Final Major Project - Business Report by Lea Tumczyk

HOW TO RUN SUCCESSFUL PRINT C A M PA I G N S I N T H E G E R M A N M A R K E T

A strategy for premium and luxury handbag companies

by Lea Tumczyk

IN THIS REPORT

I. II. III. IV. V. VI. VII.  VIII.

Introduction Companies Looked at in the Report Key Highlights The Market Why Print Advertising? Successful and Unsuccessful Campaigns Strategy on How to Run Successful Campaigns Reference List

3 4 5 10 29 45 55 64

INTRODUCTION Additionally to the dissertation “The power of advertising – How fashion companies can create higher brand equity-the importance of using print campaigns”, this report was made. ------------------------------The business report should provide luxury handbag companies from Germany with a better understanding of the German fashion aesthetics and their preference when it comes to fashion print campaigns. ------------------------------With getting to know the main factors of how a successful print campaign in Germany looks like, the companies can implement it in their strategy and create higher brand equity.

C O M PA N I E S L O O K E D A T I N T H E R E P O R T

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

THE 8 KEY HIGHLIGHTS 01

Fashion in Germany is rather conservative

It’s a print advertiser’s market

‘Full View + Details’ is most appealing and influences people to buy

Advertising can make the brand first choice

Handbag should be main focus

It’s all about feelings when it comes to campaigns

Total expenditure for apparel amounts to 73 milliard €

Emotions push us toward action

Key Highlights

The Market

Why Print Advertising?

FASHION IN GERMANY IS RATHER CONSERVATIVE In a conducted survey most of the German participants said that fashion in Germany is more secondary and that the people care more about expensive cars and having an own house, so the style of the majority is rather uncreative, unexcitedly and mostly conservative. That is also because the people in Germany do not have enough courage to wear fancy clothes and stick to the style of the majority to not stand out. Having shown the participants some images of fashion campaigns, the people mostly preferred the images with clothes that are more wearable, have clean cuts and are down-to-earth. One thing all participants agreed with was that the Germans are trend follower and no trendsetter, even if they would like to be trendsetter, but they just cannot keep up with other countries, such as France or Italy.

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

‘FULL VIEW + DETAILS’ IS MOST APPEALING AND INFLUENCES PEOPLE TO BUY In another conducted survey, 76.7% of the participants said that ‘Full View + Details’ is the one of the most appealing ways to present the product the company wants to promote. Only the way of presenting the product ‘Outside’ is more appealing with 86.7%. But with 83.3% it influences the people most to buy the promoted product and therefore is by far the most effective way to present a product a company wants to sell.

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

HANDBAG SHOULD BE MAIN FOCUS

TOTAL EXPENDITURE FOR APPAREL AMOUNTS TO 73 MILLIARD €

In the same conducted survey as in No. 2 the participants also stated, that if handbags are the main focus of the image it influences them most to buy the product and additionally this way of presenting the product is the second most appealing way. The only way of presenting the handbag, which is more appealing is, when the bag is integrated in an image story, but this way does not influence the people to buy the product at all.

The total expenditure for apparel and shoes in Germany amounts to 73 milliard €. Thus, the expenses of an average German consumer for fashion are 900€ and is with that above the EU-27 median of 700€. Further, the whole fashion and textile industry in Germany employs around 712.000 people and is the second biggest employer in the EU after Italy.

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

IT’S A PRINT ADVERTISER’S MARKET In the age of online advertising, print advertising may seem quite unusual, especially when magazines are getting extremely thin and newspapers are going out of business, but if there has ever been a greater time for print advertising it is now: It is a print advertiser’s market. For many magazines and newspapers print advertising is less expensive than it was a decade ago. That is simply because a lot of advertisers have moved most of their budget into online advertising and as the demand for ad space has diminished, so have advertising prices. This is not the case in every single instance, but by and large this is true across the print advertising world. Further, depending on the niche and what print outlets are relevant to the business this can be a goldmine of opportunity to not only get exposure to the right audience, but put a creative spin on how the brand wants to be recognized.

ADVERTISING CAN MAKE THE BRAND FIRST CHOICE Advertising not only is the best way to make a brand first choice for customers, ahead of the competitors, but also provides basic information such as contact details and website addresses, increases sales by telling potential customers about products or services, tells customers about changes to services, new product launches and improvements and increases short-term sales with a specific one-off message – informing people of a special offer or a particular benefit of the product. Further, advertising reminds existing customers of the business, changes people’s attitudes and perceptions of the business, helps to create or develop a distinctive brand for the business to help stand out from competitors, generates awareness of the business and also develops a particular market niche or position.

