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Brandnews-22 Published by S&® the brandvertising agency 22 As brand owners develop ‘Earned’ and ‘Owned’ media strategies … >> 2 CUSTOMER Creative Ads still deliver MAGAZINES KEEP THE CONVERSATION FLOWING >> 4 SUPERBRANDS by Andy Sellers MIPA MCAM, S&® the brandvertising agency RESULTS 2013 In these tough economic Today, much of earned media is internet-based, times more and more initially seeding entertainment content on community brand-owner marketers channels such as YouTube and Flickr, to be are turning to ‘earned’ or propagated through social networking platforms such ‘owned’ media exposure as Facebook, Twitter and MySpace. Trouble is, these to help build their brand(s), channels are now so heavily populated with content - ‘earned’ media being that it’s easy to get lost in the crowd. And even >> 6 publicity gained through Facebook admits that only 10% of fans see a brand’s non-promotional channels content organically, they need motivating to discover MAKING THE DIGITAL, such as PR-generated the place where they might engage in dialogue with REAL AND THE REAL, editorials, social network the brand. And that’s where paid media, advertising, DIGITAL activity, YouTube virals, comes into its own. and suchlike, ‘owned’ media being where the brand owner controls the message - company blog, website, Paid, Earned and Owned Media should be twitter account, Facebook page perhaps. Marketers integrated in a campaign are doing so because they believe it to be free >> 7 advertising, not ‘paid’ media. Well, free doesn’t always So, in building or supporting their brand marketers BRAND DESIGN. deliver reward. should orchestrate an integrated campaign of paid, earned and owned media activity - with paid media KEEP IT SIMPLE, Paid media makes the initial engagement with expanding the campaign’s reach, engaging with STUPID! potential customers and nudging prospects to earned and owned media platforms, and with earned and owned media in return Whilst both earned and owned media have a place helping shape the paid media’s creative messaging in the communications mix, they don’t replace the by providing feedback of their intimate understanding need for paid media, i.e., conventional advertising of the interests and motivations of the brand’s in its broadest sense of brand communications. followers. >> 8 Paid media, and creative communications within Having made the case for paid media remaining in the FREE S&® GUIDES it, are necessary to make the initial connection and mix, this brings us more specifically to conventional, engagement with potential customers, presenting the paid-for advertising’s role in the brandbuilding effort, brand offering to them before going on to support the and particularly how it might achieve standout in the dialogue created by earned and, to a lesser extent, cacophony of messaging out there. Advertising in its owned media initiatives. broadest sense encompasses print ads, posters, TV, Anti-advertising brand Google was quick off the radio, direct mail, etc., and the role of this media is to mark to include paid media as its product portfolio encourage prospect engagement with the brand. But developed beyond search. As was Sir Alan Sugar, well engagement can only be achieved if the message is known for his disparaging views on advertising, when noticed in the first place. Which is where a creative S&® Website he launched his YouView TV set-top boxes. angle is necessary. 2 >> Effective and persuasive advertising must Cut-Through first have cut-through * There is credible IPA-supported research available which shows that advertising which wins creative [CONT] For advertising to be effective and persuasive it awards is far more likely to have exceeded client first needs to have standout, cutting through the objectives, and is more effective and accountable marketplace clutter for it to have an emotional impact than advertising in general (11 times more efficient upon its audience - be it to amuse or to surprise, than non-awarded ones in achieving market share to shock or enlighten - and is most effective when growth - see The Gunn Report: http://www.thinkbox.tv/ it encourages customer empathy with the brand by upload/pdf/Creativity_and_Effectiveness_Report.pdf. sharing a moment of insight - the ‘aha’ moment. There’s no set formula for this, it there was all brands If you’d care to comment on this article you can would do the same and the approach would be email Andy at [email protected] ineffective - which is why uninspiring advertising doesn’t provide the ROI that creative ads achieve*. This emotional connection makes the message and the brand more likely to be remembered and recalled, ultimately creating brand fame, customer engagement and buzz, to be networked across earned media. Customer Ma p the conve gazines kee rsa tion f owing >> CUSTOMER MAGAZINES ARE Although magazines have been around for a long 2. Editorial planning meeting