Why Your Brand Should Consider Using App Development
It’s a new year, and people around the country are working hard to keep their resolutions. Be it trying to smile more, have more fun or save money for that big vacation, resolutions are typically admirable goals that, if reached, can grant more positivity and joy to a person’s life. At our advertising agency, we think one of the most awesome things about living in a world of smartphones and digital technology is that there are tons of apps to help us reach our goals. These are apps that help us manage our budgets, our fitness goals and our work-life balance. The great thing about the digital economy is that marketers are able to use app development to find creative ways to tap into these tools to help integrate digital products with their marketing strategies. When brands pick up on a need for their audiences, they can effectively develop apps to help provide a service while also marketing their own brand. Take, for instance, Mint, which is a great tool for helping budget and save. Because it is able to provide a useful service to users, it can also strengthen its brand by partnering with major banks to help provide recommendations and advertising. Anyone resolving to save money in 2014 can use Mint to help plan for the future, and can also get tips on personalized banking options and experiences. Those who’ve resolved to lose weight this year can use help from a number of apps, but none is as highly regarded as the Nike Fuel Band app and it’s partner device. Nike, a company once known only for its shoes, spent significant time and money on research and development to become a lifestyle brand. In doing so, it created a device that acts as a pedometer that syncs with a smart phone app, allowing people to easily monitor their progress and share with friends. This innovative technology goes far beyond what a shoe company has to offer, but at the end of the day, more people working out also equals more shoes sold by Nike. Plus, that doesn’t include the massive amounts of data Nike is capturing about its users. This is why Nike will remain a leader in the athletics and fitness space for a long time. [quote] Want to check out a success story in the mobile app market? BIGEYE teamed up with The Daily Mom to develop a unique and sophisticated app that reached the Top 25 Downloads Position on iTunes. [/quote] Finally, there are numerous apps that help people with education. For instance, language companies like Rosetta Stone compliment their foreign language programs with immersive apps. In doing so, they not only provide a service to their users, but are also accessible to beginners who might be interested in partaking in the full program at a later date, but for the moment simply need to learn where to find the bathroom. Take a tip from our brand marketing agency: Marketers should look to this these inspirational ideas for app utility to figure out what kinds of apps might help their users and their audiences. Doing so not only acts as great marketing, but also helps provide a service to users. In turn, those new products can help the brand grow into something bigger than itself. In search of a little more expert advice to strategize app development for your brand? Contact us today to schedule a consultation!
Should America take advertising cues from the French?
A few months ago, I visited Belgium and France. I was born and raised in that part of the world, so my trip was a mix of personal and pleasure. During my stay, I was reminded of how shocking and powerful advertising can be in Europe compared to the States. French agencies are bold and quite fearless. They’re not afraid to use sex, violence and innuendo to broadcast their client’s uniqueness. In fact, these tactics sell products best there. I admire the unrestraint of the French—their unbothered attitude, their love for life, art, and food—oh, how I miss the food! These attributes of the culture are translated into French consumerism. Don’t get me wrong, some of the best advertising in the world comes from the U.S., but there’s something about French advertising that often seems more powerful and creative. I think this is because brands and agencies in the U.S. are often slowed down by the need to please everyone, in effect, stifling creativity. Brands are less apt to take risk in the U.S. compared to France—for good reason. Maybe our society just isn’t ready for the boldness yet. Living advertising legend Luke Sullivan said, “We are culture tweakers… We ride the waves and currents of popular culture… We play in popular thought.” This couldn’t be truer. As advertising professionals, we need to tap into the mindset of our consumer and understand their wants and needs—and also their limits. We need to be great listeners and answer with advertising that speaks to them. Okay, so back to France. I want to go over some of the great ads that I saw while I was there. These examples capture everything that’s great about French advertising—seduction, shock, drama, and entertainment; head turning images and provocative headlines tell it like it is. I hope you enjoy this collection! The first ad I saw was at the Brussels airport. It is quite provocative… I don’t think we would ever see this at the Orlando International Airport: I saw this commercial in France. It’s about drinking and driving. This commercial was played so many times on so many channels. Is it shocking or eye opening? Both? What would be the reaction if played on prime time here in the States? Billboard I saw in France featuring a very famous French anorexic model: This is an amazing and shocking ad featuring a famous model with a missing arm. The headline translates to: “Look into my eyes… I said my eyes. So that disability is no longer a handicap.” What about this ad for United Colors of Benetton that I have seen many versions of during my trip? French AIDS Prevention. The headline reads “Aids Makes Us Equal.” So powerful! Could you ever imagine McDonald’s running an LGBT television commercial here in the United States? Maybe—just maybe—they’d run it in a targeted LGBT publication, but this commercial was running on prime time TV in France. http://youtu.be/SBuKuA9nHsw I hope you enjoyed this collection of French advertising. There’s more to come! So what do you think? Will we ever get to this high level of shock and acceptance here in the U.S.? I would love to hear your thoughts. Written by, Carine Carmack – BIGEYE Creative, Art Director