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mean that certain locations are going to allow the aerial advertising industry to thrive, while in other locations it is obsolete.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

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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

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.

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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.

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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.

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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.

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

 

 

The phenomena of advertisement on YouTube

I don’t know about you all but I love YouTube! I subscribe to a couple of different channels mostly related to beauty, fashion and traveling; but also, channels such as BuzzFeed and VEVO. I have the attention span of a five year old, so watching 10-20 minute long videos is perfect for me to keep my full attention and not get bored or drift off into distractions such as my phone.

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YouTube has grown tremendously in the past couple of years, and from what experts are saying it will continue to do so. Did you know that over ONE BILLION unique users visit the site each month? How crazy is that!? Additionally, YouTube is the second largest search engine in the world, only trailing behind Google! Seeing these statistics, it becomes clear that YouTube not only has a massive audience, but an extremely diverse one as well.

In our modern world, digital marketing is more important than ever and advertisers are realizing that they need to be utilizing numerous different outlets. YouTube has become a fresh new marketing tool which can help advertisers and companies reach their specified target audiences. The success behind YouTube is the interaction and engagement is provides. Users often share, like, and comment content; creating an extremely close knit community among users.

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There are many ways to advertise on YouTube, product placement being one. One new trend among YouTube users is video blogging, also known as vlogging. Video Bloggers often rack up millions of views, and have quite the influence to their fan base. A study from Variety asserts that “teenagers’ emotional attachment to YouTube stars is as much as seven times greater than that toward a traditional celebrity”. For this very reason, advertisers are choosing to showcase themselves before, during and in videos which generates a large-scale audience. Sometimes it can be a placement ad that plays before the video (we have all seen the “Skip ad in 5”), but can also come in form of sponsored mentions, gift merchandising, or even partnership reviews.

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YouTube has been around for a long time but it is rapidly becoming more and more influential. With 300 hours of video uploaded per minute, the site gives advertisers a wide variety of advertising opportunities which reaches people all over the world in a constant and visually appealing manner.

Do you watch YouTube? And if so, what are some of your favorite channels?

– Olivia Nilsson

Valentine’s Day Candy Sales

Image result for valentine's day candyLet’s take a look at what made Valentine’s Day great in the world of sales. We know from the previous blog post that there are a variety of things that people bought for their loved ones on Valentine’s Day this year, but let’s take a look at the classic: candy!Image result for valentine's day candy sales statistics

Candy is the most commonly purchased gift every year on Valentine’s Day, just barely beating out greeting cards this past year. It is estimated that in 2015, $1.7 billion was spent on candy and that number just keeps increasing each year. About 36 million worth of heart shaped chocolate boxes were purchased within that amount. In the same article, it also estimates that the amount of chocolate that the amount of spending equates to is about 58 million pounds! In 2015 as well the total amount to be spent on Valentine’s Day was $18.9 billion dollars, but that’s because of other big spenders like nice jewelry or expensive flowers.

While were here, we might as well talk about the other type of sales. Candy sales! All across department stores and discount stores you can start finding candy already up to 50 or 70 percent off. Go out there and get yourself some candy!

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Andrew Moody ’17

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