MARKETING FOCUS WITH
Y
Advertorial
Brand ‘Stickiness’
ou’ll undoubtedly have seen advertorials somewhere in
In 2018 it is estimated that the average UK citizen sees 5,000 ads a
your regular reading. It’s usually a feature article which
day (StopAd, 2018). From online ads to offline, indirect influencer
might be labelled ‘sponsored’ or ‘promotional editorial’.
advertising, product placement, promotional events… It’s not
Whether it’s a trade-related publication or otherwise, brands will
surprising that some people are ‘turned off’ to advertising and the
often use this kind of feature in order to promote a new product or
constant bombardment – the market is completely saturated, and
business service, as well as providing much-needed context. Taking
most adverts are forgettable at best.
advantage of publications whose readers are your ideal clients makes great business sense: it’s a ‘low-pressure’ approach to advertising,
Presenting high-value material or experiences for prospective clients
and there is a multitude of benefits to producing advertorial content.
results in memorability. So what sticks? Two things: entertaining content and educational content.
Brand Awareness You may have heard the saying, ‘All publicity is good publicity’.
On the first point, think about John Lewis & Partners’ Christmas
Celebrating media attention regardless of whether it’s positive or
adverts. They are highly anticipated each year, because they connect
negative isn’t a strategy I would recommend for most businesses.
emotionally with consumers – they provide a story, a talking point.
However, there’s certainly a level of merit to be found in having a
It’s not about everybody flocking to John Lewis to buy a product
media presence which falls outside of traditional advertising.
featured in the advert, but when we think Christmas, a lot of people think John Lewis.
Often if you’re reading a news story, you’ll find a quote from someone reputable relating to the topic. For example, if there is an update on the
As for the ‘educational’, prospects will also hold you in higher regard
impact of Brexit on the logistics industry hitting the news, you’d expect
if they believe you value their interests outside of purely being your
soundbites from the government, perhaps the Brexit Secretary, an
client: i.e. you respect their individual interests and aren’t just trying
opposition party member and a representative from the freight and logistics
to hard sell. One great example is our recent promotional editorial
industry itself. A huge part of this method of reporting is establishing trust
for Crown Couriers. They wanted to provide a write-up for us
and credibility, so the sources used for providing opinion and perspective
on supply-chain efficiency: specifically, how it could be increased
on topical news has to be a trustworthy company or individual.
by the optimum utilisation of warehousing. Their promotional editorial discussed not only their own strategies in this area, but
In our current climate, any company worth their salt will not only be
how other companies within the supply chain were making things
keeping an eye on the latest updates around Brexit, but also topics such
work. It demonstrated the variety of options which are available to
as logistics market trends, competitor news, CEO and Director-level
businesses large and small, which represented their position as a
shakeups and more. this is an opportunity for your brand. If the same
business who cares.
prospective client consistently sees your brand name, they will begin to associate you with expert, trusted opinion. Getting your opinions across in established industry publications will pique the interest of their readership and cement your position as an industry leader.
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FORWARDER magazine
ISSUE35