Congratulations to the XINI team with a spotlighting credit across the world, We are more than delighted for your winning category by the creative team led by the Founder/Managing Director  Charles Ataghoma of XINI Communications Limited as they include an exceptionally fit achievement to their portfolio as the Best Branding And Digital Marketing Agency In Nigeria for the year 2019.

United Kingdom, 2019– MEA Markets magazine announces the winners of the 2019 African Excellence Business Awards.

Although the economy is fluctuating we believe in Og Mandino’s words: ‘always seek out the seed of triumph in every adversity’. Showcasing the most outstanding businesses from across, but not limited to industries such as, energy, agriculture, mining and tourism to the uncovering the innovators in disciplines like banking, technology and real estate development, we have provided an overview of the best of the best from across the region.

Commenting on the success of these deserving winners, Edward Faulkner, Awards Coordinator said: “Congratulations to all of my winners, you are truly the best that the African corporate market has to offer. I am very proud of all of you and I wish you the very best of luck for the future.”

To find out more about these prestigious awards, and the dedicated professionals selected for them, please visit https://www.mea-markets.com/ where you can view our winners supplement and full winners list.

ENDS

Notes to editors.

About MEA Markets

Published quarterly, MEA Markets endeavours to provide readers with the latest business and investment news across the Middle East and Africa regions.

Keeping pace with a vast array of ever-changing sectors thanks to regular contributions from some of the region’s top corporate professionals across a variety of industries, MEA Markets is home to the very best news, features and comment from the people and institutions in the know.

It is our wish that they keep up the more success in the coming years as it includes the global stage. We must say that Nigeria is proud to have you in Africa as a creative communications company.

Congratulations Once More!

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We checked out how professional  business owners think in care for their customers, allow business owners to personally thank their customers for purchasing products or services. By doing this, customers feel a greater sense of appreciation, thus enhancing their brand loyalty. What’s more, delighted customers may tell their peers about such amazing customer service, promoting word-of-mouth advertising.

Business starter kits at Xini

At Xini, we understand the struggles of those unsure about where to start in regard to business stationery. Therefore, we have created a convenient business starter kit to help get you off the ground.

In our professional business starter kit, you get equal quantities of:

• A4 Letterhead – 210mm x 297mm
• Compliment slip – 210mm x 99mm
• Business cards – 85mm x 55mm

To order, supply your own artwork as a PDF file and set it up with crop marks and a bleed of 3mm on solid colours and images.

With the rise of digital advertising, leaflets seem to have disappeared into the aether. And at xini, we think that’s a real shame. Why? Because they’re one of the most potent marketing methods there is. But don’t worry. In this post, we’re going to highlight the benefits of marketing leaflets and explain why you should order leaflets online to set your business up for success.What is a leaflet?

To begin with, let us provide an explanation of marketing leaflets. In basic terms, they are used to provide the reader with a brief overview of a business and the products and services that it provides. But that’s not all, leaflets are great for highlighting any special offers that are currently available to customers, or detailing any upcoming events. Although most professional businesses now focus their efforts on digital channels, marketing leaflets offer distinct advantages — some of which are detailed in the following sections.

Why are leaflets good for advertising?

Leaflets are tangible

It goes without saying that people engage with physical items a lot more than taking a first-glance look at information on a screen. Businesses owners can leverage this fact by providing their audience with brand-centric leaflets that effectively convey their key messaging.

Leaflets are targeted

Once a target market is defined, leaflets can be strategically crafted in such a way that aligns with their preferences and delivered straight to their front door. By doing so, the recipients will be much more likely to inquire about the products or services offered. Furthermore, this method is a cost-effective alternative to mass direct mail campaigns that typically result in minimal consumer interest.

Leaflets are aesthetic

To spark interest in your brand, your marketing material needs to stand out. At professional  printing office  we offer leaflet printing with a variety of customization options. For instance, you can choose from a variety of folds, including half fold, roll fold, Z fold and gatefold. In terms of paper choices, we are relatively unmatched — we even have a range of luxury papers that elevate brand reputations to a new level. Moreover, to add a sense of professionalism, you can add matt or gloss lamination and upload original branded artwork.

Order leaflets online at XINI

To order leaflets online, visit www.Xinicomms.com today. We use only top of the range HP Indigo Digital Presses for leaflet printing, meaning that bold colours, clear text and sharp imagery are assured. Our best selling folded leaflet is a flat size A4, roll folded to 1/3 A4 finished size, printed on 130gsm silk or gloss paper. But at www.Xinicomms.com, you can customize to your heart’s content.

Types of report binding

Have you been lumbered with the responsibility of sorting out your company’s annual reports? Tough break. But it’s not all bad: at XINI, you can get high-quality reports printed and delivered fast to any NIGERIA location. But what report binding method will you choose? In this post, XINI discusses the three most common types of report binding, highlighting their relative advantages and weaknesses and helping you make the right choice.What is perfect binding?

If you’re looking for reports with a sense of sophistication and professionalism, consider perfect binding. This binding method is used for reports, magazines, paperback books and so much more. Pages are folded into sections and glued to an exterior cover along the spine using a strong adhesive, such as PUR glue. Although perfect bound reports cannot open flat, they’re super easy to stack and look amazingly professional.

What is saddle stitch binding?

Professional  Saddle stitching is a cost-effective alternative to perfect binding. In terms of complexity, it’s probably the most simple report binding method, too. Pages are folded and creased down the centre line to be subsequently stapled together. Although an effective report binding method, saddle stitched documents are limited to 48 printed pages which may be an issue depending on whether it is for an annual report or not. For more sizeable reports, spiral binding may be a more suitable alternative.

What is spiral binding?

Spiral binding, also known as wire binding and coil binding, utilizes a durable metal coil to bind pages together along the spine edge of a book. The main advantage of spiral binding is that it enables pages to open freely and does not require the user to hold them in place. This could be beneficial in terms of an end-of-year presentation, as attendees can reference report material with ease. Moreover, the fact that spiral bound documents are available at anywhere between 4 and 180 leaves — or 360 printed sides — renders this a versatile binding method with a multitude of possible applications.

Report binding at XINI

At XINI, we offer multiple types of report binding, including saddle stitching, perfect binding and spiral binding. For report printing, we use only state of the art HP Indigo Digital Presses; famed for their rich colours, high-resolution imagery and clear, easy-to-read text.

Create memorable celebration cards

Celebration cards are a one-way ticket to the hearts of your friends and family. There’s no better feeling than watching faces erupt with joy after having been handed a personalized card that celebrates their special occasion. But to achieve this sort of reaction, you need a specialized design guideline. In this post, XINI shows you how to create memorable celebration cards for those that are closest to you.What are celebration cards?

As the name implies, celebration cards are used to celebrate a host of special occasions. At XINI, for example, we offer birthday cards, thank-you cards, Christmas cards, happy mother’s day cards and more. But because of their ubiquity, many celebration cards nowadays fail to strike an emotional response from their recipients. To create celebration cards that leave a lasting impression, follow the simple guidelines below.

Use colour to your advantage

Think of the best celebration card you have ever received; we bet that it wasn’t pale, dull and boring. Why? Because the use of professional  bold colour palettes is the first step to leaving a lasting impression. On your celebration cards, you should choose a colour palette that is in keeping with the personality and interests of your recipient. But remember: less is more. Coughing up a rainbow of colours will look amateur, confused, and detract from the overall appeal.

Include copy that resonates

You know your recipient better than anyone. You know what they like; what they don’t like; and how they communicate with others. With this mind, what use would it be to write in such a way that is completely foreign to the relationship that you share with them? Celebration card copy is your chance to add a personal touch. Add details about that time that only the two of you remember; include that running joke that only you two understand — but please, don’t just say ‘Happy birthday’.

Don’t skimp out on quality

What is celebratory about a flimsy, shabby and poorly designed celebration card? The answer: nothing! When creating a celebration card for a loved one, it’s imperative that you keep quality in mind. And at XINI, we let you do just that. Choose from our range of luxury papers and lamination options to elevate your celebration cards to a new level. If that doesn’t say ‘I love you’, we don’t know what will!

Celebration cards at XINI Prints

To print celebration cards, we utilize our professional  industry-leading HP Indigo Digital Presses. They’re famed for their bold colours, high-resolution imagery and crystal clear text. When you buy online today at XINI.

Are personalized folders worth it?

Effective marketing is all about the little touches. From business cards to flyers, each piece of marketing material that comes into contact with your customers and clients is a reflection of your business and should therefore be taken seriously. In this post, XINI highlights the key benefits of high-quality, personalized folders, detailing the impact that they could have on your business success.What is a personalized folder?

In essence, professional personalized business folders are used to house loose documents together for organisation and protection purposes. These documents can take on a vast array of guises, including meeting notes, printed powerpoint slides, company reports and more. What’s more, personalized folders can be fitted with pockets for housing smaller promotional material, such as business cards or leaflets.

What are the benefits of personalized folders?

Listed below are the key benefits of using personalized business folders.

Branding

Printed folders are the ultimate brand awareness tool. By strategically designing branded folders in a way that effectively communicates your key messaging in line with other stationery, they will not only add to your business reputation, but they will also achieve a consistent brand experience that makes potential customers feel at ease with starting a relationship with you.

Lead generation

The beauty of personalized folders is that they can be laden with your key business information. For example, you could add a concise ‘About Us’ section at the back of the personalized presentation folder giving potential customers the chance to learn more about the background of your company. If impressed, the potential customer will likely turn to the key contact information on the folder and inquire about the products or services that you offer.

Enhanced presentations

As the name suggests, personalized presentation folders are best suited to housing documents related to a specific business presentation — both internal and external. They let you take your audience on a journey from start to finish; flicking through documents as they appear on the projector screen. This level of organisation will help you convey exactly what you want to get across in the meeting whilst ensuring that your audience remains engaged throughout. To top it off, through specially-made compartments, you can gift promotional material, such as business cards, flyers and so on, to members of your audience in order to further your professional  brand awareness.

Personalized folder printing at XINI

When you visit www.xinicomms.com, you can get custom personalized folders in a wide range of paper styles and stocks. We use state of the art HP Indigo Digital Presses or our high resolution Xerox print machine, so you know that quality is assured.

Personalized Packaging Strategy For The Digital World

As businesses grow and expand (regionally, internationally or even globally), they become more reliant on effectively organized supply chains which includes sophisticated logistics.Let’s think about military for a moment.
When the military has a breakdown of logistics, it can be a matter of life and death. For manufacturers, of course the results may not be as stark, yet the consequences are likely to be felt down the road.

That’s why we work with highly professional and reliable logistics companies, many businesses have improved their efficiency by providing faster delivery of their products. This leads to an improved customer experience and higher working efficiency in general.

The logistics which is defined as “the delivery of the right product in the right place and time with an acceptable cost to customers”. When we say logistics, one should not think of only delivery and storage. For sustainable supply chain, a good logistic strategy should be devised. The supply chain management includes all processes such as purchasing, resource use, production planning, and flow management, marketing, after sales support, service and logistics among others.

Without logistics, it is impossible to be successful in marketing,  professional production, and international trade.

We take the transport of your freight very seriously and will make every effort to ensure your products arrive as soon as possible and without any damage.

Check out our recent article on:

Brand Activation – Experiential Marketing Notes

PRINTING IN LAGOS: The Best Branding Prices Across Nigeria

Experiential Marketing Across The World From Lagos Nigeria

And More for our prints price list check out   

 

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Key Information You Need To Know On Experiential Marketing?

Experiential marketing is a growing trend which involves marketing a product or a service through experiences that engage the customers and create emotional attachment to the product/service. Experiential marketing veers off course from traditional strategies that broadcast brand and product benefits to a wide audience. Also referred to as engagement marketing experiential marketing may be comprised of a variety of marketing strategies geared toward immersing customers within the product by engaging them in as many ways as possible. Ultimately, companies utilizing this strategy want to help customers form memorable, emotional connections with a brand to foster customer loyalty and improve customer lifetime value (CLV). Experiential marketing has its practices.

Experiential Marketing Best Practices

Companies that succeed with this strategy go beyond giving consumers attractive offers and samples. True magic happens when brands put individual customers or groups of consumers in an immersive branded experience. Thus, brands must go beyond PR stunts, display ads, and promoted social media ads to stir positive emotions in people and foster brand loyalty. Successful campaigns encourage customers to repeatedly come back in order to influence their customer lifetime value. As with any other type of marketing strategy, companies should make use of best practices. One of the most important aspects of this immersive marketing approach is putting the consumer first (aka being customer centric).This means you must put yourself in the mind of the consumer at all times to successfully engage your audience; doing so will foster brand ambassadors – brand warriors who promote your brand just as well as (sometimes even better than) your top salespeople. The easiest way to increase brand loyalty among your customers is to put yourself in their shoes.

Marketers also understand the power of storytelling, and experiential marketing lends itself to storytelling extremely well. Consumers who identify with a story make stronger connections to brands and have the emotional responses marketers strive to create. We experience well-told stories rather than simply listening to them, and we are more apt to repeat a brand’s story when we identify strongly with it, particularly on a deep emotional level. The best stories are truthful, are infused with personalities, involve characters the audience feels compelled to root for, and include a beginning, middle, and end. Something to remember.

Additional best practices include:

• Set clear goals and outcomes
• Determine ways to measure those goals and outcomes
• Identify and exhaustively research your target market
• Remember why experiential marketing works
• Devise a creative, exciting, and impactful activation
• Find ways to maximize online engagement through social media and other channels
• Give people something of value

BENEFITS OF EXPERIENTIAL MARKETING

1. Experiential marketing integrates with content marketing, social media and PR.

A research discovered that 98% of consumers create digital or social content at events and experiences, and 100% of those attendees share the content. When you consider the nature of creating experiences, you can see how media attention can be earned. Experiences can also be leveraged for content marketing, everything from social media posts to filming your next TV commercial on-spot. Experiential really does feed your brand’s content factory.

2. Experiential marketing is effective and measurable.

According to research, 80% of experiential marketers saw a return on investment of 3:1 or more, and 16% realized an ROI of 20:1 or more. Whether you are looking to entice immediate sales, increase your awareness, improve customer favorability or perception, rank higher on satisfaction scores or generate new leads, experiential marketing can address a specific challenge or drive overall marketing goals. We will identify the KPIs on campaign, and ensure that the campaign delivers on measurable metrics. Using just this one channel, a brand has the power to generate awareness, engage, inform, create interest, encourage trial, promote consideration and prompt purchase, moving a consumer the entire way through the sales funnel. That’s why 31% of marketers believe that event marketing is the single-most effective channel, above content, email, social media and traditional.

3. Experiential marketing builds reputation and credibility, and it can change perception.

When your prospects and customers trust you, they are more likely to buy from you. When you have their trust, you can also command a higher price and boost the lifetime value of each customer.

4. Experiential marketing offers consumers interactive, engaging experiences.

In today’s increasingly digital world, 95% of marketers agree that live events provide a valuable way to form in-person connections. Experiences, especially those on the exclusivity side, are added value to your audiences and allow consumers to connect with a brand in new ways, using all five physical senses. Experiences can also provide a value-exchange for generating new leads:

• Event registrations to attend on-site experiences
• Exclusive opportunities in exchange for personal data
• Photos at events, sent directly to the participant providing a name and email, with social media sharing capabilities
• Opportunities to win instant prizes by registering with RFID

Following the experience, use the data you collected to responsibly remarket to participants. Chances are, they’ll be looking for experiences in every piece of communication you deliver.

5. Experiential marketing grabs attention in a memorable way.

We live with information overload every day; there is so much noise and channel proliferation in the advertising space. Experiences are a way to breakthrough that clutter and really stand out. When done right, experiential creates a lasting memory – not just an impression – that will be recalled, and more importantly felt, for years whenever a participant sees your brand name.

Brand Activation

What is Brand Activation?

Brand Activation is an art of bringing the brand to life by designing various innovative experiences that drive consumer action. It is one of the best processes to make the brand known to the market and the target audience resulting in an increase in awareness and customer engagement.

Examples and Types of Brand Activation

Type of Brand activation 1 – Product Sampling Campaign

In this method, brands reach out directly to the target audience at the desired locations and distribute free samples of the product that is yet to be launched or has been newly launched in the market. It is one of the best ways to promote the product and gather the firsthand feedback from the consumers.

Red Bull that is one of the renowned non-alcoholic beverage had undertaken the product sampling campaign at various corporate offices especially call centers and KPO’s by distributing free cans of the drink to the employees as the drink is known for boosting the energy levels that is the specific requirement of the call center employees working long hours and night shifts.

Going further, the beverage giant also sponsors various sports events in and around the world targeting sportsmen who are in a constant requirement for energy booster non-alcoholic beverages.

Type of Brand activation 2 – Experiential Marketing

With the latest and modern technological advancements, the technique of experiential marketing and branding has come into the picture and has worked wonders for the brands to showcase their products and services through virtual and augmented reality.

Many of the real estate developers showcase their project along with amenities, facilities, and other features by displaying 3D walkthroughs, virtual videos that takes the viewers on the interesting journey of the show and sample apartment, and setting up innovative stalls and kiosks at various trade shows and exhibitions on the national and international level, making the experience quite a memorable one for the consumers that results in sales growth and overall brand awareness.

Type of Brand activation 3 – In-Store or Mall Brand Activation

This marketing measure is followed by luxury car giants by hiring an open space at a famous mall and displays the newly launched actual car to the consumers. This activity is undertaken over the weekends or during the sale period at the mall as it results in major footfall. The consumers can actually experience all the features of the car, run a test drive, and gather all the information on the product to necessitate their purchase decision.

Features of Brand Activation

• The main objective of Brand Activation is not to provide impetus to the sales growth but is to create brand awareness and customer engagement that arises the brand consciousness in the minds of the customers resulting in the loyalty.
• It is not a one man’s job but teamwork; hence, it is also important for the brand to hire a great agency onboard that specializes in the Brand Activation ways and techniques taking due care every minute intricacy driving the success of the campaign.
• It is a vital part of the marketing mixthat comprises of product, price, promotion, and place; hence, it is essential to plan and strategize the Brand Activation campaign by working out the available resources and budgets in hand for the optimum returns on the investment.
• It is always viable to test the campaign before the final roll-out as its core fundamental is working in the live environment with the live audience. It is prudent for the campaign to be cohesive with the changing dynamics of the market and the taste of the consumers.
• Importance of Brand Activation

Brand activation that fosters engagement helps in:

• Boosting brand loyalty
• Fulfilling buyer needs
• Appealing to senses
• Satisfying market needs and demands
• Enhances sales
• However, the goal of brand activation shouldn’t necessarily be focused on the buying process like most authorities and academics would tell you. Instead, it should focus on fostering engagement. In this article, we would be taking a very practical look at how we can activate a brand to foster engagement.
• What a good brand activation routine looks like
• A good brand activation program follows a multi-channel approach. You will need to combine social, digital and real life engagement in order to activate emotions and behaviors that are desired. In other words, brand activation ensures that certain behaviors and emotions are activated each time a prospect encounters your brand.

Brand activation comes in many forms and is delivered through multiple channels. Brand activation that resonates with customers and achieves results calls for strategic planning that starts with “why.” Why will your target audiences care? Why would they engage? Then focus on the “how.”

• Whether the objective is to move products off the shelf, sign up new customers, increase subscriptions to an email newsletter or raise support for a cause through donations or fundraising, brand activation is not just about gaining affinity — it’s about inspiring consumers to act.
• By starting with “why” and developing an activation model through a multichannel approach — think social, experiential, digital — you can foster engagement and emotion that creates face-to face engagement with your audience and sells products. Personalizing and layering the experience will get you further than a strict awareness campaign implemented in a silo. Here are five steps for creating brand activation programs that inspire consumers to act:

1. Decide what action you want your consumers to take. Start by articulating your goals. They must be quantifiable. The costs of your approach will most likely dictate that you accomplish more than raising awareness.
2. Determine how you will know your audiences actually care. Don’t just plan to show off. To paraphrase Teddy Roosevelt, people don’t care how much you know ’til they know how much you care”.
3. When you’ve determined your objectives, formulate your idea for activation. Consider how it will embody your brand attributes. If you are leveraging an event in your activation strategy, think beyond the photo booth and customized tchotchkes to visualize what would create a lasting impression and influence consumers to take the next steps — to transition them from acquaintances of your brand to advocates for it. This requires thinking outside the silo to leverage cross-channel tactics.

             Branding Essence

What is Brand Essence ?

