4 Types of Advertising That Will Multiply Your Profit Tens of Times

Coca-Cola – the holiday is coming to us

The most ingenious thing that Coca-Cola did with this advertising campaign was the construction of an associative brand space. The brand touched on traditions, customs, and morals.

As soon as the atmosphere of the New Year begins to waft in the air, red trucks with light bulbs appear on TV, driving along a snow-covered forest road. It’s on repeat in my head: “The holiday is coming to us, the holiday is coming to us.” I really want to sing to the end.

To adapt to one of the most important holidays of humanity and create an association with your brand is a truly unique and amazing case.

By the way, other companies are also trying to build an associative space around the brand. Remember Kit-Kat, which entered the market with the motto: “When there’s a break, there’s Kit-Kat,” or Lay’s with the advertisement “Movies taste better with Lay’s.”

Teaser advertising

The third type of advertising is teaser advertising.

A teaser is a small message that conveys only part of the information about your product . For example, you want to advertise iced tea. Making advertising on television is very expensive, and for a start-up business it is not possible, so teaser advertising comes to the rescue. On information portals you post news, for example, “How to quench your thirst” and attach an interesting picture to it. Here's a teaser ad for you.

The result will not take long to arrive. New customers will come to you and learn about your products. The main advantage of this type of advertising is a very modest budget.

Nike – Just do it

In the 80s, there was a fierce struggle for consumers between Nike and Reebok. In 1987, Reebok surpassed its competitor, earning US$1.5 billion.

It was after the defeat that Nike turned to the WIEDEN & KENNEDY agency for help. Management decides that the company should have its own catchy slogan. The slogan was invented a day before the presentation. Not only in Russia everything is done on the last day).

Dan Weeden (the head of the advertising campaign) came up with the slogan inspired by the words of the criminal. Or, to be precise, murderers.

His name was Gary Gilmore. When the killer was sentenced to death, his last phrase was: "Let's Do It" (Let's do it!)

Just imagine, a person is destined to die. Usually criminals repent, cry, grieve over what they have done... And then the guy says: “Let’s do it!” Probably Dan Weeden saw some kind of strength in this.

The first video with the new slogan was released in 1988. It showed an 80-year-old man, Walt Stack, running shirtless across a bridge, talking about his life and emotions. And at the end, the inscription “Just do it” was displayed on the entire screen.

The very next year, Nike took a significant lead and held the leading position for the next 10 years.

The Nike brand is valued at $36.8 billion in 2020, according to Forbes magazine. In the list of the 40 most valuable sports brands, it ranks first, and Reebok is 10th with a value of only 800 million.

How to advertise and promote your business - additional ways

A properly structured marketing policy should turn even an unprofitable business into a profitable one. If, for some reason, the main advertising methods do not provide the required flow of customers, you can always find additional ways to advertise your business.

Creating your own brand, logo and business cards

Corporate identity makes the company memorable for customers and distinguishes it from competitors. It includes the company’s logo, slogan or slogan, a certain color scheme, and business cards. Everyone will understand which fast food restaurant chain we are talking about if they see the characteristic yellow letter “M”. Or three oblique stripes on clothing and sporting goods will immediately be identified by a well-known brand. Such seemingly small things, but they are the ones that work on the company’s image and increase customer confidence in the product.

Corporate style should be visible everywhere - from corporate clothing to official company letterheads.

A distinctive sign should also be on the business card, since every businessman should be able to leave contact information for a potential partner or client. The business card should not be overloaded. You can place the company logo, slogan and contact information on it:

• company address and telephone numbers;
• description of the type of activity;
• advantages over competitors.

If at the initial stage of business formation the development of your own brand is not so important, then for an already established company the lack of distinctive features can cause suspicion and distrust among customers.

Promotions and bonus programs

Every year it becomes more and more difficult for stores to compete and fight for the attention of customers. The same applies to any other business that wants not only to stay afloat, but also to grow further. The easiest way to attract and retain customers is through promotions and bonus programs that have a cumulative nature. Consumers always pay attention to sales and will be more willing to buy a product with a “yellow price tag,” even if the price remains the same.

