Say it without saying it

"Show me don't tell me." -6th grade teacher

"How am I supposed to do that?" -student

"I don't know, that's your challenge, not mine." -teacher

I hated it when teachers would try to confuse me. I never could understand what they wanted me to do or what they were looking for. All I wanted was the A in the class and I felt that she was picking on me by making me think harder or holding a higher expectation than other students. I never got to thank her for pushing me to be more, but I will always remember her words, "Impress me."

So how does a person say something without actually saying it? My answer would be capture it. Capture the emotion, capture the message, capture everything you want to say. In advertising, most of this is captured in a picture, and it is said that a picture is worth a thousand words.

SO relating my blog to current things in my life, I struggle with talking too much. I can show a advertisement idea to my class and go-off on a 30 minute explanation of my idea. So I've decided to use this blog as an opportunity to find images that capture more meaning than just an image. 

A mesmerizing attraction that distracts you from everything else in the room. The center of not only the room, but the center of emotions that contains personal memories that it is oblivious to. All it knows is that it is something special in my life.

The fun part is that to some, that saying could be for the tree. For others, it is about the child standing in front of the tree or the angel watching over the room. There is no right or wrong here, just perception.

Shoot, there I go talking again.

Perception. Oh, one of my favorite words!

I wont even speak for these picture but I know they can been seen in many different ways. I leave you today with a something a guest speaker in one of my classes told us, "You're uniqueness is your point of view and perception. It is yours and no one else's and thats is what makes you stand out."

Creative babysitting

Chloe: age 10 

Corbin: age 12

I had a fun experience when I was babysitting my cousins (ages 10 and 12). Of course, the worst part of babysitting is finding a way to entertain them enough not to go crazy. So, I put them to work. I asked them to do exactly what I do in my creative class. I gave them paper, a sharpie, and a task. The task was to create 20 ideas for marshmallows. The rules were that you could not talk to each other and try to create ideas that no one else would have. After the first 6 ideas, they began to struggle but finally made 20 ideas. In fact, it became a race/game of who could come up with their 20 ideas first.

Then I had them switch gears and do another 20 ideas for advertising a bug-exterminator. The second product was more for a brain rest from marshmallows, for marshmallows was the main product.

After they finished with the bug exterminator ideas, I told them to image they were actual creatives. I pretended to be their boss and told them to work together and come up with 20 more ideas for marshmallows. “WHAT?!” is how my cousin’s replied, but then they got busy working together and discussing new and better ideas. They worked well together coming up with another 20 ideas and it was no longer a race. I then told them to pick only one idea they both liked and to make an ad for marshmallows. Here is where it got interesting…

As my two cousins discussed which idea they liked best, they wanted to pick one of their own ideas. Neither of them wanted to give into the other’s idea, they wanted to best. The reason I found this interesting is because this is a reflection of how some people work together within the industry. Each person wants to be the one with the “Big Idea.” Sure enough, one of the two kids gave in and picked the other’s idea. Unhappy with the decision, he said he would come up with the saying that would go with the image/idea. The younger cousin, the one who won the idea, sat back and did not even try to contribute to the headline. Although she was satisfied with her win on the idea/image, she was unhappy with the headline but decided not to fight against it since she had already developed the image.

The final product turned out to be more than just sharpie marks on a piece of paper. It really helped me to understand how to approach working with people and why is it so important to contribute positive or negative feedback to every idea. Two people cannot “settle” with an idea or both will be unhappy. Therefore, two brains are better than one, only if you learn to work together instead of against each other.

Berries and Cream

Oh Starbursts… when’s the last time you thought about them? I would think it was when you last saw them somewhere. I make this guess because when you think of candy, you don’t think about starbursts. I had an eye opening experience that made me realize why starbursts commercials are so random, over-the-top, and silly.

Driving to the library with my boyfriend (most of my eye opening experiences seem to happen around him) he said he wanted some berries and ice cream. I then busted out into song, “Berries and cream. Berries and cream. I’m a little lad who loves berries and cream.” After the awkward silence and the stupidity stare, he of course busted out laughing, obviously not knowing my reference.

