by Miriam Hara | Mar 30, 2011 | Advertising
Many marketers believe that the internet has replaced classic research methodology. The interactive/digital arena has allowed us different channels or more accurately, a different way to approach research. The age of online surveys is upon us- with its panel respondents and “e-recruitment” approach. Gathering critical information has never been easier…
But is that truly accurate?
Beware, these new “quick and easy” approaches come with their own set of disadvantages and compromises.
True enough, social media has allowed us the ability to segment and plunge into market trends and preference at little expense. One shouldn’t confuse the ability to reach with the ability to gather information of those segments. They are two entirely different components of the marketing whole. Those that believe that classic research approaches such as focus groups, surveys and case studies are things of the past, may be a tad too hasty.
The alphabet of market research may contain digital media; digital media does not replace it. In the ever changing world of marketing (B2B or B2C) reaching “consumers” via social media is an integral part of your published content vehicle- it is important to publish text, video and keep above the tide of the feed. Not only will research help you to develop your target, it will give you an edge on the competition and help you in strategizing your campaigns.
Classic marketing research needed to adapt and it has. The ability to do online focus groups (no, not surveys) in the comfort of your own home is really something to celebrate! I recently attended one through an innovative firm, Head Research… and loved it!
The need for a concise and professional discussion protocol, with the added expertise of an excellent moderator can never be replaced. Just like a well engineered survey questionnaire. Market Research must be done well as it gives a company a strong backbone and further leverages investment potential.
mph
by Miriam Hara | Mar 23, 2011 | Branding
A worthy commodity product can become a household name… with a personality!
Changing consumer’s perception of a “commodity” type product takes long term vision and dedication. It also takes a superior product, offering a perceived commodity, a distinctive edge and a consistent delivery of promise… and USP.
In the Spring of 2010, “Ya gotta get the good one!” [link to video] once again rang out of television sets across Canada.
The commercial was the newest wave from a successful campaign started a few years ago with Windsor Salt to promote their home water softener System Saver. (more…)
by Miriam Hara | Mar 23, 2011 | Advertising
Let’s face it.
Things have been challenging for print advertising. The rise of social media has made it apparent that online, mobile content gives clients more opportunities when trying to leverage sales.
The recession also didn’t help.
You’d think advertising budgets would go down, but is that really true?.
New trade ads show print media is investing in advertisements for advertisers – defining their readership in order to attract the right ones.
In the good old days, publications were the platform, period.
But according to Nielsen ratings, Canadian ads fell 21 per cent in the last year. And so print must respond, “We are worthy!”
Despite global cuts to ad funding, more and more publications have chosen to invest in their own in-house marketing departments and now ad revenue is climbing.
Media buyers and advertisers are selecting ad space with a critical eye and marshalling traffic for strategic placement.
The market is pressing reset, and largely distributed publications are launching these sophisticated marketing outfits in order to (re)define their readership and attract the right consumers.
The Globe and Mail’s Globe Media have launched a campaign that “gives a glimpse inside the lives of [Globe & Mail readers].” Oxygen magazine went so far as to label their ideal reader as the “O Generation,” creating a trade ad, which depicts a young, fashionable blond woman carrying an iPod™.
Savvy of their image, modern print media is strengthening their revenue backbone, turning the financial tables by controlling what they have, in the past, relied so heavily on.
by Miriam Hara | Mar 17, 2011 | Business Success
Can you believe that the most amazing day of the year is here? At least for me.
Happy Birthday to ME!
I love birthdays and I have the birthday–cake-hat and goofy glasses to prove it. Some of us shy away from birthdays, but then how would they get cake? Never mind all the other fabulous side effects like; experience, expertise and knowing how to exhale!
I’ve heard people talking about “being in the present” as a catch phrase or goal, but I try to live it as core belief. Focusing on today creates a fresh and creative place for me to recognize the fantastic potential of each project. It’s why I won’t shy away from combining classical marketing tactics with social media and interactive technologies. From this Blog to my twittering Tomato Tips, I couldn’t be more excited about all the doors that social media has opened for my clients… and me.
This year more than ever I’ve found my creativity and energy thrust into overdrive and I’m developing incredible things. You see, I’m celebrating a half century today {Happy Birthday to me!} and looking back at all the wonderful memories and projects I’ve shared with all of you has me thoroughly excited to see what’s coming up in the next… stay tuned.
by Miriam Hara | Mar 2, 2011 | Creative, Design
Typography, although not known to many outside of the design field, is a huge factor when it comes to print and interactive media. A lot of the toil and sweat goes unnoticed in those 2-10 key words that usually make up headlines. It is a subtle art, and is not as simple as some have surmised – the ability to convey a message that marries the design perfectly. It is an integral process of the design strategy. It can’t be obvious, has to be understated – yet it has to be bold enough to marshal attention. A good headline could even be the entire base of a creative.
Think of the creative dynamic as a sturdy table, and the headline is the top of the table, where all the ideas sit, and the design, copy, creative are the legs.
A good headline not only conveys an instant message, but also embodies the concept of the ad total. It can’t compete with the visual, it has to make the visual snap into a conscious place in the ad viewer’s conscious – and it has to aim to stay there.
The message has to be clear, but the typography should somehow embody it.
Typography is no accident – just look at your ads and decide – what really catches your eye? What do you remember? If typography wasn’t essential, do you think most corporations would bother regulating their font types? (ie. Apple’s most notable success found with the now iconic Adobe Myriad, and the market’s constant notice of its change.)
3 things to remember:
Positioning : placement tells a story
Size and font type: sets the tone and feel
Content: Consider what will make the design memorable
