What do you wish people knew about your industry?
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There’s a lot of misinformation and ignorance in the public’s mind when it comes to advertising and to marketing. For example, advertising practitioners often feel that you can’t go into an agency and expect to get what you want. It’s up to us to guide the client and let them know what’s possible.
What types of public misconceptions do you wish were dispelled?
Advertising, media buying and PR are all different professions. While many people think they’re one in the same, their jobs are quite different.
What marketing messages would you like to see more of?
Messages that focus on the product and why it’s better than the alternatives. I would love to see more authenticity and transparency in advertising, and a message that’s easier to understand.
What marketing messages would you like to see less of?
Messages that scream, “CONSUME ME!” so much as messages that provide a benefit to the audience. I feel as if there’s not enough understanding of the problem and why the product is a solution. I want to see advertisements that solve problems, not just promote a product.
What tips would you give marketers to help them reach their target audience?
Have an idea or hypothesis for your message before you spend money. Think of the most efficient way to reach your potential customers and ensure you’re reaching the right demographic.
Does your industry face any ethical challenges?
For some people, advertising is seen as a necessary evil, as opposed to a legitimate industry. This can be especially problematic when advertising intersects with other disciplines or products. For example, the pharmaceutical industry often faces challenges about whether or not their ads are a necessary tool that helps consumers.
What types of ethical challenges do you face?
How do we tell people about our products in a way that’s truthful, but still effective?
What types of messages would you like to see more of from competitors?
I would love to see more transparency and authenticity. I’d also prefer a message that’s easier to understand, since a lot of advertising is complicated and hard to follow.
In a world where visual imagery is widely accessible, I believe it is safe to say that people value beauty more than ever before . How many times have you been out shopping and found yourself buying that purse or dress that looks beautiful to you? Why do we think this way?
It all comes down to evolutionary biology . Back in prehistoric times, human beings had no clothes, shoes or bags. All they had was their own skin and that of the animals they would kill for food. In order to survive, a person’s strongest instinct was to be able to discern healthy from unhealthy in order to eat and avoid being eaten. This is where a person’s senses come into play .
In order for us to survive, we needed to have excellent eyesight, smell, taste, touch and hearing. If our ancestors didn’t have these senses in order to spot the camouflaged lion in this picture, they would have died off in the face of extinction. Fast forward to today, when about 60% of communication is non-verbal . We are constantly exposed to thousands of images every day, each one triggering different responses in us. The right image can make both men and women more likely to purchase something.
If you look at this image of a woman, what thoughts or emotions come to your mind? The white dress is not only visually appealing but also gives the woman a princess-like look.
There is another image of a model in a bag . This purse looks really expensive and the woman is wearing a simple outfit.
Do you see how this bag can make that outfit look way more expensive than it really is? When the right bag is paired with the right outfit, people are more likely to purchase it.
Every image has a message that can sell. The model is not only wearing a bag that can make an outfit look expensive but also has a mysterious yet sensual appearance. All of the above images are designed to make people more likely to purchase the product.
But wait, what about beauty products?
Beauty products are no different from other things in this world. Take this skin care product for example .
What emotions do you experience when looking at that image? Most likely, some version of happiness. The woman looks content and the skin care product appears to be working.
An image of a model holding a tube of cream can increase sales by 41% . This is because beauty is now more than just skin deep. People have come to recognize that there are internal factors, such as diet or genetics, that also contribute to one’s beauty.
Beauty is no longer only skin deep; it is internal as well .
So what does this mean for marketing?
In order to market a product effectively, you need to use images that will make your customers want to buy it. This means pairing the right image with the product.
In addition, you need to pay attention to what your customers want and understand their needs. If you understand your customers and provide them with what they want, you will be able to sell your product.
Since we live in a world dominated by visual imagery, it is no wonder that people are so interested in beauty.
-Of course there may be grammatical errors or misspellings, I would appreciate a comment if you can find any.
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