I then busted out the iPhone and youtubed, ‘berries and cream starburst commercial.’ He watched in amazement and thus started our non-studying starburst commercial war. I say war because we would send them back and forth through email. When we walked back to the car from a very humorous study break, I said, “You know what, I like the starburst commercials but they have nothing to do with the candy.” My self-proclaimed all-knowing boyfriend responded with, “True, but when you think of candy, you don’t think of starbursts. Not only that, but they’ve done their job in making you remember their commercials. Have you realized we just spent 4 hours thinking about starbursts?”

Why the heck does my boyfriend lecture me about my own major (insert pouting face). However, it got me thinking about something said in class that I would usually never attempt. “You can do a general statement that can relate to anything. You just have to do it brilliantly and better than anything/anyone else.” A couple of classes later, the slogan “taste the rainbow” came up and it was the ironic reminder of the starburst experience. That slogan could be for multiple products, but skittles did it best and made it theirs. 

Transmedia Marketing leads to Viral Marketing

I am extremely interested in the entertainment aspect of advertising, specifically films. Like any advertisement, it has to be creative, eye catching, and rememberable, it just has to be executed in a different way. Their main difficulties are to satisfy consumer expectations and maintain it. What makes them different is that their selling point has a short shelf life. For example, The film is only shown in theaters for a set amount of time and gains it most costumer purchases within a timeframe of the DVD release date. So how does a creative team entrap the consumer to make the purchase when the time to purchase is limited? That's where transmedia marketing comes in.

Transmedia marketing develops an interaction with the consumer to make them feel a part of a community, or film, and satisfy the need for belonging. Transmedia marketing is engaging audiences to become more involved with the film through multiple platforms of storytelling. Hopefully, the consumers will feel so connected with the trasnmedia marketing that they spread the word about the campaign and create viral marketing. 

Some of my favorite examples of transmedia marketing campaigns turned viral are 'Cloverfield,' and 'The Dark Knight.'

J.J. Abram’s movie, “Cloverfield,” captured the attention of online consumers by allowing interaction through storytelling marketing. The film released trailers with unclear footage and no title to intrigue audiences to get involved with thinking about what they saw. The transmedia marketing campaign launched fake company websites and blogs that provided clues to the uncertain trailer.  People worked together through social networks, message boards, and blogs to uncover clues and attempt to link them together. The success came from creating a way for consumers to get interplay with the campaign. 

The “Why so serious?” campaign for “The Dark Knight,” involved fans all over the world to absorb themselves in a fictional Gotham City community. By forcing fans to network with each other to reveal clues about the movie, this marketing campaign went viral. The marketers researched and understood the importance of place and time to launch the first coded message. Their strategy was to release it at Comicon, an annual comic fan convention, because anticipated fans communicated their awareness of the campaign and developed interest. The message was from The Joker asking fans to prove their loyalty to him. This allowed the consumers to physically play-along by searching for clues in cities as well as work together online to find the next message. The campaign proceeded to grow when the Joker asked consumers to take photos of themselves in front of landmarks in full Joker make-up and share their photos online. By using the Internet, consumers could communicate internationally about “The Dark Knight,” thus making a loyal online social network for interested consumers. Furthermore, the campaign made a virtual community that allowed members to become characters within the story.  The week of the movie’s release, fans discovered The Joker had left his mark on New York buildings, websites, and trailers online. This campaign was extremely successful in creating a loyal consumer base and had international recognition because of its strategic planning. 

IT'S TIME TO GET CREATIVE!

The King vs Ronald McDonald

I had a very interesting conversation about fast food characters, such as Ronald McDonald and the Burger King King. I began the conversation stating how creepy both characters were and how ridiculous the money spent on advertising these characters was. In the conversation, I realized that the target market can never be overlooked within advertising.

I recently attended the Texas State Fair in Dallas and saw a huge stage. When I got a closer, I then saw a Ronald McDonald character performing to children. It blew my mind that McDonalds would pay for such a large stage for one character and for a great location within the State Fair. I was then enlightened that the Ronald McDonald fast food character is targeting the children, not the adults. To the kids, the character seems like a fun clown who just want to play with them all the time. 