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

IT’S ALL ABOUT FEELINGS WHEN IT COMES TO CAMPAIGNS In the conducted survey of No. 2 and 3, the participants had to explain why they preferred the campaign image they chose and most of them stated that they liked the way the image was created and that it is all about feelings for them when it comes to campaigns.

EMOTIONS PUSH US TOWARD ACTION When evaluating brands consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features and facts), but still logical facts play an important role. Additionally, emotional response to an ad has far greater influence on a consumer’s reported intent to buy a product than does the ad’s content – by a factor of 2-to-1 for print ads. Further, positive emotions toward a brand have a greater influence on consumer loyalty than trust and other judgements which are based on a brand’s attributes. So, most important characteristic of emotions is that they push us toward action.

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

GENERAL DETAILS In 2015:

GERMANY

Population: Demographic development: Labour: Rate of unemployment: Cross domestic product (GDP) â&#x20AC;&#x201C; per capita:

80.889.500 0,3% 41.982.800 5,3% EUR 42.315

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

FA S H I O N E N V I R O N M E N T 4,1% apparel EUR 61 Milliard

Germany is one of the leading countries in the fashion industry.

0,8% shoes

EUR 12 Milliard

German fashion is known for its unconventional young designs, elegant lines and manufacturers of sports gear, like Adidas and Puma. With a few notable exceptions, like Escada, MCM, Hugo Boss and Aigner, Germany’s biggest clothing brands are positioned in the middle of the market, producing convenient basics and styles that are attractive to the country’s ageing population. The total expenditure for apparel and shoes in Germany amounts to 73 Milliard €. Thus, the expenses of an average German consumer for fashion are 900€ and is with that above the EU-27 median of 700€.

Own graphic based on:

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

FA S H I O N E N V I R O N M E N T

Due to the history and development of fashion some countries have a stronger fashion expertise, such as Italy and France. But, the German fashion industry also reflects a growing preference for German fashion brands.

Own graphic based on: dvf Mediengruppe (2015)

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

LABOUR IN THE GERMAN TEXTILE INDUSTRY Number of employees (x1000) in Germany

The whole fashion and textile industry in Germany employs around 712.000 people and is the second biggest employer in the EU after Italy.

textiles

apparel

leather goods, shoes

LABOUR IN TEXTILE MANUFACTURING, APPAREL, SHOES AND LEATHER GOODS Number of employees (x1000) in Germany

textiles

apparel

leather goods, shoes

LABOUR IN TEXTILE RETAIL, APPAREL, SHOES AND LEATHER GOODS

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

SURVEY Average age between “32 - 39”

from

PARTICIPANTS 30x

Average income “3.000 – 5.000” a month Average reading fashion magazines “every month”

Germany

Average buying luxury fashion products “every quarter year”

Print Campaigns – Best way to present product?

ABOUT

Colour VS. B/W Campaigns – What is more effective? Fashion In Germany – How does it look like? Handbag Campaigns – Best way to present handbag?

All survey results can be found in the appendices of the dissertation

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

P R I N T C A M PA I G N S : b e s t w a y t o p r e s e n t p r o d u c t ? Studio Full view + Details Studio + Requisites In House

Only product Outside Product in front

Brand heritage

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

SURVEY RESULTS: print campaigns 60% get sometimes influenced

53.3% think that print campaigns are

successful tools to promote brands and products

“[…] power of printed photographs.”

10%

36.7%

Yes, definitely

Maybe

20%

13.3% Not at all

“I can see them.[…] worthier than online.”

I don’t really think so

33.3%

by print campaigns to buy a product

26.7% Yes often

60%

“[…] reaches more people.”

Sometimes

“[…] would spend more time on reading the print campaigns whereas online/digital campaign I would just quickly browse it.”

In a way

Most appealing

Influence to buy product

100 “It’s a clear & simple way to present the product.”

“Remarkable things like famous stars & brands or a product in a lovely scenery are the best ways to make products attractive.”

“ I can get the best idea of the product and can imagine myself wearing it.”

“ I just like the way they created the image. It’s all about feelings for me.”

