By Scarlett Brown | @deca.scarlett | Madison West High School, WI
The city of lights has a lot more to offer than its pastries and architecture; it houses some of the best marketing and advertising tricks.
A standout role play requires an extensive level of knowledge of the business industry, even from an international perspective.
Here are five unique Paris marketing tricks that could apply to any DECA role play:
#1. Focus on Simplicity
Some advertisements speak for themselves, and this Saint Laurent billboard is one of them!
This large billboard was created with a clean white backdrop, a brand logo, and 2-3 photographs. Why does this work?
For one, Paris is one of the fashion capitals of the world. By making their clothing line the primary focus of the advertisement (with high-quality photographs on a sleek background), Saint Laurent is reinforcing its position as a premium brand.
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#2. Promote After Hours
Marketing shouldn’t stop after closing time!
In this example, Pulpy uses their garage door shutter as a canvas for graffiti art to promote the Açai/smoothie bowls after they have closed out for the day.
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#3. Create Scale Distortion
Manipulating the audience’s perspective is one way to catch others’ attention. In this poster, the hand picks up an entire building to reveal a dress underneath!
This advertisement deliberately changes the relative size of a building to distort the reality of the viewer.
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#4. Drive Brand Identity
When promoting a brand, it's important to use the same fonts, logos, and colors to build brand recognition and drive brand identity.
In this example, Vanish uses the same colors and tagline “Nature is Freedom,” and repeats its look and feel across every flyer.
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#5. Use Space and Scale
The amount of space an advertisement takes up and the scale that it uses can determine its visibility.
In this example, Cleopatra is made the primary focus of the poster (above the text), and the poster spans the entire front of this shopping mall.