Brand Essence is the heart soul and major characteristic of a brand. It is also referred to as the brand mantra. It defines a brand. It is emotional and based on feelings. It is an intangible attribute that separates your brand from your competition’s brand by your audience

A brand essence is intangible for your audience, unique to your brand and, most importantly, reliable.

It is not a commodity, nor is it product related. It is the essential feeling evoked in your audience when they hear your brand name. It combines the attributes and benefits of your brand succinctly. Therefore, your brand essence should be boiled down to one or maybe two words.

Lets look at some well known brand examples

• Visa = Everywhere
• FedEx = Safe
• Disney = Magical
• REI = Adventurous
• XINI = Your Walking Imagination

A brand essence is meant to be authentic. Likewise, it must be scalable to your overall brand’s growth.

For example, a brand may want to choose the word “personal” because your customer service is direct and individualized. However, examine the essence in relationship to the growth of your brand.

• Will you be able to keep that feeling consistent if you were to increase your client load tenfold?
• Do you want your audience to feel like they are dealing with someone on personal level for all their needs indefinitely?
• Does “personal” relate to your products, both current and future?
• Is this a reliable and sustainable claim?
• Will your brand personality match “personal” as your brand essence?

Make sure your brand management team helps you pick an essence that doesn’t just feel right in the moment but also asks long-term strategic questions to help you define your brand essence for the goals of your company, small business, or nonprofit.

Brands have a natural lifecycle moving around this matrix. When new brands are launched, they have low awareness and sales. You need to find other leading indicators to judge their success. The degree of differentiation, as perceived by customers, is a great leading indicator. Brands with high differentiation but low awareness are your emerging stars – they may have low sales now, but as awareness and sales distribution increase, they will become your power brands. If customers do not perceive a new product as differentiated, cut it – there is no point fighting an uphill battle to build awareness and distribution without a product edge.

All Thanks to Strategictool for the piece.

http://strategictoolkits.com/strategic-concepts/brand-awareness-differentiation-framework/

Power brands are your current performers – fully mature, they are both differentiated and with high awareness. Marketers invest to keep their brands in this position. Maintaining Differentiation is a continuous competitive battle however, and brands sometimes lose their edge.

t takes longer for them to lose their awareness, so the brands that lose differentiation slip to become “has-been”. Their sales are high, but they are driven by high awareness and high weighted distribution. These brands are living on borrowed time however, they are living off their historical equity. If they cannot innovate to recover differentiation, they will slide slowly down to irrelevance, losing awareness and distribution since they no longer recruit new customer champions to end their lives as weak brands.

When is it useful?

This portfolio framework is useful when analysing a brand portfolio. It immediately shows the health of the portfolio, looking beyond short term sales numbers to highlight the expected future. For brands, it works better than the BCG Matrix in resource allocation decisions, giving top-down guidance on what to focus on in the brand plan.

The emphasis for Emerging Stars should be investment to boost awareness and distribution, expanding channels and customer reach. For has-been brands, it should be on innovation to restore differentiation. Weak brands have not earned investment.

How do you do the analysis?

You need to apply it intelligently. For example, your target market might change from brand-to-brand – there is no point measuring awareness and perceived differentiation in young men of a product aimed at older women.

Once you have identified the right target customers to measure, awareness (either aided or unaided) and differentiation metrics come directly from your brand tracking market research.

Plotting movement over a number of years on this map can give a dynamic picture of the portfolio health.

For global brands, the position on this matrix represents a weighted average across all their markets. If you are analysing a global brand, plotting the position of every country on this matrix will help your resource allocation

How can you adapt this concept?

Another way to look at the brand health is to analyze the demographics of loyal customers. Vibrant brands will have strong equity in young people – you need to be differentiated in order to recruit. Dying brand sales and equity will be concentrated in older consumers – these customers will continue to buy the brand if it is still in distribution purely on loyalty and habit, even if there are better products available.

The Main Consideration in Brand Essence

And this brings us to the second step to ensure that your product is preferred over its competitors.

All the experiences of your target market that can influence their perception of your product are communications.

A communication is any experience we develop for another or others, which experience results in a specific perception in their mind/s. Which perception would not have occurred without that experience.

So in order to ensure that your products are preferred over those of your competitors, you must regard all the experiences that your target market will have. Those that they might attribute to your product, as communications. As communications that will contribute toward the development or consolidation of the right perception in their minds.

All Brand Essence is Communications

As these experiences are really communications, they must be designed and managed specifically. Managed to generate the perceptual residues that will form or affirm the right perception for your product.

To put it more obviously, you must regard every kind of experience that your target market might have. Everything which can contribute to their perception of your product. As a different communications medium. And that you must manage and design for maximum impact toward the delivery and formation of the right product perception.

Beside the Obvious, Think about your Brand Essence

Aside from the communications media that you already think of as such, like advertising, promotions, merchandising and packaging. You must now focus on those target market experiences. Experiences that you have so far not thought of as communications media. But, which have already been influencing your target market’s perception of your product.

The actual performance of your product. And, the behavior of the people or methods for product support. These are probably the most important communications media toward generating the right perception for your product.

Brand Essence is a type of media

And these communications media involve not just the performance of your product in use.

It also includes how easy it is to access. How convenient it is to use. How effortlessly it prevents waste. And how it looks in their home, the demeanor of your support people. Their actual behavior, their effectiveness at solving actual customer problems. And, the consistency between the things they say and what actually happens for customers.

Some of these hitherto unknown communications media are therefore your product design. Your product research, your product manufacturing, your product components and your product reliability. It also includes your sales people, processes and methods, your billing people, processes and methods, your collections people and methods. And your customer service people, processes and methods.

Bottom line, it’s high time you think of your business as a communications company as well.

It’s high time you think of all of the experiences that your target market might have that might influence their perception. The perception of your product as communications media.

And it’s high time that you design and manage all these experiences. Just as you already design and manage your more ‘obvious’ communications media. Remember, to NOT  think of and treat all the kinds of experiences your target market will have of your product as communications. Will inevitably result in unintended perceptual residues. Feelings in the minds of your target market that might dilute, diffuse or even prevent the formation of the right product perception. And thus reduce your product’s preference among your target markets. Thus reducing your revenues as well.

Your business is already also a communications company, whether you know it or not.

Every brand needs a Pyramid

What is a Brand Pyramid?

A brand pyramid is a tool that answers the fundamental questions outlined above in a pyramid like diagram that can be easily shared and communicated across your company. The only thing it doesn’t tackle directly are questions related to the company’s mission and vision (although the brand essence is a direct result of what the company wants to be when it grows up or its vision).

Why it matters?

Developing a brand pyramid might seem like a trivial exercise but it’s important because it does 4 essential things for your business:

1. Forces consensus among senior management on what the company wants to be, who it serves, why, how it should make customers feel and what the company’s core values are.
2. Clarifies some of the brands fundamentals — such as what is the essence of the brand.
3. Sets the strategic foundation of the brand.
4. Provides all this information in an easy-to-use diagram that can be quickly shared with other founders and employees in a way that’s easy to share and understand.

What it’s made up of?

The brand pyramid is made up of 5 components going from bottom to top:

​Product features and attributes: This section explains what the different features of the products are (for example — a messaging app might also have emoji, video chat and group chat functionality).

Functional benefits: This section helps provide clarity around “what problem are we solving? Why would a customer use our product and what is the expectation once they’ve used it?” (in our above example, the messaging app helps you communicate with others via text, voice and video in a way that’s free).

Emotional benefits: Beyond just solving the customer’s need this component helps answer “How does the customer feel after using our product?” If you recall one of my previous posts on why startups should focus on “slaying dragons not in talking tech”, customers aren’t just interested in your product features, they want you to tell them a story. They want to be able to look at themselves in the mirror and feel just a little bit better that morning simply because they are using your product. That’s where the emotional benefits comes in. (in our messaging app example, maybe the app helps users feel “close”, “secure”, “needed”. These are the emotional needs the app can provide.) Why do emotions matter? Because consumers who feel a certain emotional to a product are less likely to churn than those who don’t! — that reduces your marketing costs and keeps your keeps consumers coming, using and, hopefully, paying.

Brand Persona and/or Core Values: If your brand were a person, how would you describe him or her? What are the values that are important to this person and to your company? How does everything you do from product development to marketing to customer service reinforce these core values? Think of Geico’s Gecko for example. The Gecko is friendly, approachable and curious. These are attributes which users can relate to and it makes them feel closer to Geico as an insurance product.

Brand Essence / Idea: The brand essence is the underlying idea and answers the “why” customers should care about your brand. For example, Apple’s brand essence is “empowering people through technology”. Brand essence is essentially your brand’s DNA. What you stand for and what differentiates you from your competition. It’s the core about makes you “you”.

Practical implications and what it means for your business

The ultimate goal of your company and especially your marketing team, is to get customers to understand, believe and evangelize your product or service to others. The more closely a consumer actually really gets your brand’s essence and is willing and eager to share this with others, the more loyal they are, the stronger the relationship, and the less likely that customer is to switch to a competitor’s product. They are also more likely through word of mouth (WOM) to recommend your product to a friend. Establishing a brand’s essence in the mind of a customer is the “holy grail” of marketing and a goal rarely achieved by most brands. I discussed the benefits of a strong brand in another post so let’s talk about “how” you actually build your brand pyramid.

Developing your brand pyramid

The first step is really understanding whether you need to develop a brand pyramid or how solid your current one really is. That’s where a brand “review” comes into play. The simplest way to do this is to interview all the key people in your company and ask them the list of questions I mentioned at the beginning of this post. If the answers are very consistent and aligned then you’re doing a good job. If not, you’ve got some work to do. You might also want to interview a few of your customers and/or potential customers to see what they think. The answers may surprise you.

For an early stage or mid sized company (10–200 or so) I would suggest the following:

1. Create a list of questions like the ones I mentioned at the top of the article. Expand on those if you need to.
2. Interview your key employees / founders and some customers. It’s preferable to actually interview each one of them 1–1 for at least 45–60 minutes and to send them a list of key questions and themes so they come well prepared to the meeting.
3. Gather all the feedback and input it into a “current state” document that you can present to relevant stakeholders.
4. Set up an initial meeting where you highlight:

• What a brand pyramid is and why it matters
• A snapshot of your audit and what it reveals
• A calendar and overview of what’s needed to develop your brand pyramid

5. Conduct a brainstorm meeting with the same key stakeholders. The aim is really to get them all aligned in terms of what each core component of the brand pyramid is.
6. Develop your first draft based on the brainstorm and present this to the same group of stakeholders.
7. Get input and adjust the brand pyramid as needed.
8. Once you’ve gotten key people to sign off you should present the brand pyramid to the wider company (sales, engineers, customer support, HR etc.). Depending on the size of your business you’ll want to either do this at an all hands and possibly have members of the marketing team present this to all relevant customer facing teams and team leads.
9. With the brand pyramid finished and presented you should add it to your Brand Bible(if you already have one), upload it to the marketing page of your intranet and ensure everyone knows where it is.

How to keep the Brand Pyramid Alive

Congratulations! You’ve developed your brand pyramid. But to keep it going and make it a reality as opposed to just a pretty diagram and management exercise, founders and/or senior management should continuously reinforce your brand essence and core values publicly whenever they have the opportunity.

One way to do that would be to start off each all hands with a 2 minute recap of your brand essence and values. Another way I’ve seen this successfully implemented is to institute quarterly rewards for employees who exemplify your brand values and brand essence through actions and initiatives of their own. At Course Hero, the company where I used to work, they took this a step farther and actually developed Slack emoticons that people would use in conversations whenever someone did something that furthered the company’s core values. Pretty cool if you ask me!

Hope this helps. Building a great brand pyramid is essential in getting your senior management on the same page. The brand pyramid is a great tool to set the foundation for your company’s brand strategy and can become vital, when used properly, for consistently living up to your brand’s promise. But remember, it’s just a tool and building a great brand is all about consistency, focus and patience.

XINI as a brand management agency in Lagos Nigeria, We ensure that our clients stay peak through all the needed brand experience that converts to them daily. Think XINI think Brand think Value.

Have Your  Read About Printing In Lagos Nigeria?

What of Digital PageScore?

Lastly to keep you updated have you read on The Future Of Printing

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LAGOS Printing Company

A LAGOS Printing Company Or Printing In Nigeria Generally Costs You Less!

“Through A Lagos printing company, especially in Nigeria, production costs on printing can be significantly lower than printing your products locally.”

A Lagos printing company or Lagos state printing can save you up to 25% on medium to high run print jobs for all types of printing projects including soft or hardcover books, cookbooks, notepads, training manuals, journals, etc

International Printers Work 24/7

If local or regional printers have been your only source for printing quotes, don’t overlook offshore printing companies in Lagos, Nigeria or Generally west Africa where printing plants often work 24/7 providing fast, high quality print production and extremely reliable service but for a lot less than you can ever expect.

“Get a Lagos printing company Quote now”

Lead free, and environmentally sound, Soy based
Inks are used for all of our printing.

Commercial printers overseas can print projects as diverse as:

• Annual reports
• Hard and soft cover books
• Brochures
• Calendars
• Catalogs
• Flyers Printing
• Inserts
• Labels
• Packaging
• Four Color Printing
• Postcards & Warranty Cards
• Plus many other types of print products

Complete Printing Services

If you’re in a rush for your printing or need a partial shipment, our international print brokers can arrange to have your printing shipped from Lagos, Nigeria by air to any part of the world. You will receive your printing order in two or three business days.

If your schedule permits, shipping your Lagos  printing company order by sea offers the best savings. Average shipping time to U.S. west coast ports is only 27 days. From there we ship the printing by truck or rail to all U.S. destinations.

“Get a China Printing Quote”

XINI Prints can deliver your printing direct from printers in Lagos and diaspora to your door, almost anywhere in the world. Shipping time to Europe is about four weeks. Normal print production time in Lagos is less than a week for printing press proofs and one to two weeks for post-press, depending on the quantity and complexity of the job.

You can even get “bound book samples” and actual “press proofs” for all color work (which are very rare in your local market) letting you see your end product at the proof stage.

For more information on the benefits of a Lagos printing company or printers in Nigeria  or for information on how offshore printers can save you money, email XINI at info@xinicomms.com.

Printing in Lagos allows you to produce high quality printing for less!

Get a Lagos Printing Quote from XINI for the production of your next book, calendar or catalog printing project. For more information on how to get tremendous savings by using our Lagos or other international printing companies contact us by e-mail at info@xinicomms.com

XINI Print Communications provides quality printing for books, catalog, brochure, calendar, four color printing, etc. in Lagos, Abuja, Port Harcourt, and across all the states in Nigeria for your professional printing service.

 

Ext Book Printing Lagos

Text Book Printing Lagos Specialists…

International Textbook Printers

High Quality Text Book Printing At Wholesale Prices

 

Only Lead Free, Environmentally Sound, Soy Based Inks Are Used For All book Printing and general publications 

As your International Print Broker, we can help you find overseas textbook printers who can offer full-service textbook printing for much less and in most cases, much sooner than even local book printers.

XINI can help you source overseas textbook printers in Lagos, and across all the states in Nigeria,  with full-color textbook printing services that include binding, lithography, digital pre-press and print capabilities. We carefully select only textbook printing material by using high quality paper stock and a complete palette of ink colors plus have the capabilities for four-color printing.

Our  Book Printing Cost. We do not represent overseas textbook printers; however we have developed excellent relationships with a number of carefully chosen international textbook printers. This allows us to obtain the most competitive textbook printing quotes possible for our clients.

Book Products

• 

  Book Printing China – Save 30%!

  Hard and Soft Bound Books

• Children books
• Board Books
• Cookbooks
• Bible products
  
• Coffee table book
• Comic Books
• Art and photo books
• Self publisher book
• Journals
• Diaries
• Bibles and Leather Bound Books

Calendar Printing Services

Overseas Journal & Calendar Printing Services Lagos, Nigeria Printers

 

XINI Prints has developed strong relationships with excellent calendar printers and high quality printers in Nigeria by producing the best set of calendar templates across Nigeria plus other international markets like Ghana, Togo, South Africa, Etc.

“Get a Quote from Calendar Printing Services Lagos”

Only Lead Free, Environmentally Sound, Soy Based Inks Are Used For All Of Our Calendar Printing

Let us help you improve your bottom line and save up to 30% on medium to high run calendar printing projects using calendar printers overseas. NOTE: Smaller volume print jobs may be more cost effective if printed locally.

Fast, Reliable Calendar Printers

Our international standard calendar printers are fast, and generally work rotating shifts 24/7 to complete calendar printing projects on time and on budget, without sacrificing quality

XINI Printing carefully matches each calendar printing project with the best calendar printers for job. Our international calendar printers use only high quality paper stock and have the capabilities for four color process with a complete palette of ink colors at your disposal.

For decades major Western publishers have used international offset printers in Lagos Nigeria and other overseas markets for creating superior quality print products including calendar printing and journal printing.

Full Color Calendar Printing Services

Overseas calendar printers can provide complete printing services for your next full-color calendar printing or journal printing. Get the same high quality standard you are used to including:

• High resolution scanning
• Capabilities for processing e-files and files from disk
• Full color separations
• Perforating, drilling and die cutting as required
• Folding, scoring, foil stamping
• Plus much, much more!

Catalog Printing Lagos

High Quality Magazine Printing, Brochure Printing & Catalog Printing In Lagos & Africa

Talk to us first if you need a low cost catalog printing Lagos Nigeria quote, or if you are looking for a full color magazine printing company or need wholesale brochure printing services

Over the past few years print brokers XINI has developed excellent working relationships with  printers clients to the top of all brands in Lagos and other international printing markets like:

West Africa
Lagos	Accra
Lome	Abuja
South Africa

These overseas Offset Printers are carefully chosen because they can offer the same high quality, full color brochure printing, magazine printing and catalog printing services that you can get in your local market, except they are able to offer exceptional savings on medium to high run quantities; up to 30% less

Low Cost Catalog Printing Services

Ask our professional printing brokers at Artful Dragon Press for the most competitive:

• Low Cost Catalog Printing Quote
• Full Color Brochure Printing Quote
• Color Magazine Printing Quote

Magazine and catalog printers in Lagos and other overseas markets can deliver the same high quality printing standards you are used to, but for a lot less.

If you are looking for wholesale Four Color Brochure or Catalog Printing we can help with that also.

“Get Quotes from Overseas Full Color Catalog Printers “

High Quality Full Color Printing In Lagos & Nigeria

We want to be your International Catalog Printing China Broker for magazine, brochure and catalog printing in Lagos, Nigeria. We will make sure that your next catalog or full color brochure printing receives the highest-level of print production but at better than competitive pricing

Your selected full color brochure printer or catalog printer will only use state-of-the-art printing equipment and use the latest color printing techniques. All magazine, brochure and catalog printing is done only on high quality paper stock with a complete palette of ink colors at your disposal.

Our Full Color Catalog Printers Use Only
Lead Free, Environmentally Sound Soy Based Inks

As a Nigerian based, commercial print company  XINI does not represent any particular full color brochure printer or overseas catalog printer in Lagos. Instead we work for you directly.

We can help you source out international full color brochure printing templates inclusive of organic concepts beyond imaginations and catalog printers who can give you custom print orders and high-end medium to large run print jobs.

Catalog Printing Services at all stages including:

Pre-press (including actual press proofs for all color work)

• Catalog Printing
• Binding
• Delivery

Your catalog printing or brochure printing project can have a normal print production time of:

• One week for press proofs
• One to two weeks for printing and post-press

Visit us or request your printing needs and types of printing projects that we can from full color flyers and brochures, to book printing, calendar printing, magazine printing and catalog printing.

For more information on finding professional brochure printers, magazine printers or catalog printers in Lagos kindly feel free to reach us daily as our team are ever ready to ensure that you get the best from our strategic management staff.

“Get Quotes from Overseas Full Color Catalog Printers “

As a Lagos based printing company  quality printing for books, catalog, brochure, calendar, four color printing, etc. in Lagos and across African countries.

Feel free to read about:

Experiential Marketing Across The World From Lagos Nigeria

The Future Of Printing In The World

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Experiential marketing is breaking new grounds, as seen in this year’s nominations for The Drum UK Event Awards.

XINI Stay Peak As The Most Source After Experiential Marketing Company In Lagos Nigeria.

This article is about: World, Experiential Marketing, The Drum Awards, The Drum Experience Awards, Brand Activation, Advertising, Events, Marketing

Reporting For Drums.

SKYDIVING INTO THE BIG GAME WITH CBS SPORTS NETWORK

Is the first Sunday of February a national holiday yet? Even if our teams didn’t make the playoffs, most Americans sit down and watch the Big Game. We eat our favorite foods, bond over entertaining commercials, and have a shared experience. We have our traditions, memories of our favorite games and halftime shows, and favorite beverages. But beyond the comfort of our couches, there’s another level of experience that draws die-hard fans from all over the world.

