By Beki Reilly
It’s been estimated that we see over 500 advertising messages every day (BBC), how many of these could you recall on your way to work or to the local shops? Not many I can imagine.
This may sound like an unusually high figure but advertising can so easily wash over us, instead of doing what it’s intended to do – grab our attention. It acts like a garnish to our everyday lives. We know it’s there… sitting on the side on the plate, but we’re just not interested in it.
In order to make an impact with business advertising you need to do something that;
a) Stands out
b) Communicates the USP (unique selling point) of your business to potential consumers in those few seconds you have to impress
We were recently asked to create an advertisement that captured the interest of fine food retailers, and stood out from the competition; this was for our client Feeding Your Imagination.
We created a concept around a bold visual which highlights that Feeding Your Imagination offers something different; a bespoke range of gourmet food produce with flavours people may not have experienced before. This in theory becomes a red carpet event for your taste buds – the VIP in food indulgence.
Extending the uniqueness even further we integrated the advert with a Quick Response (QR) code. This code enables consumers to interact with the advert by scanning the QR code with a mobile phone. QR codes are at the start of becoming main stream in UK promotional circles and are an ever-increasing tool in business advertising.
These codes are a great way of engaging potential consumers. The visual cue of the code acts as a hook, which then leads the user to further substance. This is advertising with a reinforced message, without overloading everyone.
To interact with the QR code users require a smart phones application. Consumers then scan the code which will then take them to an extended message of the campaign. This can be a further call to action or a promotional offer. In this campaign we used the QR landing page to communicate further product details to potential new retailers.
Our business advertisement for Feeding Your Imagination will be gracing regional fine food magazines over the next few months. As always we like to share our designs which are created for our customers from our studios in Liverpool.
As a company we also like to share best practice advice allowing new marketers and business owners an insight into industry techniques – please use our share buttons to repost this information to your friends and colleagues.