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Educational Advertising

Educational advertising brings value to a person. The reader learns, explores new themes, and obtains new values. Let’s see an example:

Alex wants to buy coffee beans. Alex knows nothing about coffee beans. Alex does the next actions:

  1. He googles “how to choose a coffee.
  2. Alex opens the most relevant blog.
  3. He reads the article, for example this one.
  4. Alex reads about roasting, types of beans, such as Robusta and Arabica, tastes, and storing a coffee.
  5. Alex clicks on a suggested article about choosing coffee producers.
  6. He finds the best coffee and a producer based on his preferences, even without tasting it.

Alex finds out that he can buy these coffee beans in a shop that runs this blog. Alex trusts the coffee shop website because the website educated him. Moreover, Alex sees that the guys in this coffee shop know the business and know everything about coffee. Alex is loyal to them and is ready to buy a product. Even if the price is higher.

The coffee shop could also show their expenses. The customer then understands a fair price for coffee and sees how much the company profits from it. If the customer, Alex, got from the blog precious information, he will reward the company with this profit (margin). And Alex will continue buying from this coffee shop if the company brings him more and more value.

Alex will recommend your blog to friends or educate them himself, and he will more probably give a link to your website. Alex will not recommend some bullsh*t; that is why the product that the company sells must have a high quality. Otherwise, Alex is scammed.

The blog and articles are assets of a company. A blog is a property that belongs to a company. Articles can also be posted on foreign resources, such as business journals (in Russia: vc.ru or Journal.tinkoff.ru), personal blogs (to be paid), or social networks: YouTube, Instagram, TikTok, Telegram, etc.

blogs and articles are powerful tools to attract customers. In my projects, I use articles as the primary source of attracting customers, investors, and employees. For example, I posted an article about bicycle lockers and in 1 week, I got 7.5k views, 100 likes, and 100 comments. I made new connections with 3 interesting people in Austria and got 5 contacts of people interested to help in a project and help with production. I also made a survey in this article, in which 500 people participated. I understood the demand and price for a parking spot in a given sample. I paid nothing for this blog but spent 4 hours of my life.

Youtube videos are also assets. Videos require more time and equipment. It is harder to link to a video, and the information from the video is harder to access. For example, you want to compare 2 coffee beans. You are interested in the type of coffee, size, and taste. You can easily find it in a table in a text, but if you watch a video, you search for a timestamp where the table is shown. To find information about taste, you should listen to a whole video or a fragment that you also have to find. But the video gives you a picture: a cup in which you pour a coffee, a foam from coffee, the foam elasticity, videos from picturesque places where the coffee was taken, and the roasting process.

Videos are great to show the process of production or properties, and use of a product. for example, seven miles coffee shop shows educational videos of how to brew coffee, recipes, competitions, and funny videos. They sell coffee beans online and sell coffee drinks in cafés. They have 150k subscribers, and I am sure they don’t spend too much money on ads.

Videos get old fast. In¬†4-6 years, the¬†videos become old, and¬†just a¬†few people will watch them¬†‚Äď there are competition and¬†design trend changes. With a¬†blog, it is easier¬†‚Äď you may edit text and¬†add fresh information. In¬†a¬†blog, you may also change the¬†design theme¬†‚Äď just make some changes in¬†a¬†code, and¬†that‚Äôs it.

why not use ads

Ads are also powerful. However, an advertisement mainly works if a company has enough money to provide many ads and show them constantly on different sources. If a company stops the ad campaign, the new customers will stop coming, and the existing customers will leave. Profit in companies that rely primarily on ads and don’t have a brand, like Coca-Cola, will be small or even a loss. Let’s see 2 examples:

T-Mobile is a¬†cellular carrier, that decided to¬†enter the¬†Austrian market. Austria already had a¬†market leader¬†‚Äď A1. T-Mobile had to¬†enter the¬†market fast and¬†take a¬†huge market share. Marketologists decided to¬†attract people from Vienna, the¬†capital of¬†Austria, by¬†showing ads offline in¬†a¬†city.

Marketologist placed ads on all available banners in Vienna: on houses, highways, train stations, and even banners on trams. There were no banners left so A1 could not post ads anywhere in a city. The ads were shown for 2 weeks everywhere, and in the next weeks, the number of banners was decreasing. Everyone knew about T-mobile after this campaign, and thousands of people became customers of T-Mobile.

The company spent millions of dollars on such an advertisement. Nowadays, the company does not make too many ads and I have even forgotten about T-Mobile, and only after meeting with a marketing specialist from T-Mobile I learned about that case. That means, that ads should stay everywhere to remember a brand.

Casper Sleep company that produces matrasses and sells them online never made a profit. However, Casper Sleep went to IPO on NASDAQ, and the market capitalization was at a max of one billion dollars. Casper sold matrasses via Instagram ads and other sources (as well as any other company).

To acquire one customer, the company pays hundreds of dollars, and with all the costs, they sell mattresses at a loss. The idea was to make a brand like Coca-Cola, but it did not happen. Investors understood that such business did not work and sold their shares. As a result, a company was delisted from NASDAQ, with market capitalisation of 280m$.

Apr 12   advertisement   Business and Economics   english   web