Many advertisers are interested in attracting consumers between the ages of 18 and 34. While this can be a very profitable audience for marketers, it can be a rather complicated and elusive audience to convert.
Swiss inventor Georga deMestral first registered the trademark for Velcro 55 years ago. And of course, we all know it became the biggest breakthrough material in clothing since the zipper. Since then, it’s used by manufacturers to hold various items together, and the world has accepted its place in every day life. So how do you breathe new life into a brand like this?
News of the Omnicom-Publicis rumor got me to thinking of my big-agency days. I spent many years as Creative Director of a large international agency and oh, it did have its perks. There were enormous budgets for TV commercials. And fancy hotels. And limousines. There were nice benefit packages and pension plans.
How often do we see ads that talk to no one? Self-serving ads that seem to tout how a great a product or service is, but lacks meaning and relevance. Sometimes it seems that advertisers have forgotten one of the most basic rules of advertising– know your target audience, and fill a need.
Often, advertising agencies will take on pro bono accounts to show off their creativity. After all, the subject matter allows for a lot of emotion, and the agency is typically given carte blanche when they are working for free. That’s why it’s so nice to read a story about how an ad agency responded in a real emergency.
So we’ve seen many advertisers disappointed by Facebook’s ability to deliver their target audience. Large advertisers such as General Motors pulled their advertising dollars after poor results. Of course, this all resulted in one of the worst IPO’s ever.
Of course you must have seen the recent ATT commercials with the spokesperson interviewing the kids. Every time I think they can’t get any better, they come out with another one. The kids are fabulous, the spokesperson brilliant. And such a simple idea, which pays off ATT’s message.
Super Bowl advertising brings out the best and worst in marketers and creative people. Millions of people will be watching so everyone wants a commercial that will be water-cooler talk. But at the same time, shouldn’t it sell the product?
As more and more consumers increase their time spent on the Internet, marketers look for new ways to offer their products and services. And most advertisers have jumped on the Internet bandwagon in some form or another to discover great successes or great failures.
It wasn’t all that long ago that you could expect to charge a premium for items that were environmentally friendly. But time, and a long, tiring recession seem to have put a damper on that. As more and more marketers are going green, research is demonstrating that consumers are less and less willing to pay for it.