IMC Hawks Blog

Category: Advertising

  • Reality Is Broken

    Tikkun Olam is all about contributing to the repair of the world. What if there was a way to perform Tikkun Olam in a way almost all of us had never thought of before? What if we could help contribute to the repair of the world through video games?

    Jane McGonigal, author of Reality Is Broken and game designer believes that game design can help us make the world a better place. Of course, games already exist and help the world by making a lot of people happier when they play them. But what if we could take the elements that make games fun and apply them to our world to make daily life more fun?

    We can. We can implement game-like mechanics into our own life using what Jane McGonigal calls happiness hacks. Doing this can increase our happiness in the real world just by doing game-like tasks during our daily schedules. She covers some examples of happiness hacks that she has helped design in the later half of her book.

    Games do something else amazing. They convince people to do unnecessary tasks just because it is fun. Those unnecessary tasks, if designed by the right game designer, can actually have value. People could play a game where they design strategies for solving problems like world hunger and military crises. Actually, games like these have already taken place and helped create more informed decisions on situations like those and more. It’s all about getting more people to support games like those.

    If you are interested in the ways that gaming can make the world a better place, read Jane McGonigal’s book Reality Is Broken.

    – Andrew Moody

     

  • The Habit Cycle

    Every single day a person goes through hundreds of routines. From tying your shoes in the morning, to putting on your pajamas at night, the human brain uses habits to save energy while completing mundane tasks. Habits are the routines your brain has deemed worth remembering. They are suspected to be stored in a place of your brain called the basal ganglia.

    Habits are implanted in your brain, but that does not mean they can’t be changed. Habits can be rewritten and rebuilt. But, it takes a lot of work.

    Breaking a habit is hard, but not impossible. It can be done by taking advantage of the cycle that created it. By keeping the same cue and reward, but changing the routine can rewrite the habit. A person that snacks constantly throughout the day may do so to satisfy the feelings of boredom. By keeping the same cue, being bored, and the reward, of finding something to do, but changing snacking to getting up and walking around, they can change that habit. Changes require consistency and time devotion. A relapse will only damage the process made.

    Advertisers and Marketers use habits to draw in customers and encourage purchases. Large companies like Target will buy consumer demographic information, and then track purchase patterns to predict future buys. Toothpaste companies create a satisfying minty and tingling taste to convince you the toothpaste is working. This is all part of creating a reward worthy of habit.

    The Power of Habit, by Charles Duhigg, introduces these topics and explains the success of changing a habit. Through his book, he illustrates the steps a person needs to take to change a bad habit into something beneficial, and shows that one change can impact other habits in a positive way. We do what we do in life and business because of habits, so read this book.

    -Eva Mewborn

  • Spring Break: New Edition

    Many spring breakers spend their time relaxing or partying in warm weather, but there are plenty of other great things to do at the top 5 spring break destinations.

    Spring Break Destination One: Tampa, Florida

    Tampa not only has beautiful beaches nearby but so many other fun things to do.  You can rent paddle boards or water bikes and explore the bay area, visit Busch Gardens or the Florida Aquarium, go see the Big Cat Rescue, or hike the upper Tampa Bay trail.

    Tampa Florida kayaking with city skyline

    Spring Break Destination Two: South Padre Island, Texas

    South Padre Island is the perfect getaway for the adventurous spring breakers who want to see and try new things.  At South Padre Island you can fish, rent jet skis, surf, paddle board, visit a sea turtle center, and even visit a bird and nature center.  Don’t be thrown off by the name of the state, because Texas is the home to some amazing tropical paradises.

    Image result for south padre island surfing

    Spring Break Destination Three: Las Vegas, Nevada

    It may be hard to avoid all the casinos and bars in Las Vegas, but if you can, there are tons of other great opportunities to take advantage of during your spring break.  You can visit the Red Rock National Conservation Center, Shark Reef at Mandalay Bay, Clark County Wetlands Park, or even the Las Vegas Natural History Museum.

    Image result for las vegas red rock park

    Spring Break Destination Four: New Orleans, Louisiana

    New Orleans is known for their liveliness, but they have other great spots to visit too.  The Aquarium or the Americas, Audubon Zoo, National WWII museum, Mercedes- Benz Super dome, and the Jean Lafitte National Historical Park and Preserve are all great sites to see while in New Orleans. The luscious culture of New Orleans is definitely something to experience, but a more relaxed getaway may be just what you need in the center of all the craziness.

