Week XIII Pt I: Comparing Online Ads
The most similar companies to Mama Sai's Cookies involve a variety of different advertising strategies. Let's take a look at the effectivity of CLIF Bar, Tate's Bake Shop, Lenny & Larry's, Milano, and Famous Amos.
CLIF Bar takes the most hands-on advertising approach, leveraging community events to a degree only RedBull could compare to. They are an incredibly video-heavy advertiser; each one of their social platforms features GIFs of, if not excerpts from their YouTube videos. Surely, this strategy is effective considering the massive multinational nature of the company's success.
Meanwhile, Tate's Bake Shop takes a more laid-back visual approach. Their Instagram showers the visitor with mouth-watering images of cookie and bakery arrangements. This is a more appropriate strategy for a small bake shop shipping products to retail locations within the US.
Lenny & Larry's finds its advertising pocket next to the cash register in popular coffee shops like The Coffee Bean and Starbucks. While they use eccentric Facebook advertising to promote the brand's image, the physical product placement is a great choice for such a larger-than-life cookie.
Milano's advertising is the most "standard" of the group, with ads appearing regularly on Instagram and Twitter feeds, either to sell the treats or to invite the user to explore. Seeing as Milano cookies have been a staple in consumer hearts worldwide for many decades, this standard practice is most effective for their already renowned product.
Finding its social advertising niche between that of Milano and Tate's is Famous Amos. Like Milano, these cookies live up to their name on a international scale, but take on a much more visual and youth-oriented advertising approach. Without reminding its consumers through delicious images and engaging FaceBook/Twitter questions, the staple would struggle to succeed for so many years.
This begs the question – what is the most engaging style of social advertising?
On Twitter, the community-heavy orientation of the platform favors invitations to engage. This is best exemplified by the proliferation of challenges through hashtags, not to mention well-commented on question posts.
On FaceBook, Instagram, and Google search results pages, the simple visual seems to reign as the king of advertisements. An alluring image or short video with a brief text description (no longer than two lines) often is the most enticing style of ad. Similarly, Google Ads have little space to work with to engage the searcher before they scroll past the ads and maps section.
On YouTube and Blogger, quality content is the best way to engage. YouTube videos thrive off of providing genuine value to their viewers, unlike Twitter, which often capitalizes on controversiality. Blogger profits off of the same kind of posts that YouTube does, instead in written format. Both platforms encourage user subscription and favor informational content people can rely on.
At the end of the day, advertising, whether traditional or digital, is like a cookie: most appealing when fresh. Radio and TV ads were unbeatable in the first couple of decades after their introduction. Similarly, social media advertising is incredibly effective and sought-after now, in its youth. An argument can be made for either's impact, but in today's world, social media is most effective.
CLIF Bar takes the most hands-on advertising approach, leveraging community events to a degree only RedBull could compare to. They are an incredibly video-heavy advertiser; each one of their social platforms features GIFs of, if not excerpts from their YouTube videos. Surely, this strategy is effective considering the massive multinational nature of the company's success.
Meanwhile, Tate's Bake Shop takes a more laid-back visual approach. Their Instagram showers the visitor with mouth-watering images of cookie and bakery arrangements. This is a more appropriate strategy for a small bake shop shipping products to retail locations within the US.
Lenny & Larry's finds its advertising pocket next to the cash register in popular coffee shops like The Coffee Bean and Starbucks. While they use eccentric Facebook advertising to promote the brand's image, the physical product placement is a great choice for such a larger-than-life cookie.
Milano's advertising is the most "standard" of the group, with ads appearing regularly on Instagram and Twitter feeds, either to sell the treats or to invite the user to explore. Seeing as Milano cookies have been a staple in consumer hearts worldwide for many decades, this standard practice is most effective for their already renowned product.
Finding its social advertising niche between that of Milano and Tate's is Famous Amos. Like Milano, these cookies live up to their name on a international scale, but take on a much more visual and youth-oriented advertising approach. Without reminding its consumers through delicious images and engaging FaceBook/Twitter questions, the staple would struggle to succeed for so many years.
This begs the question – what is the most engaging style of social advertising?
On Twitter, the community-heavy orientation of the platform favors invitations to engage. This is best exemplified by the proliferation of challenges through hashtags, not to mention well-commented on question posts.
On FaceBook, Instagram, and Google search results pages, the simple visual seems to reign as the king of advertisements. An alluring image or short video with a brief text description (no longer than two lines) often is the most enticing style of ad. Similarly, Google Ads have little space to work with to engage the searcher before they scroll past the ads and maps section.
On YouTube and Blogger, quality content is the best way to engage. YouTube videos thrive off of providing genuine value to their viewers, unlike Twitter, which often capitalizes on controversiality. Blogger profits off of the same kind of posts that YouTube does, instead in written format. Both platforms encourage user subscription and favor informational content people can rely on.
At the end of the day, advertising, whether traditional or digital, is like a cookie: most appealing when fresh. Radio and TV ads were unbeatable in the first couple of decades after their introduction. Similarly, social media advertising is incredibly effective and sought-after now, in its youth. An argument can be made for either's impact, but in today's world, social media is most effective.
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