Advertisers Lose Their Inhibitions
During next weeks Super Bowl we’ll see advertisers and sports brands step up their marketing strategies and lose their inhibitions when it comes to cost and creativity. A huge global audience will tune in to witness this advertising phenomenon.
To take a look at the top Super Bowl adverts from the last 14 years, check out this blog post that the Super Bowl have put together here. This includes mighty brands such as Volkswagen, Coca Cola and Apple.
In a similar vein, London Fashion Week is coming up and we wondered if fashion brands felt just as much pressure to do the same in their field of expertise?
After speaking to some of our fashion-based clients, we discovered that most do and as a consequence, we end up with some beautiful advertisements in magazines such as Vogue.
However, their advertising doesn’t just stop there. Traditional methods of advertising work particularly well when it comes to fashion as it is a form of visual art – therefore by having a full page aesthetically pleasing advert in a relevant magazine (which is where all the hard core fashionista’s hang out) is a proven method to sell their new lines and promote brand awareness.
Luxury brands which appear in magazines such as Vogue and Drapers have been slow to move into the digital advertising space, but as they are we can look at the key trends and success stories of such brands.
If we take a look at one of the most popular digital brands and assess their marketing strategy, we can see how extremely successful they have been with their move into the digital space. This high-end brand began to shine in the press when Google+ started to allow brand pages on their social network. Burberry were quick off the mark when creating their Google+ brand page, while most brands were cautious about opening themselves up into the social sphere, especially on a platform that had been so newly launched.
When you look at the amount of PR coverage that Burberry and all the other brands to be a ‘first’ on the Google+ network gained – then we can see that by taking a chance and opening yourself up to the social world can be a positive thing if you manage your activity correctly.
If we take a look at Burberry’s brand pages on the top three most popular social networking sites (Facebook, Twitter and Google+), we can see that visually they are all stunning, but their attention to detail is what clinches the deal and keeps customers engaged.
Ten top tips to keep your social audiences engaged:
- Create topical and relevant content to your brand/products
- Become a trusted advisor to your audience/Build a trusted relationship
- Have a two-way conversation with your customers/Ask questions/polls
- Listen to your customers
- Keep activity fresh and personable
- Target your audience with the most relevant ads
- Make sure that you are consistent across all channels
- Ensure you use the right tone of voice for your clientele
- Measure and track responses
- Develop your strategy to meet your customers demands
