Articles

Mind the Gap: How to successfully advertise to different generations

Details: Written by Mary Mac Carlin

Minding the gap is a warning that lets someone know when there is a void between where they are and where they are trying to go. There has always been a relatively large communication gap between different generations. Generational segmentation is a big part of creating a target audience for advertisers. Minding those generation gaps is crucial to creating a successful campaign.

5 Innovative Ways To Increase Brand Awareness

Details: Written by Hannah Bartle

A brand is at the core of a company's success. A solid, trusted brand is necessary in order for your company to prosper. Your company’s brand is not only what makes a lasting impression on consumers, but also allows your customers and clients to have a firm grasp on what to expect from your company. It is a way of distinguishing yourself from the competition and a way of demonstrating what you offer and why that makes you the better choice. Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived.

Storytelling & your brand: what’s your story?

Details: Written by Mary Mac Carlin

When you think of a traditional storyline, there’s a protagonist, antagonist, plot line and hopefully a resolution. Branded storytelling for a company functions in the same way. Your company is the protagonist, your competitors the antagonist, the plotline is the product or service you supply to your customers and the resolution is the value your customers find in your offering.

Storytelling is the art of developing an engaging connection between your offering and the value it provides to your customer. It is important to note storytelling is not about pushing your message onto your customer, it is about involving them in the process of the story developing.

Informative vs Persuasive Advertising

Details: Written by Hannah Bartle

Informative and persuasive advertising are both powerful tools to use when conveying the strengths of a company's product or services. Although both forms are useful resources for building a brand and conveying a message, they have their differences and should each be used strategically. The major differences in these advertising techniques relates to the ways each seeks to deliver information. Informative advertising has persuasive techniques, but relies more heavily on facts, whereas persuasive advertising seeks to appeal to consumer emotion to close the sale.