The advertising industry has come a long way. As companies began to produce more goods that we didn’t know improved our day-to-day lives, they relied on their ability to introduce new products to a market and successfully make it a household name.
When the cost of manufacturing declined, marketing budgets rose and through the years there have been a number of technological changes to the marketing process. Today we have social media, talking robots, holograms, and trade show halftime shows. But perhaps the most innovative technology to ever grace the tradeshow space is implemented by Aspect Exhibitions, one of the leading Exhibition Stand Contractors.
The seemingly simple structures they develop create the mood and innovative presentation of today’s marketing events, and help sell the dream and meet our metrics.
Companies are already well on their way to becoming more ethical, and even looking for ways to change standards which incorporate ethical standards, and with the help every tool available in their toolbox, companies are working side by side with exhibition stand contractors to publish their message in the public eye.
Shaping the World
What began as putting a human face on the corporation with mainstay family household names like Uncle Ben, Aunt Jemima, and the Quaker Oats guy has evolved into corporations taking on a more human role in the societies they reside.
But this change is not without serious public influence and intense market research.
It all boils down to what the people consider happiness. Today’s consumers are more apt to be aware of the real value of things and how cheaply they are produced –and their social/environmental cost. Competition is fierce, and many companies have invested heavily into marketing to ensure the relevance and longevity of their brands.
And through the old system of key performance indicators, market research and statistical trends, consumers and businesses met in the middle.
Businesses eventually learned that what people wanted spanned far outside their wants; they wanted humanitarian causes –they craved them.
Businesses in industries where production methods came under fire by environmental protection and social groups clamoured to find an accredited organisation to provide standards to which they could meet to be considered ethical.
With social media, organisations like Greenpeace, PETA, and their like have flourished, and for the past 10 years have been influencing consumer buying habits with their online influence.
As a result, companies are getting closer to a position of saving the planet; as we continue to vote with our money and support organisations which factor in environmental costs into their business model –we are creating a new norm, a new “business as usual”.
From the Body Shop to Wal-Mart, everyone is supporting a cause from stopping animal cruelty to reducing carbon footprint and building geothermal buildings to resist reliance on fossil fuels.
Under Armour and Nike invest in helping athletes perform better, and homebuilding companies donate homes to charitable organisations. Everyone is getting in on the act.
And more awareness translates into more demand. The message is louder than ever –with a mix of classic technologies like exhibition stands in businesses and modern social media campaigns over Twitter or Facebook.
Now all that catchy advertising and social data are able to go to good use, saving the planet one marketing campaign at a time.
Advertising has revolutionized all industries over the years, and it continues to reinvent itself. Let’s hope that being a humanitarian stays cool for all time.
