The marketing team have decided to have posters and flyers to be one of the event's marketing tool since print posters have been the oldest and yet still effective marketing tools for event promoting. Posters are able to catch the targeted audience's attention by delivering messages intended through interesting visuals (Wroblewski;, 2018). Other than that, printed posters / flyers offers continuous exposure as long as the poster is still hung up / pinned (Wroblewski;, 2018).
How effective is poster advertising?
According to Statista Portal's statistics, as much as 18% of people have attended event advertised through print posters (Statista, 2016). Besides, 31% and 30% of respondents think that poster advertising is 'not too annoying' and 'not annoying at all' respectively (Statista, 2017).
The Statistics Portal Graph
Malaysian consumers' responses towards print advertising
According to an article published by Research Gate claimed that print advertising seems to have a positive impacts towards the Malaysian consumers (Bee, 2018) . There are previous research which proved that print advertising do translate the product/service advertised into sales (Bee, 2018). The marketing team had asked a couple of people within the age of event's targeted audience whether if they do pay attention to posters placed on counter tops, bulletin boards and cafes. Majority of them stated that they do if only the posters caught their eyes while passing by. Hence, the marketing realized colour combination and headline of posters are very important as according to Socializing Science, there's only 3 seconds to catch the eye of the viewer, 30 seconds to have a brief understanding of the poster's message and 300 seconds to read through the whole poster (Bouwman, 2014) .
First poster
As seen below is the poster created by one of the member in creative team. This poster was used for 2 weeks until the marketing team members realized certain flaws in the poster that is not helping in delivering the message of the event to the audience.
Pros of this poster
1) The colour combination and design of this poster is attractive and would catch the attention of public.
2) There's sufficient information provided.
Cons of this poster
1) This poster is not suitable to be printed in A5 sized paper as a flyer.
2) Sub heading font for 'Fashion and Art Exhibition' and information regarding charity proceeds to Spastic Children Association are too small to read.
3) The information is placed at all corners of the poster, hence, there isn't a focus point for the poster.
Interview conducted to determine the effectiveness of the poster
The author herself have examine on how effective this poster is in terms of:
1) The ability to deliver the type of event that will be organized
2) Does the audience understands the information delivered through the poster
3) How long does it takes the audience to fully read through the poster
4) Does the audience have an interest in participating the event
Hence, an mini interview session have been conducted when she was completing her assignment in Starbucks. The author have selected 5 customers in Starbucks within the target age group of 18 to 28. From the interview session, majority of the responses and feedback are somewhat similar. 3/5 audiences are able to understand that the event is a fashion and art exhibition showcasing clothing apparels and art, however, without acknowledging any information above subcultures as there isn't any information mentioning about subcultures. Other than that, they did mention that the poster is attracting enough. 2/5 respondents are unclear of what the event is about. There are 2 respondents who have followed the event's Instagram account after being showed to this poster.
New poster inspiration
The marketing team have suggested to come out with a new design for flyer and poster inspired by HSBC's 'Different points of value' campaign as seen below.
New Flyer & Poster
Goal of new flyer & poster:
1) To make viewer curious about the event
2) To disclose the subcultures featured in the event
Concept of new flyer & poster:
1) Display photo references for each subculture onto the flyer
2) Adding common "perceptions of each subculture using Malaysian slang
3) Localized the tone of voice used in the flyer so audience could feel related
Purpose
The purpose for this poster is to let the audience think about if they agree with the common or negative perception towards the subculture and find out more about the event through QR code which will direct the audience to event's Instagram account. This QR code function is an interactive touch to this new flyer/poster.
To prevent offending any individuals or subcultures in the flyer, a disclaimer as seen below was included in the right side.
"Disclaimer: The following is meant with no offense intended to any subculture here in the picture or to any other individuals. Rileklah!"
*Rilek means relax / chill in Malay language.
Pros of this poster
1) Viewer is able to have an idea of what they'll be discovering through the event
2) With different photo references of subcultures, it's easier to target niche audience which would be interested with the subculture.
Cons of this poster
1) The poster is not as informative as the previous poster (ticket price, event type, funds to charity organization).
2) Certain people might be "lazy" to scan the QR code to find more about the event.
3) Event's social media account is not stated in the flyer.
Reflection
In beginning, the marketing team decided to have the new poster design to be both event's poster and flyer. However, after reviewing it, the author realized that the new design needs to be amended as it is not informative enough to be a poster while the previous poster does not deliver the content of the event. Hence, it would be better if the poster have a fusion of content from both designs.
Thank You,
Renee Wong
Bibliography:
Bee, E. (2018). A Study on Malaysian Consumers’ Attitude and Behavioral Intention Towards Print Advertising. [online] Available at: https://www.researchgate.net/publication/325176322_A_Study_on_Malaysian_Consumers'_Attitude_and_Behavioral_Intention_Towards_Print_Advertising [Accessed 23 Jan. 2019].
Bouwman, T. (2014). Skip to content Home Upcoming Events People About How to make a successful (and attractive) research poster? Tips and tricks:. [online] Socializingscience.com. Available at: https://smallbusiness.chron.com/advantages-posters-63269.html [Accessed 23 Jan. 2019].
Marketing Munchies (2019). [image] Available at: http://blogs.ubc.ca/ezgi/2010/09/23/hsbc-marketing-campaign/ [Accessed 23 Jan. 2019].
Statista. (2016). U.S. consumer actions influenced by poster ads 2016 | Statistic. [online] Available at: https://www.statista.com/statistics/733190/consumer-actions-influenced-by-poster-ads-us/ [Accessed 23 Jan. 2019].
Statista. (2017). U.S. consumer actions influenced by poster ads 2016 | Statistic. [online] Available at: https://www.statista.com/statistics/716696/us-consumer-opinion-poster-advertising/ [Accessed 23 Jan. 2019].
Wroblewski;, M. (2018). The Advantages of Posters. [online] Smallbusiness.chron.com. Available at: https://smallbusiness.chron.com/advantages-posters-63269.html [Accessed 23 Jan. 2019].
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