Category : Advertising & Marketing

Welcoming Fiona Sullivan to the team

This week we welcomed a friendly new (and not so new) face, Fiona Sullivan. Fiona has been appointed as an Account Manager within our Q Advertising Automotive team.

Having previously worked for Seven, Southern Cross Ten and Austereo on the Sunshine Coast Fiona has already worked alongside Q Advertising for several years.

Fiona’s outgoing and friendly attitude along with her vast media experience is a perfect fit for Q Advertising and we are confident that our clients will agree.

We sat down with Fiona for a chat and found out a bit more about our latest team member…

How long have you lived on the Sunshine Coast? 21 years

How long have you worked within the Advertising industry on the Sunshine Coast? Almost 10 years, all good years too!

What’s your favourite TV show? Spics and Specs

What do you love about working in the Media & Advertising industry? It attracts great people so the blend of hard work and good banter.

What’s your coffee drink? My friends cringe as I explain each time – it’s so simple, I don’t get the angst! Coffee, water – lots of it, milk – not much of it, don’t mind if it has chocolate on top, preferably in a glass ….

What can you offer QA clients? A great working knowledge of all media together with a career in sales and marketing but more importantly – loyalty, honesty, integrity and humour!

What attracted you to working at QA? I have been working together with QA for so long , I almost felt like part of the team. I thought it was about time I did the honest thing and joined them. A great and professional team.

Meet Fiona Sullivan;

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Catalogues… Junk mail or reading pleasure?

Letterbox marketing has always been debated regarding it’s worth and success. Consumers seem to either love or hate their junk mail, they either read it or they don’t. But for advertisers, is it a worthwhile tool to invest in?

Personally, I read it! For me, junk mail is a guilty pleasure. I like to sit down and relax for 10 minutes when I first get home after a day’s work, cup of tea in hand, and a fresh bundle of junk mail. (I hate it when my partner gets home first and has already tossed it out).

Apparently I am not alone… consumer interest in catalogues is growing and latest Roy Morgan research points to more Australians reading Catalogues than Newspapers.

The stats reveal that 10.5 million Aussie consumers read a catalogue each week. That’s 600,000 more readers than Metro Newspapers and around 4.3 million more readers than local and community newspapers.

Catalogue readership has actually increased from 2012, where Newspaper readership has declined.

Michele Levine, CEO at Roy Morgan Research believes that the increase in Catalogue readership will continue to rise and potentially take over the combined reach of all newspapers (Metro, Local & Community).

In light of these developments (and proof that I myself read catalogues), letterbox marketing looks better in numbers than advertisers may think. When utilised for the right product they have the ability to achieve real results.

 

Meet Sarah Davis, the latest member to our team

This week we had a chat to our newest team member Sarah, to find out what makes her tick.

Sarah Davis

What experience do you have in the industry? I am relatively new to the advertising industry. I have worked in Marketing and HR roles in the mines in Central Queensland since finishing University. I am used to very fast-paced roles and thrive when working in a busy and dynamic work environment, which is exactly what QA provides.

What has been your favourite project that you have worked on? I have worked on a number of multi-million dollar tenders, which were extremely challenging and rewarding.

Where do you hope to be in 5 years time? I would like to still be working in advertising or media and hopefully I will have seen a lot more of Australia and the world.

What inspires you in your new position at QA? Being surrounded by experts in the industry inspires me and the approach to always deliver the best we possibly can in everything we do.

What is your best attribute? This is always such a hard question to answer. I think my commitment and dedication. If I do something, I always strive to do it to the best of my ability.

What is your favourite destination that you have travelled to and why? This is really tough!!! I spent a lot of 2014 travelling through Europe and have so many favourite destinations, it is impossible to pick only one. I think my favourite countries were Spain, Greece and Ireland. As far as particular destinations go…. I loved Barcelona, Santorini, Portofino, Florence, Salzburg, Galway & Fussen.

What is your favourite TV show? I mainly only watch sport on TV. But I was a definite Revenge and My Kitchen Rules fan and I love The Footy Show (NRL).

What coffee do you drink? Skinny cappuccino with an extra shot

What do you love about our local area and the Sunshine Coast? It’s home! After travelling a lot and working away for a number of years… It’s always amazing to come back to the Sunshine Coast. Everything really is on our doorstep. I am so happy to be back living and working here.

 

The world is ageing and so too are consumers

According to Nielsen the ageing population is not being catered for…

[caption id="attachment_294" align="alignnone" width="300"]Senior Consumers Senior Consumers[/caption]

By the year 2050 a massive 2 billion people worldwide will be 60 years and older. Industries are doing little to cater for this aging demographic, in fact quite the opposite is occurring with the ever increasing range of fast moving consumer goods and new fang dangled products and services.