Full view + Detail

Studio

Studio + requisites

Using famous models

In house

Lying

Using brand heritage

Outside Only product Product in front

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

CONCLUSION

Full view + Details

Strategy on How to Run Successful Campaigns

Most appealing

Product in Front

Influence to buy product

Outside

76.7%

60%

86.7%

83.3%

70%

36.7%

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

C O L O U R V S . B / W C A M PA I G N S â&#x20AC;&#x201C; w h a t i s m o r e e f f e c t i v e ?

Colour

Black and white

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

SURVEY RESULTS: colour VS. b/w campaigns 76.7% think that colour campaigns are more appealing than

23.3%

black and white campaigns

B/W

“In general, a colourful campaign like this is more attractive to me. Buying is also a visual process.”

76.7% Colour

“I would not say, that it is generally more appealing to me, it definitely depends on the product and they way it should be represented. But I think for most products coloured pictures fit better.” “I would like to see in which colours the clothes are offered. You can get a better idea of the product when the ad is in colour.”

3.3% 30%

Maybe

“The eye is drawn to colour and it is too easy to flip through the ads in a print magazine quicker to find the editorial content. The campaign imagery needs to pop.” “Colours reflect the mood of the picture.”

66.7% Yes

“[…] more eye-catching”

“I think that coloured pictures better wake up the customer’s attention, but it always depends on the image & message.”

66.7%

think that a colour campaign is more effective regarding to sales

Key Highlights

The Market

Why Print Advertising?

CONCLUSION

Successful and Unsuccessful Campaigns

Most appealing

Strategy on How to Run Successful Campaigns

More effective regarding sales

23.3%

76.7% YES

66.7%

3.3%

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

FA S H I O N I N G E R M A N Y: h o w d o e s i t l o o k l i k e ?

Germany

Italy

France

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

SURVEY RESULTS: fashion in Germany 43.4% think that Germany is a global fashion player Definitely

Not at all

3.3%

46.7%

40%

10%

70%

16.7%

13.3%

Sporty

Yes

How do you see the German fashion style?

Elegant

33.3%

23.3% 43.4% Maybe

Classy

56.7%

36.7%

6.6%

Unconventional

3.3%

23.4%

70%

3.3%

Fashionable

16.7%

10%

33.3%

30%

10%

Plain

16.7%

46.7%

6.6%

23.4%

6.6%

50% think that print campaigns are successful tools to promote brands and products

50%

Maybe

50% Yes

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

Most appealing campaigns? Germany

Italy

France “Simple & clean.” “Clothes are more wearable.”

13.3%

70%

16.7%

“ More attractive to me.” “Draws my attention.”

43.4%

23.3%

13.3%

20%

“Reminds me of 70s & 80s.” “Clean cuts & wearable clothes.” “Prefer the atmosphere of the ads.”

43.4%

33.3%

23.3%

“I can imagine myself wearing it.” “Nice colour & clothes that are appealing to me.”

80%

20%

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

CONCLUSION German fashion isâ&#x20AC;Ś Classy

Sporty

Plain

Elegant

93.4%

70%

63.4%

50%

Most of the respondents said the campaigns of fashion companies in the German VOGUE are more appealing to them than the same companiesâ&#x20AC;&#x2122; campaigns in other countries VOGUE edition. (Respondents did not know which campaign was published in which edition!)

70%

43.4%

80%

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

H A N D B A G C A M PA I G N S : b e s t w a y t o p r e s e n t h a n d b a g ?

Bag is integrated in story

Bag is highlight

Only bag

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

SURVEY RESULTS: handbag campaigns 60%

3.3%

Only product

36.7%

Main focus

60%

Integrated in image story

think that a campaign where the handbag is integrated in the image story is most appealing to them “It looks quite interesting. I would want to fins out what’s the brand story & concept they are trying to tell the customer.” “I like the images with a story behind it.”

“I think seeing the handbag being used in some situation can create a connection to similar situations the customer regularly has in his own life.” “I can put myself into the ad.”

30%

“The product I want to buy is main focus. I can see it best & with outfits .”

