Advertising for Alpine Laser Clinic

Advertising Appeal

Alpine Laser Clinic in Eagle, Colorado is our client, and they typically use the ‘convenience’ approach to appeal to potential patients. They specialize in laser hair removal, nail fungus removal, chemical peels, cosmetic injections, medical-grade skin care products.Saving time on waxing, shaving, and enjoying the freedom of a hair-free existence can be very liberating. However, the Clinic has also used sexual imagery and satire at times when advertising their services. It is somewhat unavoidable at times as the Clinic is indeed in the business of smoothing and polishing the skin with peels and laser hair removal.

Research shows that sexuality, such as nudity, sexual imagery and satire are heavily utilized in advertising goods and services for personal care. There is always mixed consumer response with that approach due to various cultures and attitudes in regards to sexual content in advertisements.

Alpine Laser Clinic strives to communicate  a clinical setting with clinical results, yet they also realize that the appeal for laser hair removal can become sexualized.

Advertising Execution

We will execute the feature appeal approach advertising for Alpine Laser Clinic. Just like in a feature story in a newspaper, the feature appeal approach appeals to the emotions of the targeted audience. Alpine Laser Clinic used high end lasers and products. The equipment and products, along with the exemplary service by technicians, gives the Clinic an edge in regards to what it offers the patients. In 2010, About.com conducted a study on Ad appeals for beauty products.

There are many ways to make a person feel insecure, and ads are everywhere telling people where they lack. “Your body is not as attractive as it could be.” “You’re not making as much money as you could be.” “You aren’t as happy as you could be.” These neuroses natural to humans are reinforced by the slogans and manipulative words commercials use to get under your skin and remind you that you are not perfect. This approach does not fit Alpine Laser Clinic’s overall philosophy of laser hair removal and skin enhancement.

State of the art equipment, along with some before/after photos and the imagery of “freedom” is the best way to go for our client. Structuring ads that emphasize the confidential setting, outstanding customer service, and the products and equipment is our approach. We will also be adding in a service popularity appeal with statistics about successful treatments or safety of equipment. Alpine Laser Clinic will not be emphasizing low prices or by playing upon insecurities.

Creative Tactics

Typically, Alpine Laser would use a photo similar to the above example. Laser hair removal clinic in surrounding Colorado have about a 20% male customer base, whereas Alpine Laser’s is 40%. We are suggesting that they consider reaching more of those males. Maintaining and growing this number is the goal. Images with just females or couples have been used in the past, and ALC should consider using images with males only to better reach that target.

Dr. Drew Werner

We are also suggesting a more scientific evidence tactic, which would allow customers to see the hard evidence behind this service. Dr. Drew Werner could speak to the science behind the laser and talk about real results from patients. Educating potential patients that this is indeed a medical treatment can build rapport and trust for the brand, and Dr. Werner is the best person to portray this.

Testimonials from patients could also be effective, but the Clinic would need to be careful of the confidential nature of the business, along with credibility because it is a small valley. A local celebrity testimonial would probably be the most effective. Even a celebrity admitting that they are getting laser hair removal can be huge for our client — even if it’s tacky, like below (WARNING: Foul Language):

Client Evaluation and Approval of Creative Work

I am so lucky that our client, Alpine Laser Clinic, is my business. I feel extremely fortunate to have my team mates and this course and tremendous resources. I love that we chose my clinic for this project — it has made it easy to let my team mates know what has and has not worked over the last 17 years, and I am loving all of their creativity and new ideas! We want to ensure that the creative approach is consistent with the brand’s marketing and advertising objectives, but myself and the other owner, Debra Beard, and grateful for all of the new, creative strategies.

Summary

We are looking at many strategies and directions for Alpine Laser Clinic’s advertising approach. Our priority is that ALC should portray value of service, satisfied customers and enhanced confidence. There is a vast amount of things we can look at depending who we are targeting, and for what.  We are going to get creative and think outside of the box, with our main sticking points being what was mentioned above. We will have a strong, compelling message for our target audience. Hair FREEdom!

 

Resources

Sex Appeal in Advertising discusses the various research that is out there regarding using sexuality to advertise. The reactions to that is usually a mixed bag.

Insecurities in Advertising discusses what is probably the most prevalent method in advertising, and why it works.  Alpine Laser Clinic is avoiding this method.

 

 

 

Bright Idea!