    Related image

    Spring Break Destination Five: Panama City, Florida

    Panama City is a huge spring break destination, and there is lots you can do there too.  Renting water sports is always an option near water, but you can also visit the Gulf World Marine Park, the Oaks by the Bay Park, or if you decide to bring your dog along your spring break adventure, there is even a luxurious dog park for your furry friends in Panama City.

    Image result for gulf world marine park

    Spring break can be anything you want it to be, but just remember there is always something to find for a more relaxing time.

    -Jennifer Howard

  • Aerial Advertising: Benefits Versus Downsides

    (Photo credit: Aviad.com)

    Seeing as it is spring break, I thought this would be an appropriate time to talk about an advertising medium that does not get a lot of attention in the marketing world. Aerial advertising has been around since shortly after World War II when aerial advertising pioneer Arnold Sidney Butler first started attaching banners to his airplanes. Aerial advertising does not receive much attention when it comes to marketing because it is a bit antiquated and is very location specific. This however, does not mean that it does not fill a particular gap in the advertising world and because of this, should not be overlooked.

    Unforeseen Benefits 

    Aerial advertising allows brands to advertise not only where there is a large gathering of people, but also where there is usually no other means of advertising. These are both bull’s-eyes for anybody looking to expand brand awareness quickly. The most popular of these locations are normally outdoor sporting events, beaches, and even over highways where there is regularly heavy traffic.

    These criteria mean that certain locations are going to allow the aerial advertising industry to thrive, while in other locations it is obsolete. 

    (Photo credit: http://www.southbeachvision.com)

    One of the locations where aerial advertising is more than thriving is South Beach, Miami. Here aerial advertising has become a primary method for brands to reach thousands of people at a time. The combination of beaches, youth, and plenty of sporting events, makes South Beach the number one location for aerial advertising companies. This can be seen by the fact that the two biggest aerial advertising companies in the country, Van Wagner Aerial Media and Aerial Banners Inc., are both located in Miami.

    Dangerous Downsides

    While aerial advertising may be relatively cheap in terms of cost versus amount of people reached, there are a few innate risks.

    The more obvious risk involved with aerial advertising, just like any other business involving giant metal machines flying through the air, is how dangerous it can be. Think about it— airplanes are already a scary concept, now add large crowds of people to the mix with planes flying lower than normal, and it becomes a dangerous situation. The process of getting banners attached to planes is no easy feat either. It requires a low-flying plane moving at full speed to carefully drag a hook through a loop. While there have only been a few aerial advertising related crashes, the potential for disaster is clear.

    In addition to the physical risk that comes with aerial advertising, there are plenty of lawsuits to go with it. This is because the Federal Communications Commission does not have control over what is said during aerial advertising. Aerial Banners Inc. has experienced lawsuits when they were sued for slander after flying a banner that read, “Club Space — Please Pay Your Banner Bill!”. This is just one example of how lawsuits can pile up if you are not careful about what banners you agree to fly.

    Parting Thought

    Besides the dead of summer, spring break is the prime time for aerial advertising. Millions of college students flock to destinations where all the criteria for aerial advertising are met. South Beach may be the number one spot for the aerial advertising industry, but no matter where you go this spring break you are sure to see plenty of aerial advertising.

    How do you feel about aerial advertising when you see it? Is it worth the risk?

    References:

    Pfeffer, Ryan (2016, May). In Miami, Aerial Advertising Is the Wild West of the Marketing World. Miami New Times. Retrieved from http://www.miaminewtimes.com/music/in-miami-aerial-advertising-is-the-wild-west-of-the-marketing-world-8445969

  • Yes, I saved $5!

    Why do stores have discount cards? Is it because they want to be nice? Hook you up with some great deals?

    Not really. You might think that you are winning because you are saving two dollars on a loaf of bread or three dollars because you bought two boxes of cereal instead of one. However, you are not the real champion; the store is.
    loyalcards

    By using a store discount card, you are giving away very valuable information. Information about you, what you buy, when you buy it and how often you do so. The store is now able to track your purchases and your spending’s, something that is in their favor. If they can see what you buy and how often, they can specifically target you. When you swipe your loyalty card, the store obtains valued information that they can use to get you back in their store to spend more money.

