5 Magazine Ad Campaigns

This week I’m analyzing Magazine Ads, and wow, there were so many good ones to choose from! I decided to go international for you. Most of the ads I’m exposed to are from my home country of the US, so I really enjoyed spending some time on the adsofthewold.com site. Here is a selection of ads that really get their point across:

“Yes we can.”

Obama-yes we can

Link to Ad: http://www.adsoftheworld.com/collection/obama_in_advertising#showdelta=16

  • Firm: Ogilvy, South Africa
  • Company: Volkswagen
  • Title: Obama
  • Published: November 2010

Objective: The very simple ad states, “yes we can- 2008” at the top and “Small can be powerful. 118kW 1.4l TSI. Das Auto. Volkswagen” at the bottom. They are comparing the small but powerful Obama campaign slogan to the small but powerful VW car.

Target Market: South Africans who had followed the US presidential election of Barak Obama.

Action: Inspire trust. Invoke a sense of power and simplicity through comparing the short campaign slogan to the design of the VW.

Value Proposition: If a short but powerful slogan can win an election, just imagine the power of this small car.

 

“Come back another day.”

polar bear

Link to Ad: https://aef.com/ad-campaigns/polar-bear-3/

  • Firm: Scholz Friends Berlin GmbH, Berlin
  • Company: Zoo Berlin Zoo Card
  • Title: Polar Bear
  • Publish Date: 2007
  • Awards: Clio award 2007

Objective: Expand sales of season passes to the zoo by showing reasons a consumer might want a season’s pass zoo card.

Target Market: Adults, children, adults who have to comfort little children who have been disappointed in not seeing their favorite animal at the zoo.

Action: Buy a zoo card. It’s worth the cost when you can’t see everything in one day. Upgrade to a season pass and come any time you would like.

Value Proposition: If the polar bear or whatever favorite animal you came to see won’t come out on the day you go to the zoo, there is a good reason to get a zoo card. The consumer can always come back another day.

 

“Wild Night”

Valentine Bed

Link to Ad: https://www.adsoftheworld.com/collection/highlighted_valentines_day_ads#showdelta=31

  • Firm: Cheetham
  • Bell, Manchester, UKCompany: Dreams
  • Title: Bed
  • Publish Date: February 2015

Objective: Highlight one of the many reasons that someone might need to buy a new bed. Use humor and the thought of a recent Valentine tryst to convince the viewer that they too, might need a new bed.

Target Market: This ad particularly targeted couples, the day after Valentine’s day in 2015 to persuade them with humor that they need a new bed.

Action: Come buy a bed at Dream. They understand your predicament.

Value Proposition: It’s ok if your Valentine’s Day gets a little wild because Dream is having a sale the very next day!

 

“Just Fly There”

just fly there

Link to Ad: https://www.adsoftheworld.com/media/print/eurowings_just_fly_there_1

  • Firm: Lukas Lindemann Rosinski, Hamburg, Germany
  • Company: Eurowings
  • Title: Just Fly There
  • Air Date: October 2017

Objective: This is one of a series of four ads depicting someone on the beautiful blue water enjoying the scenery. The objective is to entice the viewer to want to “just fly there.”

Target Market: Young, working adults, with some vacation time and some disposable income.

Action: Use some of your time off and just go somewhere cool, wonderful, relaxing.

Value Proposition: Travel can be as easy as a little money and a plane ticket. The value is in the reminder to take time away and go to places the viewer has always dreamt of.

 

“Smart Kitchen & Bathroom”

smart kitchen

smart bathroom

Link to Ad: https://www.adsoftheworld.com/media/print/eon_eon_climasmart_kitchen

  • Firm: M&C Saatchi, Milan, Italy
  • Company: E.ON
  • Title: E.ON ClimaSmart – Kitchen & E.ON ClimaSmart – Bathroom
  • Publish Date: October 2017

Objective: These two ads show the problem of wasting energy in homes. ClimaSmart technology is their solution. They use: #wehatewaste

Target Market: Adult homeowners with some climate control problems within their homes.

Action: Look further than your car or recycling for your environmental impact. Energy in homes is a great place to start. Their tagline is, “A better climate starts from your home.”

Value Proposition: E.ON can help you reduce waste, better control the temp in your home, and help you have a better environmental impact.