I love the idea of a consistent spokesperson (or multiple spokespeople) for a particular brand. This falls under what we have been studying in regards to the Creative Strategy: Development and Implementation. Above is a tongue in cheek behind the scenes interview with celebrity spokesmen Brad Paisley and Peyton Manning for Nationwide Insurance. Even non-celebrity spokespeople have become celebrities due to a consistent appearances in a commercial. For example, one of the competitors of Nationwide — Progressive features “Flo” who is an actress who is now known for her role as Flo.

Why Should Marketing Professionals Care?

The use of celebrities — and local celebrities for smaller businesses — can do a lot to enhance consumers’ awareness and understanding of a particular brand. It can attract new users and position a brand in a way that no other type of advertising can. This strategy can also breathe new life into a failing brand. By seeing that familiar, likable face consistently in ads, consumers soon connect that brand to the person.  Sometimes in can just be a voice — if you have lived in Colorado for any amount of time, you are familiar with the Shane Company jewelry radio commercials. A consistent voice or face can make a huge difference for a brand.

Why Should Your Agency Team Care?

Our team — Integrated Marketing Solutions — is featuring my local business for our team project. I could only dream of having a local celebrity like Lindsey Vonn speaking on behalf of my company because we have no where near the marketing budget that it would require. However, celebrity spokespeople are where it’s at if the company can swing it.

Brands are important company assets and advertisers need to select celebrities who represent the image and promise of their brand. Not all celebrities fit with all brands, and that needs to be considered. For example, the below ad for Gap was not a good fit for Sarah Jessica Parker, who is known for her expensive, trendy style. The Gap ended up pulling the ads because they weren’t resonating with consumers.

Recent Development

Some recent celebrity ads have for sure gone wrong. There is such a divisiveness among Americans politically and surrounding other issues, that it is tough for marketers to make slam-dunk decisions regarding celebrity endorsements. The recent Pepsi commercial featuring Kendall Jenner experienced that backlash, and the commercial was quickly shelved and Pepsi issued an apology.

Also recently, Pepsi’s competitor, Coke, went with a well-liked celebrity, Diet Coke, and kittens and were successful, proving that the recent developments in our advertising culture should probably feature humor and non-political statements.

Summary

A brand should be cautious when employing celebrities to ensure promise, believability, and delivery of intended effect.  The actual message also matters, and marketers should avoid political or divisive messages. On the other hand, celebrities have succeeded in being effective by rising above the clutter and grabbing the attention and focus of the consumer. They also succeed in creating an aspiration in the minds of a consumer to acquire what their favorite celebrity endorses. It also gives consumers a chance to see their favorite celebrity in a different realm, which they are most likely to remember.

My Research Resources

This source helped me with the benefits of celebrity endorsements, including saving a failing brand. This information can be found here: Advantages in Using Celebrities!

This source delivered various pros and cons of celebrity endorsements. It can be found here: Advantages/Disadvantages of Celebrity Endorsements

This source spoke to the recent developments in the use of celebrity in commercials, including the mistake of the recent Pepsi ad. This information can be found here: Pick the Right Celebrity to Deliver Your Message!

This source provided a plethora of information on the entire subject of celebrity endorsements, including the pitfalls an benefits. It’s a great read and can be found here: Avoid Politics & Religion!

 

Consumer Behavior

Defining It…

It is so weird to really think about consumer behavior in the way that it pertains to us personally.  I took one day to really think about how many times I had to make a product decision and it was nonstop. Everything from what I would eat to what supplies I would purchase for my business — and everything in-between — required a product decision. I guess that’s why marketers spend millions of dollars to uncover the reasons behind these decisions. Consumer behavior incorporates ideas from several sciences including psychology, biology, chemistry and economics. Marketing decisions are based on assumptions and knowledge of consumer behavior, and researching that behavior is a complex process. Understanding that behavior is important as marketers use it to:

• Provide value and customer satisfaction
• Effectively target customers
• Enhance the value of the company
• Improve products/services
• Create a competitive advantage
• Understand how customers view their products versus their competitors’ products
• Expand the knowledge base in the field of marketing
• Apply marketing strategies with a positive effect on society

Technology Advances…

As shown below, mobility has made a huge impact on the way we look at consumer behavior.

 

There are 5 other key technological developments that come into play. Those are:

• Smarter Living – which include intelligent solutions to help us live easier, more convenient and efficient lives.
• Apps that Reward and Penalize – Mobile apps and social media to reward users for good behavior and penalize the bad.
• Peer Pressure through Social Networks – Companies are using social networks to encourage peer competition and brand communities.
• Multi-Channel Platforms – Telling narratives about the provenance of their products and services as a means of differentiating their supply chain and transparency.
• Influencing the Crowd – Technology is continuing to connect consumers with similar values.

