The Best of 2013
2013 has seen some truly creative, successful marketing campaigns that use emotional connection to take advertising past typical custom banners and custom posters, and to a whole new level of identity. Here are some of the best campaigns from this year:
- Coca Cola has always done a particularly good job of creating an emotional connection and nostalgia to their brand, and they’ve pulled on their nostalgia in a whole new way. This season they’ve started their Sharing Can campaign, which features people interacting emotionally with each other over a can of coke. As part of the campaign, they have a “happiness truck” which gives two small cans to people, instead of one large one, so that they can share it with a loved one or a stranger. They’ve also incorporated new innovative coke machines that allow people in India and Pakistan to communicate while purchasing a coke.
- Game of Thrones Season three also has an innovative marketing campaign, and has chosen to go more subtle, than obvious, drawing on their fans’ love of dragons, mysticism and their knowledge of the show. The advertisements feature a shadow of a dragon, and overall, their entire marketing campaign has been consistently subtle, mysterious and cool. This draws the fans in, without giving anything away, and has generated a considerable amount of attention. Often the way to go for a truly memorable marketing campaign, whether you are ordering materials from a brochure maker, or designing a TV commercial, is to operate with a “less is more” frame of mind.
Creative Print Ad Tips
Print ads are one of the most important parts of any marketing campaign, whether they take the form of custom banners, custom posters, duratrans or another form of print ad. In order to create a successful ad, though, you need to make sure you are using effective strategies. Here are some of the fundamental elements of a successful ad:
- Your ad’s ultimate goal is to call customers to act, whether you are trying to get them to call, visit your website, or come into your store. They shouldn’t look at your ad, be impressed, and move on; rather, you want them to look at your ad and be inspired to take the next step in engaging with you. To make an ad that accomplishes this purpose, you need to make sure it has enough information to be enticing, without having all of the information. You want potential customers to want to know more.
- Make sure the ad copy is more about the reader, than your company. It should tell them how your product or service will help them or make their life more convenient, instead of telling them how much time you took to develop it, or what the new product or service means for your company. People are naturally self-interested, so make sure your ad is about them, not you.
- Make sure your ad is simple and easy to read. Potential customers will often see it and read it from a distance, so it needs to be easy to understand, and powerful enough to be effective from several feet away. Don’t rely on tiny text and complicated artwork to get your point across.
In our last blog, we gave you two examples of custom posters that had been particularly successful advertisements. In order to create a poster that is truly effective, it’s important to make sure it is cleanly and thoughtfully designed, and is ordered from a poster printer that can recreate your image successfully on paper. Here are a few more examples of custom posters to aspire to, and an explanation of why they were so effective:
- Whirlpool released a series of posters with a clean gray background and a slice of natural land in the shape of an object that would normally be cleaned by their machines in the center. The slogan was “Whirlpool 6th sense. It takes care of the environment.” The graphic created was simple but effective, since it wasn’t overly cluttered and it combined two things that are not typically associated with each other. This sort of uncommon juxtaposition of objects can help elevate a poster or custom banner from routine ad, to memorable marketing element, and the reason for its success is that this kind of juxtaposition makes people stop and think, but it also raises an environmental question that is rarely considered, when people are purchasing a dishwasher or a washing machine. Juxtaposition must be done in a manner that is thoughtful and meaningful.
- Perrier released a series of high-resolution posters that featured images from different situations, including a woman in a club, a woman on the beach, and a man playing tennis, where everything was melting. The objects and the clothes on the central subjects were melting, and they were reaching for a bottle of Perrier, which was the only thing in the room immune to the heat. The most effective thing about these posters is the skill with which the graphics were executed. An ad that is meaningful, but also visually fascinating, will run just as well as one that raises an interesting challenge.
If you own a store or a business where you commonly host clients or other industry people, you probably understand the importance of keeping your space clean and current. Here are a few products you may want to think about updating, now that a new season is about to start:
- If you own a grocery store, or another type of market, aisle signs are a vital part of your business. If you have never replaced your signs, they are likely faded, dusty and in need of replacement. In ordering aisle signs, make sure you come up with a design that is consistent with the rest of your branding imagery, and order from digital printing services that specialize in offset printing with many different types of products.
- You may also want to update your floor graphics, whether you need to replace them, or design and order new ones. Floor graphics work best when they are designed in a style that is consistent with aisle signs and other branding materials, and can offer high traffic opportunities for advertisements or specials.
- Ordering custom posters can help highlight certain products or specials you are having, in a manner that is both impressive and temporary. These work best for seasonal sales or new products, and you should switch them out every month or two to keep your advertising current.
- If you own a restaurant, you should also consider ordering new table tents. These are often touched and played with on a daily basis, meaning they tend to wear quickly. Replacing these regularly will give your customers the impression that your restaurant is clean and orderly.
Even though you won’t need new calendars for another four months, it’s the perfect time to begin planning, designing and ordering calendars for 2014. These are not only great items to give out to your employees and to hang around the office, but they can also be good give-away items to hand out to your customers and clients.
Most offset printing and wide format printing companies will print calendars, since the equipment needed to print them is usually the same as is required for catalogue printing and other similar projects. Choose a company in your area that can print and deliver your new calendars on a schedule that meets your needs, and then request a quote.
Once you settle on a company, begin designing. To start, choose a theme or topic for your calendar. This theme should be relevant to your company’s products or services, but doesn’t necessarily need to feature products or services. For example, if you are in real estate, use photos of the views and beautiful areas of the city where you work, instead of featuring individual properties for each month.
Once you’ve decided on your theme, find or take photographs or make graphics for each month and begin placing them on a template. Double check that all of your dates for each month are correct, and fill in major holidays and any other fun events you would like to include. For instance, many companies choose to include national days that are more fun, like national donut day or national talk like a pirate day, on their calendars, for a touch of amusement.