I recently saw a less then extraordinary print ad from a company that I'm working with, which made me sort of sad. Sad because it was misguided.
Ultimately, it was not inspiring or noteworthy in any way. Short on funds, this company took a shot at advertising (in the most static medium possible) with essentially no hope of ever getting a return on their investment (yes...it was that bad).
It got me thinking about how I could easily and effectively convey to them where this ad fell short, and how they might avoid this same fate in the future (hint...don't advertise in magazines...instead, there's this little thing called the internet floating around...)
It's really not that hard to explain. Marketing, and the ad's that surmise entire marketing budgets for some companies, should be MEMORABLE, MEANINGFUL & MOTIVATING. These 3 factors provide a simple test to judge your creative idea.
Is the action/ad/tactic/program unforgettable?
Is the photo or copy odd, fresh, arresting, nostalgic, scandalous, challenging, etc...Is it presented to the customer at the appropriate time? (time is relative. Surprising moment can be the 'right time').
With 3000+ brand messages a day delivered to each and every one of us, it better me memorable. This might be the hardest of the three to get right, but if you push the limits you can get there.
Does your ad resonate with your audience? Does it speak to them on an emotional level? Rationale aspects are important to show that your product is worthy of consideration, but connecting on a higher level is the only way to capture your audience's attention in a significant, long term way. Brands and companies, like people, have emotions, so show them!
Being relevant, insightful, problem solving, joyous and empathetic are just a few ways to be meaningful.
Is the consumer inspired? Do they want to tell their friends, make a purchase, or find out more info?
It's frequently known as your 'call to action', and it's amazing how many brands fail to do this, either explicitly or in a more subtle way. Regardless, you must motivate your audience, and whenever possible, give them the tools, resources, information, support, etc....to act.
Measuring your efforts by these three factors will get you closer to a more remarkable effort, which is what it's all about.
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Do you have a similar checklist?
Am I missing something??
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