In my last Advertising class I studied the High involvement vs Low involvement products and what kind of Advertising that will match both of products.
First High Involvement products are those that we take a long time in decision making about buying them or not. Wrong decision making may harm my financial & social status and my ego.
Low Involvement products are those that doesn't require effort & energy in purchase decisions. Wrong decision making won't affect my reputation or my social status.
There's two kinds of involvement, First High Involvement/rational: such as Technological devices, real estates, cars and other business purchases. In advertising it requires to address the benefits of the product.
Second High Involvement/emotional: such as Jewelry, restaurants, wedding and holiday plans. In advertising it requires to use music and visuals to touch the audience emotions.
Third Low Involvement/rational People buy products out of habit such as local Macdonalds sandwiches, office supplies and medicines. In advertising we should address people to try or to switch brands.
Fourth Low Involvement/emotional such as movies, candies and magazines. In advertising we should promise benefits.
Generally, in Low involvement products all we need in advertising is just to remind people of the brand, packaging is important. There's a low differentiation between brands so we don't have to state the benefits of the product from time to time like Nestle mineral water is pure and healthy, well all mineral waters are pure and healthy. What's new? but we should promise benefits such as a discount or low prices or adding a free sample.
As for High Involvement products It is important to give more information about the product and its advantages, techniques for advertising is offering brochures mentioning the benefits of the product.
My case study for H&M It is as a clothing store included in the High Involvement product category/ emotional. So in Advertising I should press on Music, hot models to play on the consumer emotions, and I should be mentioning H&M benefits in the ads.(e.g. clothes are comfortable, big sizes, casual & practical)
Thursday, November 4, 2010
Tuesday, November 2, 2010
Employment life
I started to go to work last week, I've experienced uptill now five days of my traning month. First two days were boring I spent it listening and observing how work is going with my sales team. I paid attention to sales calls, I wrote notes and read more about the magazine. I felt the urge of calling a client as all of them were talking about work and clients and I am the only one who doesn't understand anything.
Yesterday one of the team members who had the longest experience suggested my full time coworker to provide me with clients' contacts for a trial. I started to call clients some of them didn't answer. Then only one client answered it was a travel agency and I was suposed to sell them ads for Travel Mag.
My bad luck that the man who replied hated the magazine, he believed that it doesn't have a good publicity and it doesn't reach abroad. He told me that his main target is outside Egypt and he is not looking for egyptian market. I should reply to him, others thought that I should have hunged up the phone especially when our magazine is targeting egyptians who are passionate about travelling.
I told him that in Egypt there is egyptians and foreigners so the magazine is read by foreigners who can travel abroad and read about his own agency and when they think of Egypt they can travel through his agency. Also we are planning to expand our business outside Egypt in the near future and he websie of Travel Mag is under construction but he can advertise with us through it.
He told me that the only condition he can advertise with us only when we expand our business outside Egypt.
My opinion that he is narrowing his business and he has a short vision, beause travel agencies' primary focus is organizing trips outside Egypt so Travel mag is a good communication mean to reach to the audience who are interested in travelling especially when it talks about other countries, other cultures & tourism.
And that was my first sale call and it didn't repeated again, I called several clients but they are either outside Egypt or not at their office or they didn't reply.
Today I had improvised sales calls with my coworker. It was really fruitful and I've discovered that this job is not easy at all and to grap a client to advertise it may take months. And I understood what does it mean that 6 months aren't enough for a work experience it should be at least one year.
I arrive work by 9:10 am I start checking my emails, facebook, twitter, sign in to msn and then I start to research about my clients, read more about my magazine, write notes, ask questions. I drink tea sometimes I order lunch with my team and sometimes I stick to the cookies.
I don't blog or tweet or read business articles like before. Of course I stopped watching movies, only The Vampire diaries cause the episode is short.
I miss sitting with my family, I rarely see them. Sometimes I return back home by 10 pm when I have a diploma after work. or when I return back early I find them watching talkshows and then each one of us head to bed. I miss going out with friends. It seems like workplace is my home, my hangouts and the coworkers should be my friends and my family!
What I really like the most about the workplace are the design and editorial team, their work requires a talent. If I ever went for my talent and made it my career path. I guess that would make a huge difference.
The good part of my life is the Advertising project I'm working on. It is about designing and advertisement for a product. I picked H&M store as my product, I prepared a questionnaire and started my marketing research.
Yesterday one of the team members who had the longest experience suggested my full time coworker to provide me with clients' contacts for a trial. I started to call clients some of them didn't answer. Then only one client answered it was a travel agency and I was suposed to sell them ads for Travel Mag.
