Lego Man Photoshoot

Advertising and Branding

Re-branding Volunteering

So it has begun, the photo shoot for our Lego man idea to kickstart students into volunteering. The Lego man has a quirky and recognisable character. I was able to purchase a few builder Lego men on Ebay for a good price, plus I also have a valid excuse to own Lego men! So I started off by using one single character and playing around with the builders tools he came with. I purchased this group of Lego men because the tools they came with relate to some tools you would use for volunteer work; coffee, broom, binoculars, radio, axe and saw (well maybe, once they get to know you).

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The tagline for this image would be “Build Your Character”, promoting the range of volunteer opportunities and skills that can be gained from volunteering as a student. The volunteer website would also be shown at the bottom of the poster. Once we have decided what poster to use we would then create a smaller leaflet/ flyer. We want to think od something different from and average paper slip, maybe something interactive or 3D?

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A group of Lego citizens doing their volunteer jobs well, we could perhaps Photoshop the word volunteer on their clothing so that the poster is identifiable but not too overwhelming. People always seem pressured when it comes to volunteering, big bold “Volunteer!” might be off-putting.

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More Lego men photos,

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The original idea for our “Build your Character” concept. The physical act of building the Lego man is related in the transition of building a better life experience with skills you can learn from volunteering.

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Another quick idea i thought would be fun “Stay Cool, Volunteer”. I just like the mans shades.

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Hopefully we will be able to use these as a starting point for our main idea.

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Fawlty Towers

I watched Fawlty Towers for the first time with my flat mate. I heard it was really funny so I decided it was time I gave it a go. There are only two series of 6 episodes. We watched series 1 episode 1.

Strangely this episode related to my recent talk on the power of research in branding and marketing. On thursday we were discussing the use of research when trying to promote or sell a product, where would you place your product? Who are you advertising to? Who is the consumer? Placement of advertising is essential in business, you must try to reach your target customer. In episode 1 Basil’ wife complains that he placed an advertisement in a upper-class magazine that cost them £40 pounds. Basil claims it was a smart move as he wants Fawltys lodgers to be more posh/well-mannered/ traveled/rich, she however thought it was a waste of money and time. If you watch the episode you will soon see Basil’s ideology of the perfect clientele unravels into chaos.

Also during our thursday lecture we were told about the John Cleese and the Sainsburys case study. This is famous in Advertising for being a branding fail. Sainsburys decided to used John Cleese’s character of Basil Fawlty from Fawlty towers for their advertising campaign. This however drastically plummeted their sales. Basil Fawlty is a funny and famous character within Fawlty Towers, however his character did not seem suitable for advertising a family friendly Sainsburys. People felt Basils character seemed a bit of a bully from the way he was betrayed in the adverts. This caused customers to avoid Sainsburys for condoning this behaviour, this mistake took Sainsburys a few years to get their customers and sales back, all with the help of Jamie Oliver.

 

Pareto Principle

I have recently been introduced to a new rule which can be adapted to any situation. The Pareto Principle also known as the 80:20 rule. This is a common rule in business and can be used to show statistics. Think of any situation and this can be used… eg

80% of the time I use 20% of my clothes.

As much as I want to deny this, its true. I always try to filter down my clothing, the old “If I haven’t worn it in the past 6 months then I should consider throwing it out”. This however causes me to think of scenarios where I find I will in fact NEED this item. There still there, resting on their hangers.

80% of the time I will eat the 20% of food that I know I like.

Nothing wrong with sticking to something you like? There are loads of selections for a lunchtime menu, soups, salads, the loyal sandwich but I cant seem to tear myself away from my beloved fish fingers.

80% of the time I contact 20% of the contacts on my phone.

Why is it that there is always at least one person in our phonebook that we have no reason to keep in contact with yet we keep their phone number? I still ave my driving instructors number, ive been driving for three years now? The list accumulates over time and yet I rarely contact these people.

This rule applies in business

80%of the time you will make profit for 20% of your customers

80% of the time complaints come from 20% of your customers

80% of your sales come from 20% of your products

If 20% of your customers are most of your profit then it would be wise to keep them happy, keep them coming back, you its good to focus on this percentage of people.

Most companies create a loyalty card. This usually includes discount offers, money off or in Nando’s case a free chicken. Keeping these customers happy is a wise move in marketing and business.

Advertising and Branding: Module Introduction

Yesterday was the introduction for my new module in Branding and Advertising. We had an introduction lecture into marketing to start us off, followed by what would be expected of us in the module. The whole idea of the world of advertising scared me at first, so many technical terms and formulas for success? How on earth would I be able to get to grips with any of them?

I thought the introduction was engaging and found myself being sucked into thinking fast paced and getting excited at the many possibilities that come with marketing a product. First we were told the basics, The meaning of a brand and what it means to you. A collection of functional and emotional values that together promise and experience. The intangibles; how the company position itself, expertise,culture,personality and positioning. The tangible’s; logos,packaging,premises, advertising,names uniforms and livery.