 

Legal, Ethical or Social Issues…

I tend to agree with many on this subject in that marketers are all about encouraging and nudging, so why not use those tactics to promote more ethical consumer behavior? Consumers are likely to be especially brand loyal if their deeply-held values are engaged in their purchasing. Consumer engagement and commitment is priceless: ethical brands are more likely to encourage this engagement.  Imagine if your competitors have all fallen prey to pessimism about ethical consumerism, but you know better. You know consumers have ethical motivations, and you know you can help them express those motivations. You realize that past market share doesn’t have to mean consumers aren’t hungry for the chance to do good while they spend money. By remaining optimistic, you have both made a difference in a larger sense, and you have found a sweet spot in the competitive landscape where you can grow profits and your brand.

 

Summary…

We need to understand that purchasing and consumption behavior is a key challenge for marketers, and we need to know how purchase decisions are made and how products/services are consumed and/or experienced. Some of those decisions involve long, detailed processes that include a lot of research, while others are just daily impulse purchases.

 

Resources…

I referred to Scribd to help me define consumer behavior. I also got a lot of great information from The Guardian regarding advances in technology. Harvard Business Report provided much of the information used in regards to legal, ethical and social issues.

 

 

Segmenting the Marketplace for Energy Bars

It seems as though the energy bar movement has been losing steam. Could it be because of the all bad publicity on granola bars? Or are there just too many to choose from? It’s hard to pinpoint. That being said, there are still many people eating energy bars on a daily basis, which is impressive, considering the energy bar began with a simple grassroots movement. Nutrition and energy bars have three segments — health/wellness, diet, and athletic/sports bars.

Whichever the segment — eating an energy bar has a significant effect on the psyche. Psychographic segmentation uses peoples lifestyle and activities to define a market segment. We have seen this in everything from car commercials to food advertisements. This is important in regards to energy bars because the target is those people who value health and fitness.This demographic includes men and women.People’s interest in energy bars is directly affected by their lifestyle.

Athletes tend to think through every bite that they take. Let’s say an runner’s speed improves after eating a particular energy bar. That could result in the runner becoming very dependent on that energy bar. Same with dieters — let’s say someone who is attempting to lose weight is successful with the use of energy bars in his/her diet. That will also result in the dieter becoming dependent on those bars. As far as health and wellness, sometimes eating something that we view as healthy gives us a mental boost. It doesn’t hurt that the energy bar is convenient and mobile. Here is an example.

Energy bar companies need to keep is simple to hit all three of their targets — athletes, dieters, and those interested in health and wellness.The Lara Bar advertisement below is a great example of keeping it simple. Everyone is now into clean eating and all three of those targets would want to hear what’s actually in the product. I personally love Larabars because you can really taste the ingredients, which makes sense because there are so few ingredients.

The energy bar business needs to keep in simple in order to improve sales. If you can include the ingredients in a short advertisement, then it is probably a good product. Clean food is so important to athletes, dieters and those into health and wellness. It makes sense to keep the marketing simple — just like the product. Consumers want a cost-effective, quick way to make healthy choice — they want their advertisements that way too.

SOURCES:

Psychographic Segmentation

Market Report Finder

Market Segments

Integrated Marketing Communications

Defining It…

Integrated Marketing Communications utilizes all aspects of marketing, and intertwines those. IMC recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines in advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact. It is the best way to reach all of your audiences — known and unknown.

Comparing It…

In the past 10 years, Doritos has rolled out the “Crash the Super Bowl” contest, which is basically an ad contest that builds steam year round, where the general public submits user-generated content. The winner wins $1 million dollars, which is pocket change in this realm of advertising. Rather than pay an ad agency to script, shoot, and test out the perfect Super Bowl ad, they asked their fans to do it. Doritos still utilizes other avenues in the way of marketing, but compare a 1970s commercial with a recent finalist entry commercial.

 

 

 

 

Technology Advances…

I am always searching for the latest and greatest product, restaurant, and new local business online, and I’m not the only one. Also, when you do search or purchase something, have you noticed that similar products pop up in your Facebook feed? That always freak me out a little! When I think about it in a business sense, however, it’s genius.

“Integrated marketing communications is a way of looking at the whole marketing process from the view point of the customer.” -Philip Kotler

Thanks to innovative bounds, marketers now rely on technology to communicate with consumers effectively.  Before, there were only a few methods, but nowadays marketers can use social media, mobile, email, and general advertisements on the internet to garner the attention of consumers, and customers can access those devices from anywhere, at anytime.

