Picture yourself living a middle class life at the beginning of the last century. Let’s say the year is 1904. The times feel modern and technology is rapidly expanding and seemingly improving our lives. Amazing things are happening in this new century, back on December 17, 1903 the Wright brothers actually flew an engine-powered aeroplane – magnificent! Later, in 1904 a Canadian by the name of John E. Kennedy would define advertising as “salesmanship in print”. This would ensure from that point onward, new technology would be marketed as a product or benefit that every consumer needed – now.
The onslaught of newfangled technology such as radios, the new Gillette safety razors, vacuum cleaners and even Crayola Crayons had to be marketed and the public was soon immersed in the wonderment of being able to consume and live the life of modernity.
Back then there was a sense of excitement and a feeling of anticipation with the introduction of each new technological marvel. Because so much of what was becoming available could hardly have been imagined only the year before it was a magical and incredible time.
Of course marketing and advertising helped promote this “idealistic world” that new technology offered in ever-growing abundance. Over time consumers became accustomed to the “what’s new” marketing formula. As a result, what was once “new and incredible” soon became old, dated and years later would stand as a marker of history. Look at any old photograph and it’s the clothes and “products” around the subjects that truly dates the photo.
Over the past year several US and Canadian small businesses have been seeing an increase in their business by being outsourced to outsourcing companies. Companies in India, China and through out the Asia-Pacific region have been championing the drive to hire North American and global talent that has become known as reverse outsourcing. The reason is simple; these companies are constantly seeking expertise and the best value across the globe.
Many outsourcing companies that have traditionally offered their low cost services (data processing, call centers and accounting, etc.) to North America and Europe are now finding that North American professionals still tend to provide the best insight, expertise and ability in areas that include marketing, PR, branding and web content. As a result they have been quietly seeking out these services from small businesses and freelancers as well as developing partnerships with larger companies.
Connecting Globally
However, it’s not just in North America where these enterprising outsourcing companies have been seeking knowledge capital. Over the past few years many Asia-Pacific based outsourcing companies have been setting up satellite offices in South America, Europe and Africa to facilitate the demand for a variety of vertical based industries that include healthcare, logistics, insurance, mortgages, finance, engineering and more.
Seeing Opportunity Everywhere
Outsource providers have come to recognize that different countries provide different areas of expertise, accordingly, they have seeking boldly seeking out the required services from the countries that are able offer the best products for the best value.
For instance, India is well known for its skill in software and IT-related services, while China has a reputation for deep expertise in manufacturing and engineering. But did you know that the Philippines is known for its expertise in customer support and also provides animation and financial services? Or what about Kenya now being pegged as one of the world’s leading providers for transcription services? Most Americans probably don’t know this but it’s true. And get this – after India, Peru is the now fastest growing outsourcing destination with outsourcing companies gaining access to the latest technology, software and a rapidly growing infrastructure in that developing country.
This is the part of the global economy that many people in North America may often overlook; specifically that with the advance of today’s vast connectivity (including wireless and mobile) and superior technology, more and more countries have been joining the global network to compete in areas where they have quietly developed expertise in these niche areas.
In the US and Canada we still have a (perceived) lead when it comes to providing marketing strategy, branding, web content creation as well as online and traditional PR capabilities, so it’s imperative that we continue developing our own areas of expertise. The offshore outsourcing companies have taken notice and are employing more and more individuals and small firms to manage and develop these areas – but you can bet they are always looking to see what’s available elsewhere.
Providing some Marketing Muscle
In fact, Science Creative is a great example of a branding, marketing and advertising (cloud based) firm that has been working diligently with an offshore outsourcing company. The India based company partnered with Science Creative to develop, plan and execute an entire marketing and branding campaign for the launch of its new online global business platform.
After a recent road trip through the several US states it became more than evident that many (if not most) advertisers still don’t understand the concept that less is better when it comes to outdoor advertising. All too often advertisers get caught in the trap of wanting to say and promote everything and end up creating a cluttered mess that no driver or passerby will ever read, let alone remember.
Most of us have seen many great examples of clever outdoor advertising but these campaigns usually come with a hefty budget, which most advertisers aren’t willing to pay. The fact is in order to be effective the message needs to be simple, concise and easy to read, which doesn’t necessarily require a big budget. The ad is supposed to be quick and memorable and to achieve that – brevity is key.
With the introduction of QR Codes some advertisers have chosen to encourage viewer interaction with the billboard by using their smart phones to capture the image that will link them to a designated website. There may not be too much impetus for viewers to interact with a giant QR code but in the future these codes may be immersed in the ad itself and people will naturally assume that by pointing their smart phone at the billboard they will automatically be linked to a website – but we’ll see what happens. Again, simplicity is what the advertiser needs to keep in mind, so understanding if there is extra effort involved on the part of the viewer the original intention may be lost.
Take Pepsi’s 2009 campaign that placed it’s latest logo iteration inside some familiar words and phrases. The result was simple, engaging, fun and immediate. Yes, Pepsi has the luxury of a well known logo and brand that is easily recognizable, however the use of simple graphics was still the preferred method to promote the popular soft drink.
Pepsi understands the medium and the best way to communicate its brand appeal. The campaign had many applications that could be geographically specific or general in nature. Either way the audience connected with the message and tone instantly and the purpose of the billboard was realized.
Great clip from Trendwatching.com featuring consumers from around the world giving their opinions on various brands. An interesting article also from Fast Company that focuses on customer service and the companies that provide exceptional follow through. Everything from sending handwritten follow-up notes to just taking the time to listen to customers are the practical and simple things that will help generate brand loyalists – those devoted consumers who will steadfastly advocate and defend your brand online and beyond.
Are you ready to transform your brand? Check out what SCIENCE CREATIVE can do for your brand – http://bit.ly/9tRvwE
