Animal Charity Advertising

This is a collation of research and insights into animal charity advertising. Intended to aide my thesis that explores alternative strategies to shock, guilt and shame so commonly used.

[nyamazun]

Catvertising

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School DM and Earned Media Strategy

I am assuming with the school DM, we are not asking directly for a donation? Our main call to action will be to just share the photo on social media and/or visit the website. Parents won't like us begging their children for money. But once they are on our owned/earned media channels (with their parents, obviously), they will be directed toward the donation tabs. Maybe on the school DM we should mention, "Ask you parents for help to share your pet puppet (pup-pet?) with us on instagram/Facebook" Saying that, I imagine Facebook and Instagram and Twitter will be used to crowd source content. Then Pinterest will be used internally. E.g. Grabbing our favorite posts from Facebook and Instagram and Twitter and posting them up on Pinterest boards. This way we have less channels to monitor.

[nyamazun]

A great blog about dog intelligence.

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Landing Page Design Tips

Companies see a 55% increase in leads when increasing their number of landing pages from just 10 to 15 (Hussain 2013). Landing pages are the hub of your efforts, every campaign you run and offer you create should be tied to a custom landing page (Hussain 2013). As an advertiser, Agora does not want visitors to land on an ambigious homepage where they have to guess what to do next (Hussain 2013). However, landing pages have to look good to perform well (Hussain 2013). 1) Get to the point - People have short attention spans, consider that in the design of the landing page (Hussain 2013). Online audiences avoid reading entire pages of information; they much prefer to visually scan for information (Hussain 2013). Make sure you address why they are here and highlight the value of what you're offering and how it addresses their needs, interests, or problems (Hussain 2013). Use clear headers and sub-headers, easy-to-scan bullet points, emphasize key points using bolded text or italics, and keep things as brief as possible (Hussain 2013).

2) Use contrasting colors - You always want your main call-to-action to really POP off your landing page. Using complementary and contrasting colors is a great way to call attention exactly where you want it (Hussain 2013). 3) Stamp on a logo - Keep your brand top of mind for visitors so they know exactly where they are (Hussain 2013). All your landing pages should have your logo strategically placed so that visitors know that it is a publication of your business (Hussain 2013). This is particularly critical for visitors who come to your landing pages from external non-branded sources, like social media and search (Hussain 2013).

4) Avoid visual clutter - Avoid over the top graphics, they increase the load time of your website (Hussain 2013). A one-second delay in page-load time results in 11% fewer page views, a 16% decrease in customer satisfaction, and a 7% loss in conversions (Hussain 2013).

5) Never underestimate formatting - Clearly lay out headlines, images, copy, form, etc. to help highlight the value of the offer (Hussain 2013). One can also tee up conversion by creating a user experience that guides visitors (Hussain 2013). 6) Add social proof - This adds third-party credibility to your content and can boost conversions (Hussain 2013). Consider embedding tweets from users who have said nice things, or asking to quote someone who left a nice message on your Facebook page (Hussain 2013).

7) Be consistent - Page layout has the greatest impact on overall website performance (Hussain 2013). Elements that alter the layout of a page can make it harder for visitors to navigate your website (Hussain 2013). Be sure to not radically alter your landing page layout every time (Hussain 2013). Consistency can help the end user know how to navigate pages over time, eliminating friction caused by learning the lay of the land each time, and resulting in drop offs (Hussain 2013).

Reference

Hussain, A. (2013). 7 Key Design Tips for High-Converting Landing Pages. Retrieved from http://blog.hubspot.com/7-landing-page-design-tips.

[nyamazun]

Branded Content Ideas

The abridged version of the previous post;

1. Create a publication strategy to unify all the contributers. 2. Cross promote with other respected names. 3. Weekly/monthly themes for your owned channels. 4. Tap influencers for topics and insights.

Wonderful ideas!

