It can be hard to put into words what makes a powerful ad. What is it that sets these ads apart from the crowd?
Although every ad campaign is different, there are some factors that are key to most powerful ad campaigns.
#1: Use Metrics But Be Creative
Metrics have revolutionized advertising. Being able to analyze the effectiveness of an ad can help us modify our campaigns to be more effective. We now even have predictive analytics that use past data to determine how our target demographic will react to future ads.
Keep in mind that metrics can inform our decisions, but they cannot replace the creative human element. Think of the most powerful ad you’ve seen. Coke: The Real Thing? The Geico lizard? Got Milk? None of these was created by a computer algorithm. They were all ideas from creative men and women.
The takeaway here is to make sure that the data doesn’t become the only, or even the biggest, source for marketing ideas.
#2: Be Visual
What we see has the ability to evoke emotion like nothing else. Everything from the color palette you use to the font informs the consumer about your product or service. Visual content attracts attention. It can boldly tell the whole story or be subtly suggestive. Humans are visual creatures. Be purposeful in your visual advertising to create a powerful ad.
#3: Keep It Simple
For a powerful ad campaign, use a simple message and keep it consistent across all platforms. In a time where everyone seems to want as much information as possible, this may seem counter intuitive. However, a 30 second TV ad, or digital ad, isn’t the place to share all the information you possess.
Remember, you are not creating an infomercial. You have a short amount of time to capture a consumer’s attention and that’s exactly what you want to do with your ad. Think about Nike’s “Just Do It” campaign. Easily one of the most successful, powerful ad campaigns of all time. It doesn’t tell you anything about the shoe. Instead, it’s a simple message that informs you more about the lifestyle of the person who uses the product than it does about the product itself.
The same can be said about the ad campaign Pepsi ran several years ago. Pepsi: The Choice of a New Generation. It didn’t give you 20 reasons to choose Pepsi as your soft drink of choice. Instead, it was a statement about the type of person who drinks Pepsi. Simple and powerful.
#4 Make It Relevant
In other words, tell the consumer why they need what you are offering. Does your product solve a common problem? Is it the next big thing? Let your prospective customers know what sets your product apart from the rest and why they need whatever you are selling. When you are relevant, you up the “share factor” and your advertising efforts are multiplied.
Be sure to include a clear call-to-action. Don’t make the mistake of telling people how great your product or service is without providing them a next step. Effective calls-to-action include visiting your website, calling for an appointment, and joining your mailing list. Make sure the consumer knows how to engage with you!
#5 Have a Higher Goal
People want to be a part of something bigger than themselves. When your company has a higher goal than just making quality products and receiving nice profits, consumers will want to partner with you.
Think about Toms. Sure, they have cute shoes, but they are not incredible shoes. What makes them so popular? They donate a pair of shoes to someone in need every time you purchase a pair of shoes. That is a purchase you can feel good about because you got something you need but also contributed to something bigger than yourself. Spend $50 on a pair of shoes? Why not, you’re technically buying 2 pairs, one for you and one for someone in need.
Green Mountain Coffee is another great example. They are committed to fair trade. People know that they can enjoy their java without that side order of guilt that comes with many brands. They have set themselves apart by offering good, fair trade coffee.
Stuck in an Advertising Rut?
Being creative every day, for every ad campaign, can be difficult. If you need some fresh perspective contact the professionals at TotalCom Marketing Communications today.
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