Entertaining and Educating for the Sale

If one realizes it or not, they are being sold (or branded) by companies in exchange for a quick chuckle, a piece of advice or education, or perhaps an exciting jolt from a music-pumping montage. Regardless of the message and delivery - advertising has changed ENTIRELY.

Gone are the days of touting how great your business is or what you offer. Entertaining and educating in exchange for a viewers time is now required for all brands I currently work with. The only exception that quickly comes to mind is the use of heavy message saturation when a budget allows.

This leads me back to a very important starting place: Intellectual Property. The ideas and/or concepts created and shaped for a campaign are usually the most important, yet most overlooked points. We pride ourselves in creating unique conceptual design that successfully employs the use of the brand message at hand. Have you ever viewed a funny or unique commercial concept that was just that, but realistically could have worked with thousands of different businesses? It is important to know how develop quality, original concepts that actually support a brand effort.

Many large brands we have worked with from Walmart and NFL teams - actually refuse to just "air a commercial" without more promotional value and intellectual property supporting it. This at first can seem limiting, but upon second look proves their understanding of making a connection with their viewing audience. With the integration of social media in just about every successful campaign I can think of, advertising strategy had become far more about quality over quantity. This is the prime intention of using original entertaining and educating media to inform a potential customers.

A very successful example that Omni Visual produced, was in cooperation with Walmart and Pedigree Brand for a "scan the bag and donate" program. We created a 2 minute extended commercial that aired within the entire commercial block of a saturday morning newscast. It was "newsy enough to fit the time slots effectively - yet stylishly fun enough to look non-newsy." It was a very successful campaign bringing great success to those benefiting from the donates, as well as brand awareness for both Walmart and Pedigree Brand Dog Food.


There are so many ways to think outside of the box in regard to advertising. Feel free to reach out to me with any questions you might have, or make comments below.

Christian
Pres / Omni Visual 

Comments

Post a Comment

Popular posts from this blog

Has the World Gone Viral?

Buzzwords like "Viral Marketing" and "Social Networking" have found themselves taking up an enormous amount of time in our simple conversations, production meetings and strategic media plan sessions with omni clients. Quickly, they call social networking "Viral Media" because it is a message hopefully found interesting enough to spread from friend to friend through social outlets like facebook and twitter. For instance, I see an amazing video produced in New Zealand uploaded to youtube, and I want my videographer friends to view it. So with a few clicks (if not one) it is embedded into my facebook profile and all my facebook friends can choose to view it. Here is why the "face" of advertising has changed completely. I simply can not tell you how many times I have left a client meeting unable to answer the question, "Well... how do we know EXACTLY how many viewers REALLY watched our video or READ our print ads?" With the advent of soci
Read more

Great News in July 2011: "Client Sales Up 31%"

In the week of July 4th 2011, I did a very personalized and unscientific poll among many of my retail and service-providing clients. Being that we host many business and service types on our Home and Lifestyle TV show, we work with a great deal. After calling and polling over 25 omni clients, the question was simple and answers clear. The average percentage that our current advertising clients stated regarding profit margin at July, 2011 versus July 2010 was a very happy 31% increase in sales. In fact, the majority of increase weighed heavy on the retail side, slightly higher than the service providing side. Both very healthy gains made over a one year period - bringing smiles back to both sides of the marketing world. This information reflects national and regional clients in the Dallas-Fort Worth Market only in the week of July 4, 2011. Question: are other non-omni businesses experiencing similar increases? Or is it our effective tactics that have made the difference? Or both pe
Read more