5 Magazine Ad Campaigns

This week I’m analyzing Magazine Ads, and wow, there were so many good ones to choose from! I decided to go international for you. Most of the ads I’m exposed to are from my home country of the US, so I really enjoyed spending some time on the adsofthewold.com site. Here is a selection of ads that really get their point across:

“Yes we can.”

Obama-yes we can

Link to Ad: http://www.adsoftheworld.com/collection/obama_in_advertising#showdelta=16

  • Firm: Ogilvy, South Africa
  • Company: Volkswagen
  • Title: Obama
  • Published: November 2010

Objective: The very simple ad states, “yes we can- 2008” at the top and “Small can be powerful. 118kW 1.4l TSI. Das Auto. Volkswagen” at the bottom. They are comparing the small but powerful Obama campaign slogan to the small but powerful VW car.

Target Market: South Africans who had followed the US presidential election of Barak Obama.

Action: Inspire trust. Invoke a sense of power and simplicity through comparing the short campaign slogan to the design of the VW.

Value Proposition: If a short but powerful slogan can win an election, just imagine the power of this small car.

 

“Come back another day.”

polar bear

Link to Ad: https://aef.com/ad-campaigns/polar-bear-3/

  • Firm: Scholz Friends Berlin GmbH, Berlin
  • Company: Zoo Berlin Zoo Card
  • Title: Polar Bear
  • Publish Date: 2007
  • Awards: Clio award 2007

Objective: Expand sales of season passes to the zoo by showing reasons a consumer might want a season’s pass zoo card.

Target Market: Adults, children, adults who have to comfort little children who have been disappointed in not seeing their favorite animal at the zoo.

Action: Buy a zoo card. It’s worth the cost when you can’t see everything in one day. Upgrade to a season pass and come any time you would like.

Value Proposition: If the polar bear or whatever favorite animal you came to see won’t come out on the day you go to the zoo, there is a good reason to get a zoo card. The consumer can always come back another day.

 

“Wild Night”

Valentine Bed

Link to Ad: https://www.adsoftheworld.com/collection/highlighted_valentines_day_ads#showdelta=31

  • Firm: Cheetham
  • Bell, Manchester, UKCompany: Dreams
  • Title: Bed
  • Publish Date: February 2015

Objective: Highlight one of the many reasons that someone might need to buy a new bed. Use humor and the thought of a recent Valentine tryst to convince the viewer that they too, might need a new bed.

Target Market: This ad particularly targeted couples, the day after Valentine’s day in 2015 to persuade them with humor that they need a new bed.

Action: Come buy a bed at Dream. They understand your predicament.

Value Proposition: It’s ok if your Valentine’s Day gets a little wild because Dream is having a sale the very next day!

 

“Just Fly There”

just fly there

Link to Ad: https://www.adsoftheworld.com/media/print/eurowings_just_fly_there_1

  • Firm: Lukas Lindemann Rosinski, Hamburg, Germany
  • Company: Eurowings
  • Title: Just Fly There
  • Air Date: October 2017

Objective: This is one of a series of four ads depicting someone on the beautiful blue water enjoying the scenery. The objective is to entice the viewer to want to “just fly there.”

Target Market: Young, working adults, with some vacation time and some disposable income.

Action: Use some of your time off and just go somewhere cool, wonderful, relaxing.

Value Proposition: Travel can be as easy as a little money and a plane ticket. The value is in the reminder to take time away and go to places the viewer has always dreamt of.

 

“Smart Kitchen & Bathroom”

smart kitchen

smart bathroom

Link to Ad: https://www.adsoftheworld.com/media/print/eon_eon_climasmart_kitchen

  • Firm: M&C Saatchi, Milan, Italy
  • Company: E.ON
  • Title: E.ON ClimaSmart – Kitchen & E.ON ClimaSmart – Bathroom
  • Publish Date: October 2017

Objective: These two ads show the problem of wasting energy in homes. ClimaSmart technology is their solution. They use: #wehatewaste

Target Market: Adult homeowners with some climate control problems within their homes.