Promotions allow you to stimulate sales and promote your business, focusing on short-term demand.

Using this tool you can solve the following problems:

• short-term increase in sales volumes;
• capturing market share for a long time;
• attracting new consumers;
• luring customers away from competitors;
• stimulating consumers to make larger purchases;
• retaining loyal customers.

Bonus programs, in turn, also increase the number of repeat orders and purchases, as they are cumulative in nature.

Partnerships with established companies

In Western countries, the concept of “B2B”, that is, “business to business,” is quite common. It is a common thing when one company decides to develop another, providing it with accompanying services, additional equipment, goods intended for the production of other goods or for professional use. Is it profitable or unprofitable on the Russian market? Of course, everywhere has its own nuances and pitfalls, but in general, when planning to cooperate with established companies, an entrepreneur makes the right decision. The main thing is that this transaction benefits all participants and leads to the desired profit.

An example of such cooperation could be a simple situation when you are a small supplier who finds it difficult to break through the competition in the market on his own. But your services may be of interest to a large company that sells the same product or produces something based on it. In this case, cooperation brings benefits to both parties to the transaction.

Congratulations and gifts for significant dates to partners and regular consumers/suppliers

Advertising your business and stirring up interest in it can be achieved in this unusual way. Significant dates are a great way to increase the trust of partners and clients. Not every company or manufacturer knows personal information about clients, and therefore will not wish them a happy birthday, but in this way you can stand out and increase sympathy for yourself and your business. You can find out significant dates using a questionnaire at the time of issuing a customer discount card or when drawing up an agreement for the provision of services, and add this item to the number of required items.

Red Bull and the Stratosphere Jump

The main hero of the Red-Bull Stratos project was the Austrian Felix Baumgartner. He set three world records at once.

1. Free fall speed. Felix became the first person to break the supersonic barrier and reach a speed of 1342 km/h.
2. Jump height. The balloon rose to a height of 39,045 m. After which our hero said: “I’m coming home.” He opened the hatch and stepped down.
3. Free fall distance. Felix spent 36,402 m in free fall, after which he opened his parachute.

In addition, another record was set by Red Bull Stratos - 8 million viewers watched the jump live on YouTube.

The preparation of the entire company took several years. The risks were huge, because... a person could die from vibrations and uncontrolled rotation. Nevertheless, this project was completed. Red Bull has written the name of its brand into the pages of history for centuries.

Starbucks and Game of Thrones. Greatest product placement in history

Background.

A new episode of the cult series has been released. And the audience discussed not the special effects, but the frame with a paper cup accidentally (or not accidentally) falling into it. It featured a logo reminiscent of Starbucks.

The creators of the series immediately recognized the film as a blunder. They say that sometimes the glass is not from Starbucks, but from some unknown cafe. The scene was edited and the updated episode was uploaded to the official HBO website. They commented on this very wittily:

«The appearance of the latte in that episode was a mistake. Daenerys ordered herbal tea

»

And you can reasonably say: “Well, it happens.” But let's speculate.

Game of Thrones is the most expensive TV series in recent years. One episode costs about 15 million dollars.

There are a huge number of people on the set. And no one noticed that the glass was on the table in front of one of the most important key characters?!

Okay, maybe you didn't notice. What about editing, and watching the edited episode?! In films of this scale, every second, every frame is “licked.” How can you not notice this?

The second argument in favor of hidden advertising. After the release of the shot with the cup, Starbucks releases the DragonDrink coffee drink. The company did not show any overlap with the theme of the series, but the association is obvious.

We can say that Starbucks used situational marketing and quickly brought a new product to the market. But before launching a new product, such large companies do a lot of research, test various flavors, and announce the release. And then BOOM and a new product.

Let's summarize.

1. The Critical Mention service, which tracks mentions of brands in the media, has made a calculation. After the release of this series, the combination of queries “Starbucks” and “Game of Thrones” was mentioned 10.6 thousand times. And the similar service Talkwalker counted 193 thousand.
2. The hype about the glass was constantly on everyone's lips. There were memes floating around the internet. Emilia Clarke, Kit Harington, Sophie Turner and other actors involved in the 8th season reacted to the situation. Over the course of a week, the trifling film blooper acquired new details.
3. The information noise, which did not subside for a long time, brought Starbucks profits of $2.3 billion.

