How to Increase Sales on Your E-Commerce site

TEST TEST

Get ready for new visitors, new purchasers and loyal customers with our handy guide on how to increase sales on your e-commerce site!

We know that every e-commerce site owner wants more sales so whether there is a slump in sales due to the economy, time of the month or just a lack of customers knowing you’re there, this post is for you!

Step One – Make sure your site is user friendly

One of the biggest hurdles when it comes to E-Commerce is user friendliness! Make sure that the buying process on your site is as simple and secure looking as possible, cart abandonment rates could be due to a site problem where for example the VAT doesn’t add up on the cart or with miss- advertised prices or even confusing message surrounding postage and packaging.

Your consumer needs to be able to trust you and your site so make sure you get that SSL Certificate, have a secure way to pay and ask 5-10 of your friends/ family to take your buying process step by step and give you feedback about what needs to be improved.

Step Two – Offer users something!

People love something for nothing, whether it’s something as simple as a free gift which you may have acquired for free yourself – you could team up with another small business to help gain them some brand recognition or it could be free postage! Yes, really, you’d be surprised with the amount of people that are put off buying a £100 item because of the £3.99 Postage and Packaging! Give it a try and see what happens for yourself.

Step Three – Optimize your email strategy

When people visit your site, you may have the opportunity to gain your visitors email address! Making sure that this is compliant with the GDPR, as long as you have permission to email these people you can set up a simple form asking for their email addresses or even have consent tick box forms fitted to make things easier!

You can set up re-marketing filters and funnels to capture those customers that you miss or that abandon their cart, perhaps reminding them what’s in their cart and offering them some sort of discount to get them back on board. This is a great opportunity to start segmenting your email lists into buying stages to try different strategies, which will optimize the way your brand works in the future.

Step Four – Engage with your clients and customers

This is the perfect time to mention your social media! If you need to be seen why not run a giveaway on Instagram, offering something for free to people who ‘like & tag a friend in the comments’ of your post to win an item.

This is a great way of spreading your brand in the initial days and reaching as many people as possible! Also make sure you like or repost any images of your customers with their orders and answer any questions they leave privately or publicly in the comments section.

Step Five – Facebook Advertising

If all else fails or you just want to reach a wider audience why not run a Facebook ad! If you don’t have time to do this yourself or are worried that you can’t optimise your audience enough, or even to avoid misspending your budget this is something a full-service agency can help you with!

Facebook is still one of the easiest ways to reach mass audiences, MOZ even say that by spending just $1 on Facebook you can reach up to 4000 people if you’re doing it right! You can also set up Facebook shops which is a great way to shorten the buying process and make quick sales!

Now it’s your turn

By trying any of the above strategies you are guaranteed to at least make an impact and gain a little more reach than you would have done without! Start implementing and see the results for yourself!

Organic SEO Tips for Small Businesses

TEST TEST

After having paid for your brand-new website the next step is getting it found, preferably by spending as little money as possible, and as sustainable as possible!

Things you will need for this guide:

  • A website
  • A blog
  • Spare time to write!

Step One

Come up with key words! This is the most important step when creating your content, you need to put yourself in your target audiences position. What types of things are they going to be searching when looking for your services? For example, somebody looking for web design services may be searching for ‘how to create a website’, so in our piece of content we would make sure that our key words being ‘how, website and create’ would be featured*.

Handy tip: By searching this query yourself, you can see what the competition is like (whether you’ll be competing with paid Ads, in which case you may want to pick another topic) and other related searches at the bottom of the page! According to Smart Insights Google accounts for 1.2 trillion searches per year worldwide meaning that if you’re going to start somewhere Google is probably best!

You should aim to create content at least monthly if you don’t have time to do so each week! To maximise this opportunity make sure you have Call to Actions at the bottom of content. Once you have enough content to track what is doing well on Google Analytics, you can optimise content to capture even more audiences.

