**Much like the fashion world, the advertising industry is filled with both consistent and constantly changing themes and trends.**
Some stay en vogue for many years; becoming the ‘go to’ campaign style for any company looking to boost their advertising efforts. Other themes are just that and after a few months of being the ‘in’ trend, fade into the background.
You only have to watch a handful of (link: https://www.superdream.co.uk/best-television-adverts-2012/ text: television adverts) to spot these recurring themes. As this great infographic from (link: http://www.topmarketingschools.net/ text: Top Marketing Schools) shows, grabbing your audiences’ attention with advertising is easier than you might think if you stick to a set of themes:
(link: http://www.topmarketingschools.net/low-brow/ text:
(image: http://www.topmarketingschools.net/low-brow/comic-archetypes.jpg alt: The Art of Low-Brow Advertising)
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From: (link: http://www.topmarketingschools.net text: Top Marketing Schools)
These themes don’t just apply to television adverts, though. You can also include these themes across your printed ad campaigns too. But if you’re looking to pack a punch with your advertising in 2013, you need to think beyond these common themes.
Here, we look at 4 advertising themes you should try out in 2013:
1. Mood of the nation
Advertisers everywhere know they must appeal to their audiences’ emotions in order to achieve real success with their campaigns.
A recent article by (link: http://www.moneyweek.com/spending-it/blowing-it/453-recession-brings-back-old-fashioned-passions-45338 text: Money Week) explained that, due to the recession, we are taking greater pleasure in our old-fashioned passions. Nostalgia is back in a big way as these simple reminders of a ‘better time’ help us forget that things have been a little tricky recently.
‘Mood of the Nation’ advertising is a great way then, to get maximum ROI from your printed and (link: https://www.superdream.co.uk/advertising/online-advertising/ text: online advertising). Remember the huge success of (youtube: http://www.youtube.com/watch?v=8jiJShJfqmY text: John Lewis’ ‘Never Knowingly Undersold’ advert)?
The campaign set out to prove that ‘what’s really important in life doesn’t change’.
This is a great example of advertising to appeal to our sense of nostalgia, and appeal to our emotions. The retro look and feel, coupled with the modern element, really helped cement their point (and reputation as an (link: https://www.superdream.co.uk/building-an-iconic-brand/ text: iconic brand).)
So how can you implement this theme in your advertising?
– Appeal to nostalgia – Use this new trend for old fashioned favourites as a theme in your adverts
– Trusted brand – If your business has been around for a long time, focus on your longevity as a reason to trust your brand
– Opt for a retro design – Sometimes just the illusion of nostalgia is enough to evoke these feelings and appeal to this section of your audience.
This is one advertising theme that will work really well across all mediums of advertising. You can appeal to the emotions, connect with your audience, and offer them a solution. At a time when we’re unwilling to part with our hard earned cash, this theme is a great way to build trust and relationships.
Above all, this is a great way to encourage people to spend with you.
2. Social media integration
At the beginning of the year, (link: https://www.superdream.co.uk/2013-online-marketing-predictions/ text: we predicted) that (link: https://www.superdream.co.uk/digital/social-media-marketing/ text: social media marketing) and integration was going to be a key factor in the growth of advertising.
As Facebook, Twitter and LinkedIn become integral parts of your business’s marketing mix, it is time to start thinking about how you can integrate social media into your advertising campaigns. Whether it is onsite, offline, or off the page; there are a whole host of great ways you can combine two powerful promotional methods.
In a (link: https://www.superdream.co.uk/best-social-media-for-business/ text: recent blog post), we named Twitter as the number 1 social media site for businesses.
Including hashtags on your adverts is a great way to create social media engagement, and track the success of your campaigns.
By creating an interesting and fresh campaign, you will naturally encourage engagement. According to (link: http://mashable.com/2011/02/02/audi-super-bowl-twitter-hashtag/ text: Mashable), Audi claim to have been the first company to use a hashtag in their 2011 Superbowl advert. And in the 2013 Superbowl, (link: http://marketingland.com/game-over-twitter-mentioned-in-50-of-super-bowl-commercials-facebook-only-8-google-shut-out-32420 text: Twitter hashtags featured in over 50% of the commercials) shown.
Take this (youtube: http://www.youtube.com/watch?v=qDv2ltAcQfw text: advert from M&M’s):
The humorous 30 second spot is true to the confectioner’s famous branding, and encourages engagement through the use of a hashtag. Customers can then use this when talking about the ad and the brand, creating a great level of engagement.
By including a Twitter hashtag onto your printed adverts, you create intrigue and, in turn, engagement. Check out our blog post on (link: https://www.superdream.co.uk/optimising-twitter-marketing/ text: optimising your Twitter marketing) for some top tips on creating hashtags that convert.
3. QR codes
Much like Twitter hashtags, QR Codes are another top advertising theme for 2013.
By including a QR code on your printed adverts, you can direct customers to a specific landing page on your website, and encourage conversions. This is a simple but effective way of integrating your promotional methods, and getting the biggest bang for your marketing buck.
(link: https://www.superdream.co.uk/how-to-use-qr-codes/ text: Click here) to learn what QR codes are if you’re unfamiliar with this marketing tool.
How then, can you use quick-response codes in your printed adverts and get maximum ROI from this advertising trend?
Let’s say you run an (link: https://www.superdream.co.uk/digital/ecommerce-web-design/ text: ecommerce website) that sells musical instruments. By including QR codes on your printed advertising you could do the following:
– Direct customers to a specific product page in your online store to encourage sales
– Send them to a particular category or special offer page
– Direct them to a blog post where they can find additional information on a particular product
– Enquire to receive a brochure or sign up to a mailing list
This is still a relatively under used advertising theme, but one you will find to be hugely popular. Just make sure your advert highlights your QR code as the call-to-action. Tell customers you want them to scan the code with their smart phone, and what they can expect to get when they do.
4. Return of guerrilla marketing
The final advertising trend we’re going to look at is (link: https://www.superdream.co.uk/guerrilla-advertising/ text: guerrilla advertising).
This is the notion of creating a provocative and sometimes contrarian advertising campaign that gets maximum publicity for you and your brand. This technique has been resurrected of late, and is proving hugely successful for a number of brands.
Online bookmarkers Paddy Power is one such brand. The company recently published a (link: http://www.dailymail.co.uk/sport/article-2285040/Paddy-Power-poster-mocking-Fernando-Torres-outside-Stamford-Bridge-angers-Chelsea-Charles-Sale.html text: billboard advertisement mocking Chelsea striker, Fernando Torres) right outside the ground. The brand is famous for its close-to-the-line adverts, and this one is no different. Similarly, cosmetics and skin care brand (link: http://www.creativebloq.com/photoshop-action/doves-phoney-photoshop-action-3132093 text: Dove recently implemented a phoney photoshop action) as part of its ‘natural beauty’ advertising campaign.
Even we have employed a spot of guerrilla advertising to spread the word about Superdream. Check out (link: https://www.superdream.co.uk/superdreams-very-own-advertising-campaign/ text: our eye catching campaign here).
While you don’t have to be as contrarian as these brands, you can take inspiration from these campaigns for your own. Just stay true to your brand values, and be sure that you don’t cause offence with your ads – nothing could ruin your reputation quicker.
Takeaways
When it comes to advertising, there are a whole host of themes you can take inspiration from.
The main thing to remember though is that you should always stay true to your brand values. Your advertising campaigns need to pack a punch, stand out from the competition, and encourage conversions.
By including one of these trends in your next campaign, you will be well on your way to producing something truly memorable. (link: https://www.superdream.co.uk/contact/ text: Speak to someone in our advertising team) today to find out how.