If this was all really set up on purpose, then this is one of the most ingenious product placements in the history of advertising.

Advertising on social networks

Let's move on, the second type of online advertising is advertising on social networks.

What is this type of advertising and what is it used with?

Today, social networks are not just popular, millions of people are registered in them, and this number is growing every day. All these people can become or already are your clients. They are interested in virtual communication, they share their interests. During this they are in a comfortable position, meaning a psychologically comfortable position. And this provides an opportunity for the productive implementation of hidden advertising. Let's look at the main ways to promote on social networks:

• Official page on social networks. Social networks such as Facebook, VKontakte, Instagram, etc., provide the opportunity to create your own official page or fan page. This will help you attract new customers and find out more about what people think about your brand, as they will have the opportunity to comment on your product.

• Hidden advertising on social networks. This could be a group of your product/service, or a viral video or photo that you can post on pages, as well as active participation in groups.

• Targeting in social networks. Somewhat similar to contextual advertising, which we talked about above. Therefore, you can safely use all the recommendations for running ads in Google AdWords.

• Advertising in communities on social networks. Available on Facebook and Vkontakte. Post information about your community, product/product/service in thematic communities where your target audience lives.

The advantage of advertising on social networks is the huge number of potential readers + relatively low cost.

How Tide stole all the advertising

In America there is a Super Bowl day. This is the final of the regular US American football championship. To give you an idea of ​​how cool this day is, in 2020 the final attracted 165 million viewers (half the US population).

On such a day, all companies strive to get on the screens. 30 seconds of airtime can cost more than $5 million.

On this day, Tide released one of the most ingenious advertisements and at the same time stole advertising from all other companies. There are many different commercials in this advertisement. Each one begins as a typical advertisement for some product - a car, a deodorant, a gel. But every time David Harbor appears and gently whispers, “This is a Tide ad.” Watch and enjoy.

Sympathy sells better than Hype. Example of Raffaello advertising

Sex, humor, deviant behavior are what advertisers most often try to entice us with. But a study showed (about 300 people took part in the study) that empathy in advertising works much better and is more engaging than humor or anything else.

A striking example, although no, not a striking one... The nicest example that advertising needs to be built on empathy are two videos from the RaffaelloRussia channel.

The first one is called “Love Don’t Care” and it has 6.7 million views

Agree, the video is simply beautiful.

The second is less rebellious, but no less impressive. The video is called “What does it mean to love” and it scored 19.5 million.

The videos sink deep into the soul and give you tenderness after watching. Therefore, let's sympathize with each other more often. It's nice, beautiful and probably very profitable.

The most effective advertising, what is it?

Tips for creating advertising at a professional level

For an advertisement to be truly effective, it must contain at least one of the following characteristics:

1. Advertising should not be abstruse.
2. What needs to be sold is not the product itself, but its most advantageous qualities.
3. Sex is the engine of trade.
4. Opinions of famous personalities.
5. Limits beyond which you must not go.

Let's look at each in more detail.

Not abstruse texts

According to statistics, only twenty percent of people read the entire advertising text. The rest just “scan” their eyes. That is why in advertising it is necessary to highlight the main thing and mark it in such a way that the element that catches your eye can really be of interest.

Not the product, but its properties

When composing advertising text, you need to focus not on the descriptive text. Of course, a more informative text that covers every detail will attract the user who already intends to buy the product. But for those who simply pass by, such advertising is just another bunch of unnecessary letters.

To avoid this relationship you need to:

• Competently attract attention;
• Be able to convince.

The most popular scenario for all relatively working advertising is a performance consisting of two acts. The first is the problem, and the second is its solution.

When composing the first part of the advertising text, another technique is used. It's called a "button". This name comes from the fact that this element, like a switch, is triggered by the buyer’s interest. Typically, a button is an interrogative sentence containing a question and fairly accurately reflecting the client’s problem.

Behind the button is a solution to this problem, and, as if by chance, the advertised product or service is indicated.