Searches related to keyword/ phrase

Step Two

Best practices for content are to make it user relevant, so that when they land on your blog or article it is delivering them the content that they need to know. You also need to think about Heading 1’s Heading 2’s and Images (which should have Alt text in to increase chances of showing up on Googles Image page!) When you upload an image into the back end of your content management system you will have the opportunity to add Alt text. Part of this is allowing readers who cant see the image (whether it hasn’t loaded or blind users who may be using a speaking aid).

Headings should be featuring key words! Also, in this step you should be thinking about your Meta Tag which gives you opportunity to persuade the user in a few short sentences to click on your article and not your competitions! The Meta Tag is a piece of text under your link that tells the user a little about the content on your page. When you’re creating your post in the backend of your CMS system there should be a place to do this! If you leave this blank Google will automatically pull text through that may not be relevant.

Meta Tag Example

Step Three

Take advantage of Google My Business. By setting up a business listing with Google My Business you will improve local search results when somebody searches ‘Keyword Near Me’, (providing they have location services on) and when they search ‘Keyword Lichfield’ you should come up!

Google My Business also allows you to post 300-word updates about your business, it is good practice to keep these updated!

For example, when searching for ‘Web Developer Lichfield’ the search results are as follows:

Google My Business

Step Four

Encourage reviews whether they be on Google or Social Media.

It is worth putting in your Email signature a link to where your clients can review your products and services. Testimonials are the quickest way to build trust with potential customers who may be visiting your website! Reviews also help positioning, as you are deemed ‘trust-worthy’.

Step Five

Try and publish content on high- authority Domains that are relevant to your industry! Some websites love original content from people in their industry. If you have 10%+ of your backlinks with high authority domains pointing back to your website, naturally you are positioned as an industry leader and you should work yourself up through the results!

Finally, there is no short-cut to success when trying to organically grow your website, however this is a sustainable way to grow at a measurable rate. If you do need a more exposed rate you might be interested in PPC, you can learn about paid ads by clicking here.

 

*Write your content for users! Littering content with random keywords so it doesn’t make sense wont work!

FSC| logistics website

New Logistics Website for FSC Oceans

TEST TEST

Freight Forwarding is a service industry that involves moving goods around the world on behalf of importers and exporters (GOV.UK) with this in mind and as Brexit is just around the corner, the market is a highly competitive place to be at this moment in time.

Digitalising a physical industry can, in some respects be a challenging position to be in, but this didn’t stop freight forwarding new comers FSC Oceans from deciding to take this plunge.

Commercial Manager Alan Hewitt decided to contact us when looking for a web design and development that fit the bill for the Freight Forwarding giant. We got an enquiry from Alan in December of 2017 with the request to build a site for their global expectations.

When designing any website, we have to know what goals the client has in mind and why they are deciding to start the build of the site at this time. FSC Oceans explained that their website was there to help promote and set up the UK market, and Alan wanted a website that could be developed further to meet the growth expectations of the company. He also wanted a site that could position them as being more forward thinking than their competitors.

FSC Oceans wanted to come across that they are more on the ball with the digitalisation of the logistics industry, which was the perfect project for us having vast experience with the logistics industry. We know all the terminology and also knew what logistics companies are not doing quite right online which was a benefit when working on this project.

Some of the extra value elements we put in with the build were:

  • A cubic meter chargeable weight calculator to help users with costs.
  • A rates calculator which can store rates up to three months, with our knowledge on CO2 we created a carbon calculator for air, sea and road logistics which uses a centralised database and actual vessel positioning to work out the distance.

Along with this we helped the firm get set up for social media with graphics, video editing as well as a container size and INCO Terms PDF download as part of a customer tool kit.

Alan Hewitt, Commercial Manager at FSC Oceans said this:

“FSC Oceans limited is a UK freight forwarding start up business, and like most start ups looking for suppliers and the right partner is so important to get right the first time. Working and partnering with Cocoonfxmedia limited to support our website, which was delivered on time and on budget was a great decision, all staff within Cocoonfxmedia are empowered to support Customers and indeed from our first conversations regarding web design and marketing the team at Cocoonfxmedia where supportive and provided useful ideas and concepts to support our launch.