 

**Cover Photo Credit: https://www.picxclicx.com/free-stock-photos-stack-of-magazines-12/ **

3 Reasons to Market at Trade Shows and Professional Association Conferences

I am behind my computer today trying to catch up after two weeks of attending conferences. The first of which was the Bersin Impact conference in Hollywood, FL and the second was the Society for Healthcare Volunteer Leaders (SHVL) conference in Lexington, KY. I attended these very different conferences to stay up to date on the latest trends for departments that I lead: Human Resources (HR) and Volunteers.

While both of these conferences were very different, they had one very significant thing in common that relates to strategic marketing for entrepreneurs. A formal vendor presence. Here are some reasons why you might consider marketing your product or service at a trade or professional show:

  1. Captive Target Audience– If you are selling a cutting-edge HR software, who better to talk to than HR professionals attending a conference on the most up-to-date social capital trends? Once they find out the trends, they’ll want a way to implement it in their own organizations. Sell them the tools while they are there.
  2. Sales Leads– People like games and free stuff. You can cold call people all day and not get a lead, or you can purchase some fun swag and create a contest at your trade show booth. You wouldn’t believe what contact information people are willing to share for a free hoodie. Once you wrap up from the conference, you have an entire list of people to follow-up with. All of whom you have already established a positive, reward, relationship with.
  3. Scope Out the Competition– We don’t always know our top competitors until they set-up booth 10 feet from us. In this day and age companies are created quickly to fill needs in the business world. Sometimes companies make their debut or release upgrades at conferences. As a fellow vendor, you have full access to the vendor show floor. You can collect brochures and make contacts with other players in your area of expertise.

There are professional associations for just about everything these days. Don’t count yourself out of attendance just because no one else you know is going. A quick internet search can yield many results for your niche market. And don’t worry if the association you are interested in doesn’t allow for vendor booths at conferences. Join anyway. By joining associations, you can often sponsor speaking sessions or at minimum have access to basic contact info for fellow members.

5 Newsprint Ad Campaigns

While newsprint is a less popular form of marketing these days, there are still lots of people who subscribe to a printed paper. In fact, if your aim as a Marketer is to target members of the Traditionalist generation or older baby boomers, newsprint ads might be a great option for your product or service. Here are a few ads that prove the point as a great way to market to these generations.

 

“Five Minutes of Peace on Mother’s Day”

Nissan Mothers Day Ad

Link to Ad: http://www.adsoftheworld.com/media/print/nissan_the_colour_in_ad

  • Firm: Boys and
  • Girls, Dublin, Ireland
  • Company: Nissan
  • Title: The colour in ad
  • Published: March 2016

Objective: Woo mothers on Mother’s Day by giving them a coloring page for their child in the local newspaper. The ad gives a mother a few moments of peace on her special day.

Target Market: Mothers who might be the decision-makers in choosing the next family car.

Action: Consider Nissan as a company who designs for and understands the needs of parents.

Value Proposition: Nissan is providing you with a fun activity to entertain your child. If they understand your need for a few minutes of peace, what else might they understand and design for that caters to the needs of parents?

 

“Product Safety Called Out”

60 House Fires

Link to Ad: http://www.adsoftheworld.com/media/print/which_governments_lack_of_urgency_on_product_safety_called_out

  • Firm: Grey, London, UK
  • Company: Public Interest
  • Title: 60 House Fires
  • A Week. They’d Act Quicker If It Was Their Home.Published: April 2018

Objective: Inform the general public that the government is not moving fast enough to regulate and recall products that are known to cause harm in their countries.

Target Market: Older adults who might be more likely to spend more time at home and read print ads.

Action: Go to the website to help petition the government to publish an action plan on what they are doing to help consumers.

Value Proposition: By helping petition the government for an action plan, consumers, homes, and communities will be safer.

 

“Shouldn’t Every Day be Women’s Day?”

Today-womens day

Link to Ad: http://www.adsoftheworld.com/media/print/amcv_today

  • Firm: Fuel
  • Company: Public Interest
  • Title: Today
  • Published: March 2018

Objective: Bring awareness to violence against women by sharing average daily statistics on international women’s day.

Target Market: Newsprint readers in Portugal who may be unaware of both the statistics for abuse/violence against women and who may not have known that the day it was published was international women’s day.

Action: The call to action is to not just be concerned about women’s rights on one single day. The call to action is to do something about human rights and equality.

Value Proposition: By supporting AMCV.org the reader can do something meaningful to help women’s rights.

