Oftentimes, advertising comes down to having the local businesses needed to appeal to. It is often more difficult to find local companies that can compete with the bigger names, but if you do, there is a lot of advertising potential that can be beneficial for both parties involved. Advertising is all about giving the services that people need at the price they want, and hopefully doing all of this locally.
Take for example, asphalt Napa companies that have to compete with a number of other similar companies in the area. It is not always about the services offered, but rather about the proximity to the people that you serve that determines success. There are times that local companies are the best for the services needed, mainly because they have worked in the area and have the experience needed to know what people in the area want.
Especially in California
California is sort of an anomaly when it comes to how businesses compete. Having worked in the state for a number of years, I am aware of all of the local markets that get flooded with similar companies. In California, it is all about having the best services and knowing what the people want. In virtually no other state is there such a high demand for services, simply due to the sheer number of people that inhabit the state.
So in order to achieve excellence, it becomes incumbent on the company to know what their customers want. To solidify their place in the community through experience and building connections with customers and other businesses in order to find a situation that benefits all parties involved. This is truly when it comes to knowing what customers want, that local businesses have the knowledge needed.
In terms of advertising, there is nothing that beats the value of local companies offering services that people need at the price that they want. In the event that there is a local business that you can support, do so, you will be glad you did. Their advertising has the ability to bring your company and theirs to brave new heights.
People always ask me about my equipment and whether or not there is a noticeable difference in how I play the sport. The truth is, equipment can help you take a few strokes off of your game, but it is not the end all be all. In many cases, equipment is very expensive and whether or not people realize it, there is a lot more to the game than having the best clubs.
Mechanics play a large role in how your game will go, period. A good set of clubs can help you fine-tune your game and mechanics, but the fact remains that without a good base for mechanics, no equipment will help you improve your game.
What to invest in
Honestly, when people ask me what to invest in in golf, I always tell them “lessons”. Getting your mechanics right is the key in shaving strokes off of your game unlike any equipment will be able to. Aside from that, you do not necessarily need to buy expensive clubs, but rather clubs that you feel comfortable with.
The golf world is centered around money, and companies will try to sell you equipment that you may not necessarily need. There is a difference between balls and how they fly, but for the most part, any ball past a certain point will do. Equipment can make a difference, but do not place too much stake in buying the latest and greatest of equipment until you have worked out your mechanics.
In advertising, there is always something more than meets the eye. People are bombarded with so many messages per day that it becomes necessary to make your voice heard and your product sold. But there is something else to the argument. Something that may be difficult to see from an advertisers perspective.
And that is, because people are given so much sensory processing, that it becomes necessary for them to begin to be wary of any advertisement period. Sometimes the best thing that an advertiser can do is know when to rein it in.
How to do this
It stands to reason that even if you are trying to be lest heavy handed about your advertising approach that you would advertise less, right? The answer to this is no. Advertising less will simply mean that you have fewer chances to reach your audience through all of the advertising clutter they have to navigate every day.
It means changing the nature of you ads to be something more peaceful, more thoughtful than loud, something that makes them want to pay attention rather than being forced to. In this way, it becomes much easier to maximize the influence of your advertisements rather than contributing to the noise that people have to experience daily.
Today, the average consumer is much more savvy and immune to the effects of advertising. In order to captivate your target audience, it becomes necessary to develop advertisements that speak to their intellectual self rather than their consumer self.
As an artist, I have often wondered what the effects of art are on the local advertising landscape. In order to better understand how art and commerce are connected, I visited one of my friends that owns an asphalt company. A leader in asphalt San Jose, he showed me how art and local advertising is the wave of the future just as much as digital advertising is. According to my friend, the challenge lies in the details, the best way to combine art with a message to truly move customers.
The first challenge, he explained in his advertising campaign was that of letting local customers know the best way to hire a brick paver contractor. A service that is not utilized on a daily basis, but an important one, the key was to illustrate how important the service is through an advertising campaign that made sense to potential customers.
What had happened
Was that I was given a draft of the drawing used to create the eventual final advertisement. I had no idea what a brick paver looked liked, and neither did many of the people I asked. The way in which the illustration tied the advertisement to customers was by actually showing them the services they were purchasing. A small diagram to alleviate some confusion and give them a graphical representation of what they were spending their money on.
What my friend’s company was then able to do, was advertise for affordable concrete paving prices. Once people were familiar with the previous brick layer, they were able to understand the other services. There was no drawing needed, all it took was the single illustration, which allowed people to associate their new found knowledge with the company itself.
In terms of financial gain, art plays a crucial role in connecting with customers and enhancing advertising campaigns. Whether it is through the graphic depiction that people notice, or the fact that drawings can help spread knowledge, local advertising can be the best way to tie art to advertising, to bring people together through commerce, art, and community.
In terms of advertising, social media is a powerful juggernaut that has a huge influence on the advertising market. It is a well known fact that physical advertisement is quickly becoming a thing of the past, with digital being the new benchmark for success. Perhaps it is a sign of the times, or a shift in consumerism, but the fact remains, you need to have a social media presence no matter your market.
The average consumer has an estimated 4 digital devices at their side at all times. Depending on their level of wealth, people are staring at a screen for a large part of their day, and most of the time it is not a television. Even if it is a television, it is increasingly more difficult to advertise to television audiences since they largely use streaming devices. Did you know that more people stream Netflix than watch television? This makes it difficult to advertise.