    Of course, the stores won’t tell you this. They want you to think that you are being rewarded for being a loyal customer, and sure, you are, since the word loyal translates to profit in their ears. Because the cost of obtaining a new customer is around five times as high, stores always try to find ways to get you back in the door.

    loyalty5times

    Just think about it, by looking at what you are buying stores know that you prefer a certain brand of soy milk over another, or a certain kind of chips for example. It is not a coincidence that you are getting coupons and offers for items that you frequently purchase. Once you swipe that “loyalty” card your purchase history goes straight into the stores computer system and they can start analyzing it. Your buying habits are being compared to other customers to figure out patterns, trends and other valuable information that can benefit the store.

    I do have a Harris Teeter Vic (Yes, I’m a very important customer) card myself and I do get excited when I save 4 dollars on ice-cream. However, I do understand the idea behind a store card and that every time I swipe that Vic card my shopping spree is being analyzed into a statistic that is used to target shoppers.

    How do you feel about store cards? Do you have a Harris Teeter card, or any other customer loyalty card?

    –  Olivia Nilsson

  • The Age of Social Media Advertising

    Do you ever wonder why your Instagram is magically filled with advertisements of all the things you love and want? Well, Instagram has launched a new targeting tool which allows brands to reach consumers who are highly engaged in their brand.

    tt-instagram-click-shop-hed-2015.jpg

    Amy Cole, head of brand development for EMEA at Instagram says “Advertisers are shifting their focus this from people’s mailbox to their mobile phones and Instagram has become brands’ shop window”. Many marketers are hesitant to use Instagram in their marketing strategies despite its growing popularity and usage. According to Greenlight, the digital agency behind the new targeting tool, of the 100 senior marketers they surveyed only 60% of them are not currently using Instagram as a marketing tool. Even after 30% of Instagram users admit to buying items after seeing them in photos or videos on the application.

    instagram-ads.png

    We are starting to see more of our favorite brands pop up on our social media for this exact purpose. Companies are playing off of Instagram, the highly visual social media platform, to show a more personal side of their brands. Instagram provides more than just visual content, it shares a story. With this highly intimate interaction with consumers, companies are able to connect on a different level and increase sales and brand awareness. Along with intimacy, a study done by Visual Teaching Alliance says that 90% of the information transmitted to our brain are visual. This means that we mainly interact with our world through visual contexts! When we see something we are more likely to remember it and therefore buy it.

    wersm-instagram-sponsored-posts-657x360.png

    Forward thinking marketers would benefit from investing in marketing tools such as this one for successful campaigns and advertisements. In a techno savvy world where we are in constant contact with our cellphones and social media platforms it is unwise for any company not to invest more time and money into visual social media marketing.

     

    Do you think its necessary for brands to start engaging more with their social media following?

    -Isabella Martinez

  • Showing the Human Side of Businesses

    Whether you are an individual about to speak to a crowd or an organization trying to increase brand awareness, connecting to your audience is essential. Knowing your audience, what message you are trying to send, and the most effective channel to send your message, are all critical components when trying to achieve this connection. The various channels that organizations can communicate through is always increasing as technology advances and right now social media platforms are the latest and greatest among these channels. 56732301

     

     

     

     

     

     

     

     

    While Mr. Burgundy is right, simply creating social media accounts is not enough. The most successful companies use social media to show a more human side of their organization. People are bombarded with thousands of advertisements daily and smart consumers block out these traditional advertisements. What social media allows is for companies to reach potential consumers in a different way and engage with their audience more than ever.

    img_2612The challenge becomes knowing how to properly use this new-found channel of communication. Companies who treat their audience as individuals, and therefore treat their organization as an individual, have the most success establishing a connection through social media. Instead of focusing on purely sales related messages, social media platforms should be used to communicate any information that is relevant to a given audience, messages should sound natural, and be current in order to really show off that human side.

    Denny’s is a company that is a great example of this and has been gaining recognition as one of the funnier and more engaging companies on social media.

    https://twitter.com/DennysDiner/status/618503585685377024?ref_src=twsrc%5Etfw

    This tweet of a viral video and catchphrase, with Denny’s’ personal touch, shows the company’s ability to take something that is relevant to their target audience and apply it to their brand. Denny’s goes even further when it comes to engaging with their audience and actually responds to some of their audience.

    dennys_tweet_1

    While these tweets may be on the more extreme and silly side for many companies, it is perfect for Denny’s and what they are trying to communicate.

    There is a fine line between showing the more human side of an organization and being inappropriate, as many companies have found out when there has been significant backlash after an inappropriate post. However, with a properly run social media account, the benefits of using social media to gain new customers and maintain an image of being a thoughtful and relevant organization, vastly outweigh the potential downside.

    -Brian Clifford