 

“Looking for an Ark”

Greenpeace Ark

Link to Ad: http://www.adsoftheworld.com/media/print/greenpeace_white_house

  • Firm: TBWA\PHS, Helsinki, Finland
  • Company: Greenpeace
  • Title: White House
  • Published: April 2007

Objective: Bring awareness to the fact that the USA was a necessary party to making the Kyoto protocol and agreement work.

Target Market: Awareness for readers all over the world that the US needed to sign the Kyoto protocol to extend the United Nations framework on climate change.

Action: Insist on US participation in the Kyoto protocol.

Value Proposition: US participation in Kyoto is imperative to the safety of the entire world. The US government had a duty to the world, not just the US to get involved in combating climate change.

 

“Hitler vs. Chaplin”

The Hat.PNG

Link to Ad: http://www.adsoftheworld.com/media/print/hut_weber_hitler_vs_chaplin

  • Firm: Serviceplan Hamburg / München, Germany
  • Company: Hut Weber (Fashion Hats)
  • Title: It’s the Hat.
  • Published: March 2008
  • Awards: Top 15 Greatest Minimalist Ads

Objective: Show the striking difference a hat can make.

Target Market: Older adults who would be reading the paper and not only understand the cultural reference, but also find the reference clever or funny.

Action: Buy from Hut Weber because a hat can really make all the difference in how you are perceived.

Value Proposition: Hut Weber has a sense of edgy humor and understands that your fashion choices can have bigger implications on how you are perceived by others. Buy from Hut Weber.

**All photos are from links referenced in each analysis**

Your Brand= Your People

I’ve been at the Bersin Impact 2018 conference this week. In fact, I’m typing this from my hotel room in Hollywood, FL. I’ve been surrounded by amazing business leaders and HR professionals from around the globe talking about human capital trends. This isn’t the kind of stuff you might remember from your mother’s glory days in “personnel”. The lines of where HR starts and the business starts are continually blurred (as they should be). HR is not external to the business; people ARE business.

Deloitte Human Capital Trends 2018

Deloitte has identified the overarching human capital trend for 2018 as “the rise of the social enterprise”. Gone are the days where CEOs of your favorite brands can remain silent on social issues that affect both their customers and employees. A major player and role model in this trend is Unilever. You may or may not recognize the company name, but you will certainly recognize their brands like: Magnum, Helmans, Dove, Lipton, Ben&Jerry’s, Nexxus, Ponds, and V05 just to name a few.

Leena Nair

This morning’s key note speaker and Unilever’s CHRO extraordinaire was Leena Nair. Her message was very clear about a company’s responsibility to be a change agent for good in both the lives of their employees and their consumers. Here are some of the key take-away points from her presentation that relate to both people and brand:

  • Create a culture where your employees feel like they can be their authentic selves at work and they will be your best brand ambassadors. You can see examples of this in Unilever’s sponsorship of Pride, diversity/inclusion in Dove commercial, etc.
  • One of Leena’s first slides articulated: “Brands with purpose grow faster, companies with purpose last, and people with purpose thrive”.
  • Leaders have responsibilities to further brand and purpose internally and externally.

Unilever leadership

  • Millions of people apply to Unilever and even if they aren’t hired, the company has a duty to respect each as a human and consumer by giving them feedback/response to their application. Maintaining a positive experience with Unilever.

I immediately started following Leena and other Unilever leaders on social media. I can’t wait to learn more about what Unilever does next as a socially responsible enterprise. And because I love supporting good companies, I’ll keep buying my Nexxus shampoo and eating plenty of Ben&Jerry’s. Marketing at its finest!

*All photos were taken by me and are either from Leena Nair’s presentation at the conference or the Deloitte/Bersin sessions.

 

 

5 Award Winning TV Ad Campaigns

This post is the second installment of our greatest marketing campaigns assignment. This week the media type is television and I’ve curated some of the most sappy, touching, and impactful recent ads that I could find. I’ve had an emotional week, for many reasons, and couldn’t help but be drawn to this gut-wrenching genre. I hope you enjoy these as much as I enjoyed analyzing them. Word of caution: grab a box of tissues.

 

“How else could I bring you all together?”

how else could I bring you together

Objective: EDEKA is one of the larger super market corporations in Germany. When people come together during the holidays, they need to cook meals and shop in the grocery store. This ad reminds people of the relationships that really matter and a lovely side effect of having family parties is the need to go food shopping.

Target Market: Anyone who feels guilty for not visiting their family enough. And anyone who might be feeling lonely around the holidays.

Action: Don’t wait for a funeral announcement to bring your family together. Celebrate and love one another, now.

