How Polarised Sunglasses Killed Advertising
Okay, the title might be a bit dramatic. But hear us out! Polarised sunglasses had a real impact on outdoor advertising. Have you ever worn your sunglasses while driving and seen rainbows on car windscreens? Or found that you can hardly see your phone screen?
It’s all a side effect of polarised lenses.
Polarised lenses have a chemical injected into them during manufacturing which is laminated into a vertical pattern. This reorganises light rays before they reach the eye, and that’s what causes those funny effects. But how did this change advertising?
As LCD technology improved and became cheaper, it became the more appealing choice for outdoor advertising. LCD screens mean you can have multiple advertisements rotating at any given time. It made it easier for advertisers to target the right audience by advertising at specific times, for as long as they needed.
But a set of polarised lenses doesn’t know the difference between a billboard, a phone screen, and a radio display. Your sunglasses will block them all. In the summer months when glare is up to three times higher than in winter, most Australians can be seen in their wayfarers and clubmasters.
This means most Australians can’t even see the billboards that businesses are spending a fortune to advertise on.
You wouldn’t think to consider sunglasses as a real-world AdBlocker, but they’re surprisingly effective. Just something to keep in mind next time your campaign plan includes outdoor advertising in summer, especially here in queensland.
What COVID-19 means for Advertisers and how you can stay on top, on the edge of a recession
The global economies been flipped upside down, stretched, poked and prodded in all sorts of places since the spawn of COVID-19. Unfortunately, for a lot of businesses, this is the bitter end.
The fate of trade in both big business and small lay in the (hopefully clean #flattenthecurve) hands of this disastrous virus. Woolies TP stock’s been wiped out, tourism’s taken a nosedive and let’s not even get started on the demise of the hospitality industry. I miss friday bevvies already!
But, what does that mean for the rest of us? The oh so lucky ones who still seem to have a fighting chance. What can we do to cement our footings in the space and come out of this stronger than ever before? The great Australian way.
It’s wise to tighten the straps at home, consolidate expenditure and reallocate budgets. Hell, even just to keep the head above water. In business though, as we edge on a recession, this can be detrimental to your ability to get through this one alive.
Times like these require a total shift in mindset. Quick wins, and thrown together, short run social campaigns, probably won’t cut it in this climate.
In an economy where literally no one is buying anything. Campaign goals (and associated creative) should be shifted from immediate purchase to increasing awareness of the brand in hope to not only sustain brand salience, but also capitalise on a somewhat rare opportunity to win market share in such a short period.
Don’t forget, some industries will totally blow up from this. Home delivery services and apps are being built daily across the globe and zoom has more than doubled its share value since the outbreak. If you’re in an industry that’s seeing a ridiculous amount of growth right now, remember ‘people over profit’ and you’ll have a better chance at sustaining that growth. Quick note, profiteering is highly unethical and mostly illegal—just don’t do it.
It’s important to use this time to revisit your purpose and reposition your business as a stronger, more meaningful brand. Because, when it turns (and it will) you want to be the one already at the finish line, not just starting the race.
Some things to think about;
- Promo based product advertising might be a successful short-term strategy, but it won’t prime your brand for the future.
- If the phones aren’t ringing, it might be time to consolidate budgets, switch things up and push long-term brand building campaigns.
- Get creative with your messaging, lighten up a little and remember how people will consume your message while locked up in their homes.
Most importantly, be safe out there.
Until Durex decide to launch a body condom, stay the f*** inside!
Brand Advertising is Quite Like Dating
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How on earth are dating and advertising even remotely similar?
So, you’re on a date – It’s going well, you like what you see. You feel the connection, an undeniable spark. This is what’s missing from your life. You want, need and deserve this. But it still takes time to build a trustworthy connection and it’s quite normal to ask questions. “Are they who they say they are? Nobody I know can vouch for them. I need to get to know them before I can trust them.”
Building credibility takes time and people need to feel a positive connection in order to trust. Welcome to the vast world of advertising.
Relationships are something that you need to work on over time. You don’t hand over your hard earned cash over night. You need proof of whether you can trust that things are what they appear to be. When you open your mind to this concept, you will realise that it’s relative to both personal and business relationships.
Think of advertising as a way of breaking down the barriers to build credibility and trust with your customers. When you like someone, you want to let them in. But it’s a process. Think about your personal life. The more present someone is and the more you see them, the more you trust them. The more your friends and family like them, the more at ease you feel to encourage the connection. The closer you become. Well, the same goes for your brand.
Many businesses, small and large often expect to see overnight results when it comes to advertising. However, it’s not always that simple. Don’t get me wrong, it’s great when you have measurability and it feels good when you can see positive conversion rates from your latest ad campaign. However, this is where we need a shift thought process. It’s not always about monetary return.
What do you want your brand to be worth to your consumers?
Brand advertising is a form of advertising that doesn’t focus so much on immediate action from consumers, but more so on establishing long term credibility and emotional connection with your brand. Think about it. Connection is ultimately what we, as humans, yearn for. Once there is trust and credibility, people are more likely to be loyal and remain a long term customer.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_empty_space height=”80px”][vc_column_text]
Want a better connection with the world?
Get in touch, the coffee’s always on us.
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