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How to Get More People at Your Site
HOW TO GET CUSTOMERS TO YOUR WEB SITE BY JOE TREVISON MBA CPA
There is a commercial on Television that makes a lot of sense.
90 % of businesses do not have a marketing plan. Another 7% are
not focused. Only 3% have marketing plans and are...
Pharmaceutical Branding
Branding is such an important aspect of business that even apparently boring products such as pharmaceutical products, drugs and medicines become interesting and exciting.
Pharmaceutical industry branding is immature compared with the consumer...
To Website or Not to Website?
Whether you should consider marketing online with a website
To Website or Not to Website? Ask yourself, “What is the one critical thing we’ve done over the years to bring in the most new business?” Most of you will answer the exact same...
You Don't Have TIME to Sit and Wonder When The Traffic Will Come!
There is so incredibly MUCH you can do to successfully promote your website starting in just a few minutes. In fact, the steps I will give you below can be repeated DAILY for 30 days, an hour a day, for 30 hours of hard-core, tested, proven,...
Your Assumptions About Job Descriptions Can Harm You
One of the worst things you can do is get in a “box” and this applies to job descriptions—or rather, what you assume someone else is capable of doing because of your misconceptions about their job description. Compounding this is the current thrust...
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Is Your Ad Killing Your Brand?
by Karon Thackston © 2002
http://www.copywritingcourse.com
It’s funny to me how companies spend thousands of dollars to develop a brand only to wreck it when they create their advertising campaigns. They pour over colors, fonts, logo designs, Web site creation, USPs, and target audience analyses. But then, when it’s time to bring their message to the public, it all falls apart.
Case in point: a local technical college in my town has recently begun to run a television campaign. This institution previously had an image of providing cutting-edge training on technically based vocations. They have spent the last several years touting how high-tech their facilities are, and how leading edge their curriculums are. That’s why I can’t image what happened during the production of this ad.
The background music is slow and rather classical. The pictures are of smiling students carrying books, and of one of the oldest buildings on the campus. The copy did do its job. The copy mentioned how the workplace was changing and becoming more advanced day-by-day. It talked about how even the simplest of jobs now require at least some technological “know-how.” But the clash between the copy and the imagery was painfully obvious.
What would I have done differently? I would have chosen each element with the express purpose of supporting the brand. The music would have been more upbeat and modern. The images would have been of students working at computers, or in engineering labs. The closing shot would not have been one of the oldest, stodgiest building on campus, but of the new stucco and glass building they added 2 years ago.
The end result *could* have been an ad that
completely portrayed the innovative and advanced curriculums offered by this technology-based school. The copy, the visuals, and the music all working in harmony would bring about a much larger response, and would also reinforce the brand this institution has worked so hard to create.
When you create advertising pieces for your company, look for the branding aspects of each, individual element. As you work through the process, ask yourself these questions:
·What identity am I attempting to portray?
·Do the graphics reinforce that identity?
·Does the music support my brand?
·Is the copy descriptive of aspects related to the brand?
·Do the colors fall in line with how I want to be viewed?
·Is the medium itself appropriate to my brand?
When the final product (whether it be a piece for TV, radio, the Web, or print) is completed, show it to several people who are unfamiliar with your organization. Ask them to describe the “essence” of your business based on this one piece. If your combination is put together right, they’ll be able to do just that.
When you pay close attention to each element you’ll have a powerful end result. When everything works in concert, you will have a much more beneficial campaign that works to contribute to your branding efforts rather than destroy them.
About the Author
Copy not getting results? Visit Karon online at http://www.ktamarketing.com, or let Karon teach you to write like a pro! Boost your sales and your search engine rankings with The Step-by-Step Copywriting Course. Not just an ebook... a complete course including LIVE feedback. Get yours - and 3 FREE bonuses - today! http://www.copywritingcourse.com
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