Value Proposition: Come together as a family over the holidays and you will share much more than a meal.

 

“It can wait”

it can wait

Objective: This ad shows the complex yet mundane worlds of the many characters within a neighborhood. The uneventfulness of the majority of the film builds suspense for “something” to happen. That something is a crash when a mom glances at her phone and enters the oncoming lane, smashing into a truck.

Target Market: This ad speaks to everyone. It shows how a simple action can cause tremendous trauma to the entire neighborhood.

Action: AT&T wants to remind customers to not post, glance, email, search, or text while driving.

Value Proposition: If you refrain from using your phone for complex tasks in the car you can keep your eyes and your full attention on actually driving. You will prevent accidents, injury, and maybe even death.

 

“Astronauts Welcome”

astronauts welcome

Objective: This beautiful ad humanizes the refugee crisis. While many countries won’t allow for refugees, this ad shows the imaginative young mind of a girl journeying to a new life, with a father who indulges her imagination to make the journey less scary.

Target Market: This ad aims to win the hearts and minds of people who may not see refugees as “worthy” or as people (the same as they are).

Action: This story told by a little refugee girl persuades the audience to look at her as any other child in their own lives.

Value Proposition: If you open your heart to the journey, the story, and the humanity of refugees, you might find yourself making different decisions about welcoming them to your country, town, or community.

 

“Hello Beautiful”

hello beautiful

Objective: We watch as two women go through their daily lives while learning sign language. By the end of the commercial, we learn that the two women are married and are adopting a child who is deaf. Wells Fargo has helped them prepare their finances for the day that “two becomes three”.

Target Market: Anyone who has attempted to get their finances in order as their family grew and changed.

Action: It’s not just about preparing mentally, learning a new language, or prepping your home. Consult with Wells Fargo on the big changes in your life.

Value Proposition: Wells Fargo will help you plan your financial future. They can help you through the big changes in life, like adopting a child.

 

“Roles Change. Without us noticing.”

roles change

Objective: Inform the viewer that there are resources for those who find themselves in a role reversal with taking care of their aging parents. The ad uses a sense of nostalgia to compel us to look into how AARP can help.

Target Market: This ad targets the sandwich generation. Anyone who may be caring for an aging parent and still be raising a young family of their own would be interested by this tactic.

Action: Let AARP help you find the resources you need to care for those that you love, in your new-found role as caregiver.

Value Proposition: There is help and support for those who may not have ever seen themselves as a caregiver or for someone struggling with their new “role”.

 

*All photos are still shots of the television ads referenced in this post.

 

5 Award Winning Radio Ad Campaigns

This week our Strategic Marketing class is evaluating award-winning radio ads. When I started my research, I didn’t have a theme in mind for the ads I would choose to evaluate. I simply picked out the ads that resonated with me as a consumer. From the five I chose, you’ll find the common thread is that this consumer prefers: funny, absurd, shocking, and/or slightly off-color advertising tactics. Here are my top 5 picks and a brief evaluation of each:

“Are you in good hands?”

Objective: Show the absurdity of the incidents, accidents, and delinquency of others to persuade you to buy a better insurance product when the inevitable “Mayhem” strikes.

Target Market: Anyone who has ever been driving along and been distracted by something while driving (great house, an elk). Or anyone who has been affected by a distracted driver (someone using their dating ap while driving).

Action: Accidents happen; distracted drivers happen. You need Allstate insurance to make sure you are not left with a huge bill if something happens to you.

Value Proposition: Allstate has your back when mayhem strikes on the road. You can rest easy knowing you have Allstate rather than some “cut-rate” other insurance.

 

“Why Tecate beats other brewers.”

Objective: Use humor and the tease of almost hearing a dozen curse words on the radio to sell their beer. They claim brewmasters all over the world are angry that Tecate is already brewing bold flavor that can’t be outdone. 2014 was a big year for micro-brewery growth and the larger beer producers like Tecate had to stay relevant.

Target Market: Beer lovers who may have been considering buying other brands.

Action: Let us shock you with our “almost crude” language. Don’t spend your money on craft beer. Tecate has had great flavor for many years and brewers all over the world know it!

Value Proposition: Go ahead and buy the inexpensive beer with the “dangerously” bold flavor. No other brewery can match the flavor, and the brewmasters are threatened by the perfection that is Tecate.

 

“Reasons why you need a dumpster.”

