How brands get heard in a world of noise

Our Guest blogger for May, Paul Gosling from Curb Media, writes:

"On average a consumer is exposed to over 1500 brands a day"

1500, would you believe it! Every time we open our eyes in the morning there are adverts
on the TV and e-mail, adverts in the post, a plethora of different brands in your wardrobe
dictating what to wear and when you leave the house it really ramps up. I catch the bus
and there are adverts at the bus stop, on the side of the bus that I get on, adverts in the
paper I read and I'm not going to start talking about the array of mobile phones that are
being used all around me.

I work for a non-traditional marketing and advertising company and when I get to my desk
after grabbing a coffee and read the client advertising brief which states the number one
objective is 'to increase media cut through and return on investment' you could say that's
when I start rubbing my hands together (but not before I take a sip from my soya mocha
frothy skinny nutmeg late)

I think it was my secondary school physics teacher that said "every problem is an
opportunity in disguise" I must admit, physics is not my forte but I understood that loud and clear.
When you are presented with an obstacle there will be a way around, under, over or
through it. The tricky part is finding out what that way is and gaining media cut-through is
no different.

In a market where brands are trying to grab your attention like a group of crazed fans
autograph-hunting at a rock concert, thinking smart is imperative and the great thing, in my
opinion, is that the smartest ideas are the most simple ones.

So as an advertiser how do you get heard in a world of noise?

Your target consumer is made up of a collection of demographics and there are products
and services that they are going to want. Once you know your consumer inside-out, getting
your message to them and giving them what they need is effectively really straight forward.
There will be places they go to, people they speak to, things they look at and use every day.
Building non-intrusive messages into every day life that engage your consumer are always
going to be the most effective.

Brands have to be wary that it's not always necessarily shouting the loudest but about
speaking to the right people and then asking them to tell all their friends about what they
heard.
As an example, a recruitment company we worked with recently wanted to define exactly
which demographics were getting in touch with them and generating the most enquiries
regionally. The majority of the positions that they recruited for were done so via the internet, so digital
advertising and awareness is by far their most productive channel of communication.
As a company we don't offer any digital products but going back to the earlier point I raised
about getting to know your target market and how they behave is the key part of this
execution. We saw this as an opportunity in disguise if you will.
One of the media that we offer (Clean Advertising) is placed on pavements and is
designed to be positioned in specific locations. Clean Advertising is highly effective as an
advertiser can shape the messages that are being communicated to target precise
demographics.
We designed a Clean Advertising campaign with the client that tied into a specially
designed website that acted as a tool to measure web traffic and response.
The website address for the site was only listed on the Clean Adverts so the client knew
that the web traffic generated would only have come from people seeing the adverts on
the pavements.
We placed Clean Adverts on the streets of Leeds City Centre which is one of the UKs most
populated and vibrant cities. Adverts 'appeared' overnight and were located in the main
footfall areas for graduates, financial executives, office workers, commuters and catering
staff.
The design of the Clean Adverts was ambient and intriguing and the lack of information
attracted attention because consumers wanted to know more.
The result was that the targeted demographics went online and visited the listed web site,
turning the campaign from an outdoor media into online (the clients preferred method of
advertising).
This is a fantastic example of a client using a non-traditional media format to bolster the
online work that they already did really well. It wasn't a case of presenting an alternative
method of communication, just a fresh way of thinking about the advertising they already
did.

Jobserve Events asked us to achieve a similar criteria when launching Jobserve Live! in
Birmingham.
The objective in this instance was to drive footfall to Jobserve Live! Birmingham, by placing the name
and address of the event on pavements next to bus stops, train stations and a range of
high footfall locations within a mile radius of the target location.
The added value of using non-traditional media is that not only is it a message
communicated in a highly effective way, but the media format itself attracts attention and
generates awareness because of its non-traditional nature.

As a package using non-traditional media in combination with traditional media gives the
advertiser increased awareness, interaction and amplifies a creative message.
Ultimately, this isn't a new process, in fact it's quite the opposite. Going back to basics isn't
a bad thing and in a world where brands fight for your attention, getting your message
heard is a case of identifying who wants to listen, learning what they want to hear and
giving them what they want.

Define what you what you want to say and find the right way to shout it as loud as
possible.
Non traditional media is there for advertisers to gain media cut-through and the best thing
about creative thinking is that the options are endless.


Curb Media - http://www.curbmedia.com/

Shananigans and late-night buggies...

I have to giggle....