AN INCREASINGLY time, in recent years they’ve been making a comeback Whatever the title, and however many pages, always POPULAR as a valuable participation communications tool. have an ‘editorial meeting’ at the outset of each The investment in printed customer magazines has edition. Include all parties and include a creative MARKETING TOOL even been embraced by mainly online businesses presence in the conversation. Even if there are SAYS such as high-end clothing retailer net-a-porter, whose already pretty clear ideas on the structure of the issue, SAM BOWLES magazine The Edit gives the company a mechanic participation empowers everyone to feel like they are with which to engage continuously with customers. helping to shape it. Follow this swiftly with a flat plan. DIRECTOR And it does work - a recent industry study showed that 3. Ad content ‘45 per cent of consumers take positive action as a BOWLESASSOCIATES Acceptance of advertising can be a sound policy, result of reading content marketing’. But how do you depending on the brand in question. If in the high go about creating a customer magazine from scratch fashion sector for example, to include appropriately and adding true value to the brand? ... aspirational ad content can add value and style to the 1. The masthead publication and you’re more likely to develop a true Firstly, work hard on the title and masthead. If Barry’s ‘magazine feel’. You can also use these ad pages as Screws sells screws, then Barry’s Screws Magazine separating devices between features. (with logo in the centre of it) isn’t likely to engage 4. Setting the pace a wide audience - always try to give the title some Pace in a magazine is really important, and is one depth, and develop a masthead that will stand up on of the main things that people planning their first the news shelf. 3 attempts fall short on. Magazines are designed to be flicked through, front-to-back and back-to-front, so create a content plan that has bite-sized shorts, high- impact areas through strong imagery, etc., and in- depth features. Then make sure you distribute evenly throughout the magazine so there’s always something to grab the reader the second/third/fourth time they pick it up. And try not to put the brand offering in the face of the reader at every turn – doing so is likely to lose credibility. When planning out the editorial “ “ content, remember that a magazine should have personality and variety. Welcome to Brand News, our 22nd issue and, as 5. Editorial style(s) always, published by S&® to stimulate debate and When planning out the editorial content, remember interest in brand marketing matters - we hope you that a magazine should have personality and variety. find it an interesting read. So don’t take the the easy route of trying to write every word yourself… the end product will be better for the If you’re new to Brand News, let us introduce use of different writers. And you’ll be able to step back ourselves. We’re S&® - aka Sellers & Rogers the and be a more objective editor. brandvertising agency. We build brands through distinctive, creative advertising and marketing 6. Ferret ideas from all around you communications, giving a brand a voice that’s more There aren’t many ideas within magazines that haven’t distinctive, more engaging than that of its rivals - and been done before! That doesn’t mean you can’t provide maximum ROI for our clients. ‘borrow’ the format… try pulling snippets of ideas from music or lifestyle magazines and re-construct them in Brands build business. And our business is building stomer features for sport, for example. And if the MD featured brands. u M has a rock ‘n roll edge, then use it in your styling or That’s why we’re known as the brandvertising agency. C the con ag s photography. ep ver azine 7. Bespoke, EVERYTHING e sa Magazine content should be fresh, and thought- S&® Services Offered: k t provoking. One thing that really doesn’t cut the io • Market Planning & Research n f owing mustard is regurgitated editorial and stock imagery. A magazine HAS to feel current and on-the-ball - • Creative & Art Direction whatever the perceived lifespan of each edition - and • Copy, Design & Artwork contemporary photography or illustration style help create the moment in time. “ • Web & Social Marketing • Print Buying A magazine can often be better when • Media Planning considered a standalone project. “ We also offer a free no-obligation review of your 8. Production values present marketing communications to anyone If planning a title that will go into print, look carefully considering placing a project with S&®. at the print supplier you intend to use. Magazines have a very specific feel to them and the guys you If we can help you with any of the above, just call work with on your annual report or sales pieces may or email: be ace, but can’t necessarily deliver to the desired Andy Sellers magazine spec.
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