Sex is the engine of trade

All well-known marketers are sure that as long as people reproduce naturally, with the help of sex themes you can attract almost any product or service.

These are not made-up stories. They have been tested in practice. In particular, an experiment conducted by one of the marketers speaks volumes. He, having a fairly large circle of subscribers, sent out several types of messages.

As it was later noted, messages with a sex theme were opened thirty percent more often. Moreover, the SMS messages were sent not to teenagers at the stage of puberty, but to quite serious, successful people.

The most striking example of such advertising is banners of auto repair shops. Almost classic is the version with a half-naked girl holding instruments in her hands.

Authority

There is no escape from it. And now public figures are in authority. Surveys show that the impact of advertisements starring a famous athlete or entertainer is on average 10 percent greater.

Movement in its own way

This point is very important especially for those who are new to the advertising industry. When creating your own advertising, you need to focus on your competitors, who have already calculated everything and most likely chosen the best option.

Creativity the first time can lead to advertising not working at all.

Advertising is a dynamic phenomenon

Speaking about advertising, it is impossible to single out a few techniques that will work best in any situation. Advertising is created depending on several parameters. Among them:

• The target audience.
• Purpose of advertising.
• Possibilities.

The most interesting thing is that even when choosing, having correctly decided on the parameters, you cannot say with one hundred percent confidence that the advertising will work.

Reebok – scandalous advertisement “about needles and faces”

Reebok posted a series of photos of girls with feminist slogans on their Russian Instagram profile. The most scandalous of them sounded like this: “Sit down from the needle of male approval onto a male face.” Almost immediately after publication, the post was deleted and re-uploaded, but without this phrase.

And the hashtag from the post #nivkakieramki was used more than 2,500 times in less than 24 hours. Brand mentions increased by 193% in two days. It’s impossible to say for sure whether this advertising brought more benefit or harm, but it definitely made a lot of noise.

Scandalous advertising is done quite rarely in Russia, but in America it is a common occurrence. Such advertising allows you to break through the information noise to the consumer, most often this is done through the exploitation of sexual themes.

Nike. What are our girls made of?

We continue the theme of feminism, but in a more elegant format.

The reincarnation of the main character and a certain rebellion against the system of conservative foundations of society is shown in the Nike video “What are our girls made of?”

In the video we see only girls (boys are left out). The story is set against the backdrop of the feminism and gender supremacy movement. Whether it is bad that there are such movements and sentiments in society cannot be said unequivocally. But the fact that Nike played this beautifully is a fact. The number of views speaks for itself.

Such advertising works like this: the message from the video reaches the depths of consciousness and lays down a certain code of behavior there. Upon meeting the brand, the code will be activated and will create a positive image around the brand. This will not be just a “money-goods” chain, but something more.

Effective advertising using the example of various business areas

You can understand which advertising works best by referring to successfully implemented examples.

Bob Bagstaff

This is an American inventor. When he decided to establish mass consumption of his new invention, a toothbrush, Bob encountered a problem.

Nobody bought his product, despite fairly good performance. The sad thing is that Bob actively advertised his toothbrushes. They spent more than forty thousand dollars on regular outbound advertising.

However, this did not activate sales. Only one hundred units of the devices were sold, with each toothbrush costing only ten dollars. The losses promised to be enormous.

Then Bob decided to get creative. He made an agreement with a schoolboy he knew, and together they made a video on how to determine the freshness of breath. The video went viral and gained several million views in a short time. This:

• Increased demand for toothbrushes;
• It attracted supermarket chains that were ready to become partners and sell the product.

Restaurant Life Kitchen

In order to promote itself, this enterprise began to invite celebrities to its place. They were fed free of charge, with the best dishes from the kitchen. The organization, if possible, tried to attract the attention of as many celebrities as possible.

In the end, she achieved her result. The “word of mouth” effect worked. The company was mentioned several times in interviews and featured in a couple of magazine articles. However, this was enough for demand to grow sharply and the number of sales points to increase from four hundred to one and a half thousand.

