Printing stickers as an advertising ally

But what role do the stickers play in advertising?

The stickers are not reserved only for the field of show business or the world of entertainment. Many companies are also exploiting them as part of their advertising campaign.

 

Better approaching prospects

Sticker printing is now an integral part of business communication strategies and is mostly used in advertising. Thanks to the stickers, the target’s attention is drawn to the message conveyed. These advertising media also send a better image of the company that operates them. Faced with original stickers, consumers are impressed and their interest is awakened. The firm that distributes them can then take the opportunity to get closer to them.

 

Invite targets to integrate his universe

Through the stickers, companies send an invitation to their targets so that they join their world, their point of view. Thus, the content of the stickers must be defined as part of a meeting to identify the best advertising strategies. Every detail of its importance and exaggeration is to be avoided, because it is often badly seen by the prospects.

 

Carry a brand, a product

To promote a brand or to promote a product, the use of stickers proves to be an excellent alternative. To complete the advertising display and the distribution of goodies of all kinds, the distribution of stickers turns out to be an interesting advertising technique. If the targets choose to stick the stickers on their furniture or on a window of their car, they become permanent advertising media. Note that for the company, stickers are an excellent channel to convey a brand or a product. Thus, they do not hesitate to print on their logo and their slogan sticker so that their prospects retain them more easily.

Display: the different types of targeting

Everyone’s screen, everyone’s advertising! 

This is the ambition of online advertising that constantly seeks the best techniques to deliver the right message to the right user, and thus gain in efficiency. If there are as many possible targeting as marketing objectives to achieve, we have identified the main types of targeting used by advertising agencies.

 

Contextual targeting

To win a deposit, advertising is backed by editorial content enhancing and related to the product or activity of the advertiser. Advertising is targeted according to the topics and themes of the media site.

 

Socio-demographic targeting

Based on age criteria, sex CSP, socio-demographic targeting   is used to target the right profile, and prevent any loss of audience.

 

 

Geographical targeting

Geographic targeting, also known as geolocation, allows the advertiser to target their communication over a specific region or city and thus avoid any budget wastage by communicating on an area that would not be affected by the advertising message.

 

Temporal targeting

This targeting allows you to run an ad at the right time based on, for example, the cycle of buying or consuming a product or service. Advertising will only be broadcast on a specific time slot or on certain days of the week.

 

Behavioral targeting

Specific to the Internet media, behavioral targeting is an advertising technique that consists in personalizing the advertising according to the browsing behavior of the Internet users – that is to say their surf on site or off site – and the identification their interests or their purchases.

Beyond behavioral targeting, retargeting or remarketing is widely used by sites facing a problem of performance, such as e-commerce sites. Retargeting aims to send a personalized advertising message to a user who has just left the merchant site, and continues surfing on another site, to encourage him to come back and conclude his action. Effective but very intrusive, this technique has many followers. Charge them to respect the navigation of the user and find the right balance efficiency and branding.

 

TAGS> display , programmatic , digital advertising

What are the different media of advertising?

Privileging advertising will allow you to develop your client portfolio and thus generate new opportunities. 

However, it is essential to choose the appropriate communication media so that they are both adapted to the budget and the objectives to be achieved. This is what you need to know about advertising communication media.

 

Non-media communication

This type of communication concerns all communication actions that do not go through the “traditional” media. This strategy brings together more clearly direct marketing approaches and advertising communication actions such as street marketing, sales promotion, PLV implementation, sponsorship, sponsorship, print directories and events. With the success of internet advertising investments, it is becoming increasingly difficult to distinguish with media and non-media communication. Indeed, the internet can be considered both as a medium of media communication and off media. In 2013, 2/3 of communications investments in France concerned the non-media sector.

 

Media communication

Media communication is made up of 6 main media: press, radio, television, billboard, cinema and internet. It is also known as the “mass consumer media” and is currently undergoing a great upheaval. Let’s treat these 6 media one by one. There are two types of press: the regional and national daily press. The regional press is very powerful in its region. It is expensive with limited print quality yet it retains its targets. The purpose of this form of press is to communicate locally while deploying all means to increase sales. This is called an ultra responsive medium. The national daily press is selective and concerns the CSP +. It is read by intellectuals and is used to promote a brand image or to communicate a reputation. The aim is to improve and reinforce the status of the brand. The magazine press is read all over Europe and touches the same target.

