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CDHM Advertising Inc.
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Digital Advertising is leading towards Programmatic!

Programmatic buying is taking the lead in digital advertising. It can apply to anything from display, digital out of home and television media through the use of automated parameters (buying & selling) to pinpoint your target audience (Display Trading Council). This is comparable to Point of Sale (POS) advertising (https://www.iab.com/wp-content/uploads/2015/09/Workflow_Best_Practices.pdf) since, ads will be served directly to the target audience at a buying process.

Meanwhile, “brands should think about data as customers or potential customers (https://www.marketingweek.com/2017/03/27/programmatic-advertising/). ” By doing this, they will be able to develop their branding efforts based on real time engagement data. Marketers will be able to leverage media space “…on an impression-by- impression basis (https://www.marketingweek.com/2017/03/27/programmatic-advertising/).” Media buying will not be static.

An example of Programmatic ad buying was in Audi’s collaboration with Google to promote the customizable Q2. On top of adding a tag to their website to track new and old consumers, they personalized ads using a car configurator that was incorporated on their website for consumers to customize their dream car. Audi collected this information on user taste to dynamically drive ad creative that matched the consumer’s preference. Conversions went up by four times more than with traditional ad buying (https://blog.globalwebindex.com/marketing/programmatic-ad-buying/).

With this development, data will be used to build ad messaging (creative) that resonates with your particular audience. Sophie Dufouler, global content and social media manager at Nestlé Nespresso, states, “For me, [programmatic] is looking at the adaption of creative versus the different target audiences, in real time (https://www.marketingweek.com/2017/03/27/programmatic-advertising/).” Data is being turned into creative messaging through the evaluation of impressions and to people who are ready to buy.

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FujiFilm Keeps The Greeting Card Relevant

FujiFilm keeps the sentiment of the printed Greeting Card relevant, even during the digital age and long after the first known usage of any Christmas Greeting in 1534 was written in a letter sent to Henry VIII’s chief minister (https://qconline.com/opinion/columnists/a-short-history-of-merry-christmas-wishes/article_534d5147-678a-5f1d-85b7-91b3a3518779.html).

The Victorians viewed responding to mail as a social obligation and in 1843 the Christmas (Greeting) Card that we are familiar with took form. The belief is that in response to the Sir Henry Cole’s (a postal worker) backlog of unanswered mail he sent 1000 cards by artist John Callcott Horsley that read “A Merry Christmas and a Happy New Year to You” and featured a festive family engaged in a toast. The task of sending a Christmas Card was under Kinship work, which is maintaining connections through gatherings, gifts, calls & written correspondence (https://blogs.scientificamerican.com/anthropology-in-practice/the-importance-of-holiday-cards/).

In 1890, a less expansive means of curating Greeting Cards developed and industrialization took shape. The Greeting Card became an important means of maintaining connections (https://blogs.scientificamerican.com/anthropology-in-practice/the-importance-of-holiday-cards/). The tight knit family & friend base was spreading abroad and the Greeting Card was the missing link.

Inevitably, industrialization led to the digital era and the printed Greeting Card has become an impersonal digital message.

However, FujiFilm realizes it is important to create printed Greeting Cards, as Christmas (the Holidays) are more commercialized and we become more reliant on digital correspondence (https://experimentalwifery.com/2012/12/14/why-christmas-cards-are-still-important-and-basic-christmas-card-etiquette/). Printed material makes a stronger connection with the recipient.

FujiFilm continually encourages using your favorite photographs to make Cards, Calendars, Tumblers, Mugs, Ornaments, etc. to create a connection with family and friends. You can create these sentimental gifts online or at a Kiosk in a Walmart Photo Center. The holidays are approaching and photo gifts make them brighter and more personal.
The Importance of Holiday Cards
The Importance of Holiday Cards
blogs.scientificamerican.com
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Logo= Telling Your Brand’s Story

To begin the process of telling your brand’s story, we need to understand that we are an incredibly visually oriented species (http://www.conceptcupboard.com/resource-centre/the-importance-of-a-good-logo-to-the-success-of-your-company/). Once we realize our comprehension of visual cues, we are able to make more sense of creating a clean logo that tells the story of your brand.