  • Link to radio ad: https://aef.com/ad-campaigns/estate/
  • Firm: Creative Services Group/iHeartMedia
    Company: Cooper Disposal
  • Title: Estate
    Air Date: 2016
  • Awards: Radio Mercury Award 2016

Objective: Inform potential customers that Cooper has a solution to your garbage problem. Cooper will come to you!

Target Market: Anyone who has inherited a mess. Particularly targeting the sandwich generation who has little time for an involved clean-up.

Action: Rent the dumpster. Cooper will drop it off and pick it up from your site. All you have to do is fill it up and reap the rewards of your inheritance.

Value Proposition: The ad uses humor and a song that gives a sense of urgency to shed light on a real problem that many families face each year. The issue of simplifying the process of sorting the good stuff from the “broken treadmill and shamrock sofa” can be a major headache when inheriting an estate.

 

“So anyway….”

Objective: Translate the idea that Quickrete dries really fast into a metaphor where the narrator tells a very abbreviated story with only two to four plot points for a topic that should be vastly more complex.

Target Market: Consumers with a use for Quickrete in their home or business projects.

Action: Buy this brand because it is really easy and fast.

Value Proposition: This brand is the fastest setting concrete. It will save you time.

 

“Here Kitty, Kitty”

Objective: Demonstrate the absurd things and services you might be able to afford should you become rich. Illustrate that you would be a much better steward of your money, should you win the lottery.

Target Market: Anyone in the listening audiences who has ever said, “if I won the lottery, I would….”.

Action: Play the New York lottery because you would obviously make better decisions with your winnings. Buy a ticket.

Value Proposition: What do you have to lose by buying a lotto ticket? If you win, you can’t be any more eccentric than the guy who pays a grown man to impersonate his dead cat.

 

Blog feature image: Box-Sisters-Radio-Teddy-Bear, Public domain, via Wikimedia Commons

When the CEO Gives You a Life Size Santa, You Say, Thank You

ENT 630 Wk 8-Reactions to It’s a Jungle in There

This week as I close the final chapter of Steven Schussler’s It’s a Jungle in There, I am reminded of the daily work of my teams. In my health system, I have the privilege of leading three great teams. Two of whom are directly related to this week’s reading: Volunteer Engagement Team and our Rathbun Hospitality House. In Schussler’s final two chapters he speaks about social responsibility and philanthropy, a primary part of my weekly work life.

This week the HR team that I lead hosted about 90 team members from across our health system for a “great place to work and practice” retreat. The retreat was amazing, but that’s not the story I’m telling today. About thirty minutes before the retreat I received a text from the Senior Vice President to whom I report (my boss’s boss) saying that our CEO, who happened to be our first guest speaker of the day, was bringing a “Giant Santa” to give to my team at the Rathbun House. After the CEO spoke and interacted with team members at the retreat, one of my team members walked with him to his car and transferred the nearly 5-foot elvish beast into my VW wagon. Our CEO, sent this lovely creature to our Rathbun House because he knew it would bring great joy to those who enter Rathbun during the holiday season.

You see, Rathbun is a refuge in the woods, just a little over a mile from the hospital where families in medical crisis, who travel from outside our home county, can stay up to 21 days free of charge (with the proper care management referral). Our Hospitality house is funded through philanthropic dollars and primarily staffed with volunteers.

The Santa was sent to bring a smile to the faces of those who come through the doors. To our guests who are often fatigued, fragile, or frightened. A volunteer who had been decorating the window boxes and hanging wreathes walked in and said, “wow, we are big-time now, that looks like something that would be in a resort.” By the time I left for the day, volunteers, staff, and guests were having their pictures made with the happy new Santa. And the most impressive thing to everyone was that the CEO of our 12,000-employee company had remembered our department when acquiring such a cheerful gift.

I am privileged that my daily work can very quickly be linked to a more significant purpose: The health, healing, and care of those that we serve. For companies or individuals who can’t make such an immediate connection, volunteerism and philanthropy are fantastic ways to stay connected to a larger purpose and to develop corporate communities (see #14 of the linked article). Additionally, Coppy Holzman, a writer for Forbes and Entrepreneur says there are four big ways your company can benefit from giving back:

  1. Builds respect & reputation in the community
  2. Makes the community a better place
  3. Employees respect leaders who give-back
  4. Make connections; build network

And when you, your team, or your company decide to give-back through your time or dollars, look no further than your own community.

 

 “No one is useless in the world who lightens the burden of another.”

-Charles Dickens (p.197)