Author Archive
for: ‘cydni’

8 Reasons Product Advertising and Video Is Right for Your Brand

In the ad business, too many agencies lack the skills and experience to look at a client’s business problem and know how to develop a strategy that implements the right mix of advertising solutions as it specifically relates to your problem. Instead, they fall back onto brand advertising or promotional work (in-store signage or ads focused on discounted prices). And that means they ignore a powerful type of advertising that is critical to innovative products: Product Advertising. I have over 20 years of experience driving brand growth with product-based advertising. It works powerfully for both your product and your brand. Like any other type of advertising, it shouldn’t be used in every situation, but there are times when it’s the ONLY option that can move your business forward. Unfortunately, many agencies don’t fully understand its power, so it’s often taken it off the table. In fact, when you have a product that has compelling consumer benefits, product advertising is the right direction for building brand value while selling product in the meantime. How? Here are eight important reasons product ads are powerful for your brand:  Product Stories are Recalled at Critical Sales Points. Byron Sharp reminds us that a strong brand has strong “physical and mental availability”. Mental availability means consumers think of your product at the right times – like needing a pick-me-up snack and thinking “Snickers”. When you have a unique, compelling product, and when consumers know why your product relates to them, they will recall it when they need it or give you […]

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PRODUCTS NEED MORE THAN A BRAND: Why compelling product video matters

How do you use video to best sell an innovative product —moving it off the retail or online shelf and into your consumer’s hands? It’s a tricky question – the options are more complicated than it might seem. A traditional agency may be great at brand work or price promotions, but most lack the skill to create effective advertising based around products – especially new, innovative products. And while standard video production companies make nice looking video, “nice looking” doesn’t drive results for products. Effective product video requires a solid communication strategy combined with visuals that make your product so compelling that consumers take action. Let Your Product Drive. Advertising and video rarely lead with product. But they should. When you put product first, great things happen. Despite what some might think, product-focused advertising doesn’t mean your brand takes the back seat. Rather, what you say about the product establishes a powerful connection with your brand, and becomes the tangible reality that drives high levels of product sales. So, they go to together – product and brand. Think about it. When people view a product as innovative, they view the brand or company behind the product as innovative too. Apple is one easy example. But also think about OXO, Dyson, and Tesla. All of these brands became powerful by leading with their product innovation. And they keep the brand powerful by building out entire product lines supported by brand as their backbone. Drive With the Product Messages that Matter. Successful product advertising isn’t a list […]

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PRODUCTS NEED MORE THAN A BRAND: Why compelling product video matters

How do you use video to best sell an innovative product —moving it off the retail or online shelf and into your consumer’s hands? It’s a tricky question – the options are more complicated than it might seem. A traditional agency may be great at brand work or price promotions, but most lack the skill to create effective advertising based around products – especially new, innovative products. And while standard video production companies make nice looking video, “nice looking” doesn’t drive results for products. Effective product video requires a solid communication strategy combined with visuals that make your product so compelling that consumers take action. Let Your Product Drive. Advertising and video rarely lead with product. But they should. When you put product first, great things happen. Despite what some might think, product-focused advertising doesn’t mean your brand takes the back seat. Rather, what you say about the product establishes a powerful connection with your brand, and becomes the tangible reality that drives high levels of product sales. So, they go to together – product and brand. Think about it. When people view a product as innovative, they view the brand or company behind the product as innovative too. Apple is one easy example. But also think about OXO, Dyson, and Tesla. All of these brands became powerful by leading with their product innovation. And they keep the brand powerful by building out entire product lines supported by brand as their backbone. Drive With the Product Messages that Matter. Successful product advertising isn’t a list […]

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The Quandary in TV’s Advertising Evolution

“There are two kinds of fools. One says ‘This is old, therefore it is good’; the other says ‘This is new, therefore it is better.’” Dean Inge Nowhere in business is it harder to walk Dean Inge’s fine line than with TV. So here’s a quick snapshot on where TV stands in all its forms: old and new. Traditional TV and DRTV. In today’s market, standard TV advertising continues to be the most effective – and cost effective — means for making big things happen in omnichannel markets. And while there has been some erosion in TV viewers, the majority lost are not TV’s core audience. Most cord cutters are young and have struggled to afford basic cable or, if older, are those who watched the least TV. What about new advertising options? New video advertising media and formats are abundant, but  how do each perform? Online Video. Online video isn’t a game changer because even after making the video you are faced with the challenge of getting viewers to see it. And that takes advertising, viral campaigns, or something else. So while online video can deliver CPOs, it won’t drive national results at retail. YouTube: YouTube pre-roll ads are a staple for many DRTV companies. They deliver decent CPOs but anyone using them needs to be prepared for low conversion numbers. Social Media Video Ads: Social media doesn’t offer lots of options. Google and Facebook get roughly 75% of online dollars and account for ALL recent online spending growth. Still, DRTV marketers have been […]

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Walgreens, Campbell’s Law, and Deming: The Dark Side of Customer Surveys

A few years ago I wrote “At Walgreens: An Amazing Abuse of the Customer Satisfaction Survey” based on my experience as a customer with their survey. The post attracted quite a few comments and they paint a picture of some highly dysfunctional HR amid the retail world, and not just at Walgreens. In fact, I’ve personally encountered “seek and punish” surveys at Volvo, Ford, and Volkswagen where sales managers are reduced to pleading with customers to fill out surveys AND to give them 9’s. I’ve also encountered it at Target, Einstein’s Bagels and even a whiff of it at Starbucks. While you can read the original post with FULL comments here, I thought I’d pull together a sampling of the comments into a single post. As a disclaimer, I do not have first hand knowledge of these situations. And it makes sense that my post critical of surveys drew comments that were also negative on surveys. Nonetheless, the comments consistently reflect important issues for retail management. “The same thing is done with the Mazda store where I purchased my vehicle. If the dealer who sells you the car doesn’t get a 10, it doesn’t count for them… The distress the system causes employees seems to be substantial–though the enthusiasm of my dealer was not in question. Very odd to hear that Walgreen’s does the same thing.”…Dawn AbusedEmployee@WAG added:  “It is worse than you think. Employees have been written up and fired for poor responses other than 9s. The scale is skewed… say out of 10 ratings, nine of which the respondent gives 9s and the tenth is a 7 (still a good rating) […]

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