How to Stand Out in Food Delivery Service Ads

It seems like nobody cooks anymore.  There are ads for food delivery services left and right; you almost can’t leave your apartment without seeing one.  So how do you stand out in such a vast market?  Here’s a look into five different food delivery services and the similar and different strategies they use:

1) Seamless
With about 234,000 orders placed per day, Seamless is currently top of the market in food delivery services.  The uniquely bright colors and clever one-liners draw attention, and customers.

2) GrubHub

GrubHub’s ads use a more pastel color palette than Seamless, and depict meticulously arranged food.  Their ads focus on the simplicity of the process of ordering food online, instead of using Seamless’ bandwagon technique (i.e., implying that all New Yorkers use Seamless.)

3) Uber Eats

Uber Eats’ ad campaign idea was uniquely simple--just use the layout of the app to depict the route that your potential deliverer could use to bring you food.  The campaign utilizes neutral colors and an unobtrusive font.  The result is straightforward and to the point.  

4) Caviar

Caviar’s campaign could use some angling.  Right now, their ads say things like, “Love great food?  Try Caviar!”  A little too simple.  Perhaps Caviar could take a lesson in angling from Seamless.

5) Eat 24:

Okay, let’s talk about Eat 24’s ad campaign for a second.  I’m shocked that I’ve only come across the ads recently.  The ads that they launched are shockingly sexual, all contributing to the idea that they are “the food delivery service for sexy geniuses.”  This is an interesting approach to food marketing, though the more traditional techniques utilized by Seamless and BGrubHub seem to be more effective, judging by daily users.

It’s tough to think of unique approaches in such a crowded market, and interesting to consider how the competition is handling the challenge.    

By: Ilana Weinberger

5 Ways to a Wonderful Website

It is becoming increasingly important to keep a good digital presence in today's society. Here are some ways to make sure your website stands out from the crowd. 

1) Creative Colors

Once you choose the color scheme that fits best for your website, make sure to create a color "hierarchy" that allows the online audience to see and understand what texts should stand out more than others. 

 

2) Mobility on Mobile

When creating the layout, design, and even logo, make sure to think about how it will look on a mobile device or smartphone. Consumers are increasingly searching companies and websites on their phones, it is important to make sure your impression is good there. 

3) Wonderful White Space

While you might have a lot you want to tell your customers, make sure to keep white space when designing your website. Think of it as breaths of fresh air, that allow customers to focus on the important content you have decided to share. The less white space you have, the less overall reading comprehension there is (Weinschenck, 2014).

4) Utilize Directional Cues

Directional cues add designs, and a subtle way to get your audience to focus on what is important on your website. These images can attract your online visitors and then lead them to what you want them to read! 

5) Create a Community

Keep the customers coming back and engaging by cultivating an online community with your website. This can be done in numerous ways, by creating links to social media accounts that they can follow, having an online discussion forum, or creating ablog! Customers feel valued when they know you want to hear from them. 

Case Studies of New York-Centric Ads

By the time you arrive at work in the morning, you have already been bombarded with ads.  Simply by walking to and out of the subway, and by being on the subway, you have already seen hundreds of images, logos, and slogans.  You are exposed to more than you realize; just try counting the ads on your commute tomorrow.  I take the 4/5/6 to get to work in the morning, and love paying attention to my morning subway’s ads.  Two of my favorite ad campaigns at the moment include and Seamless’ “How New York Eats” campaign and StreetEasy’s “Find Your Place” campaign.  This had me thinking about what works about these campaigns.  I realized that they actually have a lot in common—they both target New Yorkers in a way that pokes fun at their ridiculousness.

As a Jersey girl, I immediately noticed the immense differences between New Jersey and New York when I moved here about four years ago.  New Jersians have a reputation of being small-town and nice.  New Yorkers are known for being pretty much the opposite of that.  They have a reputation of being loud and audacious.  These differences made moving a state away feel like moving a world away.  I’ve learned a lot in this crazy city, mostly that you should be confident and try to expect the unexpected.  I’ve learned that New Yorkers are filled with contradictions—they want to go to brunch and yoga but they don’t want to spend money, they want to sleep but they also want to bragplain to their friends about how little they sleep.