Every year, the Super Bowl Experience invites fans to celebrate their love of professional football by attending what they call an “interactive theme park” in the city hosting the Big Game.  This year, the CBS Sports Network marketing team asked us to help create an unforgettable experiential moment at the Super Bowl Experience in Atlanta.

The challenge? This mind-blowing experience had to fit into a 10x30ft footprint.

When presented with the brief, we challenged ourselves to find a way to create a never been done before stand-out moment that aligned with the CBS Sports Network and their core services. We needed to incorporate The Super Bowl, the city of Atlanta, trends in the industry, and of course fit the parameters of the event.

Our solution? A stunning VR experience, centered around the fact that CBS Sports Network delivers amazing sports content and during the Super Bowl, their audience can deliver the most important game ball of the year.

Fans would have the opportunity to jump out of an airplane, fly over Atlanta, skydive through the roof of the Mercedes-Benz Stadium, and deliver the game ball to the referee at the 50 yard line.

Here’s the play-by-play of the Virtual Skydiving experiential marketing Experience:

Fans step up to the platform. They are hooked into a harness and given VR goggles to wear. As the simulator lifts them into the air, they can see the door of an airplane and are asked to jump out! Wind is blown from fans in the floor of the platform so that they can experience the sensation of soaring through the air, adding a unique 4D element. They skydive through the air for about 30 seconds and enter the stadium through the roof (Lady Gaga Style). They are greeted by the cheers of a full Mercedes-Benz Stadium. After they land on the grass (and back on the platform in real life), they deliver the game ball to the ref, and cheer with the crowd in excitement!

Once the fans are finished, they can pose in front of a sky backdrop in a branded skydiving suit. The picture is then printed out as a keepsake from the experiential marketing experience.

Even with a dual platform, the lines for this experience were consistent throughout the experience. Despite the length, the crowd loved it! While they waited, fans jammed to music and were entertained with trivia games, giveaways, and challenges by an Emcee. Every single person has said “that was well worth the wait.” One fan even remarked, when asked his thoughts on the wait, “of course the hottest thing here is going to have that long of a line”.

The Skydive Experience brought so much joy to the faces of the fans in those harnesses, and we saw plenty of fans post-skydive with the unmistakable flushed face of a post-thrill adrenaline seeker. It was an absolute blast and a one of a kind experience.

After the Super Bowl Experience ended on February 2nd, the Skydive experiential marketing Experience was moved to the Game Day Plaza at Mercedes-Benz Stadium. This was an amazing way to engage the fans on their way into the big game and give them an additional cherry on top of their Super Bowl experience.

With the Skydive experiential marketing Experience, CBS Sports Network was able to deliver exactly what their audience was looking for: a thrill, an introduction to mind blowing technology, and the fantasy of being an integral part of their favorite day of the year. By gathering a crowd around this one-of-a-kind experience, CBS Sports Network was able to engage with their audience for 1-2 hours. It’s an audience that would have been somewhere else if they weren’t sure that the Skydiving Experience would be worth every minute of their valuable time, and provide an unforgettable shared experience with family and friends.

 

MY SUPER SWEET (SUMMER) INTERN EXPERIENCE: EVENT MARKETING FEATURING DEADMAU5

My experience at BeCore thus far has been one like a kid in a candy store. Since I’ve laid eyes on it and learned more, I want to touch, see, look under, over, and around everything… I want a taste of everything. Walking in, you are greeted by the sound of trickling water and beautiful art pieces left and right. (It’s good feng shui). You can’t help but notice a majority of the offices are enclosed with glass to create an inclusive environment. The BeCore office is full of amazing art and funky memorabilia making work just that much more interesting and inspiring day to day. You can’t turn a corner without seeing a couple of pieces including some that the team helped create together, and that’s an element that made my heart sing. There is an incredible sense of community here at BeCore. As an experiential marketing agency you know experiential marketing experience is everything, but I’ve felt that the experiential marketing experience created for the consumer is not the only one that matters.

The coolest part of my summer has been working on Amazon’s Unboxing Prime Day event. As an intern at BeCore, there are zero coffee runs. They do an effortless job of creating an inclusive experience, meaning each bit of work I do is considered and has great potential to come to life during an event. I stand as a member of the creative development team where I work with some awesome, talented, out-of-the box thinkers. Together, we were able to develop a gaming experience for Amazon Prime customers as Amazon partnered with Twitch Prime, PUBG, and Deadmau5. From mapping out and measuring what was soon to be the battlegrounds and collecting images from countless Twitch streams and Youtube videos, to walking through the entrance of the large Amazon shipping box where you are then exposed to the war zone and thrilling performance by Deadmau5, I had butterflies in my stomach. I entered the event in awe, smiling ear to ear.

I couldn’t help but think, “wow, they get to do THIS all the time.” I am truly grateful to be a part of this team. Their passion is transparent. Within two weeks of working here, you pick up on some key values. I quickly identified a couple:

• A. Time Management
  BeCore is an experiential marketing agency with an array of notable clients who trust us to help fulfill their goals by creating an immersive experience. Yes, time is money, but that is not the core focus here. Time is sensitive in experiential because there is a full process from point A to Z. We aim for efficiency so we are effective.
• B. Details
  ​“We sweat the details.” It’s the little things that count. When creating an immersive experience for consumers, we want them to feel like they are in the applied environment. Everything including seating, lighting, props, wall ornaments, and beyond, we want our guests to notice and be excited about.

 

A bit about myself​

At 21, it is easy for me to feel the pressures of life and worries of the job search. A position in the entertainment industry has been a long-term dream of mine, and as I have gotten older and built my résumé, I’ve slowly been able to narrow my focus. I always say it’s better to be doing something rather than nothing, so I’ve had a few jobs. I’ve worked in retail, been a tour ambassador, and currently stand as a Sports Information Director. While I remain proud of those accomplishments and appreciative of each experience, I am still hungry for more!

Working in an ever changing environment is a key factor for me when looking to settle down in my career. Organized chaos keeps me on my toes and engaged in all that occurs in my environment. BeCore stands the perfect fit for me because at least every other week, there is a new project and task to tackle.

Motivational speaker Simon Sinek reminds me, “the challenge of our unknown future is so much more exciting than the stories of our accomplished past.” As my internship goes on and I have the pleasure to learn more about the key roles at BeCore, in addition to gaining insight on their path to success, my excitement for my future increases. I’ve learned there is no correct or secret path. To anyone trying to figure out what to do in this life, keep going. Start with what you like and narrow it down from there. Talk to people! Speak with someone in a field or industry of interest and ask themhow they got there. It never hurts to ask. I was afraid to jump once upon a time, but once I did, I discovered a new world I happened to fall in love with.

BEYOND THE STREETS LA REVIEW: RECAPPING THE BECORE TEAM ART TRIP

Recently the BeCore team had the opportunity to take a team bonding trip to the Beyond The Streets exhibition in Downtown LA. As an experiential marketing agency, we felt the “event” side of the exhibition, but it also feels like a culturally significant museum with 50 years of art in one setting. The exhibit has a bit of everything, it has what can be considered “high art” and it has “low art”. It’s a specially curated show by experts in urban art. There are political elements but also many with a lighter, humorous feel. Even though it is based in Los Angeles, we could feel and see the energy of places around the globe. There’s influence from music and skate, and ideas from the past and from the future. Read on to learn more about the exhibit, hear what our team thought about their experience, and if we recommend a trip to our friends and readers (spoiler: we do). experiential marketing in Lagos is growing as other parts of the worls.

What is Beyond The Streets?

Beyond The Streets is an immersive exhibit spanning over 40,000 square feet located at the Werkartz Building along the LA River. Beyond The Streets celebrates how graffiti and street art have changed and shaped our modern culture. Featured throughout the large industrial and outdoor spaces are installations, photography, sculpture, paintings, and environments by some of the world’s leading modern artists.

Who are the artists?

Beyond The Streets features over 100 artists all with incredibly independent and personal styles. Of course, the exhibition recognizes the legendary work of Banksy, Kilroy Was Here, C.R. Stecyk III, and Kristofferson San Pablo- their work is some of the first that comes to mind when we talk about street art. Beyond The Streets expands the  narrative of street art and graffiti to include multimedia artists with new perspectives and creative mindsets.

After experiential marketing then sales why?

“It was incredible to see how many of the artists had their street art ultimately became integrated into various areas of pop culture.  It reinforced for me the power of genuine, authentic experiences to capture people’s attention and make them react.” – Steve Dupee, President of BeCore

Beyond The Streets includes canvas work by the mind-bending Felipe Pantone and Todd James. Todd James started out painting subway trains in New York in the early 80’s and went on to become one of the most successful graffiti and commercial artists of our time: opening exhibitions like Street Market and Art in the Streets.

Felipe Pantone-Chromadynamica 61

Todd James

Richard Coleman

HuskMitNavn

The Richard Colman canvas entitled Blue Figure, acrylic on canvas, was a favorite of creative intern Tori Jackson’s. “The colors were so vibrant, and I found it to be so creative how he used different shades of the same color. I think he executed this very well. And HuskMitNavn’s acrylic pieces made me love the idea of a backwards canvas.”

What really sets Beyond The Streets apart from other modern exhibits are the environments. BeCore’s Executive Creative Director Jen Fisch “loved that Beyond The Streets took a more experiential approach than a traditional art show. From the moment you enter the gates you are greeted with installations that encourage the audience to participate. The handball installation by Lee Quiñones recreated an NYC site in the 80s and came complete with equipment to play an actual game of handball. The Gangsta Gardener, Ron Finley, built a garden out front for everyone to enjoy. He is known for building gardens in inner city food deserts.”

Lee Quiñones

Ron Finley

“Inside there were at least half a dozen different installations where you were encouraged to touch, feel and explore a physical space. A couple that stood out, where the massive Temple by FAILE which has an insane amount of detail and also the strip club style installation by AIKO which came from a female empowerment perspective.”

The works of Brooklyn based artist, SWOON also highlight a new emerging narrative in the world of street art. They feature beautifully detailed portraits painted on found objects like doors and pieces of driftwood.

FAILE

SWOON

Who is the curator?

Beyond The Streets is curated by Roger Gastman. Roger is a graffiti historian, collector, urban anthropologist, and founder and co-publisher of Swindle magazine with Shepard Fairey. This exhibition is his follow up to Art in the Streets, which was the first graffiti and street art exhibit in the U.S., which broke MoCA LA’s attendance record with 220,000 visitors). Roger is also known for co-authoring “The History of American Graffiti” and for co-producing the Oscar nominated Banksy documentary Exit Through the Gift Shop. Quite the resume, and his expertise shows through in the Beyond The Streets experiential marketing exhibition.

So, Does the team at BeCore think you should go?

YES!

Beyond The Streets captures the heart and soul of LA. What started as a way for a few kids to express themselves transformed into a universal language. Street Art is now a celebrated part of Los Angeles History and Culture and there is no better place to see it then Beyond The Streets.

Tori Jackson’s Los Angeles pride was represented in Estevan Oriol’s L.A. Fingers. This piece “stuck out to me just being from the city and seeing the representation and combination of art, Angeleno pride, and culture. The long nails were a plus haha.”

Estevan Oriol – L.A. Fingers

“Beyond The Streets is the future of art and experience. This type of activation is changing the

way people immerse themselves into art. It gives you context, background and makes you feel

like you are there.”- Mark Billik, Founder and CEO

BeCore’s Founder and CEO Mark Billik

“Beyond The Streets is a perfect source of inspiration for any creative. It introduced me to a variety of different styles and artists and encouraged me to pick up my sketchbook the second I got home. It’s also a great destination for whoever wants to spice up their social media, as it offers plenty of unique photo opportunities.” -Tia Ruszkowska, Junior Art Director

Our team loved their experience at the exhibit and highly recommend making some time to visit, especially for those in the LA area or street art fans. Our creative director Lyla had a great summary of our thoughts:

“I loved the variety of artists they showcased. If you love street art, you know you usually have to hunt for it. To get to see all these great artists in one location was so inspiring!”

-Lyla Morrison, Creative Director

This is a must for street art fans, there’s no need to hunt through the city. Beyond The Streets is open to the public now through August 26th, Friday-Sunday. Admission is $25.

For more information about visiting the Beyond The Streets exhibition in Downtown LA and to buy tickets, click here. Also check out the Beyond The Streets Instagram for more photos and behind-the-scenes video.

THE INCREASING ROLE OF LIVE STREAMED VIDEO IN EXPERIENTIAL MARKETING ACTIVATIONS

Your brand is in the process of planning the perfect event, and you’re left with a choice: to stream or not to stream? Great question. The simple answer? It depends. There are pros and cons to live streaming, and we’re happy to walk you through both sides! But first, is it “live streaming” or “livestreaming”? The AP style guide will accept both, so that works for us (although we prefer “live streaming”). So, what qualifies us to talk about live streaming? We have many successful live streamed events under our belt, most recently the Mixer Anniversary Domino Build. Each stream presents unique challenges, but the opportunity to reach a larger audience than the physical experiential marketing space can handle is often the deciding factor.

Why should I live stream my event? Let’s use Coachella as an example of the incredible potential reach of live streaming. The festival drew 24.5 million live views in 2017. In 2018, Coachella live views grew to 41 million. After last year’s cancellation, Beyonce’s Coachella performance was highly anticipated and drew a peak audience of 458,000 simultaneous global viewers making her set one of the most streamed videos of all time. Reach a larger audience at a low cost. It will almost always be cheaper to acquire a video viewer than to get people to buy tickets to an event. All that’s truly required to stream is a social account and an Internet connected device. We recommend reserving some budget to hire professionals. This will remove some of the risk of going live, and ensure that your stream looks its best. Right now, audiences around the world are consuming video at historic rates.

The majority of the population prefers visual content to written content. It’s easier than ever to watch videos, as our devices and Internet connections now have better streaming capabilities. Gaming conferences such as E3 know their audience well, and are providing numerous entertaining streams throughout the week of the E3 conference. Why limit your event reach to the number of seats in a venue? Coachella has been live streaming for eight years. It’s past time for other brands to catch up. When should I skip the live stream? If it’s an exclusive, high cost event. Your paying audience may not be happy that the rest of the world can view the event for free, especially if the value is the same for both audiences. Make sure you’re not stepping on your paying audience’s toes. Avoid live streaming just because you can. Low quality video due to a weak Internet connection or cheap camera paints your brand in a poor light. A live stream with no purpose or value will be obvious to the consumer. As live video grows in popularity, consumers will be better educated on quality. If your live stream has no value, skip the live stream and focus on executing your next activation with enough value to live stream. If you decide to live stream your experiential marketing event, here are a few tips we recommend: Test, test, and test. Make sure your technology is working before the event, and have a backup plan. We’re dealing with technology, and things could go wrong. Run some tests and rehearsals in advance. Live footage can’t be edited, so have someone ready to kill the stream at any time. If something goes wrong, pause or cut the feed and start it up again when everything is back in order. Plan as much as possible in advance, and make sure the area you are filming is clean. With a live stream, your audience will see everything that happens. Did your top executive trip when taking the stage? Let’s hope you don’t have to see that GIF on social media for the next few days. Anything can happen on a live video, so preparation is key. Make sure your talent is well prepared, know your surroundings, and don’t make rehearsals an afterthought. Expand your reach with digital ad spend or influencer marketing before the event.Don’t forget to tell your audience that the event will be streamed. If influencers experiential marketing will be present, work out a deal to have them promote the live stream. Remarketing ads targeting your site’s visitors are an inexpensive way to add to your stream count (you only pay when they click on your ads). You’re spending part of your budget to be able to show your event to an audience, reserve some to multiply that audience with these inexpensive ads. Social promotion is a must as well; make sure your social team is on the same page. Provide Value and Engage the Audience. Having a chat function, exclusive discounts for viewers, and opportunities to interact with influencers are a few ways to add value to your live stream. Q&A’s are another great way to add value to a stream. As marketers, the question we must constantly ask is “How can we provide value?” and a live stream is no exception. Hopefully with these tips, you’re ready to take on a live stream for your next event. Our highly experienced team is always happy to answer questions, and help you decide if live streaming is the right choice for your next experiential marketing activation.

HUMAN EXPERIENCES: THE IMPORTANCE OF BRAND AMBASSADORS IN EXPERIENTIAL

Today we’re going to discuss the importance of brand ambassadors. For the majority of businesses getting the word out about their business is absolutely essential to success. There’s a lot of different ways that you can go about promoting your brand in order to raise awareness. Sometimes, advertising and sales can come off as if you’re trying too hard to sell your product.

Companies have been seeing success with ambassadors, especially with brands activating using experiential marketing campaigns. In fact, Ambassadors are the not-so-secret weapon of many hot brands. They help the up-and-coming brands stand out among many others. Building ambassadors is not about trying to create a magical viral video, it’s about building heart centered relationships one person at a time.

Ambassadors help humanize your brand

People like to buy products from people, plain and simple. Even though organizations traditionally brand themselves with logos, symbols and colors, social media offers opportunities to do more. When ambassadors are aligned with your brand, they tend to be emotionally engaged, which consumers notice. When someone is passionate about what they’re doing it’s contagious and not only do they show passion, they show authenticity.

Brand Ambassadors will increase your social media impression reach

When a brand goes the extra mile to help out an attendee or consumer, it doesn’t go forgotten. Consumers remember their experience, and in turn help increase positive brand mention. When people see or hear something positive about a brand, people attach high credibility to it. When you integrate brand ambassadors into your campaign, you are integrating their individual social media clout into the picture which magnifies what you’re doing at your brand activation.

Brand Ambassadors help with reputation management

When you have feet on the ground and a guest may have an issue with something, they are there to help. If your brand ambassador is online and someone has an issue, they can swoop in to help with any issues they may have experienced. It’s all about exceeding service expectation. The great thing about brand ambassadors is they see opportunities all over, they can take a frustrated guest and help turn their experience around. It’s these kinds of engagements that people remember for good.

 

Brand Ambassadors help provide positive word of mouth

When people are out there using your product publicly, it gets the conversation going. Nothing can be as powerful as word of mouth. When you can transform your fans into supporters, you’ve just earned yourself the best word of mouth marketing you can get. Brand ambassadors are out there endorsing your brand turning people into potential customers one by one. The possibilities of a reliable experiential marketing structure is dependent on how trained field agents can be at times.

 

 

Brand Ambassadors can help increase your web traffic

When you shift your focus from content to community, you earn content. Ambassadors who have their own blog or social channels will talk about their experience with your company or products. This in-turn will help increase your SEO rank, as well as your domain authority with google. This is an easy and effective way to get extra traffic to your site without your marketing team having to add extra effort.

Brand Ambassadors help increase brand awareness, authentically

People listen to their friend’s advice over an advertisement. Usually because they know they’re not being manipulated by a TV ad, or commercial, perhaps a banner ad shouting at you while you’re trying to listen to music. Brand ambassadors live the brand, and as they use it’s products and service, people take notice. This alone can speak louder than any ad or commercial.

If you’ve got questions about experiential marketing or are interested in speaking with someone about creating your own marketing campaign, contact BeCore today! We’d love to partner with you on your next project.

Experiential Marketing still remains that important aspect of a brand that can not be left out. In Lagos, Nigeria  lots of planned brand activation keeps rolling daily but we always try to analyse to see if it can measure up to how the experience feels across the world.

CREATING IMMERSIVE ART EXPERIENCES THAT ARE MORE THAN AN INSTAGRAM PHOTO OP

In the world of advertising either as an advertising agency or a below the line agency experiential marketing and new brand activation can never be left out.

Thanks

For the information opened to for this article.

Read More About Our articles:

The Future Of Printing In The World

Branded Marketing Skills

The Relationship Between Advertising | Printing | Branding From Wiki

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The Future of Printing

by CONTRASTLY

Printing has been a time-honored tradition, extending to engraving, etching and recently, lithography. However, as most aspects of our lives are being digitized, printing is also moving into the age of technology with digital printing.

Over half of contemporary print professionals say that adding digital infrastructure is one of their top priorities over the next 3 years. There are several advantages that digital printing has over traditional lithographic printing methods. Alex Hepgurn, who’s an Engineer at Cartridge Ink, tells us about some benefits.

Ensure to read till the end to get the full insight to the future of print communications

• Reduced costs – There can up to 30% decrease in client costs.
• Increased profits – Over 70% of print professionals report increased profits after migration.
• Customer approval – 60% of print professionals report improvement in customer satisfaction, retention and acquisition.
• Increase in work load – since speeds are bumped op by 50%, the company can take on more work than before.