The Nielsen Global Survey about Ageing returned some interesting facts. Consumers are concerned that manufacturers and retailers are doing little to make life easier for us as we get older. Some of the concerns include the need for wider aisles in shopping centres, handicapped accessibility and larger print on packaging.

So, if you are a business operator or marketer how might you be missing out on an opportunity…

Globally we are an aging population which means that the ‘Seniors’ group will have more money to spend. But you won’t capture this spend if you are not targeting your products and marketing to this group. For instance, the Nielsen survey found that more than 4 in 10 cannot find foods that meet their aging nutritional needs, and 51% worldwide find advertising doesn’t reflect the older audience.

These findings should be ringing alarm bells, it’s time to start considering the needs of the ageing population who will become future money spenders and potentially a much larger market than we are ready for.

Follow us on Facebook to be kept informed of media and consumer trends.

How Q Advertising has changed how I experience and interact with news and the media

Insights from Bridget McCulloch, Sunshine Coast University Student and Q Advertising Intern…

A few months ago, social media, television morning shows and other people were my main outlets for consuming the news, never had I thought of actually picking up a newspaper.

Since undertaking work experience with Queensland Advertising, news and the media has become a whole lot more valuable to me.

I interpret, access and absorb news in a whole new range of ways, and I’ve learnt extensively about the process and production behind the way news is put together for consumers.

I have been learning in great detail about the development of media releases, media contact lists, and the importance of research and background information to support these.

I’ve also recently attended a media launch for a major redevelopment on the Sunshine Coast and gained great insight into how the launch is run, how interviews are conducted, and how the outcomes of the launch are distributed.

Not only was it extremely valuable to experience this first hand, but to be a part of and see the importance of the planning and coordinating of a media launch is imperative to my future career in the industry.

QA have exposed me to a significant range of real life experiences that have already, and will continue to support my knowledge of the industry and my opportunities within an advertising career.

So in a nutshell, here’s the tops five things I’ve learnt about generating publicity:

  1. Make sure you have a newsworthy angle to pitch to the media
  2. Prepare a high quality media release with a good headline and quotes
  3. Ensure you have good interview and photo opportunities for the media
  4. The easier you make it for a journalist the better response you will get
  5. Understand who the key local journalists are and what they consider to be newsworthy.

Bridget McCulloch is a third year USC Bachelor of Communication Degree, with a major of Creative Advertising and minor of Graphic Design. She is the recipient of the inaugural 2014 Queensland Advertising USC School of Communication Bursary Award.

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Bridget’s behind the scenes look at a news interview.

Queensland Advertising bursary helps kick-start my advertising career

Bridget McCulloch

Over the past three years I have studied a Bachelor of Communication, with a Major in Creative Advertising and Minor in Graphic Design at the University of the Sunshine Coast.

Earlier this year, through the university, I was lucky enough to receive the inaugural USC School of Communications Bursary that was funded by Queensland Advertising.

However, rather than just an exchange of money, QA went even further and generously offered me the opportunity to come into the office and experience the day to day operations of a full service advertising agency.

As most of my peers know, work experience is extremely hard to gain within the industry, especially on the Sunshine Coast, so I was ecstatic at the offer and keen to grab the opportunity with both hands!

Three months down the track, the work experience I have now undertaken with Queensland Advertising has been incredible. I’ve worked with their directors and other staff who have guided me through work with real clients, introduced me to numerous industry professionals, and exposed me to endless opportunities.

I have been working with a range of different clients, preparing anything from media releases to marketing plans. I am also helping to run social media accounts for a major Sunshine Coast development which is really exciting.

Through QA’s guidance and support I have been able to apply my knowledge and undertake real work before I’ve even finished my degree. I know this will give me a distinct advantage when I start applying for work.

With graduation quickly approaching, the work experience I have done with QA is a fantastic leverage to find a career within the industry. Not many other students gain the same opportunities so I am extremely thankful for all the support I’ve received.

I am completely inspired by everything I have experienced so far and it has vindicated my decision to pursue a career in advertising. I have very high ambitions for the future and thanks to QA and USC I am well positioned to enter the workforce.

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From Left, Peppi Bueti, Bridget McCulloch, Roger Delaney

Is your advertising being seen or are you wasting money?

There is a lot more to advertising then just placing an ad and expecting a result.

