STI AS2006 EXHIBIT AND TRADE FAIRS PDF

AS2006 EXHIBIT AND TRADE FAIRS Trade shows are considered a vital communication technique for those companies that operate in international markets. Making them an integral part of the marketing communication strategy in turbulent periods enables companies:...

AS2006 EXHIBIT AND TRADE FAIRS Trade shows are considered a vital communication technique for those companies that operate in international markets. Making them an integral part of the marketing communication strategy in turbulent periods enables companies: developing customer relationships; offering possibilities for sales and sales promotion. (Kellezi, 2014) Doing exhibits for the brand or joining trade fairs is a strategy that you can consider for your advertisement. It’s because, on these occasions, you have the opportunity to directly interact with your potential consumer, which can lead to conversion. When we say “lead to conversion” it means that potential consumer is converted to regular consumer or buyer when they respond to your call to action during that exhibit or trade fair. During this occasion as well, you can expand the database of the “leads.” When we say “leads,” these are the potential consumers you can contact or send promotional materials later on in your next advertising activity. Another advantage of doing exhibits or joining trade fairs for the brand is, you can strengthen or establish your brand, especially if the design of your visuals, especially if you design an attractive exhibition stand or booth, most likely you’ll attract the audience. As the saying goes, “keep your customers close and your competitors closer.” In joining exhibitions and trade fairs, you can observe and be aware of what the competitor is doing to evaluate how you can better improve your advertising. Image from Display Wizard Image from https://stepworks.co/en/hk-branding-agency-portfolio/ 04 Handout 2 *Property of STI  [email protected] Page 1 of 9  AS2006 Image from Insights for Professionals Image from Gadget Match Image from https://www.behance.net/gallery/72079685/Netflix-CCXP-Tour-2017 04 Handout 2 *Property of STI  [email protected] Page 2 of 9  AS2006 CINEMA SCREENS Cinema advertising represents a small but very effective percentage of advertising expenditure. Digital cinema systems and 3D technology, which are already considered viable channels for advertising, deliver high-quality promotional messages with very little clutter. The viewers are a captive audience and tend to have high recall regarding the ads they see in the cinema (Noronha 2009). Image from EMC Outdoor Image from Quora 04 Handout 2 *Property of STI  [email protected] Page 3 of 9  AS2006 OUTDOOR AND TRANSPORTATION OOH, or Out of Home media, means putting your ads outside where the public can see them frequently. OOH includes billboard advertisements, transportation ads that you can see in the train stations and vehicles, giant posters, outdoor installations, and the like. Strengths in Using OOH Accessibility Outdoor advertising can be placed anywhere. You can reach all kinds of audiences. Geographic and Demographic Flexibility When an ad is broadcasted on TV, it reaches a large and unsegmented audience because almost every home and even establishment have a television. Increasing Audience Selectivity You can place your message to an outdoor vehicle to target any audience by demographic, geographic, or lifestyle distinction. Weakness in Using OOH Short Exposure Time Even though outdoor provides great potential access to a variety of audiences, by the same token, using outdoor runs the risk of having an audience never see the advertising message. The contrary argument to exposure is that outdoor delivers fleeting messages, which pass customers by rather quickly, whether they are walking, in a car, on a train, or a moped. Lengthy, complicated messages cannot be conveyed with the use of out-of-home media. Generally, the customer views the outdoor message somewhere ‘in transit’; the outdoor message then perhaps serves best as reinforcement to an already established integrated campaign. 04 Handout 2 *Property of STI  [email protected] Page 4 of 9  AS2006 McDonald’s Transit Advertising. Image from Local Advertising Journal Red Bull Vehicle Ad. Image from Entrepreneur KitKat MRT Advertisement. Image from https://www.behance.net/deborahflores Caribou Coffee Bus Stop Ad. Image from Inspiration Feed Image from Digital Synopsis Image from Goss Agency Superman Elevator Ad. Image from Goss Agency 04 Handout 2 *Property of STI  [email protected] Page 5 of 9  AS2006 SALES PROMOTION AND POINT OF SALES Sales promotion or point of sales advertising is a strategy wherein the product is placed where people buy or where people usually go. Where can we see these points of sales or sales promotion ads? You can see at the grocery, retail stores, malls, park, etc. The main benefit of this sales promotion or point of sales is, there’s a higher chance to increase the sale of the brand right then and there. It’s because the number of impulse buys can lead to an increased sales conversion of the brand. For the brand to be noticeable to your audience and to buy, it should be placed where they can easily see it, and it should be visually pleasing for it to be attractive. Cadburry POS Ad. Image from ODM Group Nutella POS Ad. Image from Nicole Daniels, Pinterest Coca Cola POS Ad. Image from Pinterest Share Tea Ad. Image from ODM Group 04 Handout 2 *Property of STI  [email protected] Page 6 of 9  AS2006 Image from Pinterest Image from Swivel Marketing CREATION AND ADVERTISING PRODUCTION Advertising is about making a difference, and this requires those involved in producing it to be different, extraordinary, unique, out of the box. 1. The Brief. It should begin with this. At the client meeting, the client will give the ad agency the brief, which indicates all the details about the project and what message they want to deliver, the objectives, and what they want to happen for their ad. 2. Research and Ideation. Once you already got the brief, you will research the brand, its competitors, market behavior, pegs and inspirations, the availability of resources, etc. 3. Target Audience. You identify the types of audience that will most likely buy the product or respond to the call of action. Your target should be properly identified. For example, your target market is milk for infants. Of course, your target audience is the mothers or the parents and not the infant. 4. Media Selection. Now you have to plan and identify where or what platform you should put your content on. Your selection depends on your target audience and the result of your research. 5. Budget Setting. The advertising budget has to be planned so that there is no short of funds or excess funds during the advertising process and there are no losses to the company. (Juneja, n.d.) 6. Creative Planning. At this point, you will be planning how you will creatively execute the ad. This is where you do a storyboard, creating those mood boards, style guides for the ad, do prototypes, do brainstorming for the content, etc. 7. Client Presentation. You will show your plans on how the ad campaign would be executed. 8. Execution. Once the client approves your plans on how the ad will be executed, provided that there’s no revision, then it’s already production time. At this point, this is where coordination with other 04 Handout 2 *Property of STI  [email protected] Page 7 of 9  AS2006 creatives happens, like coordinating with production houses, final designs for the ad campaign, coordinating with the media, shootings, meeting with other suppliers, etc. 9. Launching. Once everything’s done, it’s now time to launch your ad campaign. But remember, you do not launch a campaign all at once; you should set a schedule on when you are going to launch each content of your ad campaign. 10. Monitoring and Evaluation. So, while the ad is running, you will monitor and evaluate the effectiveness of the ad by checking how the audience interacts with the campaign if the sales increased and the like. 04 Handout 2 *Property of STI  [email protected] Page 8 of 9  AS2006 Reference Fill, C., Hughes, G., & De Francesco, S. (2013). Advertising strategy, creativity and media. Pearson. How to Assess Rural Advertising Efficiency. Your Business. Retrieved 20 April 2021, from https://yourbusiness.azcentral.com/assess-rural-advertising- efficiency-27910.html. Kellezi, J. (2014). Trade Shows: A Strategic Marketing Tool for Global Vompetition. Procedia Economics And Finance, 9, 466-471. https://doi.org/10.1016/s2212-5671(14)00048-3 Juneja, P. Steps in Advertising Process. Managementstudyguide.com. Retrieved 20 April 2021, from https://www.managementstudyguide.com/advertising-process.htm. 04 Handout 2 *Property of STI  [email protected] Page 9 of 9