Legal, Ethical & Social Issues…

Since there is so much information so quickly through technology, it is somewhat easy to confuse consumers. Some marketers do this by overloading them with technical information, using phrases that sound different from their true meaning and otherwise misleading consumers without telling a lie. For example, businesses that only assemble a few components of a product that is primarily manufactured in another country might advertise the product as “Made in America.” Laws mandating the use of this phrase set parameters for it use, setting strict guidelines as to how much of the product must be made or assembled in the United States to qualify for this distinction. During the 1970s, before consumers had much knowledge of nutrition, Ocean Spray advertised its Cranberry Juice Cocktail as having more “food energy” than orange juice. “Food energy” referred to calories, not nutrients, and the Federal Trade Commission required Ocean Spray to run corrective ads to alert the public to this fact.

No matter what form of marketing we use, we must treat our consumers right. Honesty is the best policy, particularly when you’re dealing with ethical issues in marketing. It is all about communication and relationships — even it is behind a keyboard.

Summary…

IMC is here to stay. The world of advertising has always been competitive, but creativity is becoming more important in the fight for consumers. Since every business has access to many of the marketing tool — financially and time-wise — it puts everyone on a more level playing field. By utilizing IMC, it will for sure put your business at a huge advantage!

Resources…

Arlington Business Solutions had great information on comparative marketing and the changes in marketing at Arlington Business

Stephen Zoeller wrote a very informative blog on the history of IMC and technological advances at Stephen Zoeller’s Blog

The Small Business Chronical also provided great information on ethics in the IMC at Chronical-Marketing Ethics

Spin Sucks also provided great, common-sense information on the legal and ethical responsibilities at Ethical Issues in Marketing

 

 

 

 

SWOT Analysis

Everyone knows Ben & Jerry’s is synonymous with ice cream. The flavors’ catchy names are well-known and loved all over the nation. The company started with humble beginnings and then took off — and it just keeps growing.  This ice cream company does not need a lot of advertising. They are recognized on the freezer shelves in gas stations and super markets throughout the United States.

I have never been a big fan of Ben & Jerry’s Ice Cream, however most of my friends love it. Weaknesses within the company include the need for experienced managers. We all know that hiring good people is critical in any business, but especially important for a company like Ben & Jerry’s. Actively recruiting talented people for these key positions would help the company tremendously.

Greek yogurt is typically terrible. There is an opportunity for Ben & Jerry’s to change that perception with their own frozen creation. There are threats within this opportunity that are listed below, but if Ben & Jerry’s could market this healthier treat in the correct way, there is a lot of opportunity for growth. We are all always looking for that healthy food item that doesn’t taste healthy — and this could be it.

This opportunity could also be a threat. The new Greek yogurts from Ben & Jerry’s contain as much as 5 grams of saturated fat in some of their popular flavors. And that’s for just a half-cup serving. No one eats just a half-cup of yogurt — two spoonfuls and you’re done. Another threat is that people are becoming more and more educated on what they eat. The most popular flavor last year was Half Baked, which includes 27 grams of sugar in just a half cup. Who eats just a half cup of ice cream? The number one flavor also includes interesting ingredients such as Sodium Bicarbonate and Carrageenan. This ingredient isn’t digestible and has no nutritional value. It is often found even in organic and “natural” products. Sodium Bicarbonate can cause excessive thirst and stomach cramps.

Even with these weaknesses and threats, Ben & Jerry’s is a trusted, well-respected company. As long as it continues to taste good, and they keep introducing new flavors, their current reputation will overcome any bad ingredients or excess of sugar. If the company stays on its current path, it should continue to thrive.

RESOURCES

I learned about how to create a SWOT Analysis, along with some of Ben & Jerry’s strengths, weakness, opportunities and threats from our textbook.

I learned about some of the health issues surrounding greek yogurt.

 I learned about some of the myths and truths behind the Ben & Jerry’s brand as far as health is concerned.

I learned about the favorite flavors and ingredients, along with some of the history.

Laser Hair Removal 101

Shaving and waxing just doesn’t cut it anymore. Laser hair removal — with a true laser — is the permanent solution to unwanted hair. Ditch the razors and the wax! Live spontaneously!  Don’t be a slave to your hair removal routine. Laser hair removal is safe, fast, and effective. The sooner you do it, the more time you have to enjoy it!

First blog post

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