Oreo cookies

Effective advertising methods are implemented by the Oreo company. The company producing these cookies shows itself as a true professional. She knows how to attract attention. This is done differently at different times:

1. Images of Oreo next to the royal bottle - as a sign of maintaining the theme, the birth of the heir to the English throne.
2. Oreo with rainbow filling - as a sign of support for sexual minorities.
3. Oreo on a darkened screen - in honor of the blackout.

This policy allows us to instill the habit of buying among the masses, and at the same time fuels interest.

Energetik Red Bull

It was this company that sponsored the world's first parachute jump from the stratosphere. The video collects more than thirty-five million views on the Internet. Eight million people watched this event online.

Such advertising increased the level of sales significantly. After all, just one event provided a client audience of thirty million people.

Of course, these examples can be doubted. After all, they were operated by the largest companies. However, you need to remember that you need to highlight the positive experience from your advertising. In particular, the success of all of the above is word of mouth.

And this phenomenon can be achieved with a smaller audience and at lower costs. Evidence of this is another example. This time with a domestic entrepreneur in the small and medium-sized business segment.

"Euroset". Advertising is just awsome

Let's go back and remember the 2000s. The time when Euroset was still under the leadership of Evgeny Chichvarkin and was developing rapidly.

“Most of the advertising that exists now is money for nothing. In the mass market, many are limited by the budget, although in the end it’s all about creativity,” this is what Evgeniy said about advertising, and he certainly wasn’t lying.

The most famous slogan “Euroset”, “Euroset” - prices are just ***” began to be used in 1999.

Of course, this slogan didn’t do it all. In 2003, Euroset became famous for the famous “Take off your clothes for the phone” campaign.

The action was a great success and the following year it was repeated in dozens of cities throughout Russia.

Yes, he really came naked! Fortunately, there were no good cameras or developed social networks back then. networks

You can’t ignore this slogan

Even against the backdrop of everything we can see on the Internet now, such advertising is hard to imagine. What can we say about the time when the World Wide Web was just beginning to develop.

Such advertising created a lot of noise in the media.

Advantages and disadvantages of outdoor advertising

• Advertising boards are placed along the roads . This option is effective, but it is difficult to remember contacts. Large font and memorable words are required. It is advisable to install several information boards. It is worth remembering that placement on the non-working side is cheaper, but ineffective.
• A banner is an advertisement placed above the roadway on a poster with text. Both pedestrians and motorists take longer to see the message. Therefore, indicating contacts and addresses here is completely justified.
• The pointer is an arrow pointing towards the advertiser's office.
• A sign is a small billboard in front of the office entrance. The advantages of this type are simplicity and low cost. The brightness of the design and large font size will attract attention from afar, so this is an effective business advertisement.
• A sign is a design indicating the name, telephone number and list of services of the company. Such a carrier is installed near her building.
• Sandwich Man - a man dressed in an original suit is guaranteed to attract the attention of passers-by.
• Pneumatic figure is an inflatable three-dimensional figure. Quite an original way, and effective advertising for business.
• Adhesive applications – posters and stickers. Similar advertisements are pasted on walls and placed in subways and entrances.
• A message about the company and the services it provides can be placed on a bus that travels through a certain area.
• Elevator advertising is a simple and effective method. A person going home has nothing to do, and he involuntarily reads the advertisement and even writes down telephone numbers and addresses.

Statistics:

According to statistics, everything is simple, a good advertising sign has a service life of up to 10 years. Depending on the location, it can be seen by hundreds or thousands of people in a day. It turns out that over the entire service life you will receive simply a huge number of impressions.

Advantages:

• Long service life - advertising located on durable structures is usually installed for a period of 3 months, which ensures a high frequency of advertising exposure.
• Memorization - people who walk or drive past outdoor advertising every day involuntarily remember it, which increases the level of trust in the product.
• Wide audience coverage - based on location, can number more than 10 thousand people/day.

Flaws:

• Not suitable for short-term advertising - some types of advertising (billboards) do not use a short period of placement (less than 3 months).
• Choosing a location - it is advisable to place the ad in busy areas.
• Expensive - characterized by high cost (advertising on a billboard costs approximately 20-25 thousand rubles per month).
• External influence - the negative influence of natural phenomena can deform the ad.