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Archive for September, 2013

Are you Targeting The Right Customer?

DW Blog
September 25th, 2013

Targeting the Right Customer sounds simple enough. But many marketers make mistakes early in the marketing process, leading them to focus their marketing and media advertising resources on reaching an audience that may be too elusive for achieving both long and short term sales goals. If companies want to success at selling their products, they need to make sure that they are targeting the correct customers. If companies aren’t marketing their product toward the specific customers who might be interested in their products, they will have a much more difficult time selling them. Companies spend huge amount of time thinking about what to say and building this great strategy, but most fail to develop the most important part who to say it to. A well-defined target customer is a beacon for an organisation to follow.

One of the best advertisement targeting the right audience is the advertisement by ANAR Foundation, a Spanish child-advocacy organization. It used lenticular printing in its powerful outdoor ad to send different messages to children and adults. Anyone under about 4-foot-3 sees bruising on the child’s face in the poster, along with ANAR’s hotline number and copy that reads, “If somebody hurts you, phone us and we’ll help you.” People taller than that—i.e., most parents—simply see the child without the bruise and the line, “Sometimes child abuse is only visible to the child suffering it.” The metaphor embodied in the display is apt—the figurative differences in perception between abuser and abused here become literal. They kept the concept and content simple, too; it makes the interactivity more immediate and less gimmicky.

So Are you Targeting the Right Customer?


Think Before You Like & Share

DW Blog
September 12th, 2013

Social Media presents great marketing opportunities for business of all sizes. Marketers view social media, particularly Facebook, as a great way to engage with fans through integrated campaigns and engagement strategies. However, some brands may be breaching Facebook rules, without fully understanding the promotions guidelines.Some brands kick off campaigns aimed at increasing “likes” or “shares” in return for credits or freebies.At one glance, the promotion may seem harmless and smart, but under Facebook, there are guidelines that need to be complied by brands or risk having their pages shut down by Facebook.

The four most important guidelines that certain brands fails to reckon are :

  1. Promotions on Facebook must be administered within Apps on Facebook.com, either on a Canvas Page or a Page App.
  2. The Brands must not condition registration or entry upon the user taking any action using any Facebook features or functionality other than liking a Page, checking in to a Place, or connecting to your app.For example, advertiser must not condition registration or entry upon the user liking a Wall post, or commenting or uploading a photo on a Wall.
  3. The Brands must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion.
  4. The Brands must not notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles (timelines) or Pages.

In short, brands must receive permission from Facebook to run a contest, or either use a Facebook-approved third party application to run a contest on Facebook.

So think before you click Like or Share.