Besides these advantages, digital printing also has the advantage of being a technologically advanced medium. Thus, there is constant innovation in the field, which in turn helps bring down costs and appeal to niche, hard-to-reach markets. Alex further talks about some recent research/development and future of printing. One of the more interesting developments of this field is inkless printing.

What Is Inkless Printing?

photo by bfishadowZink Imaging has developed a way to print pictures without ink. The company states that their objective was to make ultra portable printers that can fit on a palm, or can be integrated into portable devices like cell phones and cameras. Imagine being able to go on a photoshoot, and then print out some photos right away.

The process is achieved by using a special paper, which changes color when different temperatures of heat are applied. This special paper will have to be bought, of course. It is expected to be priced at around 20-25 cents.

Is This A New Technology?

The technology isn’t entirely new. Thermal printing has been around for a while now. Kodak’s Easy Share Camera and Printer have this technology, as do other products in the market. Zink has based its innovation on this, and developed it further. The paper is embedded with dye crystals that are clear at room temperature.

The color is brought out by thermal print-heads that have been programmed to bring out specific colors in the crystals themselves. The crystals achieve color by changing into amorphous glass upon heat application.

The Future Of Printing Without Ink

Thermal printers give out a better product and are much more functional than the printers we use today. It makes a lot of sense for a business to shift to these as they enable lower costs across the board – from maintenance to the actual printing itself.

Firstly, the need for ink is done away with, so that is one less item to pay for. Other consumables like ribbons and cartridges are also done away with, so even more money can be saved. Thermal printers do not have any moving part that makes them more durable and more reliable. This also means that maintenance is also low, as few things can go wrong.

On top of that, thermal printers are faster than traditional printers, meaning that more work can be done in the same amount of time. Thermal print heads are capable of creating images in milliseconds, and the ink dries quickly as well. The resultant images have much better quality than traditional printers as well. They are more durable as well, as they are more weather-resistant. Also, since the images are inkless, there is no chance of smudging. With so many advantages, we are more than likely to be looking at the future of printing, as we know it.

Besides Zink’s technology, another new innovation has taken center stage in the printing world – 3D printing. 3D printing has been extremely well received, despite the relatively high costs of the printers themselves.

What Is 3D Printing?

photo by Creative Tools3D printing allows users to create three dimensional models or objects by inputting electronic data. It is done through either additive processes or subtractive process. In additive process, successive layers of materials are laid down on top of each other to make a model.

In subtractive process, eroding away the excess parts shapes a lump of material. The technology was made accessible to consumers in 2005 through the RepRap and FabHome projects.

Is The Technology This Limited?

No. These are the first open-source projects. They have spawned a number of spinoffs, and there are even several Kickstarter campaigns that are trying to crowd-fund their innovations. There are also several service providers that print out 3D models for consumers for lower costs, which circumvent the need for consumers to buy their own individual printers, which have price tags of above $400.

How Does One Print A 3D Model?

To print a 3D model, one needs to have access to 3D modeling tools like Rhino, Blender or SketchUp. There are databases available online as well, which gives you access to a wide variety of shapes and models which are in popular demand.

How Is This Revolutionizing The World?

This is a new revolution in consumer technology, and if used correctly, is poised to threaten many major industries. Small items like measuring cups and spoons could simply be printed out. Plastic toys need not be bought any more, just download the appropriate data and print out your own. Hobbyists have responded very enthusiastically to 3D printing, and there is already a huge market that has been using this technology extensively. Of course, the field is a tad limited because of the limit on the variety of materials that can be used. Future innovations should be looking into building printers that can deal with, mold and erase a wider variety of material.

Many artists have embraced this technology whole-heartedly. However, there is a debate that has been raging about the ethical repercussions of this technology. It started when the first 3D gun was printed. The model worked but you could only fire one shot. As we move forward towards a new age where consumers have more control over what is produced, 3D printing looks like it is going to have a major impact on the way the situation turns out.

We got some details from thefutureofthings.com
Let us share with you what we gathered.

The Exciting Future of Printing

While compiling this article we would appreciate some sites that helped out in

educating 

Printing Yesterday and Today

VIEW ENLARGED PDF  Untitled Illustration from Proben aus der Schriftgiesserey der Andreäischen Buchanlung in Franfurt am Main (1854).		How has printing changed since Gutenberg’s invention? Today, printing is very different from the process used in Gutenberg’s workshop. By modern standards, Gutenberg’s printing process may seem slow and tedious; compositors put type together by hand, and a skilled compositor could assemble 2,000 characters or letters in an hour. A computer can arrange the same number of characters in about two seconds. Today, more words are being printed every second than were printed every year during the fifteenth and sixteenth centuries. What changed? Why aren’t we still using Gutenberg’s press? Until the nineteenth century, printers completed each step of printing by hand, just as they did in Gutenberg’s printshop. As technology evolved, inventors adapted these new technologies to revolutionize printing. Steam engines and, later, electrical engines were incorporated into the design of printing presses. In the 1970s, computers were integrated into the printing process.
VIEW ENLARGED PDF  Illustration of Stanhope Press, (1800) from Robert Hoe’s A Short History of the Printing Press and of Improvements in Printing Machinery from the Time of Gutenberg up to the Present Day (1902)  VIEW ENLARGED PDF  Clymer’s Columbian Press (1816)		The Printing Press Gets Recast in Cast Iron In the late eighteenth century and early nineteenth century, inventors began modifying the printing press by making parts of the press out of metal instead of wood. Earl Stanhope of England created a printing press with a cast-iron frame. In 1800, he invented the Stanhope Press, which was the first book press made completely out of cast-iron. The press also featured a combination of levers to give the pressman added power. It created powerful, cleaner impressions, which were ideal for printing woodcuts and larger formats. The Columbian Press, invented in 1816 by George Clymer of Philadelphia, was also an iron hand press. It could print 250 copies per hour. The press was noteworthy because it used a series of weights and counterweights, making it relatively easy for the printer to increase the force of the impression and raise the platen after each impression. The eagle mounted on the top of the press served as both a patriotic symbol and a counterweight. Like Gutenberg’s press, these platen presses had a flat surface bearing the paper, which was pressed against the flat-inked plate.
VIEW ENLARGED PDF  Treadwell’s Wooden-Frame Bed-and-Platen Power Press (1822) from Robert Hoe’s A Short History of the Printing Press and of Improvements in Printing Machinery from the Time of Gutenberg up to the Present Day (1902).  VIEW ENLARGED PDF  Single Small Cylinder Press (1832) from Robert Hoe’s A Short History of the Printing Press and of Improvements in Printing Machinery from the Time of Gutenberg up to the Present Day (1902).  VIEW ENLARGED PDF  Stereotyping. c. 1916. in The Printing Trades by Frank Shaw (1916). Newspapers first used cylinder presses. Note the stack of curved plates in the photograph. These plates are molded plates of type that were mounted onto the cylinder of the press.  VIEW ENLARGED PDF  Ten Cylinder Rotary Type-Revolving Press (R. Hoe), c. 1856 from Robert Hoe’s A Short History of the Printing Press and of Improvements in Printing Machinery from the Time of Gutenberg up to the Present Day (1902). Newspaper and magazine presses were often large, specially constructed machines that would produce many copies as quickly as possible.		Mechanized Presses In 1824, Daniel Treadwell of Boston first attempted to mechanize printing. By adding gears and power to a wooden-framed platen press, the bed-and-platen press was four times faster than a handpress. This type of press was used throughout the nineteenth century and produced high-quality prints. In 1812, Friedrik Koenig invented the steam-driven printing process and dramatically sped up printing. The Koenig Press could print 400 sheets per hour. Richard Hoe, an American press maker made improvements to Koenig’s design, and in 1832 produced the Single Small Cylinder Press. In a cylinder press, a piece of paper is pressed between a flat surface and a cylinder in which a curved plate or type is attached. The cylinder then rolls over the piece of surface and produces an impression over the paper. Cylinder presses were much faster than platen and hand presses and could print between 1,000 and 4,000 impressions per hour. In 1844, Richard Hoe invented the rotary press. A rotary press prints on paper when it passes between two cylinders; one cylinder supports the paper, and the other cylinder contains the print plates or mounted type. The first rotary press could print up to 8,000 copies per hour. Larger rotary presses, containing multiple machines, made printing large newspaper runs possible.
VIEW ENLARGED PDF  Bullock Press, 1865 from Robert Hoe’s A Short History of the Printing Press and of Improvements in Printing Machinery from the Time of Gutenberg up to the Present Day (1902). First continuous roll-fed press.  VIEW ENLARGED PDF  Rolls of newsprint at the New York Journal American (1940). New York Journal American Prints Collection. Imagine how many rolls of paper a daily newspaper goes through a day!  VIEW ENLARGED PDF  Changing the paper roll. New York Journal American, c. 1939.		Paper: On A Roll In 1865, William Bullock invented the Bullock Press, which was the first press to be fed by continuous roll paper. The use of roll paper is important because it made it much easier for machines to be self-feeding instead of fed by hand. Once threaded into the machine, the paper was then printed simultaneously on both sides by two cylinder forms and cut by a serrated knife. The press could print up to 12,000 pages per hour, and later models could produce 30,000 pages per hour. The first roll papers were over five miles in length. Today, roll paper is still used in many presses.
VIEW ENLARGED PDF  Linotype Operator (Journal American, c. 1937)  VIEW ENLARGED PDF  Linotype Operators (Journal American 1940)  VIEW ENLARGED PDF  Reporter using a typewriter in 1937 (New York Journal American Prints Collection) The typewriter was invented in 1906. Monotype and linotype designs built on the keyboard of the typewriter.  VIEW ENLARGED PDF  Lanston Monotype Machine, 1911 From Motor Drive for the Printing and Allied Trades. General Electric Printing Company, 1911		Mechanical Composition Until the late nineteenth and early twentieth centuries, all type was set and composed by hand, as in Gutenberg’s workshop. Monotype and Linotype machines changed the printing process because they used mechanical means of setting type, which was much more efficient than hand composition. In a Linotype machine, an operator would type on a keyboard similar to a typewriter, which produced a perforated band of paper. The band was then decoded by a machine that cast type from hot metal. These machines cast a whole row of type at a time, so if an operator made an error it meant the whole line would have to be retyped and recast. Invented in 1889, the Monotype machine worked much like the Linotype machine. A monotype operator would similarly type out a text. Each key stroke produced a perforated tape. The operator then tore off the tape and ran it through a separate casting machine, which produced a mould containing matrices for each character. Monotype had the advantage of being easier to correct because it was possible to remove a single letter of type, rather than having to recast a whole row of type. Monotype also produced a finer quality type, so it was frequently used in the book trade, while linotype was often used at newspaper presses because of its speed and economy.
VIEW ENLARGED PDF  The Journal American printing press, c. 1940 Photo from the New York Journal American Collection  VIEW ENLARGED PDF  Young students using a computer is now the other for having quality and reliable branding		Printing Today: The Personal Computer Revolution Although some of the printing techniques we have discussed are still used, many have been revolutionized by the invention of computers. Today, a student using a personal computer is simultaneously doing the jobs of author, editor, and compositor. Previo

Since the dawn of the internet, people have heralded the death of print media. It’s true that news has gone primarily online; most major media companies have made business model shifts in recent years to accommodate consumer preference for digital content. But where does this leave companies that have relied heavily on newspaper, billboard, magazine and direct mail ads?

Although print advertising may not be completely defunct yet, its future hangs in the balance. Marketers still dedicating resources to print in 2018 will need to consider whether it’s worth continuing in the current digital landscape. Below, members of Forbes Communications Council share their thoughts on where print fits in the future of advertising.

These communications executives weigh in on the future of print advertising.

ALL PHOTOS COURTESY OF FORBES COUNCILS MEMBERS.

1. Print will continue to be valuable where there is a physical customer presence.

Print is already a target-specific medium and will become more so. It makes sense where you come in physical contact with your customers, like a retail store or event. For example, our medical payment plan products make sense in a doctor’s waiting room so we invest in print there. And direct mail is the most effective way to reach senior citizens who will read long-copy mailers. – Dave Matli, Parasail Health | Matli Consulting LLC

2. Luxury consumers will still value tangible ad platforms.

Glossy magazines and major publications hold a certain cachet that online doesn’t achieve. There is literal weight to your presence. This tangible platform resonates well with luxury consumers and clients — the trick is to find a complementary balance between digital and print within any given campaign for a multidimensional approach. – Ashley Murphy, Stribling & Associates

3. AR will give print ads a place in seamless omnichannel brand experiences.

With people becoming more and more blind to digital advertising methods, print offers an alternative medium to connect with your audience on their terms. Advances in technology like AR and image recognition will enable print ads to be the first step in a seamless omnichannel brand experience. – Patrick Niersbach, InContext Solutions

4. Print will need to complement and encourage digital interactions.

If your target audience reads print magazines as a regular part of their day, there is still a reason to consider print ads in your marketing mix. However, you need to adjust the expectations of actions your audience will take. Print ads will be more effective if they are a complement to your digital campaigns already in play and entice readers to interact with your brand online. – Jeannie Ruesch, xero.com

5. Offline entities and influencers will reengage consumers with print media.

Print media is in a state of evolution as it finds new ways to reengage consumers through partnerships with offline entities. As this evolution occurs, it will hopefully lead to higher readerships. Unfortunately, if you only have one dollar to spend on marketing and need to decide between print and digital, digital will always win. The reach is far greater with digital advertising. – Sherry Jhawar, Blended Strategy Group

6. Paper will become cost prohibitive, killing the last print campaigns.

Eventually, the entire population will have been born and raised with the internet available to them. Newspapers and magazines will only be found in museums. The last bastion of print ads will be direct mail, as a physical mailbox will be the last place that print can reach that digital can’t. Eventually, that will die as well when all bills are paid online and the cost of paper becomes cost prohibitive. – Stephan Baldwin, franchisegator.com

7. Print ads won’t make sense in our dynamic screen environment.

Paper and other static fabrics do not provide the features that the future of advertising will come to depend on. They are heavy, inconvenient, unchangeable, wasteful and ultimately outdated. The moment something is printed, it’s frozen in time. Audiences want to see vivid, immersive, dynamic displays that are time relevant down to the minute. – Courtney Dale, ICM Consulting and Media Corporation

8. Print and digital campaigns will be fully integrated.

Gone are the days when leftover budget from digital channels was used for print. For maximum impact around a product launch or announcement, build an integrated marketing campaign that brings the best of both worlds together. Use KPIs that complement both channels instead of evaluating them in isolation. – Almitra Karnik, CleverTap

9. Print will allow brands to rise above the digital racket.

The ubiquity of digital media has given print media a strange new power. Think of how special it is to get a written letter as opposed to an email. If you’re trying to target a C-level audience, forget email — their assistant will just hit delete. But if you take your e-book, print it as a nice brochure and mail it to the exec’s office, it might get to their desk and leave a lasting impression. – Brandon Ortiz, Salesforce.org

10. Print will remain ideal for hyper-local markets.

There are “yellow page” industries that have grown solely from hyper-local print advertising. My industry, private investigators, happens to be one. Adding technology and digital advertising has been integral to scaling and creating new markets and users. However, traditional customers still utilize print advertising to meet their needs and we need to play in that space as well. – Jennifer Mellon, Trustify

The Future Of  Print Publishing

We suggest our top 7 articles that you need to read

1. Branded Marketing Skills

2. The Relationship Between Advertising | Printing | Branding From Wiki

3. MARKETING TO EXPERIENCE

4. Letter Head Printing | Sticker

5. Local Printing To Digital Printing Steps

6. Branding | Printing | Showing In Cinemas Now In Lagos

7. Best Digital Branding Printing Arrangements To Know

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Tips to Avoid Getting Burnt Out Thinking of Marketing Ideas

Most businesses are looking to have an online presence. They also want to reap from it by looking for strategies to implement to achieve their desired sales goals. Having your site optimized through SEO is one of the strategies that can help improve your site’s visibility, ranking, and traffic. There is vast information on how to implement SEO for your site on your own, but this is not recommended. You can assign that task to an SEOtool provider and utilize that time carrying out different tasks.

To choose the best provider for your site, there are things you need to consider. They include:

1) Objectives for Your Site

Contents [show]

You need to know exactly what you want for your site before reaching out to an SEO tool provider for their services. There are different SEO services, and they all differ in application and results.

They are also applicable to different platforms, and you need to choose the most suitable for your site. When in the dark about what you want, look for a firm that offers all SEO services such as eCrawl to ensure that you get exactly what you are looking for. Talk to them and get into an agreement on the changes and achievements you are looking for.

2) Techniques and Tools Used

You can choose a provider depending on the tools, activities, and approaches they use for SEO. Ensure they are legit as illegal techniques such as black hat SEO as they might get your site penalized for unscrupulous tactics leaving you with a poorly ranked site.

Have the provider list all the techniques they will implement for your site. They should also inform you of the key performance indicators you need to look for when keeping an eye on your site. Some can use one or several tools to help you achieve your targets.

3) Cost

Providers have different rates for their services. Once you determine what you need, compare prices charged by different firms to ensure you get services from firms that fit within your price range. Some firms can offer packages for services they offer or customize the prices depending on your needs.

4) Communication

Consider how the firms communicate to their clients before making your investment, as this will apply to you too. Choose firms that constantly keep updating you on changes on your site. You can establish a channel of communication to use for your firm in case you operate on a different schedule.

5) Recommendations

To spot a reputable firm, get recommendations from friends, family, or other businesses that have used similar services. You can also review recommendations about each provider by strangers and choose the one with the best reviews. These reviews can be found on the service provider’s site or on other platforms that people have room to offer honest opinions.

6) Performance

In each industry, there are oversight firms that reward their key players with exemplary performance. You can observe and follow up on this and go for firms who receive the awards. This is a sign that their activities are valid and can work for you too. Additionally, this helps you choose legitimate companies as some out there are scams.

Conclusion-

These were all about some of the tips while choosing seo tool provider. While selecting this, you should take care of both on-page seo optimization techniques and off-page seo optimization techniques and ensure that the tool provides both. Do let me know what you think while selecting the tool.

The Ultimate Startup Marketing Strategy For Incredible Growth

We live in the era of start-ups. Thousands of them were burnt just after a short period of existence, while others, however, have succeeded and now represent serious business players.

Let’s revise such advertising platform as Twitter as an example. It was used for communication between several colleagues and co-workers. The idea was not treated seriously for quite a long time. But now it is a new standard for communication on the Internet. What is their secret?

First of all we should start with two universal truths:

1. Having a good product doesn’t mean you will be successful.
2. Good marketing will not help you if your product is nothing, but rubbish.

Basics

Contents [show]

Become viral

Hotmail, Dropbox and some their soul friends have won the audience with almost investment to marketing, their secret is in installing viral element to the product. It means that your product should be worth recommendation to a friend.

Communicate with your clients

You may have oceans of traffics, but low conversion rates. No time for guessing – ask your clients what frightens or dissatisfies them in your offer. There are thousands of ways to start opinion polls, Survey Monkey as a variant.

Note: users will be reluctant to spend their time for no compensation. You may offer your master class available for a specific audience or a trial period with full facilities.

Get feedbacks

New start-ups should be interested in the clients’ feedbacks. They are very short of time to react and improve the product until it is not too late. To be honest, people are quite lazy to fill all the questionnaires, think how you can motivate them.

Start with small audiences

Become mass market is good idea, but public is very reluctant and suspicious about changes. Being a new product, you’d better earn confidence from newbies and innovators. After positive experience with your products, being praised, you can attack mass markets. Try to use different channels to attract your customers – RTB advertising network, social media, video content, PPC ads etc

Paid marketing

It is silly to think that start-ups should use only free means for promotion. It is certainly wise if you spend $1 for attracting one user and he brings you 5 more. The most popular variants are the following:

Paid Search Marketing

If you have a treatment for a common human’s problem – they are very likely to google it. Paid search results are displayed over natural query. Some people may not even notice that small mark “ads”. The principle based on laziness as searching the answer on the 10th page is really long and if your snippet is attractive and likely to offer what your client need – why hesitate?

Main disadvantage is that it will be stopped as soon as you finish fueling it with money.

Affiliate Marketing

This strategy shouldn’t be considered as a main way out, but will suit as an addition. There are good rates at such places like ClickBank.

Earned marketing

Here we refer any type of advertising that was created by your followers, colleagues or partners – anyone who share your ideas and want to help.