Radio is a very responsive and cheap local media. It is very easy to use; This support has nevertheless a weak point, it is about the running plan or the number of spots rolled out per day as well as the “drive time” which is generally located between 7h and 10h. Unlike the radio, the display is a mass media that serves to alert. It is located in the city center and does not present much information because it goes straight to the point. However, it requires a visual creation. In addition, cinema is the medium used to deliver emotion, it is very selective and statutory. It is a real issue for those who want to advertise because it captures the attention of consumers. Since the format is cheaper, it is longer. As for television, it is also a powerful medium since it can almost penetrate homes. It is rather used to promote a brand image. Finally, the internet is a flexible medium and can be used in various ways. However, it is essential to put in place media plans for it to work. Since people are more likely to zap, it’s important to know how to hold their attention.

Genuine advertising object marketing strategy

A good marketing strategy can easily increase the reputation of companies. 

Customized advertising objects in a variety of forms are a very effective way to make themselves known to the public. By personalizing them, they make it possible to stand out from the competitors and to surprise the collaborators and the customers.

 

Customization techniques for advertising objects

An advertising object needs to be customized to be more efficient. It must be useful in the practical life, valuable, in relation to the activities of the company and especially original. There are different techniques of personalization of the advertising objects that depend on the product, the material and the elements that one wishes to make appear. There is pad printing which is a printing technique transferring the ink via a stamp on the object to create the desired visual. This process is suitable for all types of surfaces, including soft surfaces such as foam. It has the advantage of being fast, economical and offers accurate marking. Then there is also the digital printing which is a marking technique for printing visuals in high definition.

Sublimation is also a printing method where the ink is heated to become a gas and form a permanent bond with the material to be decorated. This technique makes it possible to produce photographic quality prints. The ideal advertising objects for this customization are the advertising mugs. Finally, there is laser engraving that can be performed on wood or recycled pastic. The laser marking on advertising objects is done using a laser beam with a very high accuracy.

 

How to choose a personalized advertising object?

To choose the right custom advertising object to stand out, there are essential steps that must be taken. The first is to define the target to which will be the advertising objects. Then, you have to know how to offer them according to the opportunities. This advertising medium is an excellent means of communication for all events such as the launch of a new product or a store opening, for example.

Moreover, in the choice of personalized advertising objects, it is necessary to determine the purpose for which they are to be used. They can be used for several purposes including visibility, promotion or as a thank you gift. Finally, the quality of the object will be considered in proportion to the expected life of the object and the image that we want to convey.

E-advertising: 3 tips to optimize your online campaign

Display campaigns are one of the indispensable levers for a successful brand presence on the web. 

shutterstock 233171800

Campaign creativity, dissemination strategy, traffic management … several elements come into play to optimize an online campaign. Sidi Mohamed Kedim, traffic manager at Mr. Chips, talks about three good practices for the efficiency of display campaigns.

di Mohamed Ked

Think about the course of the surfer

The banner of advertising is the keystone of a successful campaign, it is she who makes you want, who seduces and encourages action. The creativity of the device is obviously essential. But let’s not forget too quickly some fundamentals: the advertising message must be clear, concise, and propose an immediate “call to action”. Another key element: the banner and the landing page go hand in hand. They must be thought together both in substance and in form. The landing page will resume, for example, the advertising promise of the banner as well as graphic elements. She will also invite you to go further by offering the user to fill out a form or download a document.

 

Set clear goals for delivery and targeting

Once the advertising device has been designed and the media plan drawn, place the choice of dissemination and targeting of the banner! Depending on its purpose – branding, performance, sponsorship, contextualisation, … – the campaign could be:
– broadcast in general rotation on the site,
– contextualized at the heart of the contents,
– geolocated to target a specific audience in a region or city,
– broadcast according to criteria of socio-demographic targeting or of interest, …

The campaign’s dissemination and targeting strategy is a key factor in the success of a campaign. Be attentive to the advice of the advertising agency that knows, for each of its sites in management, the best tactics of diffusion of the campaigns according to the objectives to be reached.

 

Follow the daily traffic indicators

Since the web is the tracking medium par excellence, the traffic manager will monitor the campaign’s performance in real time. It may, for example, decide to prioritize a campaign over a given period of time depending on the purpose of the prints to be issued and the available inventories. It may also advise the advertiser to switch to a more impactful format or to change visuals if the results are disappointing.

Better understand the jargon of Advertising

The advertising agencies are tools to monetize a blog or a merchant site with ease. 

To increase revenue through this technique that usually pays the click as the example of Google Adsense, it is important to value the banners. How does click-through control work and what is CPC and CPM display?

 

What is click control?

