Role of Advertising Awards

Most of the people in the creative and media industry view Advertising awards as something that provides the industry an additional currency. People argue that awards are just one of many tools to measure creativity.

On the other hand, almost all Advertising awards are criticised for being an exercise in self-importance. There is a strong view that derides the idea of creativity that takes birth only to exist in the sphere of awards. It is clear in many cases the work produced is a pure creative exercise and not the natural outcome of a professional work stream. The account management people who have convinced the clients to publish those ads should be awarded instead of the creative.
But this view—outdated and fatigued as it is—doesn’t take into account the role these awards play in the multi-billion industry.

Awards inspire the industry people, acknowledge their potential beyond the quantifiable business measures, and encourage them to think afresh and beyond the convention. Awards like Cannes Lions, One Show, D&AD, etc. provide great worldwide platforms for the greatest creative, Advertising and marketing professionals to come together, learn from each other, and understand and analyse the growing trends in the industry. These are also unique opportunities to network with clients, customers, and other brilliant minds from the industry in a casual environment. These are spaces for off the record conversations, and for discussing creative ideas with the key players who move the industry forward. Also you get exposed to great creativity as an added value.

David Grey of the communications company Open says awards are the global litmus tests for creative work that industry peers deem to be of world-class standards. It’s all about perceptions.
Awards are also charged with an environment that fosters osmosis, exposure, conversations, workshops, and lectures. They are also melting pots for creative and professional cultures.

Advertising awards recognise and amplify those who have successfully managed to stand out from the background noise solely on the basis of their creative excellence. The work highlighted is often of the highest calibre. Imagination and out of the box thinking is rewarded for ads that may not have been conceptualised the way they are now ten years ago.

The awards also generate a pruned list of exceptional agencies for clients who they would like to work with. Awards celebrate the combined power of strategic and creative thinking to build brands.

Why branding is important for B2B businesses?

Corporate branding has made big names, and bigger brands with biggest emotional connects with customers the world over.  Company branding is one of the most important tools that establishes the stature of the brand at a much higher level that the product or service offered. It has now become a huge aspirational destination for all small and medium B2C companies because the way it elevates the company brand beyond the immediate products and utility to a place where people would like to connect themselves with the company. With an established corporate brand, with a set of consistent message and values, people are more likely to associate with it without being sensitive to the premium cost largely ignoring other competitors involved.

branding for B2B businesses

Somehow there has been a misconception that B2B businesses do not need branding or brand building. The intensive strategic exercise to streamline company vision, values and a philosophy, which should resonate with clients, other business customers, and larger general public, is seen as an insignificant investment that doesn’t affect and help day-to-day business.

Contrary to this opinion, research and business related studies have made a strong case for corporate branding as an essential part of the company legacy for B2B business and its distinct positioning amidst similar businesses providing similar products and services. There are examples abound that clearly show that B2B brands with a distinct company branding focused on a particular value, or idea have the ability to penetrate collective memory much deeper, way beyond their immediate businesses. The perception positioning at a higher level with the help of a streamlined and consistent branding strategy reap higher and more significant benefits in the longer run. Companies like IBM, Cisco, Intel, Dow, BASF, DuPont, Microsoft have achieved the status of being reliable, confident and innovative purely on the basis of widespread corporate branding though they have nothing to do with B2C ecosystem.

There has also been a view that in the B2B sector, success of deals, conversions and actual purchase orders happen mostly in the micro environment of representatives of both businesses meeting face-to-face and communicating the superiority of the product or services to be sold involved. However, it may be noted that though business purchase decisions are based on dispassionate purchase or procurement procedures based on functions, features, technological benefits and coherence of both systems involved, the human factor in such processes is as indispensable as emotions to a human response. When an established popular brand with an established popular image enters into negotiations, it rides on the emotional connect it has been able to nurture with people across and beyond industry and businesses who have nothing to do with its apparent business or services. It brings into play the aura of an established player which is strong, reliable and would ensure ease of business and risk reduction to the partner business. In many cases in B2B collaborations, one business enhances its own image with the collective image and reputation of the other business it partners with. Branding of one brand adds value to the associated brand as well.

B2B branding also instils a sense of community, engagement and ownership within the workforce, sales team, customers and all other people who feel associated with the company. An evolved business vision binds separate teams and sets of people with one identity and image which brings coherence through all external communication to the world.

People, either individual customers or business houses, rely heavily on consistency and reputation of a business brand and, as many researches have shown, are willing to pay premium price for the products and services of an established company with a strong and evocative corporate brand identity. The accessibility of the language of communication and its intermingling with individual emotions evokes a response where people are able to relate to the brand and are willing to associate with, directly as businesses, or as end beneficiaries in the longer run.