I would have no issue recommending Cocoonfxmedia to any business that needs a professional and customer service approach.”

Find out more about our freight forwarding web solutions here and see the full press release over at the Greater Birmingham Chamber of Commerce site!

What does GDPR mean for Small and Medium businesses?

TEST TEST

GDPR seems to be all anybody in the cooperate world is talking about now, with people offering classes on the new law change, to people deleting everything they have on file to do with users cough Wetherspoon’s. GDPR is the flavour of the month, and the conversation is getting a little wild!

What does it mean?

For the majority of us who have good practice, it’s nothing to worry about. The information commissioner isn’t out to get people and shut down small businesses who make up the majority of the UK’s GPD, but there are some things to keep in mind!

  1. The law is definitely changing so key decision makers and people in charge of databases should familiarise themselves with the changes.
  2. Make sure that all the information you hold is documented, that you know who you got it from and who you share it with, if you don’t, get rid of it!
  3. You should review your privacy information. Put in a plan for making necessary changes in time for GDPR.
  4. Check your procedures! Make sure they are applied to consumer rights and that you have a process in place for deleting and providing personal data, electronically and in a commonly used format.
  5. You should update your procedures and plan how you handle requests with the new required time scales.
  6. You should identify the lawful basis for your processing activity in the GDPR, document it and update your privacy notice to explain it.
  7. You should review how you seek, record and manage consent and whether you need to make any changes. Refresh existing consents now if they don’t meet the GDPR standard.
  8. You should start thinking now about whether you need to put systems in place to verify individuals’ ages and to obtain parental or guardian consent for any data processing activity.
  9. You should make sure you have the right procedures in place to detect, report and investigate a personal data breach.
  10. You should familiarise yourself now with the ICO’s code of practice on Privacy Impact Assessments as well as the latest guidance from the Article 29 Working Party, and work out how and when to implement them in your organisation.
  11. You should consider whether you are required to formally designate a Data Protection Officer.

All of this information is 1. Free and 2. Available from the Information Commissioners Office Website.

Keep Your Business Safe and Protected with Our Maintenance Package

If you are worried that you might not have some of the processes in place and are looking for a little more support we’re re-launching our support package just in time for GDPR.

If you have a website that stores the personal information of your clients, you should have a support package to make sure you aren’t likely to get hacked as well as being able to keep your website up-to-date and working properly, to avoid having to scrap the whole thing and start from scratch.

The Benefits of Investing in a Support Package

  • Never worry about updates again! We’ll do all the updating of your site each month to make sure it’s working in tip- top condition
  • Keep your site working hard for you!
  • Keep your site meeting user’s needs.
  • If something breaks – we’ll fix it, if a piece of code no longer works on your site we’ll go in to see what’s happening. The same with if a button stops working, so a user can’t do what they want with the site
  • Advice on how to manage content and upload new pages.

Get in touch today to find out more and set up your monthly support package.

Why did Wetherspoon’s shut down all their social media accounts?

TEST TEST

In April, Wetherspoon’s made the announcement through their head office twitter account that they would be suspending their social media channels for all local branches, including head office with immediate effect.

Tweet

With over 44,000 Twitter followers and more than 100,000 followers on Facebook, Wetherspoons most popular posts have received more than 500,000 views.

This sparked a wave of reaction – from the likes of Marketing Weeks Mark Ritson who called it ‘brand leadership at its best’. Many on twitter claimed that there had been a data breach and in light of Mark Zuckerberg being investigated for the misuse of personal information, Wetherspoons founder, Tim Martin, had decided to shut down all social media to avoid an investigation.

Wetherspoons chairman Tim Martin said: “We are going against conventional wisdom that these platforms are a vital component of a successful business.

“I don’t believe that closing these accounts will affect our business whatsoever, and this is the overwhelming view of our pub managers.

“It’s becoming increasingly obvious that people spend too much time on Twitter, Instagram and Facebook and struggle to control the compulsion.