The majority of the advertising agencies pay the number of clicks on their banners, in this case we talk about CPC or the Cost Per Click, otherwise they can also pay for the display of their advertising, it concerns the CPM or the Cost For Thousand displays . It may happen that the advertising agency decides to pay double click. That is to say that the user will have to click once on the advertisement to open it and then click on the advertiser’s website to receive compensation. If so, we are talking about a qualified visitor. Sites that have adopted a lead or CPL campaign will pay when an action is recorded on the advertiser’s platform. It can be a subscription to the newsletter, a request for information or registration for a contest.

 

Which method is used?

Larger websites use CPM. Advertising is then marketed at a unit price per 1,000 displays. This payment method is effective if the owner only has one site with traffic. People wishing to have a fixed income each time a visitor click on an advertisement will opt for the CPC. This technique is especially recommended for sites that do not have many visitors yet. Several boards offer pay per click, to mention only Ad42, Adfever, AffiliPub, Allo-advertising, Valueclick Media, Allosponsor and many others. Generally the payment threshold varies from 10 to 100 euros.

 

Little tips

For the site to be profitable, do not hesitate to opt for large formats while respecting the conditions of the boards. It is also important to choose locations that can enhance the header or the top of the sidebar. Advertisements must be intelligently integrated on the page. The most important thing is not to make advertising banners visible, but rather to be eye-catching enough to catch the attention of visitors. This detail will push them to click on it.

How does the media agency and the régies negotiate?

A media agency will hire 10 days and 7 people to prepare the broadcast of an advertising campaign. 

This time is useful for briefing the customer, negotiating with the advertising agencies, setting up a media plan, tracking, reporting etc. Even though the media agency and the régies negotiations are important, two elements precede this approach.

 

The customer brief

The brief done by the agency is on average five days. This time is needed to properly analyze the most competent and the best suited to customer expectations. Several tools are used for this purpose according to the objectives of the campaign, volume and branding. A targeting study is the most important step, it is carried out by the consulting department which will examine the potential of the target, its interests and behavior on the web to build a media planning. After this, the team can provide a recommendation to the client.

 

The development of the media planning

It is from the data collected during the brief, the context of the campaign, the target, the sites, the headings, the budget as well as the objectives in order of importance and various other elements that will be elaborated the media planning from advertising agencies. The buyer or the media officer then asks for one or two hypotheses. Some agencies use a specific tool to know exactly the buying opportunities based on the proposals of the boards, publisher sites and thematic packs. This tool also allows access to sales conditions, information on internal movements and many other elements in addition to allowing the agency to exchange data briefs with a control.

 

The negotiation between the media agency and the management

This step takes into consideration the relevance of the proposal in the context of site banner and CPM locations. Benchmarking tools such as eSpot Buying allow you to review purchases based on location, campaign, format or account. In order to negotiate well with the advertising agencies, the media agencies must indeed, to know the history of the campaigns which have already been carried out by the advertisers for which they are responsible. It is therefore not surprising that the media agency is held responsible for the smooth running of a customer account for a minimum of two years.

A development strategy based on innovation

Focus on the relevant axes to be followed for the good development of a company.

Cost leadership strategy, innovation and technology strategy, differentiation strategy and cooperation strategies

 

Strategic directions to apply

In general, the strategic axes available to businesses can be classified into four categories: cost dominance, cooperation, differentiation, innovation and technology. The cost dominated strategy focuses on minimizing costs (supply, production, distribution and fixed costs) in order to offer the cheapest products and services on the market. For the cooperation strategy, it is a matter of privileging competition cooperation with the aim of specializing in one activity and developing other areas of activity.

In this context, the use of a Madagascar referencing agency as on this site can be an interesting solution to allow the company to focus on its core business and to acquire or strengthen its position as an expert. The differentiation strategy focuses on a product and services different from those already on the market to stand out. The new product / service can also be distinguished by its commercial offer, its quality or its technical advantages. As the name suggests, the innovation and technology strategy is about using new technologies to gain an edge over the competition. This tool can be combined with a differentiation strategy.

 

Innovation: a vital need

In view of the constant and rapid evolution of the market, innovation has become a necessity for companies. An excellent means of strengthening its position relative to its competitors, innovation is conducive to productivity, improving the quality of products / services and developing key skills of the company. Concretely, innovation offers several advantages including:

  • The possibility of being closer to the market and having a margin of reaction to new trends.
  • The development of a niche and specialization according to new market trends.
  • The establishment of a culture of continuous innovation.
  • The redefinition of a strategy and the reduction or relocation of low added value side activities.
  • The use of new technologies of production, management or marketing.
  • Maintaining the skills and efficiency of the company’s staff.
  • The opportunity to retain the most skilled and qualified employees.
  • The establishment of a culture of internal collaboration between employees and a culture of external collaboration with customers, suppliers and even competitors.
  • Monitoring and regular assessment of the situation for possible rapid corrective action.

