Designers should be able to create new opportunities for themselves – beyond the homes, hotels, department stores, malls, offices, and other usual clients that they encounter. And one such field they can take advantage of is the rise of below the line advertising.
Compared to above the line that focuses on multi-media campaigns (spanning television commercials, radio ads, out of home placements, and digital), below the line advertising is all about reaching out to the market through several touch points. This is about making the brand interact directly with its current and potential users wherever they are. With the designers’ know how in presenting such as employing 3D software rendering to provide real life simulation of what will happen, being in the thick of the action of below the line advertising is a great new feather on their caps to further push their business to new heights.
Here are some tactics wherein designers and contractors alike can get into the below the line advertising industry:
Launching products has got to be one of the most effective ways to create so much buzz about brands with something new to offer the market. It can be held in a events place such as a hall in a hotel or a specific place that’s relevant to what is being introduced. The program usually involves the announcement of the official brand ambassadors.
Designers can come in to offer creative execution as to the overall look of the events place. First of all, the focal point of these launches is the stage wherein all the action happens. Instead of the usual Styrofoam or cardboard executions, designers can initiate full LED backdrops for example. If there are several things happening at the same time, they also plan the flow of the place with respect to the program.
Event launches also involve a lot of press conferences. With the help of a designer’s eye for detail, they can ensure that all attendees have easy access to a microphone for question and answer portions as well as checking the venue to make sure that all the answers are heard clearly.
For fast-moving consumer goods, testing booths is a godsend. However, most booths do not reach their full potential.
Most booths are poorly designed that most people do not dare enter them during bazaars or offsite events. Designers can provide the best customer experience by providing the right amount of chairs for example without getting in the way of the trials. The designer can also go as far as suggesting how to best experience the product and executing it via the design of the booth. For example, a nail polish is better tested during a pedicure session than simply a stand and swatch set up while a coffee drink is best enjoyed if placed in a setup of a coffee shop.
In the end, the role of the designer is all about maximizing and increasing the brand equity through carefully designed avenues for consumers to experience the product in below the line executions.