The prime example of such an evolution is Intel. While completely into B2B collaborations, Intel has positioned itself as an aspirational brand where people value it to the extent that the other B2C businesses making computer systems seem to validate that trust by putting Intel logos and branding on their own products.

PR vs. Advertising for Small Brands

For every small company, money and time are of utmost importance and the decision to invest in either a PR firm or an advertising agency is a crucial and baffling one.

Small brands need to understand their requirement first, i.e. is it instant recognition or a slow but steady flow of information in trusted media source. Advertising agencies will get you the complete marketing solution and deliver instant brand recognition and build a brand identity that will benefit it in the long run and leave an impression the minds of your audience.

PR agencies however, cannot be deemed ineffective; however they are a tad slow in achieving that aim. They are however lacking in leaving a lasting impression and more often than not fail to grab attention because they do not employ any artistic medium. It is mostly facts convey through trustworthy and influential personalities.

Advertising agencies might be a little heavier on your pocket but they ensure a steady and concrete growth and recognition. If you are skeptical about getting one involved you can always start with the digital advertising agencies. This will save you time and cost a lot less than regular or a full service advertising agency.

PR agencies are factual and rely only on trusted mediums of communication. This is a more targeted approach and in time helps build a brand’s credibility. Advertising agencies employ a more diverse aspect of communication. It shall convey the message right and also manage to grab attention of masses. Therein also create far better conversion as compared to PR.

What we suggest is to study your position and desire for your brand recognition, this will help decide your next marketing move to survive the competition jungle and come up with a good plan to grow un hindered.

Role of Design in Advertising

Beautiful things are self promoting. Advertising is just incomplete without making a brand look appealing in the most simplest of sense. Advertising agencies all over the world strife to deliver just that, and well it takes more than beautiful words, it takes designs to make the world beautiful.

Designing is the most important aspect of advertising ; to say the right things about a brand is not enough, it requires a brand to create a visual image to go with the brand reputation. The idea is to create a style that becomes synonymous with the brand.

The right imagery:

A brand is recognized by the services it provides. For those not familiar with the brand, it requires an advertising agency to create a promotional strategy to deliver the information in the simplest of forms and herein comes design into play. The campaign holds traction, only when the words are relayed well in symmetry with visuals and appeals to the aesthetics of an onlooker and holds their attention.

Graphic design not only compiles data in the most visually appealing format but also assigns a style to brand and helps build its image. Advertising agencies depend for their bread and butter on graphic designers to present the brand information in the most concise format.

All things beautiful:
Beautiful things evoke conversations, and that exactly is the aim of design in advertising. A good design will serve the purpose of grabbing attention and invite talk about it, it registers better in the minds of an onlooker and gets the advertising agency the desired results for the client. The brand needs to understand the basic of creative design and how it makes the brand look appealing to the target audience and achieve the desired recognition for the brand. A good advertising agency is one that marries great words with brilliant designs. Words alone are impactful only when presented aesthetically in advertising.
Design is the base that advertising cannot do without.

How to boost online presence?

In the words of Coldplay- “When you try your best but you don’t succeed. When you get what you want, but not what you need.”

If that’s how you feel about advertising on digital and online mediums, here is how to boost digital advertising.

  1. To begin with, have a SEO friendly website made for your business, which not only gives information about the company but also keeps an update of the regular activities that the company indulges in. having the company name as the domain name ensures easy search results. Online shopping sites do better in this category due to their 24x7 ability to provide services.
  2. The website is just the base of things, to have relevant and interesting data about the services and information relating those, interest the people more and increase traffic on the site which converts to potential customers.
  3.  Allocate some money into digital advertising and have your website promoted using sponsored advertising initially. This will bring your website to the top of the search list and also on related web pages of your choice. To make this choice it is essential to target those websites that bring in large number of audiences, those have the same interest in sites like yours. Even if it doesn’t bring you clicks, it will still benefit in bringing your website into notice.
  4. Communication plays an important role in maintaining clients. Sending newsletters and e-mailers, ensures the client that you value them and encourages them to remain loyal and repeat purchases. Having a blog also serves the same purpose. It also maintains interest of the customers to visit your site often to read more interesting content that has a unique voice, tone and take on different subjects. A nice blend of humor and relevant content works best.
  5. Having a social media presence has become necessary to grab immediate attention of those potencial customers. It not only brings the mass market under one roof but also renders them the ability to approach the companies for any queries and problems. This in turn earns the trust and builds clientele at a faster pace.
  6. In the end it is the uniqueness of the product or service that earns you the brownie points (customers). If not, to have a unie and interesting take and tone about the services in form of a campaign helps build your prand presence and recognition. The idea is to stay transparent and unique.

I hope we were able to “fix you”?