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By Simone Janson (More) • Last updated on October 21.11.2023, XNUMX • First published on 27.11.2020/XNUMX/XNUMX • So far 6121 readers, 3616 social media shares Likes & Reviews (5 / 5) • Read & write comments
There are hundreds of thousands of advertising messages - but only 12 basic patterns of good advertising. An overview with good and bad examples.
Some time ago I was on the street and saw this advertising poster for the civil rights movement Solidarity (BüSo) across the street. And exactly as you see it now: In other words: The headline, the picture and the call to choose “BüSo” were recognizable. Not the yellow small print.
Perhaps I will now come out as politically uninterested, but until then I was completely unknown to BüSo. I vaguely suspected that Bü could stand for citizens and So for social or solidarity. What all of this had to do with Africa and agriculture during the European elections was a mystery to me. Maybe a trick to make the viewer curious?
But for me this is not about BüSo or its content and I certainly don't want to drag it through the cocoa. In my opinion, it is much more a successful example of how poster advertising shouldn't be: namely, simply too complicated.
Because the party has apparently decided to press all of its complex content onto one poster. This did not result in a clear content with which the viewer could find out at a glance what the party stands for, but rather a bit of a mess:
You automatically ask yourself: is it now about agriculture, Citizens of Aid for Africa? It doesn't get any better with the fine print either: what is the Peccora Commission? Why should the auto industry of all things be converted for Africa? And investments in construction - in Europe or Africa?
As I said, it's not about the content: It would have been better to simply pin the most important keywords on a neutral background. These are keywords with which everyone can start something and everyone can see at a glance what the party stands for.
Quite simply: less is more. Especially when it comes to poster advertising. Because it is already expensive enough - and if it is Companys and also parties in already posters invest, these should also be meaningful and show at a glance, even from a distance, what the company stands for.
A good one for a change Idea Deutsche Bahn had: They let their service staff who serve drinks on the train wear T-shirts with a drink menu and prices printed on them. Practical, because: That's how they see it customers no matter what the drinks cost.
She could Solution for all pubs whose staff thinks it is too much effort to bring their guests the drinks menu before ordering the drinks - a fact that always surprises me personally. After all, I have to Customer first know what's available before I can order! And above all: The effort for this extra service is extremely small, but brings a great benefit!
An idea that is now old, but is still used far too seldom: USB stick shapes, for example a sushi, a car - or even a sperm! The author argues that companies should give them to their customers as promotional gifts instead of the usual, boring USB sticks with company names.
The reason is psychological obvious: original promotional gifts increase the memory value significantly, contribute to branding and ultimately increase the customer retention. So a great idea. However, I have a small point of criticism: The USB sticks are much more unwieldy for the handbag, for example!
However, creative advertising is not always good. And not every advertising idea can be applied to every product. Coffee-To-Go, for example, is in: fast, hip, cool. successful Marketing! Who would have thought that cup coffee could ever have such an image? But the to-go hype can also be whole fast Becoming a paradox when applied to other objects. Sofas for example!
Does everything, no matter how banal, have to be hip all of a sudden? There are eg things that you could already take away 'on the Hand” when nobody was talking about coffee-to-go. Döner Kepab, for example. Or – even further back in history – ice cream. bag or cup. That's how it's known. In New York, absurdly in Little Italy, they made Gelati-To-Go out of it. It's still the same, just supposed to sound hipper somehow. And it sounds a little strange to me in the Italian plural form, actually every customer just wants an ice cream.. well, let's leave these subtleties.
Well, that still fits somehow. But I found an advertisement that I recently saw in Berlin Kreuzberg to be completely idiotic: Sofas-to-go. The idea of making furniture cheaper because you don't have it delivered but take away with you is not new either. But: You always need a car for that. When I go to go, on the other hand, I always think of something that I can pick up and carry away. Doesn't work here. But who knows, maybe that is meant differently? Maybe you can put the sofa on a leash and walk home all by yourself?
That you can do with targetingOnline-Advertising can also do a lot wrong, as this example shows. I like Italy, the food, my friends there. And I'm interested in Italian politics. Fac has all this tooebook notices – and regularly suggests Italophile Pages to me. That some suggestions fit, others don't - ok. Here, however, it was light tasteless.
Facbook suggested me to like Nutella's page. Well, now, as far as I know, Ferrero doesn't use palm oil in their products, so there's probably nothing so reprehensible about that. However, I found the explanation shocking: “Many people who like Giovanni Falcone also like Nutella”. At least in this connection. Perhaps one or the other still remembers: Falcone was an investigating magistrate in Palermo and the Italian symbol in the fight against organized crime in Italy. In 1992 he was awarded with his Ms. and three bodyguards killed in a bomb attack. Maybe that's why I'm so frightened because I'm dealing with my own Eyes saw what in Naples poverty and organized crime can make an entire region.
Of course is me clearthat the connection for Facebook, which automatically displays recommended pages, is somehow logical. Nutella is from Ferrero, an Italian Company, Falcone was Italian, both apparently have many identical fans. However, that is exactly where it shows for me weakness of the automated search algorithms, which simply display everything at random without a feeling for cultural subtleties - and as you can see, sometimes go horribly wrong. Here would be Facebook It is advisable to show a little more cultural instinct, also with a view to global expansion, and perhaps to refine the search filters accordingly - otherwise Zuckerberg will be stuck in some fat bowl.
But what are the 12 basic patterns of good advertising? Seth Stevenson watched commercials for a year and demonstrated the results in detail and illustrated his site. Accordingly, good advertising follows one of these 12 Pattern:
Simone Janson is publisher, Consultant and one of the 10 most important German bloggers Blogger Relevance Index. She is also head of the Institute's job pictures Yourweb, with which she donates money for sustainable projects. According to ZEIT owns her trademarked blog Best of HR – Berufebilder.de® to the most important blogs for careers, professions and the world of work. More about her im Career. All texts by Simone Janson.
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