One of main ideas here is to show that you are unique from others. It is difficult to say what you should exactly do, but people should understand why they should choose you instead of your competitors.

Implement your own channels

There are thousands of ideas like:

• email marketing;
• blogging;
• create videos about your product;
• content marketing;
• join social networks where your clients hang out.
• Online advertising network

Bottom line

You may get surprised, but all you have read just now is not a universal truth. Nobody can exclude human factor or a wonderful stroke of luck, sometimes perfect solutions for your main competitor can be absolutely not applicable for you. What to do? Test, experiment, take examples and tune them to your situation.

Want to Learn Social Media Marketing Tricks? Read This

Social media may have come to us more than twenty years ago and evolving into more as technology advances. Social media marketing is just one of those additions that are being used by businesses to advertise their company and BroadVision Media can show you just how you can use these platforms to take your business to the next level in the way of marketing.

Businesses have been turning to social media platforms such as Facebook, LinkedIn, Instagram and Twitter as a new way to reach more demographics but also because today’s population seems to have less of an attention span than previously so businesses have had to adjust from using traditional ways of marketing such as radio, television and direct mail to incorporating social media in their advertising campaigns.

If you’re a business owner you know that the time it takes to put together an effective marketing campaign is the time you don’t have, that is why you have a marketing team or outsource to a marketing agency.

Today marketing is more effective when sharing content, staying updated with the latest trends in your field as a way to gain new clients while keeping current ones engaged enough to come back.

I don’t know how to use anything but Facebook and I can’t do more than like posts and comment on pictures.

BroadVision Media is a perfect example of a company who has the 411 on using social media marketing to increase your business awareness and clientele. BroadVision Media’s main focus is on inbound marketing a smart way to get your business up and running by redesigning your website and increasing your followers on social media platforms an that is exactly what BroadVision Media does for you, step by step.

What is Inbound Marketing?

Contents [show]

An example of inbound marketing is using HubSpot’s methodology; Attract, Engage, Delight. This method is used by uploading videos, relevant content and social media posts to attract hot leads.

The second step is to engage the potential client using marketing automation, lead management, and conversational bots. Those who remain, become engaged and are happy to receive email marketing, emails that start a conversation and smart content from the business without feeling solicited.

Followers who don’t unfollow.

In the present day of phishing, scams, and bots using social media company’s like BroadVision Media who use keywords and Social Mediamarketing in addition to their inbound marketing is a new type of service to businesses especially to those who may not be as tech savvy or educated in the way of different social media platforms so BroadVision Media has designed a business to help business owners to use these tools with guidance that will, in turn, increase brand awareness and clientele.

So how does one gain followers?

Chose interesting content that is relevant to your business and use hashtags beyond the obvious. Upload videos and pictures of employee’s, the office, people at work and post on a regular basis using relevant hashtags such as #businessnameanniversary #workinghardorharlyworking #yolo #lovemyjob #alwayscreating.

The Website That Makes Instagram Followers on Sale at the Cheapest Price

You must have heard the phrase “A Picture is worth a Thousand Words”. Instagram is a social media platform for photos sharing and networking and the phrase is the best caption or tagline for Instagram. With so many social media platforms available today, Instagram is the #1. Everybody who uses a smartphone has an account on Instagram, with thousands of new users registering daily.

Social media has become a game changer in the field of marketing. If anyone wants to run a business or get recognized, then Instagram is the platform with a lot of potential. Getting noticed on such a platform is always helpful in establishing or expanding the business, getting recognized, and many more individual goals.

The first thing you want to do on Instagram is to get some followers to follow your content. Now, people think that this is the easiest part but it is not. In fact, this is the most difficult part of Instagram.

It takes determination, peace, skill, and commitment to gain followers. Let me ask you a question, what is the first thing you notice on someone’s profile? The answer is the number of followers.

The Second thing you do is to look at the likes or comments on any of the picture of the profile. Following someone is easy but liking the content takes time. You have to build a profile that can attract the target audience that will spread the word about your profile.

Advantages of Instagram to any business or individual:

• Posting a picture or a video about the company’s product, office culture, and behind the scene operations on Instagram brings the people closest to you. If people like your content they will spread it like an epidemic. Using lucrative hashtags regarding the product you can speak to a large part of society.
• Instagram helps in getting reviews of the customers. If someone is following you on Instagram, that means he/she is interested in your content. If your business appeals to your followers, they will surely leave positive feedbacks and bring more and more people to your profile. It is the human psychology if someone sees that some profile has a few million followers, odds are he/she will look up the profile and follow it.
• Instagram can be used to endorse your products. People follow celebrities from Hollywood, footballers, and various famous personalities. These celebrities can promote your brand/product on Instagram. It saves a lot amount of money compared to tele-promoting.
• Posting stories daily or posting pictures/videos from time to time keeps your followers engaged. People can always connect with you through the personal chat option. You can also share live video with your followers whenever you launch something new. This builds the trust and sometimes you get to feature in the search/trending section.
• Unlike some social media platforms, Instagram does not have any character limit describing your image (captioning) as well as the number of posts limit. You can post any number of posts daily or in total.
• For a talented individual with a certain skill set, Instagram will surely bring recognition, fame, money, and what not. You just have to keep your audience close to your Instagram page and make them like you.

Looking at these advantages you must be tempted to create new accounts and start your journey on the platform of Instagram. But managing a business is not easy. It takes time, energy and determination to manage the business. Running an Instagram is a similarly challenging task. An easy way to manage Instagram is to buy Instagram followers.

By buying the followers, you can save your precious time and money. Let us look at this step logically, if you buy a certain number of followers. This will ultimately increase the number of people who see your business. You might know that phrase people attract people, the more people see your products, more is the sales, and you will get more profits.

There are some companies which provide services like providing followers, likes, comments, tweets, etc. Instafollowers.co is one of the leading companies in this growing market. With the cheapest rates and 24/7 customer support, Instafollowers.co is making a difference. Instafollowers.co is equipped with social media advisors.

Every client is treated with respect and every promotional demand is studied with utmost priority. If clients need any suggestions or one to one sessions with the advisors, it can be arranged. You can get 1000 regular (bot) followers for $4 and 1000 real followers for $5. They also provide discounts and special offers if you buy in large quantities.

Merits of Instafollowers.co

• Provides both active and regular followers to your account within minutes of the payment.
• A fast and efficient payment method like Paypal is used. As soon as you make the payment, the service that was bought is brought to the user.
• You do not need to provide the password of your account. Just give them your Instagram username and you will get the service.
• Support team works hand in hand with the designer team. If you have any problem regarding anything Contact them, support will reply with a quick response.
• In addition to the followers, they also sell likes, comments for your pictures. You just need to take a leap of faith and register with them.
• It is absolutely legal to buy Instagram followers. Active followers will interact with your content and they will share more and more.

About our branding and printing services

As soon as you register with Instafollowers.co and buy the followers, traffic will increase to your account. Keep posting appealing content and the followers will bring more real followers. Everyone wants to gain more and more likes and comments on the pictures, so reach out to Instafollowers.co and register now. A recent study has revealed that the number of local businesses which uses Instagram is limited. So grab this opportunity and enter this area of low competition and grow your business with Instafollowers.co. you can also get an updated business scope with https://nationalviews.com

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What is Advertising?

Advertising is a marketing tactic involving paying for space to promote a product, service, or cause. The actual promotional messages are called advertisements, or ads for short. The goal of advertising is to reach people most likely to be willing to pay for a company’s products or services and entice them to buy.

Finding Your Ideal Customer

When trying to zero in on the types of people who are more likely to need or want your goods or services, and be willing to shell out hard-earned cash for it, you might look at demographic characteristics, such as:

• Gender
• Age
• Education level
• Income level
• Zip code

By more precisely defining who your target customer is, you can better choose advertising vehicles that will reach more of your target customers for less money. Sure, you can buy an expensive ad in the Wall Street Journal, for example, but if your best customers live in the western Boston suburbs, you can buy ads in local papers there for far less.

Where to Advertise

Traditional advertising outlets include newspapers, magazines, TV and radio stations. Today, however, advertisements are placed nearly everywhere and anywhere, including:

• Roadside billboards
• Sides of buildings
• Websites
• Electronic newsletters
• Print newsletters
• Inside bills
• Product packaging
• Restaurant placemats
• Event bulletins
• Store windows
• The sides of cars and trucks
• Subway car walls
• Airport kiosks
• Sporting arenas
• YouTube videos

Even if you are the best small shop in your area you still need Advertising as key.

Creating Effective Ads

Advertising messages themselves are designed to persuade an individual to buy a company’s goods or services. Even in business-to-business transactions, individuals have to first be convinced to choose one product over another. To accomplish this, ads have five main components:

1. Headline – This is the key attention-getting message. “Got milk?” is a perfect headline. Or Wendy’s old, “Where’s the beef?”
2. Subhead – Some ad headlines need clarification, much like a book’s subtitle.
3. Body copy – The meat of the advertising message occurs in the main section where the product or service’s features and benefits are highlighted.
4. Image – Unless you’re advertising on the radio, including a product photo, or image illustrating a key benefit is critical.
5. Call-to-action – At the end of the ad you want to invite the consumer to take a step towards doing business with you, such as calling a toll-free number, visiting a website, texting a certain number, or pulling into the drive-thru window.

While advertising is the only way to guarantee that your message will be seen or heard, it is expensive by comparison to other marketing methods. For that reason, it is more popular with large corporations and brands than small businesses.

At the time of this post shopify was the number one ranking website for the word Advertising but however, we would check through what other platforms offer.

Let check wiki from https://en.wikipedia.org/wiki/Advertising

Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea.^[1]:465 Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual.^[1]:661,672 Advertising is communicated through various mass media,^[2] including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement, or “ad” or advert for short.

Commercial ads often seek to generate increased consumption of their products or services through “branding“, which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees or shareholders that a company is viable or successful.

Modern advertising originated with the techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, considered the founder of modern, “Madison Avenue” advertising.^[3][4]

Worldwide spending on advertising in 2015 amounted to an estimated US$529.43 billion.^[5] Advertising’s projected distribution for 2017 was 40.4% on TV, 33.3% on digital, 9% on newspapers, 6.9% on magazines, 5.8% on outdoor and 4.3% on radio.^[6] Internationally, the largest (“Big Five”) advertising-agency groups are Dentsu, Interpublic, Omnicom, Publicis, and WPP.^[7]

In Latin, advertere means “to turn towards”.^[8]

History

Egyptians used papyrus to make sales messages and wall posters.^[9] Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in ancient Greece and ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC.^[10]

In ancient China, the earliest advertising known was oral, as recorded in the Classic of Poetry (11th to 7th centuries BC) of bamboo flutes played to sell confectionery. Advertisement usually takes in the form of calligraphic signboards and inked papers. A copper printing plate dated back to the Song dynasty used to print posters in the form of a square sheet of paper with a rabbit logo with “Jinan Liu’s Fine Needle Shop” and “We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time” written above and below^[11]is considered the world’s earliest identified printed advertising medium.^[12]

In Europe, as the towns and cities of the Middle Ages began to grow, and the general population was unable to read, instead of signs that read “cobbler”, “miller”, “tailor”, or “blacksmith”, images associated with their trade would be used such as a boot, a suit, a hat, a clock, a diamond, a horseshoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts. The first compilation of such advertisements was gathered in “Les Crieries de Paris”, a thirteenth-century poem by Guillaume de la Villeneuve.^[13]

In the 18th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after. However, false advertising and so-called “quack” advertisements became a problem, which ushered in the regulation of advertising content.

19th century

Thomas J. Barratt of London has been called “the father of modern advertising”.^[14][15][16] Working for the Pears Soap company, Barratt created an effective advertising campaign for the company products, which involved the use of targeted slogans, images and phrases. One of his slogans, “Good morning. Have you used Pears’ soap?” was famous in its day and into the 20th century.^[17][18]

Barratt introduced many of the crucial ideas that lie behind successful advertising and these were widely circulated in his day. He constantly stressed the importance of a strong and exclusive brand image for Pears and of emphasizing the product’s availability through saturation campaigns. He also understood the importance of constantly reevaluating the market for changing tastes and mores, stating in 1907 that “tastes change, fashions change, and the advertiser has to change with them. An idea that was effective a generation ago would fall flat, stale, and unprofitable if presented to the public today. Not that the idea of today is always better than the older idea, but it is different – it hits the present taste.”^[15]

As the economy expanded across the world during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising.

In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established the roots of the modern day advertising agency in Philadelphia. In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. The actual ad – the copy, layout, and artwork – was still prepared by the company wishing to advertise; in effect, Palmer was a space broker. The situation changed when the first full-service advertising agency of N.W. Ayer & Son was founded in 1869 in Philadelphia. Ayer & Son offered to plan, create, and execute complete advertising campaigns for its customers. By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession. ^[19] Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers.^[19]

20th century

Advertising increased dramatically in the United States as industrialization expanded the supply of manufactured products. In 1919 it was 2.5 percent of gross domestic product (GDP) in the US, and it averaged 2.2 percent of GDP between then and at least 2007, though it may have declined dramatically since the Great Recession.

Industry could not benefit from its increased productivity without a substantial increase in consumer spending. This contributed to the development of mass marketing designed to influence the population’s economic behavior on a larger scale.^[20] In the 1910s and 1920s, advertisers in the U.S. adopted the doctrine that human instincts could be targeted and harnessed – “sublimated” into the desire to purchase commodities.^[21] Edward Bernays, a nephew of Sigmund Freud, became associated with the method and is sometimes called the founder of modern advertising and public relations.^[22] Bernays claimed that:

“[The] general principle, that men are very largely actuated by motives which they conceal from themselves, is as true of mass as of individual psychology. It is evident that the successful propagandist must understand the true motives and not be content to accept the reasons which men give for what they do.”^[23]

In other words, selling products by appealing to the rational minds of customers (the main method used prior to Bernays) was much less effective than selling products based on the unconscious desires that Bernays felt were the true motivators of human action. “Sex sells” became a controversial issue, with techniques for titillating and enlarging the audience posing a challenge to conventional morality.^[24][25]

In the 1920s, under Secretary of Commerce Herbert Hoover, the American government promoted advertising. Hoover himself delivered an address to the Associated Advertising Clubs of the World in 1925 called ‘Advertising Is a Vital Force in Our National Life.”^[26] In October 1929, the head of the U.S. Bureau of Foreign and Domestic Commerce, Julius Klein, stated “Advertising is the key to world prosperity.”^[27]This was part of the “unparalleled” collaboration between business and government in the 1920s, according to a 1933 European economic journal.^[28]

The tobacco companies became major advertisers in order to sell packaged cigarettes.^[29] The tobacco companies pioneered the new advertising techniques when they hired Bernays to create positive associations with tobacco smoking.^[3][4]

Advertising was also used as a vehicle for cultural assimilation, encouraging workers to exchange their traditional habits and community structure in favor of a shared “modern” lifestyle.^[30] An important tool for influencing immigrant workers was the American Association of Foreign Language Newspapers (AAFLN). The AAFLN was primarily an advertising agency but also gained heavily centralized control over much of the immigrant press.^[31][32]

At the turn of the 20th century, advertising was one of the few career choices for women. Since women were responsible for most household purchasing done, advertisers and agencies recognized the value of women’s insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman – for a soap product. Although tame by today’s standards, the advertisement featured a couple with the message “A skin you love to touch”.^[33]

In the 1920s psychologists Walter D. Scott and John B. Watson contributed applied psychological theory to the field of advertising. Scott said, “Man has been called the reasoning animal but he could with greater truthfulness be called the creature of suggestion. He is reasonable, but he is to a greater extent suggestible”.^[34] He demonstrated this through his advertising technique of a direct command to the consumer.

On the radio from the 1920s

In the early 1920s, the first radio stations were established by radio equipment manufacturers, followed by non-profit organizations such as schools, clubs and civic groups who also set up their own stations.^[35] Retailer and consumer goods manufacturers quickly recognised radio’s potential to reach consumers in their home and soon adopted advertising techniques that would allow their messages to stand out; slogans, mascots, and jingles began to appear on radio in the 1920s and early television in the 1930s.^[36]

The rise of mass media communications allowed manufacturers of branded goods to bypass retailers by advertising directly to consumers. This was a major paradigm shift which forced manufacturers to focus on the brand and stimulated the need for superior insights into consumer purchasing, consumption and usage behaviour; their needs, wants and aspirations.^[37] The earliest radio drama series were sponsored by soap manufacturers and the genre became known as a soap opera.^[38] Before long, radio station owners realized they could increase advertising revenue by selling ‘air-time’ in small time allocations which could be sold to multiple businesses. By the 1930s, these advertising spots, as the packets of time became known, were being sold by the station’s geographical sales representatives, ushering in an era of national radio advertising.^[39]

By the 1940s, manufacturers began to recognize the way in which consumers were developing personal relationships with their brands in a social/psychological/anthropological sense.^[40] Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon/Esso, using insights drawn research methods from psychology and cultural anthropology, led to some of most enduring campaigns of the 20th-century.^[41]

Commercial television in the 1950s

In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the show – up to and including having one’s advertising agency actually writing the show.^{[citation needed]} The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame.^{[citation needed]}

Cable television from the 1980s

The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada.^[42]

On the Internet from the 1990s

With the advent of the ad server, online advertising grew, contributing to the “dot-com” boom of the 1990s.^[43] Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, some websites, including the search engine Google, changed online advertising by personalizing ads based on web browsing behavior. This has led to other similar efforts and an increase in interactive advertising.^[44]

The share of advertising spending relative to GDP has changed little across large changes in media since 1925. In 1925, the main advertising media in America were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9 percent. By 1998, television and radio had become major advertising media; by 2017, the balance between broadcast and online advertising had shifted, with online spending exceeding broadcast.^[45] Nonetheless, advertising spending as a share of GDP was slightly lower – about 2.4 percent.^[46]

Guerrilla marketing involves unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message. This type of advertising is unpredictable, which causes consumers to buy the product or idea.^[47] This reflects an increasing trend of interactive and “embedded” ads, such as via product placement, having consumers vote through text messages, and various campaigns utilizing social network services such as Facebook or Twitter.^[48]

The advertising business model has also been adapted in recent years.^{[when?][clarification needed]} In media for equity, advertising is not sold, but provided to start-up companies in return for equity. If the company grows and is sold, the media companies receive cash for their shares.