        Seamless and StreetEasy understood just how crazy New Yorkers can be when they released their campaigns.  Seamless’ “How New York Eats” campaign includes tongue-in-cheek one-liners that harness the insanity that is New York dining.  One of my favorites goes, “Nothing ruins a good meal like other New Yorkers.”  The ad includes a graphic of the New York skyline.  The ads’ color schemes are bold, using background colors such as red, yellow, and blue.  All of the graphics are cartoonish, with fonts of all kinds.  The goal is to be fun enough to capture the attention of their target audience, New Yorkers, in an age where information is constantly thrown in consumers’ faces.

 

        StreetEasy also created their campaign around the idea of poking fun at New Yorkers in their “Find Your Place” campaign.  My favorite ad from this campaign reads, “No doorman for me.  I have enough people in my life judging me.”  This is just funny, and also points to the contradictory nature of New Yorkers—they want a doorman, but they also don’t want more people in their lives to judge them.  The ads in this campaign are subtler than Seamless’ ads; they are all different shades of blue, with words all in the same font, and with more subdued graphics.  The ads are unique in their format.  For example, in the doorman ad, the word “doorman” has a check mark next to it, as though you are on StreetEasy’s website and have the option of checking or exing the doorman box.


        Basically, New Yorkers are crazy, and ad creators are checking in to this truism.  I appreciate a good ad, and I’ve learned to love New York, so the combination that is utilized in Seamless and StreetEasy’s clever ads makes me smile.  What a funny city.  I heart NY.

By Ilana Weinberger

5 Experiential Marketing Campaigns that Grabbed Consumers Attention

5 Experiential Marketing Campaigns that Grabbed Consumers Attention

1. Carrie in a Coffeeshop?

In 2013, MGM Studios decided to make a remake of Carrie. Remakes can be risky and expensive if it does not grab the public attention. With the help from Thinkmodo, MGM installed fake walls, remote controlled tables and chairs, and even stunt men in a coffee shop to create a “real world” telekinetic Carrie. It was a huge success, and the viral video racked up over 65 million views.

https://www.youtube.com/watch?v=VlOxlSOr3_M 

2. Red Bull is Astronaut Food? 

It took almost 2 years for Red Bull to accomplish this feat, but with the help of skydiver Felix Baumgartner, the worlds highest freefall was executed. Baumgartner had to wear a spacesuit and dove through the Earth’s atmosphere to accomplish the fall. Live streams covered the fall globally, and Red Bull achieved international attention. 

https://www.youtube.com/watch?v=FHtvDA0W34I 

3. Coca- Cola: The Happy Drug

Coca Cola was one of the first companies to try out experiential marketing. Six years ago, the company decided to transform one of their vending machines at a college campus into a “happy machine.” This machine gave out free cokes, pizza, and even balloon animals! Since this successful campaign, they have transformed numerous other regular machines into happy devices.

https://www.youtube.com/watch?v=lqT_dPApj9U  

4. Free Booze? Thanks Carlsberg! 

Simple is the new smart. Carlsberg, a Danish brewing company took this to mind when creating a billboard to be displayed in London. The poster, was simple, and stated “Probably the best poster in the world.” What made it the best? In the middle of the poster was a tap that produced fresh, cold beer in an empty glass. A long line quickly formed behind the simple but smart billboard. 

https://www.youtube.com/watch?v=ZwB3kGCXeWY&oref=https%3A%2F%2F 

5. Drama at the Push of a Button: TNT

TNT lived up to their slogan “Your Daily Dose of Drama,” when wreaking havoc in a small quiet town in Belgium to promote the launch of their channel there. In the middle of an empty square, they placed a red button with the sign “push to add drama.” The drama that ensued included ambulances, secret service, punches thrown, and of course, their brand at the end. The video gained a lot of attention, and has over 50 million views on YouTube. 

https://www.youtube.com/watch?time_continue=1&v=316AzLYfAzw 

5 Biggest Marketing Mistakes Ever Made

5 Biggest Marketing Mistakes Ever Made

With the new age of advertising, companies will go through big measure to make themselves stand out. However, for some of them, these ideas ended up being huge blunders that had to be sorted out quickly. 

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7 Reasons Why Your Business Needs PR Professionals

Public Relations is an essential part to any business. However, it's not an easy thing to do, and if done incorrectly can have negative results, regardless of what you're trying to sell. That's where Public Relations Professionals come in - with them your business can grow exponentially, and you can reach more people than you had ever dreamed. Here are 7 reasons why your business needs PR professionals.

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