Girls and boys – what really makes us tick?

We’ve been discussing adverts that have really grabbed our attention – a topic that provoked much debate.  For example, I thought that the Boots adverts were cleverly put together.  I now wear the most uncomfortably elaborate false eyelashes due to the selling power of these adverts!  Tim on the other hand thought they were terrible – the adverts and the eyelashes. 

A few strong words (and a smashed mug!) later, we realised why we felt so strongly.  The adverts were all gender specific.  Duh!

Sooooo we’ve decided to write a blog series looking at gender specific adverts and why they work.

Here come the girls!

The first advert on my hit list is the afore mentioned Boots advert.  I think it’s great.  From the moment it first graced our screens back in 2007 it has inspired us to tweeze, preen and put on our faces.  Whether we head straight for Boots or we go via a whole range of shops, one thing is for sure – it’s made us girlier!

Never again will we think staining ourselves with Gravy or Tea is an acceptable way to fake tan.  We’ve changed.  The series of ‘here come the girls’ adverts have taken everything we’ve wanted to be and made it possible – ultimate glam!

Why does it appeal?  Our bubbly natures and penchant for singing and dancing of course.  It depicts glamorous looking ‘regular’ girls ready for a good night out.  And that song – such independence.  What’s not to love?

So how does a company use this information to create better brochures, web content etc…

I guess the main thing to remember is your audience.  If you are selling to girls – recognise this in your marketing.

Boots know their main audience.  It’s here come the girls – not here come the girls, their dad and his dog.  Sell to your demographic.  Ignore the boys.  Ignore the kids.  Focus your all on the people who buy from you… the girls!

Gemma x

And it’s one: nil to the written word - long copy is back!

Lately I’ve noticed a lot of consumer brands using long copy to sell products.  Whilst B2B companies have being doing this for many years, consumer brands tended to use bold imagery and simple slogans.  Not any more.

As we discussed in our previous blog we mentioned that a post recession consumer is looking for facts.  They want a company and products they can trust.  Well it seems that even huge brands like Easy Jet are using long copy to entertain and inform their customers now. 

A recent advert, which won a national competition with CBS, cleverly disguised place names in a staggering ten lines of monologue.  Underneath each place name was a price.  It grabbed my attention for a number of reasons.

1. Firstly because it took me back to a play I devised at University.  I’d decided I’d had enough of being ‘serious’ so I cleverly disguised band names into a scene we were writing.  I stuck it to the man (our very nice but solemn director, Dan). 
2. Secondly because from a distance you can only read the main body of Easy Jet’s advert – and it isn’t until you get closer that the strange squiggles become prices. 
3. Finally, most holiday adverts feature desirable imagery.  Easy Jet has opted to use long copy to display clear facts.  No image.  No slogan. 

I wanted to take a closer look...

Upon closer scrutiny, I discovered that the advert both entertained and informed me.  Who’d have thought you could get to Sofia for only £35.99?