66.7%

Main focus

66.7%

would rather get influenced to buy the handbag when seeing it as the main focus in a campaign

Only product

3.3%

Integrated in image story

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

CONCLUSION

Handbag is main focus

Strategy on How to Run Successful Campaigns

Most appealing

Handbag is integrated in image story

Influence to buy product

Only handbag

36.7%

60%

3.3%

66.7%

3.3%

30%

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

OVERALL CONCLUSION

Full view + Details

Outside

Colour

Handbag is main focus

German fashion isâ&#x20AC;¦ Casual

Sporty

Plain

Elegant

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

WHY USING PRINT ADVERTISING? In the age of online advertising, print advertising may seem quite unusual, especially when magazines are getting extremely thin and newspapers are going out of business BUT: If there has ever been a greater time for print advertising, it’s now à  IT’S A PRINT ADVERTISER’S MARKET •

•

For many magazines and newspapers print advertising is less expensive than it was a decade ago à  a lot of advertisers have moved most of their budget into online advertising Depending on the niche and what print outlets are relevant to the business, this can be a goldmine of opportunity to not only get exposure to the right audience, but put a creative spin on how the brand wants to be recognized

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

PRINT ADVERTISING CAN… Print has evolved into a specialized medium, proven its enormous potential to boost brand visibility through targeting niche markets. à  By focusing on a specific group of consumers the company can develop durability and print advertising effectiveness

Print advertising can… •  •  •  •  •  •  •  •  •  •  •  •  •

provide basic information increase sales tell customers about changes, launches and improvements increase short-term sales with a specific one-off message remind existing customers about the business change people's attitudes and perceptions of the business help to create or develop a distinctive brand help stand out from competitors make the business first choice for customers generate awareness develop a particular market niche or position reach a wide range of people all over the world increase brand visibility

Strategy on How to Run Successful Campaigns

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

ADVANTAGES OF PRINT ADVERTISING

Consumer Engagement

Combining Online & Print

Brand Awareness

Customer & Client Retainment

Credibility Leads of High Quality

Extended Company Reach

Key Highlights

Brand Awareness

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Increasing Brand Awareness

Print advertisings can be quite effective in increasing brand awareness, as print is consistently around for consumers to notice. It also gets shared through work, student, dining and home environments.

Strategy on How to Run Successful Campaigns

Key Highlights

Brand Credibility Awareness

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Obtaining Credibility as a Trusted Source

Print advertising stands out in obtaining credibility amongst consumers, through removing several risks. Consumers are able to read print advertisements without having to worry about being taken to an illegitimate website. This removes the fear of scammers, malware, and advertising tracking software, and thereby increases credibility.

Strategy on How to Run Successful Campaigns

Key Highlights

Consumer Credibility Engagement

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Consumer Engagement

Print advertisings can lead to consumer engagement, as consumers tend to actively read print. Text based stories have a higher read-through rate of percentage, in print, which allows, marketers to place story based ads in magazines and circulars, with the certainty of knowing that the story will be read.

Strategy on How to Run Successful Campaigns

Key Highlights

Extended Credibility Company Reach

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Extending Company Reach

Through direct mailings, print advertising is able to reach the exact consumer demographic that would have an interest within a specific company. Many consumers have bought a certain product, simply through seeing it as they were randomly browsing through a catalogue. Print advertisings can be placed within niche based magazines, thereby increasing the likelihood that the correct audience sees a printed advertising.

Strategy on How to Run Successful Campaigns

Key Highlights

Customer & Consumer Client Engagement Retainment

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Customer and Client Retainment

One of the greatest advantages of print advertisings is the ability to retain customers and/or clients. Print allows consistent contact through direct mail. With print advertisements, such as direct mail, materials are more likely to reach the intended recipient. The true difference provided through print advertisings is that thank you cards and friendly reminders can be sent out in an effort to build relationships with clients and customers.

Strategy on How to Run Successful Campaigns

Key Highlights

Consumer Leads of Engagement High Quality

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Providing Leads of Higher Quality

Though print advertising does not have the mass reach available, such as online portals, it can provide leads of a higher quality. This in many ways, improves the leads obtained, and reduces the amount of time that can be wasted on attempting to close with uninterested, or vaguely interested consumers.

Strategy on How to Run Successful Campaigns

Key Highlights

Combining Leads of Online & High Quality Print

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Combining Online and Print Advertising to Maximise Marketing Efforts

For an effective marketing campaign that can produce a desired outcome, print advertisings should be combined with online advertising. Combining both forms of advertising will ensure that the companyâ&#x20AC;&#x2122;s marketing campaign is gaining the greatest advantages of each type of advertising. This will ensure that the companyâ&#x20AC;&#x2122;s advertising efforts are maximised for success. To ensure the perfect balance of online and print advertising, marketing campaigns should be designed following a complete company and target market based analysis.

