Blog Post #3

Topic 1:

Typing a few different beauty products into my search bar on Facebook, Revlon’s page popped up. As I scrolled down the profile, I was impressed at how they were using social media to their advantage. Undoubtedly, Revlon is a big name in the health and beauty industry, and 1.3 million people “liked” the particular page I was scanning (that I coincidentally ended up “liking” myself). They appear to keep their posts consistent, but not overwhelming. For the most part, they are showcasing new products, reinforcing their company’s current themes, and providing style information for a night out.

The target audience is mostly women – particularly those who are interested in new makeup and excellent deals. I would say that their campaign is effective as they consistently keep your attention and seem to be interested in the feedback of customers, sharing the customers’ modeling of products, and ideas. They also do a good job of showing the viewer what’s going on within the company at any given time.

Along the same lines, I was reading the advertising chapter of “WWGD?” one concept stood out to me, being especially innovative. Jarvis wrote that a company’s products and customers are their ads. Truly, these are the ones that work. A company must form a relationship with its customers, and only then do they become memorable. Just like that, people will begin to do your job for you – shouting your concepts from the rooftops, because you first humbled yourself and asked the people what those very ideas should be. People are much more inclined to believe their friends and family than a company that may or may not be trying to take all your money.

The concept is that you are directly learning from your buyers. This is a huge idea that people need to grasp if they want to be remembered.

Every extraordinary teacher I have had has asked what best helps the student to succeed or what they enjoy most. I look at the authors that yearn for feedback, every musician who is open to inspiration, the barista who learns my name and makes conversation while preparing my drink – these are the remarkable ones: ones who hold the key to success.

In order to sell yourself or your product it has to be about relationship – your customers are your ads.

Topic 2:

I watched the McDonald’s “Signs” ad, and I think that it was a complete fail. The advertisement was certainly trying to elicit emotion and express that their company was one truly invested in the tragedies going on around us. But I can’t buy it. There was some discussion in class about how harnessing sensitive current events is a little like playing with fire, and I think that this was evidence of how taking advantage of disaster can potentially backfire as you are engulfed in your customer’s fiery accusations. It didn’t come off as being supportive to me, but rather like they were downsizing great suffering in order to promote a burger - and maybe some fries with that. Here’s the link: http://adage.com/article/cmo-strategy/mcdonald-s-launches-step-brand-refresh/296537/.

On a more positive note, I also recently saw a commercial for Budweiser that I thought was especially well-made. It was endearing, and made me want to watch it till the very end. The “Puppy Love” ad was targeting those interested in heartfelt stories instead of the raucous clutter that usually plugs the TV screen. Instead of using beautiful women, or appealing to the viewer’s sense of humor, they set themselves apart. There was emotional branding within the narrative; the story, as I mentioned, was quite touching. The humans portrayed were plain-folk, which made the ad more welcoming. Lastly, the association principle was harnessed – connecting all the warm, fuzzy feelings to their beer. They were banking on the fact that people would be so invested that they’d fill their carts to the brim with beer all in the name of the delightful Labrador pup – and what do you know – people did! Here’s the link: https://www.youtube.com/watch?v=uQB7QRyF4p4.