“We will still be as vocal as ever through our Wetherspoon News magazine, as well as keeping the press updated at all times.

“We will also be maintaining our website and the Wetherspoon app and encourage customers to get in touch with us via our website or by speaking with the manager at their local pub.”

By investing more money into print which in the past has been largely an internal communications method – it does appear to be a rushed plan B that this is now Martin’s form of external communication to his customers.

As marketers staying in the loop with current technology gives us and brands a better grasp on what’s next to come. It is much safer and easier to dip your toe into social media, even if you don’t like it, to make sure you are at least on par with your competition.

Wetherspoon’s giving up social media isn’t just them questioning a channel that is realistically still in its infancy. There is a risk about being current, Wetherspoon’s demographic is broad and regardless of if they decide to ditch social media you can bet their audience won’t. New technologies are consistently around the corner and as a ever more tech savvy audience develops and moves on, will Wetherspoon’s be in a position to move with them?

 

Probable reasons why Wetherspoons did delete their social media accounts

  1. Last year the brand was forced to deny rumors that they didn’t let their staff wear Poppies to work.
  2. Tim Martin had a lot of personal data and didn’t know what to do with it before GDPR.
  3. His staff we’re always on their phones claiming it was to update the branches social media.
  4. The ‘review’ section on Facebook and customer service element of the social channels was damaging the brand.
  5. Tim doesn’t know how to use it.
  6. Local branches social media accounts had been trolling MPs and didn’t align with Wetherspoons pro-Brexit stance.

The Best Ways to Improve Your AdWords Quality Score

TEST TEST

Since being a Google Partners Badge holder we have ran many campaigns. Like anything in marketing, you can spend money whether it be digital or on traditional means of advertising but return isn’t always guaranteed. However, there is a way to maximise the effectiveness of your AdWord campaigns by understanding the way google calculates your Ad Quality Score.

What is ‘Ad Quality Score’?

‘Ad Quality Score’ is a score assigned by google next to each key word campaign. This score can have a dramatic effect to your ads performance and is sometimes the reason why your ad might not be showing as often as your competitors or why you’re not receiving enough clicks. The idea is that Ad Quality score makes campaigns fairer to those advertisers who don’t have the most budget behind their Ads.

What is the Ad Score based on?

Ad score is based on three variables these are:

  1. Click-through rate (CTR) – How many people click through to your ad. This indicates how useful it is to users searching certain phrases.
  2. Ad relevance; meaning that your ad has to be relevant to the search query of the user and be of use
  3. Landing page – the relevance of the landing page to your ad meaning that if your ad is about a certain type of product and then the landing page (the page that the user is taken to when they click on your ad) is taking you to a different type of product then the landing page wouldn’t be relevant.

The best ways to improve your Ad Quality Score

  1. Make sure you use structured and smaller but more targeted ad groups.

By doing so you are creating a more relevant campaign which will mean the user searching for products like yours is more likely to click on the ad and you won’t be using up valuable budget on empty impressions from users who aren’t likely to click on your ads. You should have groups of 5 – 20 key words ranging between broad and exact match phrases.

  1. Create targeted landing pages and increase loading speeds

Most clients don’t realise just how important the landing page is. Landing pages should be targeted which means containing content that uses targeted key words for each ad group. This increases relevancy of the landing page and increases conversions. By targeting your landing pages, you are creating happy users satisfied by usability.

We know that it is not practical to make a landing page for each ad you have but the ad that could generate you the most income should definetly be invested in. Use a web designer who specialises in functionality. You can also check your loading speed by using webmaster tools or page speed.

  1. Make sure you and your team know the Ad Score factors.

Pass on this article or put together a quality score chart where you can check your ads against all factors.

  1. Create optimised compelling Ad Copy

This way your ad copy will be tailored towards your key words which will make your ads more relevant to the users searching. You can do this yourself or Google has a tool called Dynamic Keyword Insertion which does this automatically and focuses on getting the best results for you campaign.