Strategy on How to Run Successful Campaigns

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

10 REASONS TO ADVERTISE IN MAGAZINES Offers Lasting Message

Capture Focused Attention

Relevant & Welcomed

Targeted Credibility

Drives Purchase Funnel Brand Relevant Imagery

Enhances ROI

Drives Web Search & Visits Sells

Key Highlights

Capture Focused Attention

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Magazines and magazine advertisings capture focused attention

The focused process of magazine reading leads to less media multi-tasking, ensuring single-minded attention to advertising.

Targeted

Strategy on How to Run Successful Campaigns

Magazine advertising is targeted

Magazines engage readers in very personal ways. There is a magazine for every passion and a passion for every magazine. It is important to use magazines to reach the target audience in a meaningful way â&#x20AC;&#x201D; a way in which Specialty TV just cannot compare. Plus, magazine readers reach the affluent, those with disposable income to buy advertised brands.

Key Highlights

Relevant & Welcomed

The Market

Why Print Advertising?

Magazine advertising is relevant and welcomed

Consumers value magazine advertising, reading it almost as much as the editorial itself. The ads are accepted as an essential part of the magazine mix.

Successful and Unsuccessful Campaigns

Credibility

Strategy on How to Run Successful Campaigns

Magazines are credible

Consumers trust magazines so much that they are the leading sources of information that readers recommend by word-of-mouth to others.

Key Highlights

Offers Lasting Message

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Magazines offer a lasting message

Advertisings keep working 24/7. They provide a lasting, durable message with time to study a brandâ&#x20AC;&#x2122;s benefits. Consumers clip and save magazine advertisings for future reference.

Brand Relevant Imagery

Strategy on How to Run Successful Campaigns

Magazines deliver brand relevant imagery

Magazine editorial imbues advertisings with brand relevant imagery, associations and a frame of reference that delivers greater reader receptivity to brand advertisings.

Key Highlights

Drives Web Search & Visits

The Market

Why Print Advertising?

Magazine advertising drives web searches and visits

Magazines are where consumers go for ideas and inspiration. That is why magazine advertisings are leading influencers, driving readers to advertiser websites and to start a search.

Successful and Unsuccessful Campaigns

Drives Purchase Funnel

Strategy on How to Run Successful Campaigns

Magazines drive the purchase funnel

Magazines are effective across all stages of the purchase funnel, especially brand favourability and purchase consideration, the most sought after metrics that are hardest to sway.

Key Highlights

Enhances ROI

The Market

Why Print Advertising?

Magazine advertising enhances ROI

Allocating more advertising dollars to magazines in the media mix improves marketing and advertising ROI.

Successful and Unsuccessful Campaigns

Sells

Strategy on How to Run Successful Campaigns

Magazines sell

Several studies prove that magazines help drive sales objectives, as a stand alone medium or in combination with others.

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

SUCCESSFUL VS. UNSUCCESSFUL CAMPAIGN •  •  •  •  •  •  •

Real life situations, we can identify ourselves with Good focus on products à not too much going on Classic, clear & simple Creating right feelings/mood Think of details Campaign should be on-brand Image should fit the clothes

•  •  •  •  •  •  •

Too much going on à cannot focus on products Strange posing Background that does not tell the story to promote products Creating boring, dated and stiff feelings Having no personality “Trying to hard” feeling à Images that feel forced Formulaic campaigns

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

Romantic feeling

Does not do a lot for the brand or the clothes Real-life situation

There's a lot going on here All about the clothes

Boring, dated and stiff Too much make up

Does not look coherent Image looks forced and dated

Creates right feeling

Clear and simple

Does the clothing justice

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

K E Y FA C T O R S F O R A N E F F E C T I V E A D V E R T I S I N G C A M PA I G N

Target Audience

Image

Donâ&#x20AC;&#x2122;t be Everything to Everyone

Competitive Advantage

Memorable

Location

Values

Test Advertisings

Spend Money

Diversify

Linked to Brand

Look Outside the Business

Goals

Consistency

Key Highlights

Target Audience

The Market

Why Print Advertising?

Go after target audience

An advertising campaign should be geared toward the niche market. It is a common mistake to create generic advertisings that do not speak the language or grab the attention of potential customers. It is important to know, which kind of customers to attract, and the advertisings have to speak to them on a personal level.