Domain name registrants (usually those who register and renew domains as an investment) sometimes “park” their domains and allow advertising companies to place ads on their sites in return for per-click payments. These ads are typically driven by pay per click search engines like Google or Yahoo, but ads can sometimes be placed directly on targeted domain names through a domain lease or by making contact with the registrant of a domain name that describes a product. Domain name registrants are generally easy to identify through WHOIS records that are publicly available at registrar websites.^[49]

Classification

An advertisement for the Wikimedia Foundation

Advertising may be categorized in a variety of ways, including by style, target audience, geographic scope, medium, or purpose.^[2]:9–15 For example, in print advertising, classification by style can include display advertising (ads with design elements sold by size) vs. classified advertising (ads without design elements sold by the word or line). Advertising may be local, national or global. An ad campaign may be directed toward consumers or to businesses. The purpose of an ad may be to raise awareness (brand advertising), or to elicit an immediate sale (direct response advertising). The term above the line (ATL) is used for advertising involving mass media; more targeted forms of advertising and promotion are referred to as below the line (BTL).^[50][51] The two terms date back to 1954 when Procter & Gamble began paying their advertising agencies differently from other promotional agencies.^[52] In the 2010s, as advertising technology developed, a new term, through the line (TTL) began to come into use, referring to integrated advertising campaigns.^[53][54]

Traditional media

Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniturecomponents, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes (“logojets“), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any situation in which an “identified” sponsor pays to deliver their message through a medium is advertising.^[55]

Television

Television advertising is one of the most expensive types of advertising; networks charge large amounts for commercial airtime during popular events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television – with an audience of over 108 million and studies showing that 50% of those only tuned in to see the advertisements.^[57][58] During the 2014 edition of this game, the average thirty-second ad cost US$4 million, and $8 million was charged for a 60-second spot.^[57] Virtual advertisements may be inserted into regular programming through computer graphics. It is typically inserted into otherwise blank backdrops^[59] or used to replace local billboards that are not relevant to the remote broadcast audience.^[60] More controversially, virtual billboards may be inserted into the background where none exist in real-life. This technique is especially used in televised sporting events. Virtual product placement is also possible.^[61][62] An infomercial is a long-format television commercial, typically five minutes or longer. The word “infomercial” is a portmanteau of the words “information” and “commercial”. The main objective in an infomercial is to create an impulse purchase, so that the target sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from customers and industry professionals.^{[citation needed]}

Radio

Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found on air, and also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population.^{[citation needed]}

Online

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in pay per click text ads, rich media ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.^{[citation needed]} A newer form of online advertising is Native Ads; they go in a website’s news feed and are supposed to improve user experience by being less intrusive. However, some people argue this practice is deceptive.^[63]

Domain names

Domain name advertising is most commonly done through pay per click web search engines, however, advertisers often lease space directly on domain names that generically describe their products. When an Internet user visits a website by typing a domain name directly into their web browser, this is known as “direct navigation”, or “type in” web traffic. Although many Internet users search for ideas and products using search engines and mobile phones, a large number of users around the world still use the address bar. They will type a keyword into the address bar such as “geraniums” and add “.com” to the end of it. Sometimes they will do the same with “.org” or a country-code Top Level Domain (TLD such as “.co.uk” for the United Kingdom or “.ca” for Canada). When Internet users type in a generic keyword and add .com or another top-level domain (TLD) ending, it produces a targeted sales lead.^[64] Domain name advertising was originally developed by Oingo (later known as Applied Semantics), one of Google‘s early acquisitions.^[65]

Product placements

Covert advertising is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise‘s character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them “classics”, because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In “Fantastic Four: Rise of the Silver Surfer“, the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard.^{[citation needed]}

Print

Print advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. One form of print advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad paid by the word or line. Another form of print advertising is the display ad, which is generally a larger ad with design elements that typically run in an article section of a newspaper.^[2]:14

Outdoor

Billboards, also known as hoardings in some parts of the world, are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large numbers of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums. The form known as street advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air dancers and 3D pavement advertising, for getting brand messages out into public spaces.^{[citation needed]} Sheltered outdoor advertising combines outdoor with indoor advertisement by placing large mobile, structures (tents) in public places on temporary bases. The large outer advertising space aims to exert a strong pull on the observer, the product is promoted indoors, where the creative decor can intensify the impression.^{[citation needed]} Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: target advertising, one-day and long-term campaigns, conventions, sporting events, store openings and similar promotional events, and big advertisements from smaller companies.^{[citation needed]}

Point-of-sale

In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (a.k.a. POP – point of purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays.^{[citation needed]}

Novelties

Advertising printed on small tangible items such as coffee mugs, T-shirts, pens, bags, and such is known as novelty advertising. Some printers specialize in printing novelty items, which can then be distributed directly by the advertiser, or items may be distributed as part of a cross-promotion, such as ads on fast food containers.^{[citation needed]}

Celebrity endorsements

Advertising in which a celebrity endorses a product or brand leverages celebrity power, fame, money, popularity to gain recognition for their products or to promote specific stores’ or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however; one mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps‘ contract with Kellogg’s was terminated, as Kellogg’s did not want to associate with him after he was photographed smoking marijuana.^{[citation needed]} Celebrities such as Britney Spears have advertised for multiple products including Pepsi, Candies from Kohl’s, Twister, NASCAR, and Toyota.^{[citation needed]}

Aerial

Using aircraft, balloons or airships to create or display advertising media. Skywriting is a notable example.^{[citation needed]}

New media and advertising approaches

A new advertising approach is known as advanced advertising, which is data-driven advertising, using large quantities of data, precise measuring tools and precise targeting.^[66] Advanced advertising also makes it easier for companies which sell ad-space to attribute customer purchases to the ads they display or broadcast.^[67]

Increasingly, other media are overtaking many of the “traditional” media such as television, radio and newspaper because of a shift toward the usage of the Internet for news and music as well as devices like digital video recorders (DVRs) such as TiVo.^[68]

Online advertising began with unsolicited bulk e-mail advertising known as “e-mail spam“. Spam has been a problem for e-mail users since 1978.^[69] As new online communication channels became available, advertising followed. The first banner ad appeared on the World Wide Web in 1994.^[70] Prices of Web-based advertising space are dependent on the “relevance” of the surrounding web content and the traffic that the website receives.^{[citation needed]}

In online display advertising, display ads generate awareness quickly. Unlike search, which requires someone to be aware of a need, display advertising can drive awareness of something new and without previous knowledge. Display works well for direct response. Display is not only used for generating awareness, it’s used for direct response campaigns that link to a landing page with a clear ‘call to action’.^{[citation needed]}

As the mobile phone became a new mass medium in 1998 when the first paid downloadable content appeared on mobile phones in Finland,^{[71][citation needed]} mobile advertisingfollowed, also first launched in Finland in 2000.^{[citation needed]} By 2007 the value of mobile advertising had reached $2 billion and providers such as Admob delivered billions of mobile ads.^{[citation needed]}

More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.^{[citation needed]}

Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station.^{[citation needed]}

Unpaid advertising (also called “publicity advertising”), can include personal recommendations (“bring a friend”, “sell it”), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, “Xerox” = “photocopier“, “Kleenex” = tissue, “Vaseline” = petroleum jelly, “Hoover” = vacuum cleaner, and “Band-Aid” = adhesive bandage). However, some companies^[which?] oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a generic trademark – turning it into a generic term which means that its legal protection as a trademark is lost.^{[72][disputed – discuss]}

From time to time, The CW Television Network airs short programming breaks called “Content Wraps”, to advertise one company’s product during an entire commercial break. The CW pioneered “content wraps” and some products featured were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota.^{[citation needed]}

A new promotion concept has appeared, “ARvertising”, advertising on augmented reality technology.^[73]

Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (propaganda).

Rise in new media

With the Internet came many new advertising opportunities. Pop-up, Flash, banner, pop-under, advergaming, and email advertisements (all of which are often unwanted or spam in the case of email) are now commonplace. Particularly since the rise of “entertaining” advertising, some people may like an advertisement enough to wish to watch it later or show a friend.^{[citation needed]}In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. In the last three quarters of 2009, mobile and Internet advertising grew by 18% and 9% respectively, while older media advertising saw declines: −10.1% (TV), −11.7% (radio), −14.8% (magazines) and −18.7% (newspapers).^{[citation needed]} Between 2008 and 2014, U.S. newspapers lost more than half their print advertising revenue.^[75]

Niche marketing

Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads. Also brought about by the Internet and the theory of the long tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible.^{[citation needed]} However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined,^{[citation needed]} leading to ads that are more relevant to viewers and more effective for companies’ marketing products. Among others, Comcast Spotlight is one such advertiser employing this method in their video on demand menus. These advertisements are targeted to a specific group and can be viewed by anyone wishing to find out more about a particular business or practice, from their home. This causes the viewer to become proactive and actually choose what advertisements they want to view.^[76] Niche marketing could also be helped by bringing the issue of colour into advertisements. Different colours play major roles when it comes to marketing strategies, for example, seeing the blue can promote a sense of calmness and gives a sense of security which is why many social networks such as Facebook use blue in their logos. Google AdSense is an example of niche marketing. Google calculates the primary purpose of a website and adjusts ads accordingly; it uses keywords on the page (or even in emails) to find the general ideas of topics disused and places ads that will most likely be clicked on by viewers of the email account or website visitors.

Crowdsourcing

The concept of crowdsourcing has given way to the trend of user-generated advertisements. User-generated ads are created by people, as opposed to an advertising agency or the company themselves, often resulting from brand sponsored advertising competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held the “Crash the Super Bowl” contest, allowing people to create their own Doritos commercials.^[77] Chevrolet held a similar competition for their Tahoe line of SUVs.^[77] Due to the success of the Doritos user-generated ads in the 2007 Super Bowl, Frito-Lays relaunched the competition for the 2009 and 2010 Super Bowl. The resulting ads were among the most-watched and most-liked Super Bowl ads. In fact, the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl were found by Nielsen’s BuzzMetrics to be the “most buzzed-about”.^[78][79] Another example of companies using crowdsourcing successfully is the beverage company Jones Soda that encourages consumers to participate in the label design themselves.^[80]

This trend has given rise to several online platforms that host user-generated advertising competitions on behalf of a company. Founded in 2007, Zooppa has launched ad competitions for brands such as Google, Nike, Hershey’s, General Mills, Microsoft, NBC Universal, Zinio, and Mini Cooper.^[81] Crowdsourcing remains controversial, as the long-term impact on the advertising industry is still unclear.^[82]

Global advertising

Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global. For global advertisers, there are four, potentially competing, business objectives that must be balanced when developing worldwide advertising: building a brand while speaking with one voice, developing economies of scale in the creative process, maximising local effectiveness of ads, and increasing the company’s speed of implementation. Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions: exporting executions, producing local executions, and importing ideas that travel.^[83]

Advertising research is key to determining the success of an ad in any country or region. The ability to identify which elements and/or moments of an ad contribute to its success is how economies of scale are maximized. Once one knows what works in an ad, that idea or ideas can be imported by any other market. Market research measures, such as Flow of Attention, Flow of Emotion and branding moments provide insight into what is working in an ad in any country or region because the measures are based on the visual, not verbal, elements of the ad.^[84]

Foreign public messaging

Foreign governments,^[which?] particularly those that own marketable commercial products or services, often promote their interests and positions through the advertising of those goods because the target audience is not only largely unaware of the forum as a vehicle for foreign messaging but also willing to receive the message while in a mental state of absorbing information from advertisements during television commercial breaks, while reading a periodical, or while passing by billboards in public spaces. A prime example of this messaging technique is advertising campaigns to promote international travel. While advertising foreign destinations and services may stem from the typical goal of increasing revenue by drawing more tourism, some travel campaigns carry the additional or alternative intended purpose of promoting good sentiments or improving existing ones among the target audience towards a given nation or region. It is common for advertising promoting foreign countries to be produced and distributed by the tourism ministries of those countries, so these ads often carry political statements and/or depictions of the foreign government’s desired international public perception. Additionally, a wide range of foreign airlines and travel-related services which advertise separately from the destinations, themselves, are owned by their respective governments; examples include, though are not limited to, the Emirates airline (Dubai), Singapore Airlines (Singapore), Qatar Airways (Qatar), China Airlines (Taiwan/Republic of China), and Air China (People’s Republic of China). By depicting their destinations, airlines, and other services in a favorable and pleasant light, countries market themselves to populations abroad in a manner that could mitigate prior public impressions.

Diversification

In the realm of advertising agencies, continued industry diversification has seen observers note that “big global clients don’t need big global agencies any more”.^[85] This is reflected by the growth of non-traditional agencies in various global markets, such as Canadian business TAXI and SMART in Australia and has been referred to as “a revolution in the ad world”.^[86]

New technology

The ability to record shows on digital video recorders (such as TiVo) allow watchers to record the programs for later viewing, enabling them to fast forward through commercials. Additionally, as more seasons of pre-recorded box sets are offered for sale of television programs; fewer people watch the shows on TV. However, the fact that these sets are sold, means the company will receive additional profits from these sets.

To counter this effect, a variety of strategies have been employed. Many advertisers have opted for product placement on TV shows like Survivor. Other strategies include integrating advertising with internet-connected program guidess (EPGs), advertising on companion devices (like smartphones and tablets) during the show, and creating mobile apps for TV programs. Additionally, some like brands have opted for social television sponsorship.^[87]

The emerging technology of drone displays has recently been used for advertising purposes.^[88]

Advertising education

In recent years there have been several media literacy initiatives, and more specifically concerning advertising, that seek to empower citizens in the face of media advertising campaigns.^[89]

Advertising education has become popular with bachelor, master and doctorate degrees becoming available in the emphasis.^{[citation needed]} A surge in advertising interest is typically attributed to the strong relationship advertising plays in cultural and technological changes, such as the advance of online social networking.^{[citation needed]} A unique model for teaching advertising is the student-run advertising agency, where advertising students create campaigns for real companies.^[90] Organizations such as the American Advertising Federation establish companies with students to create these campaigns.^{[citation needed]}

Purposes

Advertising is at the front of delivering the proper message to customers and prospective customers. The purpose of advertising is to inform the consumers about their product and convince customers that a company’s services or products are the best, enhance the image of the company, point out and create a need for products or services, demonstrate new uses for established products, announce new products and programs, reinforce the salespeople’s individual messages, draw customers to the business, and to hold existing customers.^[91]

Sales promotions and brand loyalty

Sales promotions are another way to advertise. Sales promotions are double purposed because they are used to gather information about what type of customers one draws in and where they are, and to jump start sales. Sales promotions include things like contests and games, sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts. The ultimate goal of sales promotions is to stimulate potential customers to action.^[92]

Criticisms

While advertising can be seen as necessary for economic growth,^[27] it is not without social costs. Unsolicited commercial e-mail and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers.^[93] Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation.^[94] This increasing difficulty in limiting exposure to specific audiences can result in negative backlash for advertisers.^[95] In tandem with these criticisms, the advertising industry has seen low approval rates in surveys and negative cultural portrayals.^[96]

One of the most controversial criticisms of advertisement in the present day is that of the predominance of advertising of foods high in sugar, fat, and salt specifically to children. Critics claim that food advertisements targeting children are exploitive and are not sufficiently balanced with proper nutritional education to help children understand the consequences of their food choices. Additionally, children may not understand that they are being sold something, and are therefore more impressionable.^[97] Michelle Obama has criticized large food companies for advertising unhealthy foods largely towards children and has requested that food companies either limit their advertising to children or advertise foods that are more in line with dietary guidelines.^[98] The other criticisms include the change that are brought by those advertisements on the society and also the deceiving ads that are aired and published by the corporations. Cosmetic and health industry are the ones which exploited the highest and created reasons of concern.^[99]

Regulation

There have been increasing efforts to protect the public interest by regulating the content and the influence of advertising. Some examples include restrictions for advertising alcohol, tobacco or gambling imposed in many countries, as well as the bans around advertising to children, which exist in parts of Europe. Advertising regulation focuses heavily on the veracity of the claims and as such, there are often tighter restrictions placed around advertisements for food and healthcare products.^[100]

The advertising industries within some countries rely less on laws and more on systems of self-regulation.^{[100][101][102]} Advertisers and the media agree on a code of advertising standards that they attempt to uphold. The general aim of such codes is to ensure that any advertising is ‘legal, decent, honest and truthful’. Some self-regulatory organizations are funded by the industry, but remain independent, with the intent of upholding the standards or codes like the Advertising Standards Authority in the UK.^[103]

In the UK, most forms of outdoor advertising such as the display of billboards is regulated by the UK Town and County Planning system. Currently, the display of an advertisement without consent from the Planning Authority is a criminal offense liable to a fine of £2,500 per offense.^[104] In the US, many communities believe that many forms of outdoor advertising blight the public realm.^[105] As long ago as the 1960s in the US there were attempts to ban billboard advertising in the open countryside.^[106] Cities such as São Paulohave introduced an outright ban^[107] with London also having specific legislation to control unlawful displays.

Some governments restrict the languages that can be used in advertisements, but advertisers may employ tricks to try avoiding them. In France for instance, advertisers sometimes print English words in bold and French translations in fine print to deal with Article 120 of the 1994 Toubon Law limiting the use of English.^[108]

The advertising of pricing information is another topic of concern for governments. In the United States for instance, it is common for businesses to only mention the existence and amount of applicable taxes at a later stage of a transaction.^[109] In Canada and New Zealand, taxes can be listed as separate items, as long as they are quoted up-front.^[110][111] In most other countries, the advertised price must include all applicable taxes, enabling customers to easily know how much it will cost them.^{[112][113][114]}

Theory

Hierarchy-of-effects models

Various competing models of hierarchies of effects attempt to provide a theoretical underpinning to advertising practice.^{[clarification needed][115]}

• The model of Clow and Baack^[116] clarifies the objectives of an advertising campaign and for each individual advertisement. The model postulates six steps a buyer moves through when making a purchase:
  1. Awareness
  2. Knowledge
  3. Liking
  4. Preference
  5. Conviction
  6. Purchase
• Means-end theory suggests that an advertisement should contain a message or means that leads the consumer to a desired end-state.^[117]
• Leverage points aim to move the consumer from understanding a product’s benefits to linking those benefits with personal values.^{[citation needed]}

Marketing mix

The marketing mix was proposed by professor E. Jerome McCarthy in the 1960s.^[118] It consists of four basic elements called the “four Ps“. Product is the first P representing the actual product. Price represents the process of determining the value of a product. Place represents the variables of getting the product to the consumer such as distribution channels, market coverage and movement organization. The last P stands for Promotion which is the process of reaching the target market and convincing them to buy the product.

In the 1990s, the concept of four Cs was introduced as a more customer-driven replacement of four P’s.^[119] There are two theories based on four Cs: Lauterborn’s four Cs (consumer, cost, communication, convenience) ^[120] and Shimizu’s four Cs (commodity, cost, communication, channel) in the 7Cs Compass Model (Co-marketing). Communicationscan include advertising, sales promotion, public relations, publicity, personal selling, corporate identity, internal communication, SNS, and MIS.^{[121][122][123][124]}

Advertising research

Advertising research is a specialized form of research that works to improve the effectiveness and efficiency of advertising. It entails numerous forms of research which employ different methodologies. Advertising research includes pre-testing (also known as copy testing) and post-testing of ads and/or campaigns.

Pre-testing includes a wide range of qualitative and quantitative techniques, including: focus groups, in-depth target audience interviews (one-on-one interviews), small-scale quantitative studies and physiological measurement. The goal of these investigations is to better understand how different groups respond to various messages and visual prompts, thereby providing an assessment of how well the advertisement meets its communications goals.^[125]

Post-testing employs many of the same techniques as pre-testing, usually with a focus on understanding the change in awareness or attitude attributable to the advertisement. With the emergence of digital advertising technologies, many firms have begun to continuously post-test ads using real-time data. This may take the form of A/B split-testing or multivariate testing.

Continuous ad tracking and the Communicus System are competing examples of post-testing advertising research types.^[126]

Semiotics

Meanings between consumers and marketers depict signs and symbols that are encoded in everyday objects.^[127] Semiotics is the study of signs and how they are interpreted. Advertising has many hidden signs and meanings within brand names, logos, package designs, print advertisements, and television advertisements. Semiotics aims to study and interpret the message being conveyed in (for example) advertisements. Logos and advertisements can be interpreted at two levels – known as the surface level and the underlying level. The surface level uses signs creatively to create an image or personality for a product.^{[citation needed]} These signs can be images, words, fonts, colors, or slogans. The underlying level is made up of hidden meanings. The combination of images, words, colors, and slogans must be interpreted by the audience or consumer.^[128] The “key to advertising analysis” is the signifier and the signified. The signifier is the object and the signified is the mental concept.^[129] A product has a signifier and a signified. The signifier is the color, brand name, logo design, and technology. The signified has two meanings known as denotative and connotative. The denotative meaning is the meaning of the product. A television’s denotative meaning might be that it is high definition. The connotative meaning is the product’s deep and hidden meaning. A connotative meaning of a television would be that it is top-of-the-line.^[130]

Apple’s commercials^[when?] used a black silhouette of a person that was the age of Apple’s target market. They placed the silhouette in front of a blue screen so that the picture behind the silhouette could be constantly changing. However, the one thing that stays the same in these ads is that there is music in the background and the silhouette is listening to that music on a white iPod through white headphones. Through advertising, the white color on a set of earphones now signifies that the music device is an iPod. The white color signifies almost all of Apple’s products.^[131]

The semiotics of gender plays a key influence on the way in which signs are interpreted. When considering gender roles in advertising, individuals are influenced by three categories. Certain characteristics of stimuli may enhance or decrease the elaboration of the message (if the product is perceived as feminine or masculine). Second, the characteristics of individuals can affect attention and elaboration of the message (traditional or non-traditional gender role orientation). Lastly, situational factors may be important to influence the elaboration of the message.^[132]

There are two types of marketing communication claims-objective and subjective.^[133] Objective claims stem from the extent to which the claim associates the brand with a tangible product or service feature. For instance, a camera may have auto-focus features. Subjective claims convey emotional, subjective, impressions of intangible aspects of a product or service. They are non-physical features of a product or service that cannot be directly perceived, as they have no physical reality. For instance the brochure has a beautiful design.^[134] Males tend to respond better to objective marketing-communications claims while females tend to respond better to subjective marketing communications claims.^[135]

Voiceovers are commonly used in advertising. Most voiceovers are done by men, with figures of up to 94% having been reported.^[136] There have been more female voiceovers in recent years,^[when?] but mainly for food, household products, and feminine-care products.^[137]

Gender effects in the processing of advertising

According to a 1977 study by David Statt, females process information comprehensively, while males process information through heuristic devices such as procedures, methods or strategies for solving problems, which could have an effect on how they interpret advertising.^{[138][need quotation to verify]} According to this study, men prefer to have available and apparent cues to interpret the message, whereas females engage in more creative, associative, imagery-laced interpretation. Later research by a Danish team^[139] found that advertising attempts to persuade men to improve their appearance or performance, whereas its approach to women aims at transformation toward an impossible ideal of female presentation. In Paul Suggett’s article “The Objectification of Women in Advertising”^[140] he discusses the negative impact that these women in advertisements, who are too perfect to be real, have on women, as well as men, in real life. Advertising’s manipulation of women’s aspiration to these ideal types as portrayed in film, in erotic art, in advertising, on stage, within music videos, and through other media exposures requires at least a conditioned rejection of female reality, and thereby takes on a highly ideological cast. Studies show that these expectations of women and young girls negatively impact their views about their bodies and appearances. These advertisements are directed towards men. Not everyone agrees: one critic viewed this monologic, gender-specific interpretation of advertising as excessively skewed and politicized.^{[141][need quotation to verify]} There are some companies, however, like Dove and Aerie that are creating commercials to portray more natural women, with less post production manipulation, so more women and young girls are able to relate to them.^{[citation needed]}

More recent research by Martin (2003) reveals that males and females differ in how they react to advertising depending on their mood at the time of exposure to the ads, and on the affective tone of the advertising. When feeling sad, males prefer happy ads to boost their mood. In contrast, females prefer happy ads when they are feeling happy. The television programs in which ads are embedded influence a viewer’s mood state.^[142] Susan Wojcicki, author of the article “Ads that Empower Women don’t just Break Stereotypes—They’re also Effective”^[143] discusses how advertising to women has changed since the first Barbie commercial where a little girl tells the doll that, she wants to be just like her. Little girls grow up watching advertisements of scantily clad women advertising things from trucks to burgers, and Wojcicki states that this shows girls that they are either arm candy or eye candy.

