Campaign Marketing

RooM Trend Reports come freshly produced on a weekly basis: they focus on the big issues that help define our creative and visual futures.

Our specially tailored Reports cover subjects from business and advertising, to entertainment and the arts and much more. From the thought provoking to the downright bizarre our researchers will find it, package it and post it for free – if it’s trending of course.
Each week day, starting Monday, we post through our social media channels, daily teasers on that week’s Trend Report, then on Friday we package up the whole Report and post it here along with a very useful summary and a handy downloadable PDF. Enjoy.






30
AUG
2013

Small business

Ads featuring genuine small business owners have become more common recently and they are not just used by financial companies to make them look like they are helping out the ‘little man’ or woman.

Technology companies are also getting in on the act because despite, or because of, the global nature of the money markets and superfast broadband, real people see more value to their local communities and local businesses than ever before. The small business person is also universally liked and applauded by the consumer. We trust local, and love the attention to detail and that personal service.

So it makes good sense to feature a small business in your ad and hope some of that positivity rubs off on your brand.

Here are 5 examples of this kind of ad.




1

Master Card: “ I like my days unpredictable...” Print ad


Advertising agency: MacLaren McCann Toronto, Canada Photographer; Chris Gordaneer

An early trendsetter from 2010 but still relevant today.

This is a great example of how a real person and the right expression, can engage the consumer. Here, a potentially dark and dull location is given impact with an interesting angle, good perspective and beautiful lighting.

The genuine expression is a moment during a conversation between the subject and the photographer, highlighting the importance of being able to engage with the people you are photographing and put them at ease.

See the AD: Master Card





2



Number Four AG


Credit Number four AG

The website “helping 200 million plus run their business”.


Number Four AG want to help the 200 million small businesses around the world with specially designed Apps. The approach to the images in this example, is all about showing people working hard to achieve their goals.

The people in the images do not smile at the camera but are getting on with their jobs, we see them concentrating on making their business a success and we see the skills they use to do it.

See the website: numberfour.eu









3

American Express making small business beautiful


Advertising agency: Crispin Porter + Bogusky, USA

American Express, Booming print ad. One of a series of ads featuring real business owners.

In this one Ahmed is smiling to the viewer and is surrounded by the tools of his trade.

Although there may be a lot of Photoshop magic going on in this shot, this is a good example of applying your imagination to what could be a straight forward and uninteresting portrait of a man holding a hammer.

See the video: American Express










4

Scion's xB car




Credit: Scion

Scion TV and print. A TV Ad’s for Scions xB car, features a local independent bicycle shop owner called Daniel Farahirad.

We see how the car helps his business and the community he represents. This ad also manages to pull of a neat link between traditionally opposing forces, the car and the bicycle.

This ad has a great blend of car and cycle lifestyle shots as well as business images and goes to show how much you can squeeze out of this kind of subject matter.

See the website: Scion





5

Verizon’s share everything plan for small business

Credit - Verizon.

Verizon’s ad makes it clear exactly how it  can help small businesses.

It doesn’t pretend that the business in the ad is a real one but the choice of garden center as subject matter has authenticity in that many people will have an independent garden center local to them.

The ad includes lots of great commercial shot ideas for this kind of subject matter including a healthy dose of mobile technology and shopping.



See the website: Verizon

Summary


Shooting tips from this weeks trend

  • Creative lighting and interesting viewpoints can add impact and interest to your images
  • Portraits conveying skill and concentration are as valuable as looking to camera.
  • Think about a creative approach to scenario or location and plan your shots in advance
  • Look for opportunities to increase the variety of shots you can get from one subject.
  • Broadly commercial subjects like mobile technology and shopping can often be squeezed into many shoot scenarios



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