Successful and Unsuccessful Campaigns

Donâ&#x20AC;&#x2122;t be Everything to Everyone

Strategy on How to Run Successful Campaigns

Donâ&#x20AC;&#x2122;t try to be everything to everyone

No product or service will appeal to everyone. Many business owners, including corporate executives, try to come up with ways to reach every market. It can spell disasters for small businesses, who cannot afford to spread themselves too thin. Companies have to find their market and be everything to that audience

Key Highlights

Competitive Enhances Advantage ROI

The Market

Why Print Advertising?

Highlight competitive advantage

One of the keys to all advertisings is to accentuate the pros of the company â&#x20AC;&#x201C; those factors that give the competitive edge. Too many advertisings are clever but fail to sell the specific benefits of the featured product. Unless these benefits are highlighted, the advertising delivers no value to potential customers.

Successful and Unsuccessful Campaigns

Image Sells

Strategy on How to Run Successful Campaigns

Establish an image

There are plenty of products that are recognizable by their packaging. Image counts when it comes to advertising and promoting a business. Too many advertisers do not work to built a consistent image, and theyâ&#x20AC;&#x2122;re missing the chance to make an impression on prospective customers.

Key Highlights

Spend Money

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Have to spend money to make money

There are plenty ways to save money, but advertising is typically not the place to cut corners. Doing so will affect sales, and that affects the bottom line. Successful advertising may cost some money, but that is because it works.

Donâ&#x20AC;&#x2122;t be Everything Location to Everyone

Strategy on How to Run Successful Campaigns

Advertise in the right places

The companies favourite magazine, radio station, or even television programme might not be a favourite of their audience. Companies have to do some research about the target market to understand who they are and determine what they read, watch, and listen to. The company, then, has to advertise in the appropriate media to ensure that they reach their target market.

Key Highlights

Diversify

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Diversify

It is common for business owners to choose the best place to advertise, based on price and potential rate of returns, and then stop. But, it is important to spread advertising dollars around by choosing a variety of suitable media for the audience and budget.

Test Advertisings

Strategy on How to Run Successful Campaigns

Test ads in advance

If a company has time or money to invest in focus groups, they should test their advertisings on other people. Do they understand and accept the message the company is trying to convey? If not, they should try to get insights into how to more effectively communicate the message. There are other lessexpensive ways to test advertisings as well â&#x20AC;&#x201C; questionnaires, for example.

Key Highlights

Memorable

The Market

Why Print Advertising?

Memorable

Successful and Unsuccessful Campaigns

Values

Strategy on How to Run Successful Campaigns

Stand for values

Key Highlights

Linked to Brand

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Be inextricably linked to the brand

Goals

Strategy on How to Run Successful Campaigns

Establish what to achieve

Is a company looking for increased sales across their range or a boost to new and existing propositions? Whatever, the aim determines the desired uplift in sales and time scales in which to achieve them.

Key Highlights

Look Outside the Business

The Market

Why Print Advertising?

Look outside the business for fresh ideas

Companies should consider hiring marketing agencies to create campaigns for them – they will have more time to road–test concepts. For £3.000 companies will get a fully executed poster, print or internet campaign.

Successful and Unsuccessful Campaigns

Consistency

Strategy on How to Run Successful Campaigns

Be consistent with method

If company has chosen a multi-channel approach, consistency is vital for a successful marketing campaign. Companies have to make sure slogans are identical and that promises and descriptions made in one medium match those another.

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

HOW TO CREATE A SUCCESSFUL A D V E R T I S E M E N T C A M PA I G N An ad campaign is about connecting with customers. Once the company gained the trust and respect of a customer, it can expect years of loyalty. However, earning that trust and respect means creating ad campaigns that convey a company's message or reason for existence. When preparing an advertising campaign, companies should consider the reasons why they went into business and how they want people to view their company.

1 Identify target customers

2 Determine best ways to reach target group

3 Create a brand that target customers can immediately recognize

4 Conduct market research

5 Calculating budget

6 Write down aims for particular advertising project

7 Think about collaboration & commissioning

8 Test several target markets and advertising venues

9 Place advertisement

10 Evaluating advertisement

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

IDENTIFY YOUR TARGET CUSTOMERS

DETERMINE THE BEST WAYS TO REACH YOUR TARGET CUSTOMERS

Target customers are groups of people with the most interest in the companyâ&#x20AC;&#x2122;s goods and services. Therefore, it is important to create online and offline surveys to get to know the customers. Further, it is necessary to review past marketing and sales reports to see which products sold the most and in which regions. Companies should also research their industry to see which demographics regularly purchase goods and services similar to theirs.