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How To Create Branded Content For The Social Web

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More Support For PAA Personality

Good design is everywhere, it is a requirement of simply being in the game (Rowe 2011). According to Rowe, design is important, but it is only the shop front - literally (2011). This begs the question - if everyone looks good, how does a brand win over the consumer? Personality People are drawn to an independent spirit and the feeling that they are experiencing something out of the ordinary (Rowe 2011) Clarity of purpose and inspiration are what people crave (Rowe 2011). In a market saturated with too many ubiquitous, 'me too' brands, a bit of personality goes a long way (Rowe 2011).

N.B. This also supports my argument to give the PAA a wonderful, warm and caring crazy cat lady personality. To embrace who they are, poeple who love and care for animals. This is not a point of shame but a truth to be wholly embraced.

P.S. I feel it needs to be said, that crazy cat lady (or person if you will) does not necessarily mean old and off the wall bonkers. It simply means one who loves animals who is a little quirky and/or eccentric. We do not want to look like that crazy cat lady from the Simpsons. Image vs. Spirit A brand needs a fundamental conviction that drives it, connects it to people and underpins everything the organisation does (Rowe 2011). Capturing spirit is about finding what makes a business special and celebrating it (Rowe 2011). The Difference Between a Brand and its Branding "Brands" and "branding" are emphatically not the same thing (Rowe 2011). Like the people behind them, brands earn their reputations by what they are, not by what they say they are (Rowe 2011).

The opportunity for brands is to have the confidence to be themselves (Rowe 2011). If they know this isn't good enough, they should make the reality better instead of trying to paper over the cracks (Rowe 2011). When design and communication become a façade and a way of masking the truth, the reality of a brand experience is fundamentally wrong and people will walk away from the experience unconvinced and uninspired (Rowe 2011).

Agora has found a fundamental conviction to drive the PAA. The PAA is making lives better. For pets, people and the peninsula. That is why the campaign is called Home Improvement. Every execution should and will exemplify this. That the PAA is making the Peninsula better.

Reference

Rowe, D. (2011). Brand Designs / Opinion. Retrieved from http://www.contagiousmagazine.com/2011/09/brand_designs.php

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Advertising should be shifting away from temporary advertising ideas, towards sustainable projects

A statement from Gideon Amichay (former chief creative officer and joint managing partner of Shalmor Avnon Amichay / Y&R Interactive, Tel Aviv). This statement supports Petworking as a Home Improvement follow up execution/program.

Reference

Contagious. 2012. Cannes Lions / Direct Awards. Retrieved from http://www.contagiousmagazine.com/2012/06/cannes_lions_11.php

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RSPCA Direct Mailer Execution

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Brand Dialogue and Social Media

The increasing value of a brand’s social-media presence, the pressure to develop relationships with consumers and the desire for instant ‘engagement’ ROI sees brands often risk developing a delusional personality (Evans 2013). Many brands want to converse with you but as they reach for you, too often the lines between friendship and valued acquaintance become blurred (Evans 2013). In the age of social-media marketing, brands have learned that personality and character are essential (Evans 2013). Social media has enabled dialogue between brands and individuals which holds massive potential value to the brand (Evans 2013).

However, simply embracing human vernacular doesn’t make you human (Evans 2013).

The reason brands are not your friend is simple. A friend doesn’t invest in a relationship with the goal of selling you something (Evans 2013). A friend doesn’t spend time and money researching your conversations and meticulously calculating how to make them more engaging (Evans 2013). Smart brands understand the nuances of this relationship. A brand’s social media presence exists to serve the consumer (Evans 2013). The brand should deliver a tangible benefit to the consumer, but it can also provide a broader, more emotive range of services (Evans 2013). A social platform can serve its followers by keeping them informed or giving them exclusive information (Evans 2013). It can inspire or entertain (Evans 2013).

N.B. Exclusive information - maybe PAA can collaborate with their business partners. As I said before, a percentage from the sale of cookies goes toward the PAA. But on social media this will work differently. Maybe by liking or sharing a companies message socially, you can receive a discount or even possibly win their service. Exclusive information may even fall into the category of renovation updates or teaching pets tricks. What it shouldn’t do is offer meaningless, shallow engagement tactics (Evans 2013).

Reference

Evans, T. (2013) Why Brands Are Not Your Friend. Retrieved from http://www.psfk.com/2013/04/brand-messaging.html

[nyamazun]

Brands that simplify customer decision-making are 115% more likely to be recommended.