  1. Geographies and Budget

Make sure that the locations that your campaigns and ad groups are set to exactly where the users are that you want to target. When taking into account your geographies you need to recognise your companies target audience, their demographic and age. Are they going to live in the areas you are targeting? Could this be a reason you’re not getting click throughs? Just like traditional marketing, digital should be methodical and follow the same principles. Budget too can be a factor, if your days budget has been used up by 11am- your ads will not show for the rest of the day so sometimes when a campaign has ran for a while and your results start to halt this could be why, increasing your budget by a little may go a long way.

The Seven Ad Appeals

TEST TEST

To be a successful advertiser you need to make more return than you spend on investment. Which means that your advertisements need to see some kind of value back whether that be goals such as a brand awareness, shifting consumers beliefs about a product or whether it be cold cash through sales. Investment needs to be put back into the business. To do this advertisers need to reach consumers emotions and appeal to them. A way this can be achieved is through the seven ad appeals.

Learn more: The Means-end Advertising Theory 

The seven ad appeals are a set of seven persuasion techniques that tap into consumers thoughts and purchasing decisions. They attract target audiences by relating to consumers every day experiences in hope of tapping into their personal values, beliefs and self identity.

Clow and Baack 2014 7 Ad Appeals

Fear

The characteristics of fear ad appeals are that they are used to promote multiple products. They increase interest and persuasiveness they have increased recall as well as an increased chance of processing the message. A moderate level of fear is more effective and usually these appeals are ran by insurance firms and governing bodies.

Sex

This ad appeal breaks through the clutter, it is interesting. Increased attention in both male and female, attention greater in opposite sex situations This ad appeal has a Lower brand recall and Sexual appeal distracts from product they can trigger arousal, leading to effective, cognitive responses.

Sexual appeals in different ways

  1. Subliminal approaches
  2. Sensuality

Sexually suggestive

  1. Nudity/ partial nudity – use for products with sexual nature. Popular in print.
  2. Over sexuality – used for sexually orientated products

Sexual criticisms

  1. Perpetuates dissatisfaction with body
  2. Female stereotyping

Level of Sexual Appeal

Advertisers must determine societies view and level of acceptance take into account religion, culture and values in order to determine levels of nudity, sexual references and gender specific issues. In some countries, sexual issues are taboo and are ethically frowned upon.

Scarcity

This Urges an audience to buy due to limitation, it is tied with other promotion tools for example sales, the objective is to take action.

Music

Is Important, catches attention but can also be intrusive as music is linked to emotions, experiences and memories. This appeal is stored in the long term memory part of the brain. Therefore, You can tie a song to a product and this will lead to better recall. This appeal can increase the persuasiveness of the message and can have a primary role or be incidental.

Humour

The humour appeal can be used to attract, keep attention and interest viewers. It has higher recall, triggers past emotions and improves moods. The humour should be connected to the product benefits but should not be over powering. However, this appeal is sometime difficult to execute, it can go wrong, hence this snickers super bowl ad.

Emotions

Create attachment between the brand and the consumer, these advertisements are more creative and visual cues are especially important. Music and a spokesperson go hand in hand, repetition is important and television is the best media for this appeal.

 Rationality

This ad appeal Follows the Hierarchy of effects stages, it leads to stronger conviction about the benefits of the product. It expects customers to process this message, is good for print but it does require high involvement. It is superior to other appeals in changing consumer beliefs and attitudes.

Next time you need to put together advertising collateral whether it be for print, social media, Google AdWords, radio or television think about how you are going to appeal to your audience and test different suitable frameworks to present them in.

3 Kick-ass Women in Code You Should Know This International Women’s Day

TEST TEST

2018 marks 100 years since women over 30 and all men over 21 got the vote. The Representation of the People Act 1918 was only partial suffragette, but it was a victory which drove the rest of gender equality.

However, 100 years on and still some of the biggest issues back then, although majorly improved are still very prominent in our culture. For example, the male dominated culture within Hollywood which started the #Metoo campaign this year, along with gender pay gaps being increasingly challenged – yet still happening. As well as a lack of role models in Science, Technology, Engineering & Maths (STEM) industries and unintentional gender bias. Join us as we celebrate our 3 kick-ass women in code that you should know this international women’s day!

