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The world is full of advertising, every company or product, large or small, wants to be heard. When the campaign is run correctly, it causes a reaction and makes people buy the product or even tell others about this product they found. But not every commercial works exactly how it is supposed to be. I chose Speechify app advertising campaign to analyze and tell about. Here are the reasons why Speechify commercials are extremely fascinated and memorable.
Speechify is a mobile software that reads text aloud using a computer-generated voice. First of all, this campaign attracted my attention because this app is unique and needed. It is one of a kind and has a lot of different possibilities. The founder of this product, Cliff Weitzman, was diagnosed with dyslexia in third grade. His dad read all the books for him until he discovered audiobooks. That is why he could only listen to audiobooks for many years, but if there was no audiobook available online he was stuck. He invented this app to make information closer and more available for people. It is hard to deny that in some industries, such as the arts and software, most sales come from new products (Grewal & Levy, 2020). In my opinion, this is useful not only for people with dyslexia but also for students, teachers, and all different kinds of people.
Secondly, the creators used a specific combination of different execution methods in this advertisement. They used straight sell and demonstration methods filled with humor and with elements of suddenness. It creates an enormous desire and an excellent atmosphere and makes a viewer download this app. This commercial keeps the viewer entertained and involved, that is why when it ends, the viewer will very likely become the client. In my opinion, this combination of execution methods is very successful and works excellent. Two more features Speechify used to improve this campaign are spontaneity and narration speed. He sounds reasonable, earnestly, and confident in his product when he says that if you upload a pdf, take a picture of a book or open the website and it reads (Weitzman, 2020). At the end of the video, the creator of this software asks a provocative question so that the viewer would feel an urgent need for that product.
These execution methods work and are effective for that product. Because this app was primarily made for students and young adults, Speechify got its audience. They could use other execution methods like testimonials or comparison, and that would be even more effective, in my opinion. Still, they do not have any competitor companies at the time. This commercial has a good balance between a good-looking picture and the money to film this kind of advertisement. Views on Youtube can measure the effectiveness of this advertising campaign, and it has already gained more than thirteen million views in only two years. Speechify now is a successful and one of the fastest-growing companies in the world (Weitzman, 2022). Integrated marketing communications is the process that is used to connect different marketing elements, such as social media, audience analytics, advertising, etc. This advertising campaign contained elements of IMC because that commercial was made for Instagram and other social media.
A good advertising campaign can increase the companys income many times. Speechifys advertising campaign does not consist only of one video. They make great commercials starting from the very beginning of their startup. The key to their commercial success is that they made great product first. Advertising is a lot easier when you sell people something unique and needed.
References
Grewal, D. & Levy, M. (2020). M: Marketing (7th ed.). McGraw Hill.
Weitzman C. (2020). Enhance your reading | Speechify [Video]. Youtube. Web.
Weitzman C. (2022). What is it like working at Speechify? [Video]. Youtube. Web.
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