The alternative is advertising to people not only when they are not watching a streaming service, but also when they are more open to receiving your message. When people are reading or checking their social media, they are easier to distract. In large, people on social media are simply killing time, checking headlines, and connecting with friends. This is the perfect time to convey your message.
Social media is whatever you make it. It can be a way to connect with customers and give them the ability to see your advertisement the way it was meant to be seen.
Art has always been subjective, a glimpse into humanity and the soul of the artist. All art is not for everyone, and some art is not for anyone. The only way to quantify good art is art that is accessible to a large number of people and that evokes emotion. I mention this because an artist, I found that there was a single way to alienate viewers and make people miss the point completely, and that was being too abstract or too clever.
There comes a point where art needs to speak to the common person, a narrative that everyone can relate to rather than a select and possibly elite few. Once I understood that the best art is art that is clear, concise and accessible is the best vehicle for reaching individuals.
How to not be too clever
There is really no way to avoid being too clever without trial and error. If you find that some aspects of your art are not being received by your audience, try to dissect the reasons for this. Look closely at your art and yourself closely, understand why people like your art, why people might not like your art, and adjust accordingly. People are entitled to their opinion, but at some point, it has to come from within.
Art is a universal joy for humanity, a tangible way to connect with each other and have something to discuss. However, it is important to remember that art should be for everyone, at least in theory.
Wallpaper is kind of a new phenomenon in the world of advertising, but one that is quickly taking the advertising world by storm. What better way to advertise a product than to have it on the screen of your consumers at all times. Think about how many times you saw a wallpaper will a cool graphic depicting an epic scene, only to find out that it was an advertisement for a product.
This is a brilliant way to captivate potential customers on the guise of simply having a cool graphic. Little do they know that by using this specific wallpaper, that they are being fed information every time they look at it. Call it what you will, but wallpaper advertising has a great power that many people do not even realize.
Getting into the psychology
Humans, as entities are creatures of habit. We gravitate toward what we see on a daily basis, and are not always aware of our actions. What this means for advertisers is the ability to use these as vehicles with which to advertise products. Wallpaper, by itself should be a cool graphic that people are proud to display on their digital desktop. But at its core, it should also convey a message to potential customers.
In my experience, the best advertisements are ones that do not appear to be advertisements. In some ways, it takes a great deal of psychology to get inside the mind of the consumer. An exercise in psychology during which products must be placed without people knowing that they are being placed.
Digital art has taken over the world and redefined how and what we consider creative design. In the old days, art would be used as a way to enhance a physical advertisement, a way to draw attention to the message at hand in a creative and eye-catching manner. Today, it is not only used in the same way, but it has changed the way that we understand art and advertising.
But since graphic art is relatively cheap to create, especially compared to physical art, where does the advertising money go? This is an interesting question and the answer is not easy to discern. One would assume that with less money spent on advertising art, that more would be put toward the content. But this is not always the case.
The link between content and art
Once we realize that art is essentially free of material costs, we begin to see where the advertising budgets go. And that is into content. Content is king on the Internet, while art is simply a necessary companion to said content. What we get is essentially salting the earth and completely revamping how we present and view advertisements. It becomes sort of an exercise in allocation of funds in a way in which was previously unrealized.
No matter how you feel about this, the fact remains: we must adapt to the modern world or lose profits as a result. No longer can we count on physical advertisements doing all of the legwork, money should be spent on content rather than physical art.
Art is a living, breathing entity to which we are all drawn, and what we all must respond to accordingly. Historically, art was done by hand, a way to tangibly connect with the world around us and explain our place in this world. The Internet in many ways changed the way in which we live and respond to our surroundings, and due to its relative newness, has posed more questions than answers.
Moving forward, we must define what we consider art, and how it is presented in our world. Earlier, I discussed the shift from physical art to digital art, but the question remains, what is now considered art? Is it the physical adaptation of our feelings, or is it simply a way to connect with others?
The answer is tricky, but there are some things to consider when asking the question of what is art.
So what is art?
In some ways, art is still the same thing it has always been, a way to connect with the world around us and share our creative energy with other humans. Digital or physical, the idea has not changed, but it has created a sort of rift between art purists and digital enthusiasts.
Digital art is in a lot of ways easier to create, which some may argue diminishes its impact on the world. Using a program to create art when it once took years to complete some may argue cheapens its impact, but the inverse is that it is now much easier to share our ideas with the world around us.
As a classically trained artist, I grew up learning about composition using conventional, and by many rights, primitive tools. Pencils, chalk, paint, these are largely art tools of the past, due to our society becoming much more web-based. It is almost as if every aspect of our life is becoming digitized, and art is no exception.
And while I find this to be slightly disappointing, since this is what I grew up with, it offers a wide world of new opportunities and ways of expression. After all, at the end of the day, that’s the purpose of art, to express ourselves through any medium necessary. Enter the advent of web art.
The revolution begins
It sort of snuck up on me, the whole web art revolution. One minute I remember attending art gallery openings, and the next, I was checking out the works of my favorite artists online. I was freaked out at first, but then learned to love the way in which art was evolving.
Think of art as a carefully crafted cake. It is a layered representation of feelings depicted on a canvas. What the web has done was given us a larger canvas on which to work and a larger audience with which to share our art.
If the idea is that art is expression and the Internet is our new audience, web art is the best thing to happen to art since the canvas. In this brave new world, we must redefine what art is, how it is presented, and who we connect with.