Then, I turned to the Burger King King. How could he too be a character targeting children. At least Ronald McDonald looked friendly and inviting. The King, to me, looks extremely creepy and frightening to children. It was then brought to my attention that this character is not targeting kids. On the contrary, it is targeting 18-35 year old males to be exact. His goal was to promote: No one does creepy better than Burger King. He brought back the conversation to their target market and boosted revenue for doing so. His creepiness brought success to Burger King and they continued to promote the King with video games.

That’s one difference with McDonalds and Burger King, because of their different target audience; they spend more advertising on different medium. As mentioned before, McDonalds spent money on performance for kids and Burger King spent more on video games. This is because more children like physical interaction where they feel as if they have a friend. Burger King’s target market doesn’t get out much nor do they watch a lot of television. Therefore they discovered where most of their audience is consuming media, in videogames.

In this crazy world of advertisements, you are allowed to not like some of it, as I did with these two characters, however these characters were not targeted towards me. Plus, the results from both advertising tactics resulted in success. I learned you cannot overlook the advertising audience, or you will not communicate the message clearly to your target market.

There's a Guerilla in the Room

Someone once told me, if you make any advertisement, you should be able to portray it in print first. But once you decide to go beyond the print ad, the execution becomes more difficult to get across to the audience. Some would think it is easier to grab the audience’s attention when it is guerrilla marketing and they are right, but the question isn’t about grabbing their attention but for them to understand your message. Guerrilla marketing is an unconventional promotion of a company, product, or service. The downfall to guerrilla marketing is that people might only look at the visual you used and not the message behind it or the product.

For example, this is a Nationwide Insurance guerilla marketing is very eye catching and fun to look at, but the message takes more than 5 seconds to really understand. Yes this ad is big and can be seen from the travelers on the road, but they will only spend so much time looking at it and their attention isn’t on the headline or the tagline of the advertisement, but on the paint and where it went. I feel majority of the viewers wouldn’t be able to tell it was an insurance ad. But wait! It is also an ad for Coops Paint… now there is two messages trying to speak to viewers how might spend 5 seconds viewing this marketing.

Here is an example of guerrilla marketing that is successful in my opinion. Charmin does an annual guerrilla marketing in New York City. They set up public bathrooms in the middle of New York. The marketing team did a lot of planning on this campaign because they found out what New Yorkers want and are constantly looking for in the city, clean public bathrooms. What Charmin did was to make “going” enjoyable. They placed multiple bathrooms with Charmin toilet paper inside. Also they constantly reminded the audience about the brand by placing advertisements and their brand all around the consumers as they go to the bathroom.

To be success at guerilla marketing you must plan, research, and execute to your fullest ability. Nothing in this type of marketing can be half-way done. Also remember, if your audience sees your guerrilla marketing, will they understand the message is the first question and will they remember the brand is the second. 

Le(t's)-Go

Legos, oh oh oh Legos. I might be bias because I have a soft spot in my heart (and a hard spot on the bottom of my foot) because of Legos. Legos is the master of using your imagination and their advertising campaigns capture just that. I think their ads are brilliant. They bring me back to my childhood and remind me to use my imagination for fun too, even as an adult.

When I showed these ads to my boyfriend and he said, "I like them, but do they advertise to kids? Will kids know what 'The Simpsons' or 'South Park' are?" Although he makes a point that kids might not know the characters we adults grew up with, I asked him, "But who will buy the product?" The answer is the parents of kids. So technically they are the target market, not the kids themselves.

Here is another ad done by Legos that I think captures all aspects of what Legos is and does. It's simple and the message they want you to get is so visually clear. Its for using your imagination. It also rubs against our childhood when we used everyday objects and pretended it was something else to entertain ourselves. It kinda reminds me of 'The Rugrats' when the main character Tommy used his imagination to elaborate on an adventure for him and his friends. The message in this ad is so powerful,understood, and most of all, it is simple.