Dew had to pull three spots due to outcry that they were racially insensitive.
The advertisements, which have been removed online, featured a goat voiced by rapper Tyler, the Creator. USA Today has a rundown of what occurred during the ad, which led to the outcry:
Soft drink giant PepsiCo says it is pulling a highly controversial commercial for Mountain Dew — depicting five African-American men and a goat in a police line-up — that has managed to offend African-Americans, women and bloggers coast-to-coast.
African-American rapper Tyler, the Creator, developed the 60-second spot in which a battered white woman on crutches is urged by an officer to identify a suspect out of a lineup of black men. A talking goat named Felicia is included in the lineup. The goat makes threatening remarks to the woman, including, “Keep ya mouth shut.”
This isn’t the first time this year we’ve seen similar ads get pulled due to insensitivity towards a certain group. Hyundai, McDonald’s and Ford had to do so already this year, according to USA Today.
So why is this happening, and how can you avoid it? Read more »
Synopsis: Creative marketing campaigns can build buzz about your company. But make sure you’re taking the right steps to ensure people show and that potential customers see the end result. We talk about how below.
It feels almost impossible not to simply fall in love with truly creative marketing events that businesses pull off. There’s so many out there, but the best connect thousands of people, usually doing something fun then, as an afterthought, brand the event with the company name.
But when we look at the creative marketing tactic, we fail to remember just what a company did in order to get people to show up. Let’s face it, the reason you only see the successful attempts is because potential customers showed up. A company isn’t throwing up YouTube videos all over their site with 5 people at an event. Only the ones that have hundreds to thousands get the red carpet on the company site and in press.
A start-up student loan company, recently managed a successful version of this. The Guardian has the details:
“To put Unibubble in the spotlight, the guys behind the company decided to capitalise on the viral trend of the infamous Harlem Shake. They created an event via Facebook; within four days, 1,000 people had clicked “attending”. The students created Unibubble posters for participants to ensure the brand was captured on film. More than 1,500 people turned up. The event was posted on YouTube and has since been viewed by 80,000 people. The Unibubble site saw a 776% increase in traffic per day in the days following the event and an increase of 297% in registered users. The phenomenal results of this free advert highlight just how creatively and cheaply startups can advertise.”
What’s talked about briefly in this recap is the effort that the company made in order to excite people to attend. Read more »
Synopsis: When you’re stuck between two possible advertising campaigns, it comes down to which one will perform the best. Here’s how you go about deciding.
Which one looks better, A or B? How about B or C? No, you’re not at the eye doctor trying on lenses, but trying to pick the right advertisement for your business moving forward. It’s an intense decision, as there’s always investment involved, plus the ad will be representing your pride-and-joy (your business) for months to come. So how do you decide?
Before we get to the decision process, first lets look back at why you chose to launch the advertising campaign. What is it that drove you to advertise? Was it the need for more sales? Was it the desire to reach a new market? Was it to increase brand recognition? Was it re-energize your current customers? The reason behind your desire to advertise will be an important driving factor in which advertisement you want to pick.
Now that you understand why you’re doing this, let’s look at the different types of advertisements you can choose from. Founder of the ad agency Wizard of Ads Roy H. Williams, writing for Entrepreneur.com laid these out in a very intelligent and easy to understand way. You can see his full explanation of each ad here, but below I’ve added a quick synopsis.
Category-Specific Ads: Cliche filled ads used to reach everyone. Rarely works, and usually reaches no one, according to Williams
Franchise Ads: Hopes to build the larger brand, which will help the local stores as well Read more »