One thing I particularly enjoy about the Events Industry - is the behind-the-scenes shananigans that keep everything poppling along.
JobServe Live! Reading (our Reading Recruitment Fair) took place last week in the Reading Town Hall, and after an amazing turnout (more than 1000 candidates looking for work!) we were encouraged by the physical confirmation that what we are doing, is the right thing!

Some would say with the rapid growth of social media and online presence, things like recruitment fairs may appear somewhat dated... but looking at the response to our event in Reading last week... I reckon those who think the above may need to do a little more homework on the matter. I don't think think that the opportunity for face-to-face meeting will ever become defunct, useless or unnecessary. I guess it just depends on the person looking for work. Those who are determined... will find what they are looking for at the end of the day. Those who are not, won't.

Next Step - who were offering advice clinics on the day - had queues of more than 50 at time, people just waiting to speak to someone who is able to provide the guidance, advice and career-time that would help them move forward in the search for their dream job.

However, back to the shananigans....
We drive through... we build.... (often late into the night, when the rest of the world is curled up snugly and warm)... we sleep... we wake up (a few hours later)... we open the doors... and a whole new world unfurls.
The event goes by without much hassle or hiccup....
We close the doors.... we break down again..... we drive home. ... (often late into the night, when the rest of the world is curled up snugly and warm).

However, sometimes, we do get a little distracted on the way home, and stop at the services for some late night sustenance....

or a ride in the kiddies' buggy...



Its a great thing.

Our next focus is our Scotland Trek. JobServe Live Glasgow will be held on the 8th June, and Business Scotland on the 9th of June - both in the Royal Concert Halls.

We'd love to see you there!

News from the Organisers' desks

Don’t Waste Your Time!

A Big Hello, from the organisers at JobServe Events. We are here to help you; the Delegates and Exhibitors of not only our events but exhibitions far and wide. As well as giving you the inside secrets to attending successful exhibitions, we would like to hear your thoughts and feelings of anything that we post. If you have questions/hesitations about exhibiting or attending one of our exhibitions please comment below and we’ll pick them up!

Today we would like to share our thoughts on the exhibiting side of the fence. We are going to go through some of the do’s and don’ts of being a Top Class exhibitor on show day at a Recruitment Exhibition.

Engagement

A great way of achieving your event objectives is to engage with delegates face to face. This is the only true reflection on the success of your business.

How? Don’t sit down all day behind a table with a few posters and leaflets describing the benefits of working for your organisation; while asking people to leave their CV if they are interested.

Do invite visitors onto your stand where they can experience first hand what its like to work for your company. When visitors are speaking with you or asking you questions, they are engaging with you. This can range from expressing interest in a role to being interviewed onsite. Either way, by engaging them with open questions you will receive a better response than if you were sat down behind a table all day. After all the exhibition floor is not your lounge, it is a place of business opportunity.

Interaction

It is very important to speak with your client base in as much detail about their requirements as possible. However, to ensure a great ROI on your stand and see as many candidates as possible throughout the day, doing is better than saying. Let us explain; the best stands at exhibitions not only have active people engaging visitors on their stand, they also have interactive activities taking place which can cut straight to the chase.

How? These activities often are a taster for what is to come in the job role. For example; if you were a personal training company you could hold a scaled down fitness test on your stand which simply comprises of holding a weight for a set amount of time. You will quickly be able to tell if the candidate is a genuine applicant which you would consider for the role quicker than a drawn out conversation.

You will be amazed at what you could do on your stand after speaking with the Exhibitions Organiser. The Organiser is there to aid you in having the most successful show possible, so test them and ask them what you can’t do as opposed to what you can. So if you decide to book a stand at an exhibition, don’t waste your time being a plain, ‘run of the mill’ exhibitor; Interact and Engage your client base in pro-active and enjoyable activities. You will not be disappointed.

Fresh Eyes

George writes...

As a recent addition to the team and a fresh blogger this gives me an ideal opportunity to talk about new experiences.

Excitement has to be the best word to describe my start here within the JobServe Events team. Being thrown straight into the JobServe live series of shows has been a positive experience and there couldn’t have been a greater start. With limited knowledge of the events industry both shows that I have been involved with have given me a fantastic insight into what I hope to be a long and successful career within the events industry.

As a recent graduate I know first hand the competitiveness of gaining employment and it’s JobServe Live that can give someone that edge when looking for a job. From talking to a number of people who have attended they will say the same. It gives me a huge amount of gratification for an attendee to say they came to the event and got exactly what they were looking for. It is our hard work that is put in from everyone here at JobServe events prior to the show that helps us to achieve those comments and to change a person’s life.