Alternatives

Other approaches to revenue include donations, paid subscriptions and microtransactions. Websites and applications are “ad-free” when not using ads at all for revenue. For example, the online encyclopaedia Wikipedia provides free access to its content by receiving funding from charitable donations.^[144]

See also

Influential thinkers in advertising theory and practice

Branding In Marketing from
https://en.wikipedia.org/wiki/Branding

• Brand, a name, logo, slogan, and/or design scheme associated with a product or service
  • Branding (promotional), the distribution of merchandise with a brand name or symbol imprinted
  • Brand management, the application of marketing techniques to a specific product, product line, or brand
  • Employer branding, the application of brand management to recruitment marketing and internal brand engagement
  • Internet branding, brand management on the Internet
  • Nation branding, the application of marketing techniques for the advancement of a country
    • Place branding, the application of marketing techniques for the advancement of country subdivisions
  • Personal branding, people and their careers marketed as brands
  • Co-branding, two companies or brands partnering on a product or service
  • Branding agency, a type of marketing agency which specializes in creating brands
  • Faith branding, the application of marketing techniques to religious institutions or individual

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A report exclusively for Kommando

It’s not an oncoming alien invasion but a mixture of soap, foam, helium and novelty which creates our newest road show offerings that can be of good help to the environment, taking your brand to the skies.

All integrated marketing strategy for brands are gradually boiling down to the fix insight around the brands goal for every year. Going back to our roots said by Kommando … In 1996 they created the world’s first ever “Skyjack” guerrilla stunt for a movie premier using giant laser projections and high-powered searchlights bounced onto low cloud cover, creating the special effects of an oncoming Alien Invasion, a stirring in the skies…

It’s not an oncoming alien invasion but a mixture of soap, foam, helium and novelty which creates their newest Kommando offering in the marketing world, taking your brand to the skies. BLOGOS can be shaped into logos or badges of any shape, created to soar hundreds or thousands of feet.

Their BLOGOS are created using a specialized machine which produces a 3 foot logo/shape at the rate of 1 every 15-20 seconds and the best bit is they are completely biodegradable, dissolving in the sky after a matter of hours.

Launched inside, outside or over your main competitors event, we can’t think of anything more exciting than a cheeky BLOGO lifting the heads of everyone around is very important in building a global appeal with the right audience that can benefit from a brands market aim.

Boardwalk Empire Experiential Campaign  And Experiential Marketing

An NYC subway is transported back to the 1920’s to promote Boardwalk Empire… which seems to be an amazing idea spanning various location in the world. Through experiential marketing strategy a client can get to the forefront of his market without having to incur cost afterwards. Through Letter Head Printing | Sticker

We love this idea to promote HBO’s Boardwalk Empire; a subway train was replaced with a vintage 1920s train to recreate to mood and atmosphere of the era that the show is set in.

A great experiential campaign if ever we saw one!

Biggest Ever Lipton Iced Tea Sampling

Britvic aims to reach at least 1million UK consumers this summer with its largest ever sampling campaign.

The campaign follows the rapid growth in the value – up 92.7% – of the “cold hot drinks” sector and will be rolled out across nine major UK cities.

Firework displays will illuminate the skies tomorrow while gamers’ screens are lit up by the new zombie video game, Dead Island, which was at the centre of this year’s most talked about and effective video game trailer.

This year, the first trailer for Dead Island caused a stir on the web: The story, told in reverse, of the death of a young girl, through a zombie attack and her parents’ attempt to save her life. The trailer was jaw dropping, raw with emotion, and captured the eyes of millions (over 1 million in the first 24 hours alone) around the world.

Publishers of the game didn’t expect the trailer to receive such a following and coverage through social media channel YouTube. The shocking yet realistic images made entertaining visuals coupled with a gripping soundtrack and daring concept, leaving viewers wanting more and gamers anticipating the release.

The brand used a concept many would be aware of combined with compelling music to create an emotional connection with the viewer. It is no surprise that the original video has had nearly 8 million hits and inspired makers to release other versions. The musical accompaniment proved to be such a hit that the artist gave permission for its release and download on iTunes.

Some critics were worried that the game wouldn’t live up to all its hype but recently this rumor has been squashed as Dead Island entered in at No.1 in the UK Video Game Chart managing to beat off competition and maintain its popularity. Deep Silver used a marketing company to create the initial teaser trailer which was amplified through various social media channels.

The success in the US has sparked a bidding war amongst Hollywood studios eager to get their hands on adaptation rights. Lionsgate recently announced their acquisition of film rights, which they hope to expand to a potential franchise, and had the following to say:

“This is exactly the type of property we’re looking to adapt at Lionsgate: it’s sophisticated, edgy, and a true elevation of a genre that we know and love. It also has built in brand recognition around the world, and franchise potential.”

What a great example of how social media can benefit your brand and getting the right connection with your target market can provide endless opportunities! Maybe this footage could be a contender for Youtube’s Ad of the Year?

Britvic research shows that that when people try Lipton Ice Tea, 80% go on to buy the drink. Jon Evans, head of seed brands at Britvic, says Lipton Ice Tea is set to be “the next Innocent Smoothie” of the drinks sector.

He adds: “We are reinvesting in Lipton Ice Tea every year and this summer’s sampling campaign should reach 3 million people with word of mouth.”

Sampling stations will encourage consumer engagement with the Lipton brand through the game of “knokkers” – a mixture between pool and bowls. The campaign will also be supported by a social media marketing campaign to amplify the message and ensure consumers continue to engage with the campaign even after the summer sampling has finished.

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Reverse Graffiti has been doing the rounds for a few years now, yet there is still a grey area over its legality.

Also known as Clean Graffiti, the temporary and environmentally friendly effect is achieved by removing dirt from a surface to create an advertisement. So, can people really be charged for what is effectively cleaning?Many companies have employed this format of advertising with no legal action, yet a Yorkshire Reverse Graffiti artist known as “Moose” was faced with prosecution by Leeds City Council who insisted his work for Smirnoff was illegal because all advertisers need a permit.

In some locations reverse graffiti is against the law, covered by the Town and Country Planning Act 1990, but it can be difficult to find accurate information and research on the internet fails to “clean” up the issue.

These graphic scenes aren’t for the launch of a new movie or reality show. A performance artiste is undergoing animal laboratory tests in the window of Lush Regent Street London, to raise awareness of the worldwide ‘Fighting Animal Testing’ campaign and EU petition.

The stunt is part of a campaign by Lush Cosmetics and The Humane Society.

Hundreds of horrified shoppers watched a young woman endure 10 hours of experiments, being restrained, force-fed and injected with cosmetics in a high street shop window.

Some of the experiments on the model included hair removal, squirting irritants in the eyes, injecting solution via needles and lotions/ creams smeared across the face.

The model appeared genuinely terrified as she was pinned down on a bench and had her mouth stretched open with two metal hooks while a man in a white coat force-fed her until she choked and gagged.

The gruesome spectacle aimed to highlight the cruelty inflicted on animals during cosmetic laboratory tests and raise awareness that animal testing is still a common practise.

The Humane Society International and Lush Cosmetics have joined forces to launch the largest-ever global campaign to end animal testing for cosmetics.

The campaign, launched to coincide with World Week for Animals in Laboratories, is being rolled out simultaneously in over 700 Lush Ltd. shops across forty-seven countries including the United States, Canada, India, Australia, New Zealand, South Korea and Russia.

Lush campaign manager Tamsin Omond commented: “The ironic thing is that if it was a beagle in the window and we were doing all these things to it, we’d have the police and RSPCA here in minutes.

Somewhere in the world, this kind of thing is happening to an animal every few seconds on average. The difference is, it’s normally hidden. We need to remind people it is still going on.”

THE STUNT

In total, 70 ft peace signs have appeared in over ten cities across the UK on behalf of Lynx.

The brands Make Love Not War campaign saw London’s iconic Tower Bridge adorned with a giant peace sign, while further down the river a huge water projection in front of The London Eye created a beacon of peace, shining out for all to see.

Over ten cities including Edinburgh, Manchester, Bristol, Brighton and Sheffield saw the symbol projected onto key iconic buildings.

Jeremy Gilley, founder of Peace One Day, said of the campaign: “Through our partnership with Lynx, we hope to raise awareness in an astonishing amount of young people, and awareness of peace is everything.”

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The stunning display was part of a nationwide publicity campaign called Make Love Not War organised by the deodorant brand, Lynx, which has made use of many of the country’s best known and best loved buildings.

Similar stunts have been organised at other famous buildings across the country, including Leeds Corn Exchange and Glastonbury Festival.

Inspiring a new world peace?

THE STUNT

In total, 70 ft peace signs have appeared in over ten cities across the UK on behalf of Lynx.

The brands Make Love Not War campaign saw London’s iconic Tower Bridge adorned with a giant peace sign, while further down the river a huge water projection in front of The London Eye created a beacon of peace, shining out for all to see

Over ten cities including Edinburgh, Manchester, Bristol, Brighton and Sheffield saw the symbol projected onto key iconic buildings.

Jeremy Gilley, founder of Peace One Day, said of the campaign: “Through our partnership with Lynx, we hope to raise awareness in an astonishing amount of young people, and awareness of peace is everything.”

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The stunning display was part of a nationwide publicity campaign called Make Love Not War organised by the deodorant brand, Lynx, which has made use of many of the country’s best known and best loved buildings.

Similar stunts have been organised at other famous buildings across the country, including Leeds Corn Exchange and Glastonbury Festival.

Responsible Drinking Experiment

Heineken teamed up with DJ Armin van Buuren to undertake a social ‘experiment’ across two separate nights in the same club.

The test, named ‘Dance More, Drink Slow’, was used to demonstrate that a good DJ can encourage people to limit their drinking in order to enjoy the music. The stunt was able to successfully influence the drinking behaviour of revellers.

The beer giant will soon launch its global campaign which encourages drinkers to make the most of their nights out in a responsible way. The campaign message is being amplified through “The Experiment.”

“The Experiment” video accompanied by a new music track, ‘Save My Night’ will also be backed by a series of experiential stunts targeting young adults during their nights out in more than 20 countries.

Heineken’s latest drive is part of an ongoing “responsibility to make moderate drinking aspirational,” (Heineken, 2014) and builds on the brands “Sunrise” campaign, which launched in 2012, to provide a contrast to the negative anti-drinking ads pushed by other companies.

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Digital & Social Media

In a world where attention is the holy grail for marketers – where online engagement and social media chatter are the new return on investment – it’s vital to connect Brand Experiences to the digital landscape for amplification and measurement..

By understanding the full spectrum of social media channels available, we tailor authentic, targeted and memorable brand experiences for your consumers.

DIGITAL EXPERIENTIAL MARKETING

With so many elements that make up an effective digital Experiential strategy, sometimes it can be difficult to keep up. That’s where we come in.

We combine Experiential Marketing techniques and Technology to bring digitally connected audiences together through the power of digital.

SOCIAL MEDIA

Explosive Thinking To Grow Your Brand!

We know how to turn your event into a fully discoverable social machine. Ultimately, it is about amplifying your brand message by keeping the conversation going!

We can even throw in some out-of-the-box thinking to ensure you get the best exposure possible in a landscape where originality thrives.

BRINGING BRANDS TO LIFE

77% of marketers use experiential marketing as a vital part of a brand’s advertising strategies.

LIMITLESS POSSIBILITIES

Authentic and immersive brand experiences, give consumers a better ‘feeling’ for the brand. Utilising the senses to engage audiences can emotionally define it from it’s competitors. Building that exciting feeling around your brand story is what we do.

Our creativity and immersive experiential event technology, provide the elements of surpirse and delight, bringing people and brands closer together.

For the best Experiential Marketing results, you need the most experienced team.

Product Sampling

Understanding the myriad of challenges that come with nationwide product sampling is a skill, perfected over time and through experience.

Since 2000 our team of product sampling expertshave planned, moved and distributed an estimated 8 million product samples accross the UK with military precision.

Highly effective and results orientated, our product sampling delivers results.

GET YOUR PRODUCTS OUT THERE

GET YOUR PRODUCTS OUT THERE

We provide effective planning, tools and resource that drive hassle-free product sampling across the UK. Mobilising samples safely to the frontline and into the hands of any target audience where they are most responsive…It’s what we do. We treat each product sample as valuable currency, ensuring that it’s not just received as a “freebie” but a powerful marketing trigger that generates the highest possible returns for our clients

WE’LL TAKE CARE OF EVERYTHING

We’ve been providing all manner of product sampling services to clients for 18 years. Whether you require food, & drink sampling, in store, city centre or festival sampling, we have the support staff and experience to pull it off. Rest assured that your product sampling campaign and reputation is in the safest hands with Kommando.

• UK wide coverage
• Fast Turnaround
• Guaranteed customer engagement
• We’ll plan and enact your campaign
• All quotes free of charge
• We’re the go to agency for big brands

Promotional Staffing

Our vast experience in the industry, and having a network of 3000+ staff means you can rely on Kommando to get the job done.

Whether you need 1 member of staff or 100 across the entire UK, we can fulfil all of your staffing requirements.

Leading the industry through innovative technology that improves staffing efficiency and client satisfaction is what makes us one of the leading promotional staffing agencies. Our Klockwork Staffing System really pays dividends and our military precision becomes Kommando’s watchword. We apply that same rigour to each and every campaign the length and breadth of the country.

KLOCKWORK^TM

All of our staffing and sampling projects are underpinned by Klockwork, our unique field force process which recruits, monitors, evaluates & mobilises.

You can rely on our promotional ambassadors to complete the project efficiently and effectively. We understand that sourcing the right face and personality for your brand and campaign is top priority. Get in touch with us.

At the XINI all our hopes is to  to become your campaign marketing partner for your successful political campaign.

The Apple Experience

A new report from the Wall Street Journal reveals details of just how seriously Apple takes its consumer experience.From the way the employees speak to people to the more minor details such as the security cables holding the products to the tables, every last factor has been engineered to give the best possible consumer experience.

SOME OF THE DETAILS ARE:

To put a positive spin on bad news, employees at the Genius Bar are asked to say “as it turns out” rather than “unfortunately”.New employees are forbidden to talk to customers and instead shadow more experience colleagues until they are ready – often taking a few weeks or more.To keep things busy its common for Genius appointments to be triple booked.

With Apple’s sales per square foot now at $4,406 (higher than luxury jeweller Tiffany’s and Co) they must be getting something right.

LOCOGs on Mobile Marketing

Are LOCOGs efforts to control mobile marketing wasted?

The news that LOCOG is aiming to prevent non-sponsors from using virtual space surrounding the Olympics by making official location based check-in available only to sponsors has sparked some debate in Kommando HQ.

LOCOG plans to take advantage of Foursquare by offering a range of check-in points relevant to the Games. A deal with Foursquare could not be confirmed as yet but they are in talks to offer official check-in platforms open only to sponsors.

A spokesman for LOCOG said ‘We will be working with a range of location-based services at Games-time on a non-exclusive basis. We will announce more details in due course.’

Following the warning from digital experts that there will be a barrage of social media marketing ahead of London 2012 we wonder if LOCOGs efforts will be wasted due to the other opportunities available for non-sponsors to get in on the act.

If social media can bring down governments and change regimes then how much of a chance does LOCOG have of controlling and managing social media in and around the Games? Which brings us to the point that if you want to reach and target this audience but don’t have the privilege of being an official sponsor, mobile, digital and social coupled with guerrilla tactics is your best option!

Ariel Fashion Shoot

This is a fun experiential marketing campaign with a nice social media tie in from Ariel…

Appearing for one week (from 29th August – 3rd September) a specially built glass box was constructed in the waiting hall of Stockholm Central Station. Passers by could watch as clothes, which were hung on a washing line, moved around the box and were hit with ketchup, drinking chocolate and lingonberry jam.

The clever part becomes clear when it is revealed that the industrial robot responsible for firing the condiments is controlled by Facebook users, in real time. Participants who visited the bespoke custom Facebook page were invited to aim, stain and win whatever they hit. The stained garment was then sent to the player once it was washed on-site with Ariel Actilift.

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Crop Art

Take a closer look at the images below and you’ll notice that this is not just painted, ink stained grass or a large image placed in a field, it is the result of months of planning and precise execution. It is Large Scale Crop Art.

Also known as landscape art and is essentially coloured rice crops which can only be seen from an Ariel view and take months to grow. The canvas is the size of the fields that it occupies.Images are created on large areas of land, beginning with planning and design commencing many months in advance. Planting, mowing and on occasions burning or plowing is carried out in the latter stages.

Crop Art used by marketers falls under Guerrilla Marketing because these creations make for engaging experiences, generating buzz and publicity. The artistic Guerrilla stunt uses experts in the field (literally), who are equip with the relevant knowledge and use highly specialised techniques and tools. They Crop Art also utilises highly specialised equipment and intelligent ideas and design.

The impressive photos and video above display ‘murals’ grown by farmers in Japan, Inakadate, using different coloured rice plants. The crops were produced in summer months after they had a chance to grow and are created by planting purple and yellow-leafed kodaimai rice along with their local green-leafed tsugaru roman variety.

These japanese pieces of art cover 15,000 square metres and anyone interested in seeing it either can view it from the air or locals can climb the village’s castle tower.

Using computers, farmers can draw the design and calculate a precise layout and plan for planting rice. Many coloured variations of rice were used for this particular project and the village’s Crop Art attracts more than 15,000 visitors to the area every summer (Inakadate is only home to around 8,700 people).

Creating enormous images and placing them upon the earth is not novel. The Nazca people of ancient Peru created vast geoglyphs of animals and geometric shapes by scratching lines into the Earth’s surface as did other ancient peoples.

Crop Art is a creative Guerrilla Marketing technique which has inspired many brands and musicians to produce similar large scale artwork on areas of land, across the world. Although these imitations of Crop Art use less specialised techniques and equipment they still make impressive Guerrilla Marketing stunts. See ‘The Streets’ creation within the images above.

What Does Virtual Reality Feel Like?

In the video below a consumer decides to take part in virtual reality. He soon shows spectators how real the experience can feel.

The man enters a world of virtual reality through a specialised headset and headphones attached to a computer system running the virtual reality program. He finds himself hundreds of meters above a city riding what looks like the scariest rollercoaster in the world but he is then pushed by a friend as he endures the first plummet.

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Remember when Volkswagen cleverly used Star Wars for their Super Bowl commercial? After achieving great success with this memorable advert they have created another attention grabbing ad for the 2012 Super Bowl.

So far VW’s post has generated: 62,830 likes and been viewed by 9,316,007.

