IMC Hawks Blog

Category: IMC

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mean that certain locations are going to allow the aerial advertising industry to thrive, while in other locations it is obsolete.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

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    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

  • 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.

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    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

     

     

  • It’s a SAD Day

     

    blog1 Now that Valentine’s Day is over, we can get down to the real celebration of the season: Single Awareness Day, or SAD. A dedication to all the single people out there, sick of the holidays and searching for a break from the commercialism that is Valentine’s Day.

    With no evident background explaining why Valentine’s Day is the cheesy, romantic holiday we all know and endure, the media has flourished coming up with its own meaning and traditions. The day itself cannot be pinned down to a single event, all we know for sure is that it is a mix of Roman and Christian traditions. The Catholic Church recognizes three different St. Valentines, each carrying their own legend. It is a holiday with a mysterious history, yet it is deemed the day of love.

    Single Awareness Day has its own history, believed to be started by a college student at Mississippi State University. It became prominent on social media year after year on Valentine’s Day, but was recently changed to February 15th in order to give it its own celebration. Single Awareness Day is now officially a national holiday!blog2

    According to the website, singleawareness.com, suggested activities for this celebratory day include sending yourself flowers, partying with other singles, and exchanging gifts with single friends. And don’t forget to wear green, the complementary opposite of red, or black if you want to symbolize your absence of celebration.

     

    For all the single people out there, you made it through another over-sentimental Valentine’s Day. Now is the time to assemble with your single friends, and buy the discounted chocolate. Being single is not a curse, but a celebration of independence and empowerment. That is what Single Awareness Day represents.

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    -Eva Mewborn

  • Tips for Your Linkedin Profile

    Applying for jobs has many young adults worried. There are ways, however, to boost your chances of landing that job. Creating a Linkedin Profile is one way to show your professionalism and is a good way to network with countless other people, but you are probably thinking that many people have these profiles. How can you make yours stand out? We have some tips that you can use when crafting your profile.1217linkedin

    1. Join as Many Groups as You Can

    Linkedin allows it users to connect with others and start groups. It is important to be in groups because the more groups you are in the more likely you will be found when searched by an employer. Be sure to only join groups that are relevant to the jobs you want to get. The more groups you are a part of the more times your name your will appear in front of someone looking to hire. You can really make yourself standout by leading a group too.

    1. Be Very Descriptive in Your Summary

    The more descriptive you are in your summary the better your chances will be in attracting attention to your profile. This space allows you to tell what separates you from your peers. It is a good resource to share your story. Also, be sure to include many keywords in the “speciality” section so that when searched, your profile will show up sooner.  blog-cover-1024x587

    3. Keep it Professional

    Your Linkedin profile should be completely different than your Facebook profile. Linkedin is not a place to chat with your friends or create a profile to see how many shares or likes it can get. It is about networking and giving companies an online representation of who you are. Your profile needs to be organized. If your profile is a mess then whoever is looking at your page will assume that you are a mess too.

    1. Show off Your Worklinkedin2

    Linkedin gives its users the opportunity to attach files or link websites in the profile. It is important to utilize this so that employers have a direct link to see the work you have done. Do not be afraid to show off your work and be proud of what you have done. Remember confidence is key. Make your profile a confident one.  

    1. Keep it as Updated as Possible

    Your Linkedin profile should not be outdated. A profile is not created and then left to be alone. It should be in motion and kept up to date. Your profile needs to constantly be updated so that employers see all your experience. If you leave important information out then they will have no way of knowing of it. They can only see what you put out there. Adding that extra information could mean the difference between getting hired or getting overlooked. If you have experience then be sure to let them know. Do not limit yourself.

    Let us know what you think of our tips and be sure to comment below if you have any of your own that you would like to share!

    -Austin, Jonathan, & Kaela

    Photo Sources

     http://exclusive.multibriefs.com/images/exclusive/1217linkedin.jpg

  • A Twist on Seafood

    Do you love trying new and exotic foods? When you hear the words “raw fish” do you run for the hills or scream yum? If your answer was run for the hills… we bet you haven’t tried Wilmington’s only Panamanian restaurant, Ceviche’s.

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    As college students we don’t often get the chance to try new foods or experience other cultures through their cuisine. Thankfully Ceviche’s allows this experience without weighing too heavily on your wallet. It may not seem like your typical comfort food, but trying new things can add a wonderful new dimension to your life. And who knows, you may fall in love with it!

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    Ceviche’s is a relatively new restaurant in Wilmington, NC. It is located just before the Wrightsville Beach drawbridge, in a cute little yellow and green shack. The small building creates a fun and relaxed atmosphere- the perfect setting for a beach town. Owned by the Tiblier couple, they wanted to bring the feel of Central American (specifically Panamanian) food to Wrightsville Beach. The owners had the opportunity to live and experience Panama, taking surfing and fishing trips to the Pacific and Atlantic, they stick to the foods they know: Panamanian diet with ceviche, plantains, tropical fruits, and more!

    11855660_1654981721384115_8410897693814372787_nCeviche owners, neither of which had prior restaurant experience, took to Facebook once they began the development of the restaurant. In the preliminary stages, their followers got to see behind-the-scenes photos of the construction and formation of the bar. They revealed a “menu preview” and even featured their first customer who ordered a red sangria on their opening night. This social media strategy engaged followers and potential customers, while creating anticipation for the new Panamanian-style restaurant. Their social media page continues to update followers on daily specials and “daily catches”, shares pictures of tasty dishes, and features customers enjoying their meals.

    This restaurant incorporates such variety in creating the culture, directly correlating to bricolage. Bricolage is something constructed or created from a diverse range of available things. Bricolage makes this restaurant unique and fun to experience. So… if you want some diversity in your menu and overall restaurant experience, go check out Ceviche’s!

    Visit their website here: http://wbceviche.com/

    Facebook: https://www.facebook.com/myceviches/

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    -Jonathan Callahan, Erin Fouhy, Julia George, Joseph Hines, and Sarah Suggs

  • A Thai and Vietnamese Creation

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    Although it’s only in Wilmington, NC, once you step through the doors of Indochine Restaurant you are transformed into a Vietnamese wonderland.  Guarding the front entrance, a 6-foot golden statue of Buddha welcomes the guests that come to dine.  Statues, paintings, and nicknacks line the walls of the interior of the restaurant, all collected by the restaurants owners during their many travels throughout Asia.

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    The true enchantment begins when you pass through the back doors into the garden. With just over an acre, the Bartsch family has created a Vietnamese-inspired garden that will leave you speechless.  From koi ponds to individual tiki-huts for guests to dine in, the garden is a true transformation to a new “far east” destination.

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    After opening its doors in 2001, Indochine quickly became one of Wilmington’s most popular attractions.  Voted Encore’s Best Restaurant Overall for over 15 years, each visit to Indochine is a handcrafted experience.  On top of a beautiful atmosphere, the cuisine only enhances the experience.  Staying local and true to Thai culture, each dish is freshly prepared based on family recipes.

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    Indochine has built a brand based on every factor of the dining experience.  Atmosphere, service, and cuisine are just a few examples of where the Indochine staff focuses their attention to ensure every guest is experiencing a true taste of Vietnam.  Staying true to culture is very important to the owners and doing so has allowed them to build a strong brand awareness in the Wilmington community.

    Based solely on word of mouth marketing, Indochine relies heavily on their reputation.  Through their success it is clear that staying true to culture and providing the very best experience to the customer is vital in surviving in the restaurant business.  Although the owners choose not to advertise in the community, Indochine is a name we all recognize and has become a staple in Wilmington culture.