Television, radio, print, direct mail, Internet and social media advertising are all ways to promote goods and services. Hence, knowing which advertising venues to invest in can reduce the company's marketing costs while increasing its profits.

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

CREATE A BRAND THAT TARGET CUSTOMERS CAN IMMEDIATELY RECOGNIZE

CONDUCT MARKET RESEARCH

A brand communicates a company's message and should differentiate the company from other companies in the same industry. Therefore, a logo and slogan to promote the business brand should be created, because to consumers, the logo represents what the company stands for. Hence, when creating an advertising campaign, it is important to always keep the company message in the back of the mind.

Conducting market research to determine which benefits appeal most to the companyâ&#x20AC;&#x2122;s target market and focusing the advertising message around those benefits is necessary for an effective campaign. Further, when advertising in specific markets, different benefits should be highlighted.

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

CALCULATE BUDGET

WRITE DOWN AIMS FOR PARTICULAR ADVERTISING PROJECT

The business probably has a set advertising budget for the year â&#x20AC;&#x201D; but how to divvy it up between the various advertising projects? For each planned project, companies need to be clear on just how much money they are willing to spend and will almost certainly change exactly how they divided it between costs like copy writing and design. But, the company can treat the overall amount as set in stone.

The aims companies have in mind for a particular advertising project need to be written down ahead of time. While it is good to be ambitious, it is also important to decide what constitutes a successful advertising campaign for the business. Sales can be the simplest metric: If a company is advertising a particular product, how many units will it need to sell to pay for that campaign?

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

THINK ABOUT COLLABORATION & COMMISSIONING

TEST SEVERAL TARGET MARKETS AND ADVERTISING VENUES

Unless companies are planning to write, shoot and design every part of their advertising, they will probably need to bring in some help. Finding the right freelancers for each aspect requires checking through portfolios and rates, but it can save a lot of time. The company will also want to make sure that it finds any talent it will need for its advertising (models and photographer for photography and so on). Moreover, companies should produce marketing materials to promote their company's goods and services. Hence, the type of advertising venue the company chooses, determines the types of materials to create.

Companies should test several target markets and advertising venues to identify those advertising campaigns that produce the most sales. Therefore, they may need to tweak their marketing efforts to increase sales or exposure. Besides, it is important to review sales and marketing reports to determine which markets to stay in and which to leave.

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

PLACE ADVERTISEMENT

EVALUATING ADVERTISEMENT

Once the company has a finished advertising in its hand, it is time to actually place it with its preferred advertising venue. The company may have a few contracts to sign and a check to hand over. Besides, the company will also want to make sure to actually see its advertising before publishing it â&#x20AC;&#x201D; from a newspaper, for instance, the business wants to see the tear sheets of pages containing its advertising.

Depending on the companyâ&#x20AC;&#x2122;s advertising, the way of evaluating it can vary. The company might simply comparing sales before, during and after the advertising campaign. It is necessary to spend as much time on analysing how the advertising campaign worked as the company can, as this information can point the business to more effective uses of advertising in the future.

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

Strategy on How to Run Successful Campaigns

S T R A T E G Y O N H O W T O R U N S U C C E S S F U L C A M PA I G N S Follow step 1 to 10 of â&#x20AC;&#x153;How to create a successful advertisement campaignâ&#x20AC;?

The campaign image should represent the fashion aesthetics of the Germans (clean cuts, wearable, nothing too fancy)

The campaign image should be a full view and a detail view of the product

The handbag should be the main focus in the campaign image

The campaign story should play outside and create a nice feeling

The campaign image should represent the brand and stand for its values

The campaign image should be a coloured image

The print campaign should be combined with an online campaign

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

E X A M P L E I : M I C H A E L KO R S COMMISSIONING: •  Vanessa Moody (Model) •  Mario Testino (Photographer)

Strategy on How to Run Successful Campaigns

Key Highlights

The Market

Why Print Advertising?

Successful and Unsuccessful Campaigns

EXAMPLE II: COACH COMMISSIONING: •  Rianne van Rompaey & Lexi Boling (Models) •  Steven Meisel (Photographer)

Strategy on How to Run Successful Campaigns

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