THE MISSION:
HAPPY CUSTOMERS
BRAND IMAGE
Commercial advertising is one of the most powerful tools used by entrepreneurs in order to encourage mass contracting of goods or services. Its main purpose is to persuade its recipients and influence their consumption habits. Publicity is necessary in a mass society. It forms the great engine in economic development, generated
by the employer’s wish and need to offer goods and services on the market.
Achieving success in the retail sector is one of the greatest challenges I have faced throughout my career in advertising. It is a stimulating sector but requires constant innovation due to the complex changes it faces. I have personally focused on mass advertising, an instrument that seeks to positively promote everything related to commercial, industrial, DIY and professional activity. It is one of the most powerful tools used by manufacturers in order to persuade users to maintain or change their consumption habits, according to their interests. To do so, it is necessary to plan strategies to introduce or reposition a product or brand in the consumer’s mind.
CREATING VALUE FOR THE CONSUMER
Shopping experience, i.e. offering consumer added value, is a more novel experience than your usual “shopping”. To do this, your consumers’ tastes must be known in order to change them from potential to loyal customers. Personalize your customer service, offer them an unforgettable experience by resolving any inconvenience. It is necessary to accelerate the purchase process, optimize after-sales services and apply an omnichannel strategy.
Customers value brands today not only for what they offer consumers, but also for their corporate values, e.g. environmental friendliness and planet sustainability, minimum use of plastic, promotion of the local economy, promotion of human health and a better quality of life, use inclusive formulas in their messages, etc. Attention is directed to the customer’s emotions, and this fact has revolutionized the way advertising works today. The idea is to create a channel recognized by consumers, from where to extract real emotional added value.
Companies are committed to fighting waste, protecting biodiversity and working with partners and suppliers. Advice will also be provided by independent experts, academics, nutrition, consumer matters, health and communication professionals.
To achieve this I worked on all the points of contact a person has with a product, be it is food, textiles, furniture, technology or houseware. In particular, I specialized on printed commercial advertising. In this type of advertising, the client is asked to interact by buying a product, either immediately or later.
It is the most common promotion of products and services used by the companies I worked for.
As the creative supervisor of a team in charge of graphic advertising for the Eroski, Decathlon, Verdecora and Alcampo groups, and as a member of the creative department providing nationwide support to all divisions of the Carrefour España group, here is an example of my work.
My work ranged from the development of brand identity projects, to include conceptualization and the creative execution of a campaign, to the delivery of the final project. I was also responsible for creative concepts in photo sessions, including concept, design and art direction.
One of the problems facing Decathlon in 2019 was the drop in on-site purchases , due greater purchases on line. A campaign to boost direct in-store sales had to be carried out, which began in the back-to-school season.
Verdecora needed to promote a new concept in its stores: closeness. Proximity was demonstrated when opening a new type of store: Verdecora Urban stores. These establishments, unlike their usual premises, are located in city centers and had to advertise in catalogues, the press and other commercial publicity.
Alcampo needed to renew the image of its food products. My idea was to convey freshness and color, to be stimulating and offer attractive recipes. To give a modern image with a certain gourmet touch, more in line with the culinary times we live in.
Eroski needed to convey a more unprecedented and updated image, with deep concepts on which to base its campaigns. I had to come up with a new way to transmit their brand values, with more client appeal.
Throughout the year, Carrefour develops seasonal campaigns for garden furniture and fashion collections. We need to constantly propose a current image, as a reference for the retail industry. At this point, art direction is fundamental both in the concept proposal and in photographic sessions.
These are examples of covers from different BTL 360º campaigns carried out throughout the year for Carrefour. Every detail needs to be thought through, from the choice of typography, composition, photo style, logo design, background used, as this is decisive for all other elements developed in all types of advertising, press, points of sale, outdoor, street furniture, magazines, in-store decoration, etc. The idea is to satisfy the needs of an increasingly demanding consumer.