My bad luck that the man who replied hated the magazine, he believed that it doesn't have a good publicity and it doesn't reach abroad. He told me that his main target is outside Egypt and he is not looking for egyptian market. I should reply to him, others thought that I should have hunged up the phone especially when our magazine is targeting egyptians who are passionate about travelling.
I told him that in Egypt there is egyptians and foreigners so the magazine is read by foreigners who can travel abroad and read about his own agency and when they think of Egypt they can travel through his agency. Also we are planning to expand our business outside Egypt in the near future and he websie of Travel Mag is under construction but he can advertise with us through it.
He told me that the only condition he can advertise with us only when we expand our business outside Egypt.
My opinion that he is narrowing his business and he has a short vision, beause travel agencies' primary focus is organizing trips outside Egypt so Travel mag is a good communication mean to reach to the audience who are interested in travelling especially when it talks about other countries, other cultures & tourism.
And that was my first sale call and it didn't repeated again, I called several clients but they are either outside Egypt or not at their office or they didn't reply.
Today I had improvised sales calls with my coworker. It was really fruitful and I've discovered that this job is not easy at all and to grap a client to advertise it may take months. And I understood what does it mean that 6 months aren't enough for a work experience it should be at least one year.
I arrive work by 9:10 am I start checking my emails, facebook, twitter, sign in to msn and then I start to research about my clients, read more about my magazine, write notes, ask questions. I drink tea sometimes I order lunch with my team and sometimes I stick to the cookies.
I don't blog or tweet or read business articles like before. Of course I stopped watching movies, only The Vampire diaries cause the episode is short.
I miss sitting with my family, I rarely see them. Sometimes I return back home by 10 pm when I have a diploma after work. or when I return back early I find them watching talkshows and then each one of us head to bed. I miss going out with friends. It seems like workplace is my home, my hangouts and the coworkers should be my friends and my family!
What I really like the most about the workplace are the design and editorial team, their work requires a talent. If I ever went for my talent and made it my career path. I guess that would make a huge difference.
The good part of my life is the Advertising project I'm working on. It is about designing and advertisement for a product. I picked H&M store as my product, I prepared a questionnaire and started my marketing research.
How To Advertise Your Small Business On a Tight Budget
Read an article talking if you are starting your own business and fresh in the market, don't advertise in radios or press when you have a tight budget. Some people fall in the mistake that they advertise in any kind of media buying short schedules just because they think that they have to advertise.
If you don't have enough money to advertise, raise awareness about your product or service through networking. Building relationsips matters through attending events& conferences, participating in volunteer work or networking through scoial media.
People will remember you if you provided them a service when they need it. You should show loyalty to them and always remember them through phone calls, short notes from time to time.
One of my favorite examples of networking comes from a friend of mine who started her own business from home a few years ago. She had joined the local chamber, became active within the organization, and had even been awarded the “Newcomer of the Year”. Even though she had made many contacts, her business was still struggling to get over the hump between just making it and being where she hoped she would be. Trying something bold, she decided to send out notes and cards to her core group of contacts and told them the situation she was in, and asked if they would help her to find a business deal that would bring her over that hump. She wrote in each note that she was looking for a company to do some contract work for, she needed so many hours per week to make it worthwhile for the client and for her, and she would be willing to work with them in negotiating a fair price depending on the length of the contract. Within a couple of days she was negotiating her largest contract ever because of a referral from a person from her core group of contacts that she had sent out. Awareness, timing, and sincerity.
If you don't have enough money to advertise, raise awareness about your product or service through networking. Building relationsips matters through attending events& conferences, participating in volunteer work or networking through scoial media.
People will remember you if you provided them a service when they need it. You should show loyalty to them and always remember them through phone calls, short notes from time to time.
One of my favorite examples of networking comes from a friend of mine who started her own business from home a few years ago. She had joined the local chamber, became active within the organization, and had even been awarded the “Newcomer of the Year”. Even though she had made many contacts, her business was still struggling to get over the hump between just making it and being where she hoped she would be. Trying something bold, she decided to send out notes and cards to her core group of contacts and told them the situation she was in, and asked if they would help her to find a business deal that would bring her over that hump. She wrote in each note that she was looking for a company to do some contract work for, she needed so many hours per week to make it worthwhile for the client and for her, and she would be willing to work with them in negotiating a fair price depending on the length of the contract. Within a couple of days she was negotiating her largest contract ever because of a referral from a person from her core group of contacts that she had sent out. Awareness, timing, and sincerity.
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