We have many clients that come to us who already have advertising campaigns in place but they are wondering why they’re not getting the results they want.

Advertising can be hit or miss if you are not getting the planning right. As an agency, our role is to research all aspects surrounding each client, their product and the media available. Our main goal is to achieve better outcomes for our clients, by strategically placing advertising across the best possible options whether their budget is big or small.

There are many factors that need to be considered when it comes to placing advertising but here are QA’s top 3 tips;

Audience Reach figures will reveal how many viewers, listeners or readers will see your advertising. These figures are heavily relied on when comparing one option to another.

Who are your Target Market and what are their media viewing habits. Many advertisers start off with their own view on what their client is watching, or which radio station is the most popular etc. These views almost always reflect their own preferences. When placing advertising you must consider the Target Market and the research at hand rather than rely on your own or the biased opinion of one particular media.

Cost Efficiency helps you determine which option is going to reach the most amount of people for the least amount of money. There are a number of ways to measure cost efficiency but the most common is cost per 1000 (people). When we are working with a budget it is vital to achieve the best possible result with a limited spend, while your audience reach may not be at the levels you would like,  you will still be achieving the highest reach possible for your budget.

These are just a few of the factors that we consider when planning a media spend. Here are QA, we like to say that we can do it better, so if you are an existing advertiser or have previously ran a campaign that didn’t get you the right results, talk to our team today to see how we can help you achieve better outcomes.

 Follow us on Facebook for tips and advice on advertising.

Why should customers buy from you and not your competitor?

You should be able to answer this question, if you can’t you could be missing out on sales.

Every business needs a unique selling point. The term USP was developed as a strategic way of thinking, to set your business or your product apart from your competitors and offer customers a benefit or value.

In an often crowded market place, where many businesses are selling similar products and services your unique selling point is going to set you apart, and attract customers away from your competitors.

Here are some examples of what a customer might see as a unique selling point in a small business:

1. A locally produced product or locally staffed business

2. A dedicated team with experienced staff

3. A hands on approach and personal dealing

4. Lowest cost or price comparison

5. Highest quality product or service

6. Variety, choice and more options

You need to find a benefit that your business offers over your competitors. (What would customers want most from you?) This benefit doesn’t always have to come in the product, sometimes you’re simply selling a product exactly the same as someone else but you can differentiate your business by offering a value to your customer such as a faster turn around on your service, or some sort of added bonus… the opportunities are endless. This USP should then be used as the theme of your advertising and marketing.

Make sure your customers are aware of the benefits your offer above your competitors, through your website, advertising and even your tagline.

If you think your business doesn’t have a unique selling point or you’re not sure what it is, talk to the team at QA. We can help market your unique selling point so that customers will buy from your and not your competitor.

5 advantages of using an Advertising Agency

There are many positive benefits of using an Advertising Agency such as Queensland Advertising. Firstly, no matter how big or small your business is, we can help plan and book your advertising, you don’t have to be a national company or large brand such as Coles to warrant the advantages an agency can deliver.

Here are QA’s top 5 advantages of using an Advertising Agency:

EXPERTS ON ADVERTISING

We are experts in the field! Our team has a wealth of knowledge and experience in all areas of Advertising and Marketing. We have access to research and statistics relating to media consumption, viewing numbers and consumers habits. We will place your advertising where your consumers are going to see it!

ONE STOP SHOP

A term we don’t normally like to use but is oh so true! Rather than wasting your time dealing with several different companies why not deal with just one. At QA we can help look after your campaign from start to finish, including graphic design, printing, direct mail, radio and TV production, media bookings and much more. Our combined services will save you both time and money.

DISCOUNTED MEDIA RATES FROM MASS BUYING

At QA, we have strong relationships with the media and are afforded higher discount levels due to the overall amount of media we book. We have a buying relationship with Nunn Media, one of Australia’s largest media agencies and this relationship allows us access to discounted media rates rewarded to their mass media buying across the nation. This allows us to both save your business money, and make advertising more affordable to small businesses.

UNBIASED OPNION

We don’t work for any one media and we don’t have any loyalties. We work for our clients and all of our recommendations are based on the best option for our client. If you were to deal with each media separately, they would all say they are the best option, which won’t always be the case.

GETTING YOUR MEDIA MIX RIGHT

There is a lot of research and planning involved in getting your media mix right. With so many options such as TV, Radio, Press, Digital, Outdoor and even more it is vital that you utlise the correct media. An Advertising Agency can recommend the right media mix and strategically plan your advertising to work together and achieve better results.

Visit our website Queensland Advertising for more information.

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