Bloggers can be seen everywhere and as a frequent reader of blogs this is surprisingly my first entry, I hope my ongoing ramblings and the teams general chatter will give you some inspiration whether you’re interested in events or maybe even interested in what we have to say.

This week will be 30 years since the death of Bob Marley and as the great man would say “Just can't live that negative way...make way for the positive day”

In homage we are following this rule for the rest of our days, I hope this song will help.

http://www.youtube.com/watch?v=jGqrvn3q1oo

Exhibing? 5 tips to help you define your show objectives.

If you're getting ready to exhibit at an event, and not quite sure where to start? Setting your objective would be a good one!

Consider the following 5 tips when defining your objectives by exhibiting at event:

Your objective should be specific: You should decide on what the aim is of the following:

o What is the aim of your company and its attendance at the event?

o Why have you booked to be at the event?

o Why are you exhibiting at the show?

o What do you want to get out of your attendance at the event?

eg. Is your focus to merely grow your database of new potential customers? Do you wish to launch a new product? Is it merely a marketing exercise to increase brand awareness?

Your objective should be measurable: You cannot manage something you cannot measure, so you need to decide on how to quantify your objectives so that you can manage your successes.

Your objective should be agreed: Once you have decided on your main objective, you need to ensure that the entire team present on your stand, is aware of, and agree to, the objective. Working together towards the same objective will result in a much higher productivity level than having each individual working on many smaller objectives. You essentially want an objective that is sharp, focussed and clear – as opposed to an unclear, almost dissolving, plan of smaller varying targets.

- Your objective should be realistic: They say that one should aim for the moon, and even if you miss it, you’ll still land amongst the stars. Set yourself realistic achievable objectives and aim high. Don’t settle for mediocrity that would easily be achieved without you actually exhibiting at a show or event.

Your objective should be timebound: Any objective set should have a start and end time and date in order for it to be managed and measured effectively.

Then its over to you to get to the fun stuff!

Happy planning!

Queues at JobServe Live! Birmingham

Great start to a great day!

Queues of 50+ to get into today's job fair!

If you build it, they will come

I'm always amazed at that brief second of apprehension before the doors of any event opens. I'm amazed because everything is done and ready, but still, we catch our breaths just before the opening...
Granted, glitches happen, and sometimes things don't completely go our way, but that's what the event industry is all about - thinking on your feet, not panicing, and coming up with a Plan B and delivering it as if it were Plan A all along.

So we waved a fond adieu to our team headed off to Birmingham yesterday afternoon. After spending most of the evening building the shell schemes and getting registration ready, while you and I lay snoozing in bed, they were getting ready for the epic Job Fair taking place in Birmingham today.

The event runs from 10:30 until 7pm tonight and is open to anyone looking for work, for career advice, looking to make a change of industry, or just generally anyone looking to see what the market is like.

With the current economic climate, finding work has been extremely difficult. With our passion to get the nation working, it would be easy for us to throw our hands in the air and say "ah, but its the current climate... we're not going to do anything THIS year", but the JobServe Events team is passionate-enough to keep going, and to provide any avenue of help that we can. And its evident in our JobServe Live! shows.

And for that, I marvel at the team.

Our next show will be in Reading on the 19th May.

We're GREEN, and so are our ads!

We took advertising to a different height this week - stepping out of our comfort zone and hitting the streets - literally.

To advertise our JobServe Live! Birmingham event, taking place tomorrow, we teamed up with Curb Media - a rather unusual marketing-minded company that takes ordinary marketing to new spaces, and with a very unique twist. (http://www.curbmedia.com)

Although, admittedly, somewhat hesitant about stepping away from the norm... we were super-duper surprised and impressed with the outcome of our "advertisements".

The Curb team spent most of last night cleaning up the streets of Birmingham, and leaving behind a treasure of information that anyone walking along any of the high streets, low streets, bus stops and shops would see!
Essentially, the Clean Advertising method that they use is this:
"Clean Advertising is a highly targeted natural media which works by literally cleaning your advert into almost any high footfall urban location. Using custom made equipment we create crystal clear messages by selectively removing dirt, to create a stark contrast between the dirty surface and original as-new colour of the pavement.".


We're keen to see what the response is from those who have spotted our adverts, and who have come to our show.

We think it's pretty cool!

What do you reckon?