- Always build from a well produced and researched Creative Brief. This will keep your message and creative on strategy and consistent
- Your ad creative and offer/copy must grab the attention of the target audience
- The ad must be fresh and new, unless it is part of an ongoing branding campaign. Even then, you need to freshen it up while sticking to the brand and creative standards
- Your offer, unique benefit and call to action must be easily understood
- The copy and benefit must be relevant to your audience in today's market conditions
- Your creative and branding must stand out from the competition and be original
- Always sell the benefits that your target audience wants, not products and features
Tuesday, November 10, 2009
Proven Principles Work
Effective advertising today requires adhering to proven principles:
Saturday, November 7, 2009
Advertising Can Work In A Recession
I hear advertisers these days say pretty much the same thing; "My advertising just isn't generating nearly the same number of leads as it was a couple years ago."
Then they begin to doubt the viability of the mediums they are using, or the advertising message they are promoting.
And it may just be that the mediums are not right for the target audience, or that the message is off key for the market. It is my guess however that more often than not, it is simply the fact that in a down market, there are fewer people willing or able to take advantage of their offer, so the same message and media schedule is simply going to yield fewer leads.
Its just a numbers game. In good times for example, about 14% of the population will replace their vehicle with a brand new one, or a newer used one in a given year. And this is often times followed by additional spending on insurance, aftermarket upgrades, and road trips. All which stimulate the economy further.
In good times 20% of the population will move their residence. Which also statistically means that within 6 months of a move they will make major purchases on home furnishings, appliances, remodeling and home improvements. All which stimulate the economy further. And believe it or not, within the first year of a move 20-25% will also purchase a new vehicle or RV!
Without these major purchases occurring in a slower economy, it's no wonder the market is down for everything else, as the residual spin off effect is not trickling down.
Lansing Michigan for example was home to Oldsmobile, and back in the mid 1970's 25% of every working adult was directly or indirectly tied to the prosperity of and the ability to employ people at Oldsmobile. When Oldsmobile began losing market share, and jobs, the local market really suffered, because those 25% no longer had the income to buy discretionary goods and services from local merchants, which meant that their marketing efforts became less effective, causing them to buy less media, and further exasperating the local economy.
But there is hope, a lot of of it, and proof that doing the right advertising in a slow economy is not only effective, but very much the right thing to do. Explore for yourself some of the proven methods and messages that other successful advertisers have discovered.
Then they begin to doubt the viability of the mediums they are using, or the advertising message they are promoting.
And it may just be that the mediums are not right for the target audience, or that the message is off key for the market. It is my guess however that more often than not, it is simply the fact that in a down market, there are fewer people willing or able to take advantage of their offer, so the same message and media schedule is simply going to yield fewer leads.
Its just a numbers game. In good times for example, about 14% of the population will replace their vehicle with a brand new one, or a newer used one in a given year. And this is often times followed by additional spending on insurance, aftermarket upgrades, and road trips. All which stimulate the economy further.
In good times 20% of the population will move their residence. Which also statistically means that within 6 months of a move they will make major purchases on home furnishings, appliances, remodeling and home improvements. All which stimulate the economy further. And believe it or not, within the first year of a move 20-25% will also purchase a new vehicle or RV!
Without these major purchases occurring in a slower economy, it's no wonder the market is down for everything else, as the residual spin off effect is not trickling down.
Lansing Michigan for example was home to Oldsmobile, and back in the mid 1970's 25% of every working adult was directly or indirectly tied to the prosperity of and the ability to employ people at Oldsmobile. When Oldsmobile began losing market share, and jobs, the local market really suffered, because those 25% no longer had the income to buy discretionary goods and services from local merchants, which meant that their marketing efforts became less effective, causing them to buy less media, and further exasperating the local economy.
But there is hope, a lot of of it, and proof that doing the right advertising in a slow economy is not only effective, but very much the right thing to do. Explore for yourself some of the proven methods and messages that other successful advertisers have discovered.
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