This quote is taken from trendwatching.com and is credited to Corporate Executive Board (2012).

The idea behind posting this quote has more to do with donations than anything else. My aim is to create a smooth and easy donation interface on the PAA website. I have already discussed this previously in posts and during presentations. But the easier supporters find it to donate, the easier it is to donate. Simple as that.

My main aim is to open up online channels for the PAA to accept donations and therefore compete against other charities. Because, as it stands, the PAA does not factor in this arena.

Another area of consumer behaviour that simplification affects is trust. Big corporations are not transparent. They are coagulated messes of bureaucracy and corruption. This is where a simple interface coupled with donor updates will improve the PAA brand and increase brand loyalty.

Reference

Trendwatching.com (2013) April 2013 Trend Briefing: Clean Slate Brands. http://www.trendwatching.com/briefing/

[nyamazun]

Why Businesses Will Love Petworking

While the source of this information is a couple years old, I believe the general gist is still very relevant;

1. 86% of global consumers believe that business needs to place at least equal weight on society’s interests as on business’ interests (trendwatching.com 2011). 2. 78% of Indian, 77% of Chinese and 80% of Brazilian consumers prefer brands that support good causes, compared to 62% of global consumers (trendwatching.com 2011). 3. 8 in 10 consumers in the India, China, Mexico and Brazil expect brands to donate a portion of their profits to support a good cause. (Source: Edelman, November 2010, trendwatching.com 2011)

So, at the end of the day, people want to see businesses supporting others. In the Peninsula, people will want to see local businesses supporting the PAA, their local charity. So, businesses supporting Petworking will leave a favorable impression both on their employees and the locals.

References

Trendwatching.com (2011). 11 Crucial Consumer Trends For 2011. http://www.trendwatching.com/trends/11trends2011/#emerging

[nyamazun]

Random acts of kindness reach out to consumers craving ‘human’ brands who show not generosity, but acts of compassion, humanity, or even just some personality.

An article on trendwatching.com on the random acts of kindness trend (2011). The section I pulled this quote from is titled 'The Human Touch', which perfectly captures and exemplifies my push for the PAA to develop a personality.

A sassy, crazy cat lady personality always complimented their existing style and made them personable. For people donating to an animal shelter, always for emotional reasons, they want to see a human brand that they can relate to. An emotional and positive personality that they can enjoy.

One recent example I stumbled on is the Facebook 'profile' of God. All it is is a personality, a fun one. One that is witty, cheeky and interactive. This is the vision I have for the PAA.

Reference

Trendwatching.com (2011). Random acts of kindness. http://trendwatching.com/trends/RAK/

[nyamazun]

Enhance Online Donation Experience

Using stories to increase the emotional attachment to a product is nothing new (trendwatching.com, 2011). Many consumers increasingly embrace (STILL) MADE HERE product stories, as well as traditional brand messaging in order to tell their STATUS STORIES (trendwatching.com, 2011). What I am thinking, is if someone chooses to purchase building materials for the shelter, then they receive an update later discussing how their contribution has helped. For example, "John, you purchased $5 worth of nails that helped us construct a new female cattery. This new cattery will help us expand and house 15 new cats. Thank you for making a difference." With this type of donation, we can create a story to build the PAA brand and cement customer loyalty.

Reference

Trendwatching.com (2011). Innovation Extrvaganza. http://www.trendwatching.com/trends/innovationextravaganza/

[nyamazun]

How about some stickers of animals to put on Peninsula store fronts? Maybe reserved for participating businesses. Imagine; a lifesized dog sticker looking happy and welcoming for people who walk in the store. Something that says animals are comfortable and happy in the work place.

[nyamazun]

The key to achieving cut-through for many charities is establishing a symbol or character and using them in innovative ways

Bandaged Bear shines for kids’ charity - www.bandt.com.au/news/archive/bandaged-bear-shines-for-kids-8217-charity. 2001

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Waiting for my internet quota for the month to reset so I can watch this. Until then, consider this a place holder.