Action: Look further than your car or recycling for your environmental impact. Energy in homes is a great place to start. Their tagline is, “A better climate starts from your home.”

Value Proposition: E.ON can help you reduce waste, better control the temp in your home, and help you have a better environmental impact.

 

**Cover Photo Credit: https://www.picxclicx.com/free-stock-photos-stack-of-magazines-12/ **

3 Reasons to Market at Trade Shows and Professional Association Conferences

I am behind my computer today trying to catch up after two weeks of attending conferences. The first of which was the Bersin Impact conference in Hollywood, FL and the second was the Society for Healthcare Volunteer Leaders (SHVL) conference in Lexington, KY. I attended these very different conferences to stay up to date on the latest trends for departments that I lead: Human Resources (HR) and Volunteers.

While both of these conferences were very different, they had one very significant thing in common that relates to strategic marketing for entrepreneurs. A formal vendor presence. Here are some reasons why you might consider marketing your product or service at a trade or professional show:

  1. Captive Target Audience– If you are selling a cutting-edge HR software, who better to talk to than HR professionals attending a conference on the most up-to-date social capital trends? Once they find out the trends, they’ll want a way to implement it in their own organizations. Sell them the tools while they are there.
  2. Sales Leads– People like games and free stuff. You can cold call people all day and not get a lead, or you can purchase some fun swag and create a contest at your trade show booth. You wouldn’t believe what contact information people are willing to share for a free hoodie. Once you wrap up from the conference, you have an entire list of people to follow-up with. All of whom you have already established a positive, reward, relationship with.
  3. Scope Out the Competition– We don’t always know our top competitors until they set-up booth 10 feet from us. In this day and age companies are created quickly to fill needs in the business world. Sometimes companies make their debut or release upgrades at conferences. As a fellow vendor, you have full access to the vendor show floor. You can collect brochures and make contacts with other players in your area of expertise.

There are professional associations for just about everything these days. Don’t count yourself out of attendance just because no one else you know is going. A quick internet search can yield many results for your niche market. And don’t worry if the association you are interested in doesn’t allow for vendor booths at conferences. Join anyway. By joining associations, you can often sponsor speaking sessions or at minimum have access to basic contact info for fellow members.

No Back Stock! – A Lesson in Sales & Marketing

ENT 630- Wk 4-reactions to It’s a Jungle in There

My first Human Resources role was with Target. I was a store side Executive Team Leader of HR. Store side, meant I also had retail responsibilities beyond managing schedules, payroll, benefits, etc. I had to know the business of the store: sales actuals vs. forecast, merchandising, front end, softlines, hardlines, and logistics. I very distinctly remember walking the floor with a visiting District Team Leader (DTL), he said, “show me the back room”. Our entourage of corporate visitors and store leaders pushed through the doors of the back room. I remember our DTL taking a handheld scanner from a stock room clerk and climbing a ladder. What we didn’t know is that he had noticed an item was empty from the shelves while walking the floor and had quickly looked up the back stock location on the hand held. As he climbed down the ladder with the items in hand, he said, “our guests can’t buy things from the backroom”.

He was right, from that day forward, when I was in charge I added “outs” to my personal check list and could be heard over the walkie-talkie coaching our mid-day replenishment team.

More importantly, our DTL’s words still ring in my ears from an entrepreneurial standpoint. When I read chapter twelve of Schussler’s book, the title reminded me of my DTL’s words. The chapter title is: “Marketing: Customers Won’t Buy What They Don’t Know Exists”.

In a large retail chain, it was as simple as keeping items pushed to the floor. We couldn’t make sales from an empty shelf. For an entrepreneur, the process is more complicated. For an entrepreneur, we must market twice without the power of the big red bulls eye behind us. Schussler had to market his ideas to investors long before he worried about direct marketing to customers. And there is a lesson here: entrepreneurs have to empty out the proverbial backroom and put everything they have out there for their investors and customers.

Holding back can mean missing a sale. The back room doesn’t clean itself out, just like ideas and products don’t market themselves. It’s worth writing a formal marketing plan around how you want to get your name out to the customer. Customers can’t buy what you are selling unless they know your product and/or company exists.