Monday, August 1, 2011
We love great campaigns that take a simple, core idea and make people stop and think about that idea for a minute. But sometimes there can be a fine line between great campaigns and great campaigns that work. And the line between these is often drawn where the message connects the recipient to what the advertiser actually does. In your quest to stand out and lead the category, you must be careful not to elevate yourself right out of the category. You could leave your target wondering how you can actually benefit them.
Ads that leave the audience confounded often come about when an advertiser’s desire to stand out results in a campaign that is funny, dramatic or simply entertains with little regard for actually getting to the target benefit, or educating about what the product is. (Anyone remember the dot-com era of the late '90s?) When your company has something new that requires some explanation or you are trying to educate a new customer base, sometimes you have to bite the bullet and be responsible, doing a little more explaining
Don't get us wrong – advertising has to engage to register. But it all comes back to your simple idea. If you have a strong, unique, simple idea that is based on your target and how you benefit them, this will lead to communications that are simple, strong and balance the personality and positioning naturally. With a little thought up front, a great campaign can simultaneously entertain while informing. And you won't go over the heads of the people you most
need to reach.
Posted by 3 at 05:35 PM | Post a comment
Wednesday, April 20, 2011
Every once in a while we get the opportunity to see other folks in our business present themselves to prospective clients. We see this as a great opportunity to learn and improve. We recently encountered a competitor presenting themselves in a unique way: By making their approach, process and deliverables as complex and mind-numbing as possible. There were brand cohesion graphs, there were social integration flow charts, there were long titles, and in the end, there was nothing for this prospect to grab onto or
It was an important reminder that nobody, in their personal or their business life, has ever said, “I need to complexify my life.”
You’ve also never heard:
“I really like the way that commentator made that idea hard to understand.”
“I enjoy speakers who talk a long time before making their point.”
“I wish the beer ads in the Superbowl would spend more time explaining the fermentation process.”
We often sound like a broken record when we say it, but it is very near to our hearts, and something we work to do every single day. From your overall strategic direction, to the creative premise, to a Facebook post, to a single
ad in a single medium, you should be endlessly asking, “how can we make
Simple is power. Simple gives you impact. Simple leads to action.
Simple is success.
Are you a simplifier, or a complexifier?
Posted by 3 at 03:49 PM | Post a comment
Thursday, December 23, 2010
Every marketer knows the power of “word of mouth.” As advertisers, we strive to generate positive conversations, or word of mouth, at every opportunity. There is nothing more powerful and more rewarding than to have your target, your customers and people in general talking about your brand because you’ve created something that rings true and has meaning. Enter social media, which is essentially a new set of tactics providing your brand the opportunity to enter into people’s conversations, sometimes quite literally. But, make no mistake; the tactics have changed, but the ideas and message are what actually creates the conversation, not the tactic.
One hundred years ago, when someone received a letter from a friend, that letter was social media. Fifty years ago, when they called a friend to talk about a new product they saw in a commercial, that phone was social media. “Social media” as we define it today generally applies to Internet and mobile, but it is simply another form of interpersonal communication.
The key to incorporating social media into your marketing is to simply create something (an idea) and introduce it to people so they share it with people they know – no different than running a great ad in the 1960s and having people talk about it around the water cooler the next day.
And of course, the great benefit to these new channels is that you can bring these people right to you, instantly.
How you introduce your idea to many people has changed, but at its core, it’s still just advertising.
Posted by 3 at 12:36 PM | Post a comment
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