A & P Advertising

Integrated Communications Solutions

Digital Space – Getting it right

I went to a business breakfast  this morning on ”How to make the web work for small business”. Hosted by Port Phillip Council, if offered up the venerable Howard Michel, a Gen ‘Y’er digital strategist and Head of online communities from Lonely Planet.

Wildly different in their views on the digital space, it reflects the constant challenge faced by both small and big business alike.

”Be honest, be prepared to lose control and don’t rely solely on your own content” Vanessa from Lonely Planet advised. ”Its in the drama, the passion and the flamboyancy of the engagement” was Gen ‘Y’s take on it. “It’s all about the product differential. Offer something that’s desired by consumers, but not delivered by your competitors” vocalised Harold.

Well if you’re smart, wouldn’t you do all three?

I think the biggest challenge is not being able to understand and adhere to these and other principles of Web 2.0, but the will, desire, creativity and let us not forget the money, to effectively implement them. We all hear of people going on about the effectiveness of social media and how it’s such a business enabler. Opening a two way dialogue with the consumer to deliver a stream of consciousness must be good right? On average 90% of all your businesses revenue is being generated by just 10% of your customers. So if it’s just 10%, do you need to talk to everyone or just that small group? They are your core buyers, your loyalist and advocates. You need to in fact, layer your involvement – engage the wider audience, but treating those of most value to you differently. Making them feel special, so that they can be your champions, police and defenders of your brand, within a space that you never really owned in the 1st place.

Maybe just remember this:

  • Define your audience and know exactly who they are and what they want
  • Segment and treat them differently depending on their value to you
  • Ensure differentiation from the competition (perceived or real)
  • Ensure any offers are compelling/ differentiated / relevant
  • Make it personal – you’re always selling to an individual
  • Be passionate about what you do
  • We all make mistakes, just don’t repeat them. Test, learn and apply.

Andrew Pink

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18/03/2010 Posted by | Brand advertising | Leave a comment

Impact Brand

BACKGROUND: Cirrus communications was established at the time of the ‘Broadband Connect ‘ scheme being introduced under the Howard Government. Its objective, to offer regional Australia an alternative to expensive satellite broadband offerings or slow dial up internet connectivity. With limited media budget, Cirrus struggled with retail centric communications that failed to deliver the key messages in a fragmented media space.

cirrus-brand-ad-treeINSIGHT: With no real alternative to Telstra/Austar, once consumers became aware of the Cirrus offering they flocked to the service. What was required was a rural relevant messages, coupled with high impact visuals to seize the readers’ attention, calling them to find out more. Encorporating the keypiece of equipment (at home reciever) and then attached it to a Tree and Farmers head, made for arresting imagery, with real stopping power. The third ad, ‘End of the line’, tapped into a home truth, that rural communities felt abandoned.

OUTCOME: The campaign ran successfully. Generating strong awareness and enquiries where it ran. So effective was the campaign, that Telstra would monitor launch activity via the press and initiate phone exchange upgrades and local advertising as a tactical solution to limit market share loss.

Three Brand ads where produced – Tree, Farmer & End of the line

cirrus-brand-ad-farmer1cirrus-brand-ad-end-of-the-line

Previous generic advertising

cirrus-old-brand-ad1

21/04/2009 Posted by | Brand advertising, Case studies & previous work | Leave a comment

Branding on a shoe string

Cirrus Wagga Wagga Launch

BACKGROUND: This Cirrus TVC was developed from a contra deal that was set up with a local Wagga Wagga TV company. We got free airtime for giving them free internet boardband services for 12 months. The catch! a very limited budget that needed to stretch to not only producing the TVC, but a radio commercial as well. 

INSIGHT: With either no service available from Telstra/Austar (only competitors) or the high cost of broadband services offered by them, we’d found that by offering a partity product at a lower price customers flocked to the service. With a limited budget ($4000), we needed something simple to build awareness for launch. Production values needed for regional Australia where moderate and more than acceptable by the audience used to very localised TVC’s. 

 

OUTCOME: The launch was successful, with strong service take up. This lead to additional business and government contract enquiries for dedicated (high revenue generation) services. 

 

18/04/2009 Posted by | Brand advertising | Leave a comment