During my time at Kreber, I met with Deanne who is an Account Director. She showed me several prior marketing campaign presentations that she has put together for her customers. She taught me how to approach a marketing campaign geared to the clients needs, while understanding their target audience and the goals and objectives the client is looking to accomplish. I was able to also learn the timeline and steps that go into a marketing campaign and the amount of workload that is needed.
There are several factors that go into setting up a successful marketing campaign and what one must consider when putting one together. These are:
Industry
Product
Buying Process
Distribution
Size of Organization
Technology
Price Point
Here are some examples of presentations that were put together for a Client.
Questions to ask, plan of attack to achieve their goal and the framework for the objectives.
Learning Goal #2
Learn examples of marketing to specific customers and target audience
I have learned through my time here at Kreber and working with the Account Director, Deanne and her multiple accounts, that each ad campaign is personalized towards the specifics needs of the clients customers. For example, how they market to Club Car is different than how they market to Big Lots. Club Car is a very specific target market. For example, they mainly sell golf carts, so they market to people with a Golf hobby, resort, golf courses and schools. Club Car markets through a printed catalog. For Big Lots, the target audience is much more broad. Big Lots sells a large variety of items, ranging from household, clothing, kids toys, automotive etc. This is more the mass market and appeals to a wider range of people. Big Lots is focused on “sale” and lower price to the customer. Big Lots markets with print ad and email. It’s interesting to see how you target and specialize ad campaigns to different customers based on their brand and audience.
Learning Goal #3
Learn the process of catalog/ad layout
During my time at Kreber I met with Art Directors and Creative Directors. Both positions showed me the process of creating layouts, pulling props, and creating overall vision and art direction for the photoshoots and ad campaigns. There are many steps in creating a catalog, it starts with getting the ideas of what the client wants and for Kreber to bring those ideas to life and help the client execute the plan. I also learned once the layout is complete, it goes through several steps of digital imaging, cropped and photo editing before the layout is ready to publish or print. A few clients we worked on layouts for were Bed, Bath & Beyond, Club Car and Big Lots.
Learning Goal #4
Assist with a photoshoot and learn the behind the scenes of a photoshoot
I have been able to attend several photoshoots during my time at Kreber. Some of the shoots have included product for: Big Lots and Kreber. There are many roles that are involved in a photoshoot, such as: Photographer, Stylist, Art Director and Creative Director. I have learned that it is important to make the photos look pleasing to the eye and deliver the vision of the Creative Director.
Some items that were shot for Big Lots, were to be used for an ad showcasing their bedding and furniture collection. I was able to assist with pulling props together and painting items to assist with this shoot. At Kreber, the studio is located in their home office building. This makes it very convenient for everyone to be under one roof. They also have a prop area that they keep items to be used to help enhance the photo. Some shoots are also shot offsite at outdoor locations if that is what is needed for the product.
Key steps for preparing for a photoshoot include:
Make a shot list including all items that need to be photographed
Define a budget
Set reasonable deadlines for completion of shoot (schedule and availability of: location, photographer, image selection and editing)
Make a list of people and/or props and backgrounds needed to make the image compelling
Below are some pictures of the Big Lots photoshoot I participated in.
Learning Goal #5
Learn and assist with social media marketing
I have learned that Social Media is a big part of marketing in today’s society. Each year the amount of marketing that is done through instagram, facebook and twitter continues to increase. Research is showing that people are spending more time through mobile devices and that marketing through social media is capturing their attention. Through social media, marketers can gear advertisements specifically to those customers likes and shopping habits. Social media marketing is more than just posting, it's about engagement. It's about building value and purpose. Today, there are job roles designed just for Social Media marketing.