Katharine Globe Johnson 1918- Present

Katharine Johnson was one of the leading brains behind the United States aeronautics and space programmes with the early application of digital electronic computers at NASA. She is best known for being the coder behind Glenn Friendships 7-month mission which was ran by machines who were prone to blackouts and hiccups in code.

Glenn asked engineers to “get the girl”—Katherine Johnson—to run the same numbers through the same equations that had been programmed into the computer, but by hand, on her desktop mechanical calculating machine.  “If she says they’re good,’” Katherine Johnson remembers the astronaut saying, “then I’m ready to go.” Glenn’s flight was a success, and marked a turning point in the cold war between the United States and the Soviet Union.

Karly Kloss 1992- Present

Karly Kloss, Victoria’s Secret Model turned coding activist all before the age of 25! ‘KODE WITH KLOSSY‘ empowers girls to learn to code and become leaders in tech.

The campaign started in 2014 when founder Karlie Kloss began her own self-development learning to code. Kode With Klossy ‘hosts girls’ coding summer camps, awards career scholarships to young female developers and helps create a national community changing the role of girls and women in tech’.

The programme breaks the stigma of girls not being suitable for STEM roles and encourages females to take these career paths, providing support as well as a community of women who have similar interests.

Grace Hopper

Often referred to as the Admiral of the Cybersea or ‘Amazing Grace’ for her many computer innovations, Grace Hopper is the reason many of us use the term ‘bug’ to mean a fault in a computer programme or system that causes it to produce an incorrect or unexpected result.

This term was coined when Hopper found an actual moth stuck behind the screen of her Mark II Aiken Relay Calculator. She then declared that the machine had been ‘de-bugged’ when she removed the moth from behind the screen.

She was also well- known for her suggestion of a new programming language should be developed using entirely English words, by 1952 she had an operational complier which shut down the non- believers. A compiler is computer software that transforms computer code written in one programming language into another programming language for the computer to understand, which is how coders work.

So, there you have it. Three extra-ordinary women that pushed boundaries in our industry to radically change culture and the work that gets done day in, day out.

We’ve became Google Partners

TEST TEST

You may have heard that last week we became Google Partners! We’re making no secret about this and you may be wondering what the fuss is all about. It means that now we are recognized for having multiple employees who are fully certified in Google AdWords, have been trained in specialisms and are renowned for our online marketing strategies as well as being up to date with online marketing trends in the PPC world.

If you’re already one of our client’s great news, you have access to the following benefits we now have access to, and if you’re not check out what this could mean for you if you decide to partner with an agency like us who are Google Partners.

What becoming a Google Partner means for our clients

  1. We’ve met performance requirements

Throughout our clients campaigns we have met performance requirements meaning that we’re doing a good job and hitting targets, don’t just take our word for it, check out this case study here.

  1. We deliver outstanding client service and care

We deliver our clients monthly reports on how their campaigns are running to address any new goals or targets our clients wish to hit.

  1. We offer a competitive advantage to clients

By using a Google Partner like ourselves we offer you a competitive advantage against your clients who may be using agencies that don’t have access to the specialist tools we do. They also may not be qualified and won’t be able to get the most out of your AdWords budget.

  1. We have received training to help businesses grow online

As part of our AdWords training we have had gained expansive knowledge on what strategies and campaign types work for our clients. We work with a lot of SME’s and know how to maximise business and hit their KPIs.

  1. We have access to beta features up to a year before the competition

Occasionally Google releases features in BETA mode which gives Google Partners opportunity to use these features up to a year before the competition to make sure features are useful and relevant to clients. We have access to these potentially business transforming features before your competition will.

  1. We have a dedicated member of the Google agency team assigned to our accounts

By being a Google Partner we have a dedicated member of the Google agency team who can help with any problems which usually would take days to fix and use up valuable budget.