The brand’s story is the reason for the brand’s development. Su Matthews Hale, of the design firm Lippincott states: we need to realize that the logo is our brand’s “shorthand, a visual cue that tells a story of the brand’s culture, behavior and values (https://www.huffingtonpost.com/naz-riahi/how-important-is-a-logo_b_5450047.html).

When these attributes are identified, you will need to follow up with logo criteria that must be appropriate to the business: memorable, uncomplicated in form and original (https://www.bbc.com/news/business-32495854). They also should be tied into the value of your product or service and the user reviews.

When the criteria and the foundation of the business have been established, variations of a logo shall be tested among potential users. Those that understand how every component affects the perception the consumer has is important, down to the primary and secondary colors used in the logo (https://smallbusiness.chron.com/importance-logos-business-577.html).” It’s all about creating a physical and emotional connection.

An effective logo should be easily recognizable (Brand Recognition) in large- and small- print. It needs to clearly show what the company does (Reflect Your Business), and it needs to demonstrate loyalty and pride for the brand (Consumer Loyalty). Finally, a logo should have an emotional connection (Evoke Emotional Responses) (https://smallbusiness.chron.com/importance-logos-business-577.html). These qualities will help your brand stand out in today’s highly competitive market with thousands of brand messages in digital and print on a daily basis.

It is important to have a logo that not only conveys the unique identity of your business. But, also makes a strong connection to your audience.

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Point of Sale (POS) Advertising Engages The Customer!

Point of Sale (POS) or Point of Purchase (POP) (http://mediacaddy.com/the-benefits-of-point-of-sale-advertising/) is an integral part of advertising, since it focuses on a broader customer base

FujiFilm effectively uses this form of advertising in Walmart, CVS & A.C. Moore as customers are in the process of printing digital photos or converting printed photos to a digital format at their Kiosks. Their POS Advertising comes in the form of seasonally themed options that can be personalized to fit your style.

POS Advertising is utilized for FujiFilm’s Kiosks in Walmart based on its demographic, which is associated with “…price sensitive-customers, as they are commonly displayed as deal items, whether that means being on sale, or “new in store,” or item of the week (http://www.marketing-schools.org/types-of-marketing/point-of-sale-marketing.html).

“One of the most common methods of Point of Sale Marketing (Advertising) is the merchandise display, while other methods include the use of signage, receipts and suggestive selling by the retailer at the POS (http://www.marketing-schools.org/types-of-marketing/point-of-sale-marketing.html).” Out of the above forms of POS Advertising mentioned, FujiFilm relies heavily on signage.

CDHM Advertising is tasked with developing FujiFilm’s POS Advertising Signage that includes: Table Tents, Counter Cards, Decals, Shelf- Talkers, Kiosk & Tablet Headers, & of course the Catalog.

Included in POS Advertising, is Digital POS, which comes in the form of Screensavers (Stills & Animation) & Wallpaper. These digital forms of POS Advertising are referred to DOOH Advertising. Integrating DOOH Advertising in POS Campaigns has actually increased sales, according to a Nielsen Study (http://mediacaddy.com/the-benefits-of-point-of-sale-advertising/). In particular, “the awareness rate for DOOH Media is thus 23 percent higher than the average benchmark of other POS media analyses (https://www.digitalsignagetoday.com/news/nielsen-study-dooh-increases-revenue-at-the-point-of-sale-2/).

This increase in brand awareness, due to POS & Digital POS Advertising could be contributed to the fact that POS Advertising has a broader reach, since they “appeal most to impulse customers who aren’t particularly loyal to a brand… (http://www.marketing-schools.org/types-of-marketing/point-of-sale-marketing.html).” Within the broader reach your can precisely target your market, according to The Harvard Business Review (https://hbr.org/1983/11/better-marketing-at-the-point-of-purchase). Since, POS Advertising brings the customer to your doorstep.
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Don’t Just Store Your Digital Photos. Print Them!

As we get more immersed in digital technology and the routine of snapping photos on our mobile devices, the one’s that truly matter are getting lost in the shuffle. The more photos we snap and keep on our digital devices, increases the chance of them getting devalued.

Printing a photo is a way to cherish the moments that truly matter and share them, since “not everyone we know is active on the internet or knows have to use the computer, so they can’t share our memories if we stop printing photos (https://www.lifehack.org/561342/printing-photos-the-digital-age-necessary).” Printing a photo gives you credibility when you are sharing.