A BRAND is a promise. ADVERTISING is a way of communicating a promise.

When learning about the marketing ploys of companies and how they can rebrand themselves, I felt almost cheated as I had recently been whipped into the whirlpool that is Herbal Essences. I tried the shampoo products a while back and found they weren’t for my liking, with a new logo and a few years later I decided to give them a chance and now I am a loyal customer. Job done for the branding team! Shame on me!

We we told about how big companies sell an experience and not just a product. Once they have created this they can add more items to their lines that relate to successful products, for example Olay,

There is face day cream, night cream, eye cream, wrinkle cream,cream for sensitive skin, SPF, oily skin, dry skin,circles under eyes, face serum, facial cleanser, toner and moistuiser (three in the one go! always bought together and in that order may I add. God forbid if you only buy a cleanser!). Loads more to mention, oh and here’s some for men..

The advert promoting the mens product in Thailand has a man participating in extreme water skiing just incase anyone tries to say men using moisturiser is feminine. Plus he gets the girls at the end, which bring me onto my next topic.

While watching tv I recently saw this advert for mens hair gel, the main jist of the advert is that the guy can’t get the girl with his existing hair style. To do something about this dilemma he must purchase Axe hair gel. While watching this advert I realised I have seen this pitch so many times. Men using products to ultimately get the girl. This tactic of selling to the target market must work if used so frequently. The brand is pitched at younger men ages about 15-30, therefore the advert is relatable to the younger audience.

Here is another advert, for Dove deodorant for men. Aimed at a male market also but a different age group. The difference in the advertising is clear, it is made to appeal to a certain older man. Theres no time for girls falling from the sky in this mans life, he’s far too busy!

These moves made by the marketing and branding can allow a product to expand from genders to generation with a simple change of logo and advert suited to the target buyer. Now that I am learning the tricks of the trade I will be keeping an eye out on tricks to sell sell sell! My mother always did warn me about the cosmetic departments, once they sell you that smokey eye kit they always try to push the matching mascara…

Friday Workshop : Sub-Culture

On our Friday work shop (2/3/12) we were learning about the different range of consumers and how a product you create could be pitched to a certain consumer. A subculture is a distinct social group that defines itself within a wider culture with both trends and political views. A style tribe is very similar to sub-culture as but only in a fashion sense is the group connected. Five key points that are considered are: identity does the person placed in this distinct group accept their label? Does it come naturally to them, are they a “native informant”. Style – Is the style worn similar to others in the social group, are there certain colours/fabrics that are worn? Commitment – Do these people dress like this everyday or just weekends? Autonomy – Is this way of dressing accepted within the grater public or considered strange? Distinctiveness – Is the style of the group recognisable and linked to that specific group?

There are many style tribes as people have been experimenting and pushing boundaries on fashion throughout the years. Some examples are: The New Romantics which began around 1979 and peaked in the 1981, this style consisted of ruffled shirts and heavy eyeliner and lipstick on both men and women.

Steampunks, it has a certain theme of science fiction merged with historical references which emerged in the 1980’s early 1990’s, this style combines both corsets and goggles. The look is industrial but soft with feminine blouses contrasting with leather corsets. The looks is futuristic and had an element of fantasy.

Deathrockers emerged in the 1970’s and had traces of gothic themes, their dress is made up of black leather and black clothing. Mohicans and platforms boots are also part of their decor.

Hippys are also another example of a style tribe. Hippys emerged in the 1950’s-1960’s. Their clothing is earthy and organic, dreadlocks are commonly associated with them.

With most of these style tribes there is a connection to what people would perceive just from the way they dress. For example a persons taste on music, culture and ethics could be judged from their outward appearance. It is very common and only human to make pre judgements. When people place themselves into style tribes they take on these other pre conceived ideas that are associated with their chosen niche.

We were then given the challenge to appeal to a certain style tribe of our own, whether it be an already existing group or a new one. We had to create a mini mood board with images that would relate to our target consumer. Our images had to be related and reveal what type of people we would want to make our target buyers. When selling a brand this is essential as you must appeal to a range of people in order to be successful. I decided to aim my products at “The girl next door” tribe. For this group I collected images which I thought were appropriate to this genre. From an image of pop newby Lana Del Ray to “This Mornings” presenter  Holly Willoughby. I felt these women had a fresh feminine and floaty look. Their sense of style if very girly and frilly which appeals to me on a personal level, I felt I was able to relate to this style as I admire it myself. The colour palette for my style is pastels and creams with the clothing presented neatly with clean lines. We were asked questions on our worksheet from what would your buyers interests be to which celebrities represent your style well. Here are some images from my mood board below.

Celebrities my girly girl glam style would relate to,