So there you have it, six reasons why it will benefit you and your business to use a Google Partner to manage your campaigns. For more information about our PPC/ AdWords services check out this page here, or contact us to find out how we can work together to create a more profitable business for you.

Advertising theory: The Means-end model

TEST TEST

Advertising theory

Advertisements, annoying 3 minutes of hell in between your favourite television programme. Radio jingles that get stuck in your head all day, billboards that you pass on the way home showing you Big Macs, or Chinese takeaways from Diliveroo. We’ve all been subject to advertising.

Some of us try to remove them from of our homes, and live a corporate free life, others just make a cup of tea when they’re on. Advertisements are hilarious, some are hard hitting and some are a little dull. You might think that the people who create them have no idea what they’re doing and you’d be half right… but actually there is some sort of theory to all this madness.

Advertisers are the great evil, the story tellers, all the promises in the world offered to you on a plate in form of a fairy-tale before you go to sleep, they create emotions, make us actually want to purchase things, catch our attention and sometimes make us turn over the channel.

In this article, we’re going to look at advertising theory. The way that people who want to sell something curate different images, sounds and effects to make a viewer feel a certain way and take action. The model we’re going to focus on is the means- end theory/ MECCAs model which is broken down into five parts.

Means-end theory (MECCAS model)

This model states that advertisers require five elements to create an ad.

  1. The product attributes
  2. Consumer benefits
  3. Leverage points
  4. Personal values
  5. The executional framework

The product attributes

The product attributes. What are the features of your product, what makes it up? What is its purpose?

The consumer benefits

What about your product is going to benefit the consumer or target audience? Why should they buy your product what are the pain points your product is solving?

Leverage points

“A leverage point moves the consumer from understanding the products benefits to linking those benefits with personal values.”

A leverage point can be: A message or phrase e.g. a question to a consumer or a combination of visual images and phrases. This is the part where the advertiser hopes to portray the emotional benefits of buying your product instead of something else.

For example, why does a child drink Coke instead of Pepsi? Its deeper than just the taste, is it because all the skater kids are drinking Pepsi and they want to identify with skaters. You need to parallel your target audiences beliefs as well as their self identity to champion this one.

Personal values

Personal values are the way in which your product makes a connection with the viewer. For example, if you are using music in your advert you might emotionally connect with a viewer, however, if the connection they have with a particular song is related to a bad feeling or painful memory it may create those kinds of connections with your product. So, be safe and stay away from Back to Bedlam!

The executional framework

The executional frame work is the manner in which an ad appeal is presented.

  1. Animation – Originally used by small budget firms. Now popular due to the upgrade in PC graphics, they personify products, animal’s humans and are used by companies such as Red Bull who are quite a high-profile brand.
  2. Slice of life– This is a soft sell approach, provides solutions and a scenario in four stages
    Encounter
    Problem
    Interaction
    Solution
  1. Testimonials – Testimonials tell the viewer of a positive experience with products offered. These promote services and products, authenticity is key with this framework. Actual customers should be use and enhance imperfections, customers shouldn’t be airbrushed or altered. There is also evidence to suggest that customers with accents are more trust worthy, and northerners are perceived to be friendlier.
  2. Informative – Present information in a straightforward way. This is used lots for radio, its good in high involvement situations and is particularly used within B2B industry.
  3. Authoritative – This shows superiority using expertise. For example, you could use dentists, doctors, engineers, scientific research. The claims made in this framework are powerful and they rely on cognitive process good for print especially magazines.
  4. Demonstrations – shows the product working, its functionality. The product is the core focus. Used in television/ online in flash media- not so much in print.
  5. Fantasy – This can also be realistic, it is used for services and products. Involves romance, love, sex and it targets older audiences. Shows experience of the product and is used in TV.

So, there you have it, everything you need to know about the Means- end advertising theory. Try and put it into practice on your next advertising campaign and measure your results! If you need help with any of your marketing efforts whether it be digital or print get in touch and see where we can help your company succeed.