This year’s Super Bowl sees New York Giants compete against New England Patriots and Volkswagen is bringing Star Wars back into the limelight for their big Super Bowl spot. The brand has released a teaser commercial which features a ‘canine choir’ centre stage and barking a familiar tune. The teaser has been named “The Bark Side 2012 Volkswagen Super Bowl Commercial Teaser” and the barks follow the melody of ‘The Imperial March’ from The Empire Strikes Back. Aside from singing the canines are quite amusing to watch while they are on the set, a set which has been created to resemble the Rebel Blockade Runner that Princess Leia used to escape from the Empire with the Death Star plans.

Some of the dogs have been transformed into Star Wars characters and dressed as Wicket the Ewok, Chewbacca, Princess Leia, and lastly the great Darth Vader.

Volkswagen has said ‘The Bark Side’ will air during the Super Bowl on Sunday, February 5.

Volkswagen have commented about the release of the video: “A canine chorus barks a familiar tune. Keep an eye out for our 2012 Game Day commercial—it will all make sense. Love Star Wars and Volkswagen?

NEXT

Local Printing To Digital Printing Steps

Printing: The main brand purpose of this article is to help you understand how detailed and complex the print process truly is, and the value of working with someone who has the expertise to ensure your job is handled correctly. There is an enormous difference between a quality print job and simply sending your files to a local franchise print shop. Today, we open the doors of our Art/Production Department to give you an exclusive behind-the-scenes tour of what the print process looks like at .

Series 1 Exposition

Graphic Design

Graphic design is defined as the arrangement of type and visual elements along with specifications for paper, ink colors, and printing processes that, when combined, convey a visual message.[1] The graphic design stage includes concepting, page layout, typography, illustration, photography selection, color decisions, and producing final computer files.

Note: While it is tempting to hire a freelance graphic designer to create materials that can be sent directly to a low-cost printer, not all graphic designers know how to properly prepare files for printing. Once a design is approved, the files must be “packaged”. Unless the graphic designer is trained in production management, the odds increase substantially for a less than satisfactory print job. The reasons vary from missing fonts and/or images, to the use of incompatible software, for example. This generates delays, cost overruns, unanticipated proofing rounds, late-stage design changes, and sometimes disappointment over the finished job. Meticulous attention to detail at each step of the process is necessary to avoid these kinds of issues.

Creation of artwork – Important facts

Creating artwork requires taking multiple factors into account. Here are some of the most important elements to consider:

Proper design software

Art must be prepared in the software that is best suited for the particular task, and in a version that is compatible with the selected print shop. If the print shop uses a newer or older version than what the art file was created with, you can run into problems. Some of the industry’s standard applications include: Illustrator, a drawing program to create logos or illustration; Photoshop, a pixel-based program to manipulate photos; and In Design, a page layout program to create a single or multi-page document.

Accurate layout

Usually, files need to be built at actual size and use bleed space when appropriate. (This eliminates room for errors with the printing estimate and final printed result). If a file is not built correctly, the printer will have to spend time (and therefore charge you a fee) to readjust files to fit the correct specifications of the job.

Approved fonts

The fonts should be consistent with your brand standard and must be included with the files sent to the printer. If the printer does not have the font used in the artwork, and it has not been included with the packaged files, the printer may simply choose to substitute the fonts, producing something that is probably similar but not what you actually approved.

Suitable image resolution

Images need to be high-resolution and large enough to fit within the assigned space. The resolution should be 300 dpi (dots per inch). Anything smaller than that might result in a loss of quality.

Precise color

As with the fonts, the colors and general tone of the piece should be consistent with your brand. That said, never trust the colors of a piece being designed on a computer as the actual colors that will turn out once printed! The reason is because a computer screen and paper printing use 2 different types of processes, RGB and CMYK, to create actual colors:

• RGB (Red, Green, Blue) is an “additive coloration” mode. Think of a computer screen with a black background. In order to see the colors, some lights of red, green, and blue are “added” to the black background. RGB is typically used to render colors on monitors and computer screens.
• CMYK (Cyan, Magenta, Yellow, Black) is a “subtractive coloration” mode. It is intended to be applied to print on white or colored paper, and calculates the correct hues by “subtracting” from the initial brightness of the paper. The CMYK coloration mode is intended for use in paper printing applications and printing specific, exact colors.

CMYK is also referred to as “process colors,” which is different than spot colors (also called PMS – Pantone Matching System). CMYK uses four different color inks (Cyan, Magenta, Yellow, and Black) overlapping each other to achieve the full color spectrum. To print any multicolor image, the same four color inks are used. The press runs four imes to apply each ink individually.

Spot colors are pre-mixed inks that are applied only to the area assigned for each particular color. For example, to print a blue, brown, and red image, pre-mixed blue, brown, and red inks are used. In this case, the printing press runs only three times, which reduces printing costs. Click here to read more about spot colors.

We work on-site with the printer to ensure that the final printed product matches your brand colors as closely as possible and we advise on color corrections along the way if necessary.

File naming

Files must be named to allow printers to work more efficiently. For example, make sure there are no unusual characters in the file’s name or it may cause a printer’s computer to crash. They should be labeled with the correct extension: .ai for Illustrator, .indd for InDesign, digital marketing etc. Perhaps this sounds elementary to some, but we have learned that this simple step significantly expedites the process.

File preparation to release for print

Before the artwork can be sent to the printer, here are a few steps we use to ensure the files are prepared correctly:

• Use of preflight software: Preflight software helps collect all the fonts and images, search for missing items, and avoid mistakes.
• Verification of page size settings and bleeds : Incorrect page settings cannot be fixed by simply scaling up or down, so make sure the document size is the final trim size. Bleed photos and other graphics that extend to the edge of a page must be set up to overlap the trim margins by an 1/8th inch to avoid white along the edge.
• File cleanup: Cluttered files not only confuse and frustrate printers, they compound the possibility of errors. Make sure to remove unnecessary artwork, delete unused colors, and verify that all the color names match exactly across all programs. An oversight such as not specifying whether a color is CMYK or PMS (or spot colors) might change the overall colors of a piece or even turn a four-color job into a more expensive five-color job by mistake.

The Quote Process – Communication with vendors is key

We always communicate with our vendors early in the process and negotiate the best prices for our clients without sacrificing quality. We discuss topics covering the purpose of the materials we will be printing, the final size, the quantity needed, the deadline, etc. All of this information is essential to determine the best type of press to be used (digital or offset), schedule press time, order paper, etc. Here are some of the elements we take into consideration:

• Size: dimensions of the piece (flat and final size)
• Stock: weight, finish, grade name, and color of the paper
• Inks: number and types of inks and varnishes (four-color process, PMS colors)
• Bleed: an 1/8th inch extension to the edge of a page
• Proofs: review of PDF and hard-copy versions
• File format: this information is very important to make sure the print shop can support our software/application and can open the files
• Finishing: type of trim, score, fold, assembly, and seal if applicable
• Printing and mailing or shipping date: this step is very important to determine which vendor and what kind of budget best suits the project

Prepress and the proofing process

Prepress refers to all the print production functions that take place from the moment the files are sent to the printer to the actual printing. These functions might include some of the following: receiving media files, creating proofs for review and approval, making any final changes/edits, creating the plates for the offset press, etc. At XINI, we use a 3-step final proofing process:

• Step 1: PDF proof (review copy/elements/fonts) – We request a PDF proof of the artwork from our vendors. This allows us to proofread the content one last time and make sure the piece contains no mistakes. It also lets us make sure the text hasn’t shifted or the images haven’t moved while the printer processed the files.
• Step 2: Hard-copy proof (review color match/paper) – We then receive a hard-copy printout, which lets us see the final document, check for discrepancies, and clarify how the layout is intended to look.
• Step 3: On-location press-check – Upon approval of the hard-copy proof, we go to the print shop for a final press-check in order to approve the paper, inks, varnishes, colors, etc.

Printing (offset vs. digital)

Printing is the mechanical process of applying ink to paper using an offset or digital press. The offset press is the most cost effective way of producing large volumes of printed materials, while the digital press is more commonly used for smaller volume and lower production cost. It is important to understand that the final product will look slightly different when printed digitally vs. offset, as well as from printer to printer. Proper and consistent paper selection is also a critical component of the process because color appears distinctively on different  paper stocks and with or without finishes (varnish, aqueous coating, etc.). So when you need to reprint, it is best to use the same methodology, on the same paper, with the same finishes, at the same printer to match the original run as closely as possible. As part of our service, we have skilled production managers who oversee the process to ensure great and consistent outcomes.

Bindery/Finish

After a job is printed, the next stage includes one or many steps depending on the end product: cutting/trimming, folding, laminating, scoring, perforating, stitching, and binding. The last step in the bindery stage includes packaging for delivery.

Delivery

Most jobs are shipped to our clients directly or delivered to a specialized facility called a mail-house or “letter-shop” when materials are to be mailed on behalf of the client. In this stage, the addresses are computer-imprinted from the customer’s mailing list database onto the printed piece, then sorted and prepared for delivery to the post office.

As you can see, the print production process is very detailed and requires a certain level of experience and expertise. Most importantly, at  , we monitor the jobs in person, from start to finish, to ensure that the highest standards are met, your brand is represented through quality materials, and that you always receive the utmost value for your investment.

 

Series 2 Exposition

Book production

Book production is a complex process that begins with detailed planning. Together with the printer, the paper, printing process and number of copies are specified; then, together with the graphic designer, the cover, binding and layout are developed. The prepress process concerns itself with the print data to ensure that the finished printed book should correspond exactly to your conception.

It is vital in book production for there to be a seamless interlinking of processes, know-how and commitment on the part of all XINI employees and a constant control of individual work procedures, which requires teamwork at all levels.

Book production – the way to your book begins with the book design

The manuscript is finished: now you want to see the book in print. As the author, publisher or client you may already have a concrete idea of how the book is to look. Our specialists help you realise your ideas for book design. They know which layout, cover and configuration is right for your book and will appeal to readers.

The cover is an important publicity and information medium: it is designed at XINI Prints by experienced graphic designers. The book cover represents the first visible reference to the book in any advertising effort as well as the first contact between the reader and the book, conveying far more than simply the author’s name and title. If you wish to have books printed, we will be pleased to offer you comprehensive advice on the design of the book cover as well as on the choice of the correct format, binding and paper.

Prepress and planning – your book goes to print

The individual steps in the production of a book are closely connected at LONGO. Smooth collaboration between our various departments, from pre-press to print logistics, is a major factor contributing to our high print quality, punctual delivery and costing accuracy.

Small and mini print runs are perfectly suited to digital printing, thanks to digital printing, book production is now an affordable, costable option, and not just for self publishers. If a large print run is required, the speed and precision of offset printing make it the appropriate process.

After the book has been printed it must be bound. The raw printed sheets come from the printworks and are folded, bound, cut and provided with a binding. Whether for threadless binding or thread stitching, a book for the mass-market or the coffee-table, we can also comprehensively advise you on this production step.

Books are frequently shrink-wrapped in plastic foil and bundled with booklets or magazines, and thus prepared for dispatch. We also support you in all the steps that follow the print run!

The end of the book production process results in what the XINI team always delighted to hold in their hands: a finished book! Contact us for more details. or send an email to info@xinicomms.com for our quote or simply call 07082709871, 07015883269 today.

 

Going forward, We Have The Multi Step Printing Exposition

We have mentioned that printing is both a dirty business and one in which “printers” use the technical nature of the process to extract extra costs. Lithosphere’s philosophy has always been to be very open about processes and costs involved. Clearly defining the roles, input and expectations of all the parties concerned.

The following diagram and list of pre-press, printing and finishing process serves to demonstrate our commitment to smoothly fulfilling our clients expectations and our experience in managing all aspects of the print production process.

The Process in detail

Pre-press index: Bar code supply CAD/CAM facility Colour scanning Computer-to-plate Data/disk conversion	Design Desktop publishing Electronic make-up Engraving Forme and diemaking	Litho platemaking Proofing Remote data transmission Stochastic screening Typesetting
Printing process: Copperplate Diestamping Digital printing Flexography Gravure sheet Gravure web	Ink-jet printing Letterpress – sheet Letterpress – web Litho on plastic printing Litho sheet-fed Litho web – cold set	Litho web – heat set On-demand B/W publishing Screen printing Shortrun digital colour printing Thermography Variable data printing
Finishing index: Binding Bronzing Carbonising Card folding Collating Crimping Cutting and creasing Drilling Embossing Encapsulating Envelopeoverprinting	Eyeletting Foil blocking Folding Gilding Gluing Guillotining Index cutting Laminating Latexing Numbering Perforating	Ram bundling Round cornering Ruling Showcard make up Shrink wrapping Stringing Tabbing Varnishing Washering Window patching Wire binding

All of the multi step as supplied by Lithosphere may look simple but the professionalism required is more complicated than any activity in any industry but thanks to our super team put clear structure in the print/ printing communications industry in Lagos, Nigeria with super creative and innovative concept put in place.

Printing Steps

There are a wide variety of technologies that are used to print stuff. The main industrial printing processes are:

• Offset lithography
• Flexography
• Digital printing: inkjet & xerography
• Gravure
• Screen printing

Additional printing techniques were developed for very specific applications. These include flock printing, letterpress, intaglio, pad printing, and thermography.

Why a certain job is better printed using one of these processes mentioned can be read on this page about choosing a printing process.

Offset

Prepressure explained to there team that In offset lithography a printing plate, which is most often made from aluminum, contains an image of the content that needs to be printed. When the plate is inked, only this image part holds ink. That inked image is subsequently transferred (or offset) from the plate to a rubber blanket and then to the printing surface. The process can be used to print on paper, cardboard, plastic or other materials, but these have to have a flat surface.

Below is a picture of a 4 color sheetfed printing press. At the far end is the intake where individual sheets of paper are automatically fed into the press. The 4 towers or printing units each print one color, typically black get printedfirst, followed by cyan, magenta and yellow. The stack of printed sheets is visible on the front of the machine, underneath the press console & monitor which the press operator uses to control the press.

For higher volume work offset presses use rolls of paper. The picture below shows such a much larger web press. It is so fast that the printed paper needs to be force dried. The black unit at the end of the press is an oven.

Offset is nowadays the most widely used printing technique for an extensive range of products such as books, newspapers, stationery, corrugated board, posters, etc.

There is a trend that printing promotional material is gradually migrating to digital printing while some packaging printing is moving to flexo.

You can find more information on the page dedicated to offset printing.

Flexo

In flexography the content that needs to be printed is on a relief of a printing plate, which is made from rubber. This plate is inked and that inked image is subsequently transferred to the printing surface.  The process can be used to print on paper as well as plastics, metals, cellophane and other materials. Flexo is mainly used for packaging and labels and to a lesser extent also for newspapers.

Some packaging printing is moving from flexo to digital.

Digital printing

Digital printing can be done in various ways. Two technologies dominate the industry:

• Inkjet – In an inkjet printer the image that needs to be printed is created by small droplets of ink that are propelled from the nozzles of one or more print heads. Inkjet devices can print on a wide range of substrates such as paper, plastic, canvas or even doors and floor tiles. Inkjet printing is used a lot for posters and signage. It is also economical for short run publications such as photo books or small runs of books. In-line inkjet printers are sometimes combined with other types of presses to print variable data, such as the mailing addresses on direct mail pieces.  The press shown below is the HP PageWide C500, meant for printing on corrugated board.
  
• Xerography – In xerographic printers, such as laser printers, the image that needs to be printed is formed by selectively applying a charge to a metal cylinder called a drum. The electrical charge is used to attract toner particles. These particles are transferred to the media that is being printed on. To make sure the toner is fixed properly, the substrate passes through a fuser that melts the toner into the medium. Laser printers are not only used in offices but also for small run printing of books, brochures and other types of document. These printers are also used for transactional printing (bills, bank documents, etc) and direct mail.

In 2009 both techniques jointly accounted for around 15% of the total volume of print.

Digital printing is increasingly utilized for print jobs that were previously printing using offset, flexo or screen printing.

• In short run small format (A3 size) printing, digital is taking over from offset for both color and B&W printing. Quick printers and copy shops print digitally on presses from vendors like Xerox, HP, Canon, and Konica Minolta.
• Labels are also increasingly being printed digitally.
• Billboard and point-of-sale or point-of-purchase jobs are being done by wide-format inkjet devices.
• There is a wide range of small format printers used to print on phone cases, mugs and other products.
• In book printing publishing companies start to rely more on print-on-demand. The Espresso Book Machine pictured below is well suited for that job.

There are a number of other digital printing processes that are geared towards specific niche markets:

• Dye-sublimation is a printing process in which heat is used to transfer a dye onto the substrate. Dye-sub printers are mainly used for printing on textiles, for proofing and for producing photographic prints. Some printers can print on a variety of materials such as paper, plastic, and fabric.
• In the direct thermal printing process heat is used to change the color of a special coating that has been applied to paper. This process is used in cash registers but also to add markings, such as serial numbers, to products. For this a transparent ink is used that changes color when a laser applies heat to it.
• In the thermal ink transfer printing process heat is used to melt print off a ribbon and onto the substrate. It is used in some proofing devices but seems to be gradually disappearing off the market.

Gravure

Also known as rotogravure, this is a technique in which an image is engraved into a printing cylinder. That cylinder is inked and this ink subsequently transfers to the paper.  Gravure is used for high volume work such as newspapers,  magazines, and packaging.

Gravure is gradually losing market share to offset for publication printing and to flexo for packaging applications.

Screen printing

As its name implies, this printing technique relies on a screen, which is a woven piece of fabric. Certain areas of this mesh are coated with a non-permeable material. In the remaining open spaces ink can be pushed through the mesh onto a substrate. The advantage of screen printing is that the surface of the recipient does not have to be flat and that the ink can adhere to a wide range of materials, such as paper, textiles, glass, ceramics, wood, and metal.

The image below shows a screen printing press that is used to print t-shirts.

Increasingly screen printing is being replaced by digital printing.

Additional printing processes

• Letterpress – Once a dominant printing technique, letterpress is now used for business cards, wedding invitations,…
• Flocking – used to add a (colored) velvet-like texture to paper, textiles, etc.
• Pad printing – used to print on 3-dimensional surfaces.
• Intaglio – nowadays mainly used for used stamps and paper currency.
• Thermography – This is more of a finishing process than an actual printing process. It produces raised lettering on the printed side of the paper and is used for wedding invitations, letterheads, business cards,…

Read about

Best Digital Branding Printing Arrangements To Know

 

Brochure – Magazine Printing

Feel Free To Always Contact Us Here At Our Head Office In Lagos, Nigeria.

 

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Posted by XINI Prints

A pull up banner branding is a highly effective and impactful way to announce your business, advertise your services, grow your brand or promote events. When it comes to designing large format products like pull up banners, you need to think very differently than you would if designing a leaflet or brochure. We’ve listed a few tips to help you design pull up banners that will be really effective and keep working for you again and again.

Put your logo at the top

Put your logo and any vital information at the top. Not only is it the first part people will notice but pull up banners are often located where obstructions such as tables, chairs or even people might obscure parts of the design, especially from a distance.

Use the Information Hierarchy

People read from top to bottom, left to right. That’s why your logo and main information must go at the top with bullet points, pics or additional info underneath that. Don’t be tempted to fill all available space with text. Your pull up banner’s job is to grab attention quickly, so draw people in with a great headline. A web address or easy to remember contact number can point people to further information.

Consider your design aesthetic

Your design aesthetic is the design style your brand follows. There are certain rules for effective design. Following these means your marketing will be easy on the eye and will get your message across clearly. However, your brand should find its own style and feel. A good design aesthetic enforces your brand across all your marketing.

Use only high quality images

Pull up banners are large products that make a big statement. Don’t allow your message or brand to be discredited by using poor quality images. Bland stock images will look just that. If you’re using a pic, get creative with something striking, unusual or humorous. Make sure any image used is 300dpi at artwork size. Low resolution images will look blurred and pixelated when they’re enlarged.

Clear typography

Your pull up banner might have only a few seconds to make an impact. People lose interest quickly so use clear typography and easy-to-read fonts. When designing pull up banners, keep it clear and keep it simple.

Make use of space

Don’t be afraid of space or feel you need to fill every gap with text, images or graphics. Some of the best designs use space or negative space very effectively, drawing the eye to the main message or call to action.

Your pull up banner at the perfect price

At XINI Prints we supply a great range of pull up banners. From our entry level bronze roll up banner stand starting at just N17,000 per stand, to our double-sided or extra wide options and top of the range Platinum pull up banners, you’re sure to find exactly what you need. Great design deserves only the best print and that’s exactly what our customers know us for. To find out how we can bring your creativity to life with high impact pull up banners visit www.xinicomms.com today.

Read About How To Prepare A Brochure For Printing

Also, Read About How Are Business Cards Made For Printing

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