 

10 Tips to choose your press Advertising Agency

10 tips to make the right choice and avoid the “SOS rule”.

Willingness to outsource his advertising network or challenge his current management, panic against disappointing advertising results, search for new advertising opportunities or launch a new magazine.

 

1. Evaluate the reputation of the advertising agency

Through his seniority on the market, his references in management and his reputation with customers. Do not hesitate to inquire before!

 

2. Choose an advertising agency that fits your size and goals

The ability of an advertising agency to invest immediately in your title is essential. Make sure the board has a motivated, competent and operational team to market your magazine.

 

3. Prioritize sectoral or target expertise

Stay coherent between the positioning of your magazine and the portfolio of titles of the advertising network in order to benefit, quickly, from a targeted and thematic search of quality, and synergies between the supports.

 

4. Check its soundness and financial rigor

Essential to avoid any unpaid! In fact, after having sold the advertising space, the advertising agency bills it, collects the amounts and insures the recovery. His financial health is therefore essential. Ask her about her ability to secure advertisers’ financial commitments and ensure sustained recovery.

 

5. Beware of low rates

The commission rate of an advertising agency usually varies between 30% and 50% and may be lower for media media representing very large volumes. This rate allows an advertising agency to invest sustainably in the advertising development of your magazine . Remember that it is better to receive 50% of € 100,000 than 60% of € 50,000!

 

6. Talk about your values!

They will feed the commercial speech of the head of advertising and will allow the advertising agency to develop a promotional advertisement for your magazine brand, useful to your readers and connected to your values. Do not hesitate to define, in consultation with the management, an advertising charter.

 

7. Bet on the proximity

Frequency of reports of activities and meetings publisher / régie, quality of the balance sheets, participation of the advertising agency to the editorial boards, possibility for the publisher to accompany the sales force on shows and important appointments … As much points to not hesitate to address to better understand the professionalism of advertising and its commitment to the partnership relationship.

 

8. Tell me, what are the market trends?

In a constantly evolving market, advertising agencies are decompartmentalising their approaches and multiplying their efforts to create value and emergence through impactful devices, branded content, cross-media solutions, marketing services … Test the advertising agency on its ability to capture trends and propose value-added operations.

 

9. Set clear and consistent goals for revenue

Before committing yourself, discuss with the advertising network the objectives of turnover at 1, 2 or even 3 years, and the action plan to put in place to achieve this. Be aware that setting up a magazine in your market takes time, as the communication habits of advertisers are slow to change. So do not expect miracles in the first year and set ambitious but realistic goals .

 

10. And trust professionals selling space

With its knowledge of the market, its know-how and its attention to trends, the advertising network will force proposals to give a real advertising dimension to your brand.

Classic vs. Programmatic Display: the strengths of each lever

Classic and programmatic display, two levers certainly more complementary than competitors in 2016.

30% of display purchases in France are now programmatic * according to the latest SRI balance sheet for the first half of 2015, an increase of 50% in one year. And if we look across the Atlantic, programmatic accounts for 59% of the display market and should weigh 72% of digital investments by 2017 according to the forecasts of eMarketer **.
A review of the main advantages of these two levers from the 2015 Ebg / Quantcat barometer on the state of play of programmatic in France.

 

The advantages of the classic display

By conventional display we mean the display marketed live by advertising agencies.
• The classic display is now essential for value-added operations that favor the user experience. Indeed, custom or event formats are difficult to access in programmatic.
• The classic display makes it possible to secure the broadcasting contexts , the relevance of the choice of the media is at the heart of the reflection.
• The classic display is a lever accessible to all . It does not require technological tools and specific skills.
• Ÿ The classic display allows all modes of purchase , the CPM of course, but also economic models to the performance (CPC, CPA, …)

 

The benefits of programmatic

RTB, deals ID, whitelisting … the programmatic revolution is underway and changing the paradigm of media buying: media planning is giving way to audience planning logic.
• Thanks to the data, the programmatic purchase makes it possible to refine the targeting and to reach very precise targets whatever the sites visited.
• Programmatic allows you to control and adjust your campaigns in real time .
Ÿ • ŸWith fewer intermediaries, the act of purchase is simplified , supply and demand are fluid .
• ŸMost targeted and piloted in real time, programmatic campaigns gain in performance .

 

If the programmatic upsets the ecosystem of digital advertising, he has not yet taken power. The classic display remains relevant and unavoidable on special operations and reassures advertisers on the dissemination contexts of their campaigns. Classic and programmatic display, two levers certainly more complementary than competitors in 2016.