Rejection is just merely a redirection or a course correction to your destiny.” Bryant McGill

Bryant McGill is a human potential thought leader, international bestselling author, activist, social entrepreneur and one of the world’s top social media influencers reaching a billion people a year. He has been called, “a dominate force in positive thinking and self-actualization,” by leading business magazines. According to him, acceptance can open different opportunities for change than resistance. Acceptance to rejection, acceptance to failure or acceptance to being poor in your work… All these are merely words when it comes to rising again from the valley of failures. The early you rise, the early you will progress. Today’s blog is about how you think of an alternative solution every time you are kicked in back and advertising is an added advantage in bringing back success to your kitty.

Gideon is the former Chief Creative Officer & Partner of Shalmor Avnon Amichay / Y&R in Israel. A legend in the creative world, he has won multiple Grand Prix’s and Cannes Lions across his impressive career. In 2012, Gideon was invited to speak at the TEDx conference and his inspiring speech titled “No, No, No, No, No, No, No, Yes.” After years of rejections, his first The New Yorker cartoon was finally published in 1995. Gideon’s tale brought us all to the realization that we should never give up, or take no for an answer when following our dreams. His theory is that every “no” has a comma after it, and presents an opportunity to turn the no, into a yes. #keeptrying. We like his approach! This approach has been applied by every employee working in Startup Farms.

One ad rejected doesn’t mean one stone down from your plate of success. It only means that the effectiveness of the ad is of a reduced amount or might not entice the customers. There are lots of glitches in terms of communication while designing an ad. Practice, practice, practice, practice HARD until you are numb of rejections. There are times when out-of-the-box thinking might deviate your mind from the rule book while designing an ad. Get your concepts your right and you will be nearer to acceptance. Once the concept is right, your next task is to think on how to execute it and later focus on communication.

Futstep Shoe Laundry – the best example of redirecting success through Advertising

Advertising for Futstep Shoe Laundry

One such example is of our esteemed client, Amit Pandey. He started with a shoe laundry in Nashik on 1st January, 2009. He had a reach of 300 on Facebook in the first year and now has a reach of 1500. He believes besides hard work and commitment, it is very important to reach out to people through an attractive online presence. Startup Farms helped him establish the brand online and on other mediums that the database he had collected in a span of 7 years is increased by 80% in a span of just one year. His line of attack was about fulfilling the needs of youth through effective digital marketing, communication strategies and online presence. Campaigns in colleges and through social media were one effective medium for his growth. Effective Google ad words helped him lead in Search Engine Operations. His progress has no bounds. He now owns three offices in Mumbai and One in Nashik. This is the power of social media!

Why are social media advertisements so effective?

Americans spend 12 hours and 31 minutes per day with media, an increase of 66 minutes since 2009 (according to eMarketer). How can this be possible, given our busy lives? Daily mobile media usage (smartphones and tablets) has increased by 60 minutes since 2009, more than any other major medium. Daily online usage via the PC has increased by 27 minutes over the same time span, and daily TV usage has risen by 11 minutes (eMarketer). These screens are the only media to grow in usage since 2009; they are the reason overall media usage is up and running successfully till date.

Multiscreen or Advertising?                                                              

According to a recent study from Google and Ipsos, most screen interactions are now multiscreen. How much attention are consumers paying to specific content and to our ads? Research group Thinkbox found that 81 percent of TV addicts stay in the room and don’t change the TV channel when multitasking. Instead of avoiding advertising altogether, these addicts are often engaging with another ad-supported device to ponder upon other interesting ads. So at one time, they are looking at multiscreen for interesting content.

Advertisers are capitalizing on complementary screens with TV-show companion apps. For example, a cooking-show companion app might provide more detail on ingredients or cookware used, and a grocery or retail advertiser could integrate to encourage conversion at their stores. However, it’s important to note that most people use the “second screen” for activities unrelated to what they are watching on TV. So as an ad agency creature, our mind constantly thinks about what element of business is catchy, rare or in demand by the customers.

Multiscreen has increased overall media usage, giving us more opportunities than ever to reach consumers.  It’s crucial that our brands have an engaging presence that will capture consumers’ attention on whatever screen their focus has. This phenomenon is yet another reason for integrated media planning (offline and online media planned by one team rather than two). Creating an effective communication strategy means reaching the consumer when and where they will be most receptive – and it appears that in the world of screens, offline and online has joined together.