This is going back to the basics of photography, since it’s meant to create a connection between you and the moment, while giving you something to hold on to or surround yourself with. . “The memory stored in the picture adds character to wherever you put it (https://blog.inktonerstore.com/3-reasons-print-pictures-digital-age/). Photos showcase who you are and it is important to go through your digital collection and find the one’s that are print worthy.

Character is added to your environment, since life is added to a printed photo that would normally fall along the waste side (https://petapixel.com/2016/05/03/6-reasons-printing-photos/). Printed photos create a mood.

There’s meaning behind a print, since it demonstrates that you hold value and connect with the moment. A print can also be an attention grabber. “…We’re all guilty of taking digital photos for granted, prints are rare and (by basic laws of economics) will command more attention because of their relative scarcity (https://news.smugmug.com/why-print-in-a-digital-age-1c6c1c00c53a). This makes sense, since we are bombarded with digital photos and are likely to scroll past them without even giving them a second glance.

FujiFilm collaborates with Walmart to make it easier and more cost effective to print out the moments that matter with: Cards & Wall Décor, Photo Books, Drinkware, Calendars/ Home & Gifts, Blankets & Pillows, Home Décor, Specialty Gifts, Mobile Device Cases & Additional Products & Film Processing (© 2017: Walmart Photo: Photo Products Catalog). These printed photos can be made to fit just about any party theme, holiday or event.
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Studies show that Print Advertising is more effective than Digital Advertising. The reason is that Print Ads are sensory based.

As human beings, the more digital the world becomes, the less we actually connect to content. “Studies have shown that being able to touch and feel something you read can help you recall its message longer than with a digital medium, so messages on print are more likely to stick (https://www.oohology.com/the-foundry/it-s-alive-it-s-alive-why-print-marketing-still-matters).” The closet example is the act of studying. When you study you are rewriting the content to make it connect with you. Technically, you are putting together Ads to remember.

However, this antiquated way of consumption is going against our zeitgeist of being immersed in the cluttered landscape of digital media. Due, to the cluttered nature of digital media content, we are not absorbing anything, but glancing over it. Bob Provost, author of the Research reinforces effectives of print advertising, relates this to news media websites, “the typical news media web site visit is measured in five minutes or less and with fewer pageviews… The average engagement with a print magazine or newspaper is 20 minutes or more and generally involves several dozen pageviews (https://www.inma.org/blogs/ideas/post.cfm/research-reinforces-effectiveness-of-print-advertising).” For a brand, this is important, since brand identity last longer.

According to The Foundry, the reason brand identity has a longer shelf life is that “…print lingers and takes longer for a consumer to absorb the message (https://www.oohology.com/the-foundry/it-s-alive-it-s-alive-why-print-marketing-still-matters).” Not, only does the brand identity stick around longer, but it is less likely to be compromised and replicated. “According to research, 56 percent of customers feel they can trust print marketing more than other types of marketing (https://www.oohology.com/the-foundry/it-s-alive-it-s-alive-why-print-marketing-still-matters). “ This is backed by the common adage, “please show it to me in writing.”

Not only is the Printed Ad, not as dismissive. The majority of Millennials embrace print advertising for shopping and digital media for staying connected. A digital ad might get pushed aside when it comes to racking up those conversions. For example, “…fewer than one in 10 made a purchase based on social media activity. Just 1% made a purchase from a social media site (https://www.inma.org/blogs/ideas/post.cfm/research-reinforces-effectiveness-of-print-advertising).” This furthers the point that digital media users use the web and social apps not as a valued advertising source.

Finally, Digital Advertising is also being hindered, by the advent of paid subscriptions, ad blockers, ad options & ad avoidance. But, you should not dismiss the Digital Ad completely, since impressions are still valued there.







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ICYMI: CDHM wins awards for higher education clients! http://bit.ly/1T9LfZW
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Do you think Snapchat is just for teens? Think again! http://ow.ly/4mTVAl
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Win more loyal customers with social engagement! http://ow.ly/10pIHE
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More candy companies have agreed to stop advertising to kids, just in time for Easter http://ow.ly/ZRRaq
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