For many years, consistency was the main measure of success in creating an advertising campaign. In other words, the brand had to be equally represented at all points of sale so that the buyer could easily recognize the brand and always be confident in his purchase.
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| 5 tips for creating advertising campaigns |
Creation of an advertising campaign by experts
A New Era of Brand Marketing: 5 Ad Campaign Tips That Will Be Talked About
But today, consumer preferences are changing, and brands are increasingly moving away from the once unbreakable principles of marketing. Recently, the persistence of the brand's corporate identity has been replaced by local advertising campaigns that can give the buyer a unique experience that he could not get anywhere else.
This is the approach taken by Apple. The company successfully dilutes its monotonous brand stores with interspersed individualized and curated objects. An example of this is the Apple store in Brooklyn, which embodies the aesthetics and philosophy of the brand. There is no such store anywhere else in the world, and it can give the visitor a unique experience of interacting with the brand. This approach is successfully picked up by young and flexible companies, and innovative startups founded by representatives of the digital generation.
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| 5 tips for creating advertising campaigns |
So can innovation become the new permanence?
Innovations can be both subtle and flashy, both budgetary and expensive, and touch anything literally: from the product itself to branding and packaging design. Whatever it is, an up-to-date brand understands that the more innovative an advertising campaign is, the more it will be talked about.
But the nature of innovation is such that it always has opponents. And because of this, marketers in large companies often notice that established, “traditional” methods and metrics get in the way of creating interesting and non-trivial touch points with customers.
Today, it is more difficult than ever for a marketer to convince management of the importance of experimental (or "trial") marketing for the success of the brand promotion. In most organizations, trial marketing is used more as an auxiliary tool, which is resorted to only if the company has enough funds left after allocating the budget for traditional marketing.
And because traditional marketing is not so easy to change. After allocating a budget for familiar media formats (television, radio, Internet, etc.), conservative companies often do not have money left for experiments. And in this they are very different from more modern brands that have already appeared in the digital age - they are much more open to innovation and actively apply it in their marketing strategies.
It is even more difficult for marketers in companies that are trying by all possible means to reduce costs in the face of an economic crisis (against this background, zero-based budgeting has recently become increasingly popular in the United States). In an environment where you need to achieve big results with a smaller budget, unconventional marketing strategies that are harder to track are becoming a rarity. There is simply not enough money to explore new opportunities, especially when management demands a high return on every dollar invested in advertising.
Under such conditions, obtaining support and resources for innovative advertising campaigns is not an easy task. But here are 5 tips to help you achieve what you want:
1. Talk about it!
Share your ideas with colleagues, managers, and anyone who will listen. Constantly take small steps in this direction in your daily work. Trial marketing is not some fashion trend that everyone will soon forget about. That is why it is important to be the first to start a dialogue. Ultimately, when your company does have the money to create new experiences for customers, you will be the first person that management will turn to.
2. Start Small
You don't have to start with multi-million dollar budgets. After all, if you can’t play “big” yet, this does not mean that your contribution does not affect anything. A small but accurate hit over time can have a huge effect.
For example, install a Gif-rack with a tablet or a photo booth in one of the outlets, the video or photo from which visitors can immediately post to their social networks with the hashtag of your company. Or, alternatively, find local influencers whose target audience overlaps with yours. Offer them sponsorship or donate your products. Firstly, this way more potential buyers learn about the brand. Secondly, it will increase the loyalty of existing customers. And even if you don’t have funds for stars of the first magnitude, then don’t be upset - small bloggers ask for less, and in some cases, they bring more benefits. This is a great strategy for online promotion.
3. Define key metrics
How many views did your content get? How many people have viewed it? How many clicked on the ad and went to the site? How many influencers have posted a photo with your hashtag on Instagram? How many people learn about your brand through influencers? When someone posts a promotional post for your product, keep a close eye on the number of sales in the next 48 hours. Then look at how many buyers were attracted by the promotional move? And how can you tell if the increase in sales is due to your marketing strategy?
Yes, these metrics can be quite vague. However, if your goal is to increase brand loyalty, and not attract one-time buyers, then try to answer all these questions as you work.
4. Work like your company was founded this year
Instead of adapting traditional marketing strategies to today's market conditions, imagine how you would work if you were representing the interests of a start-up company.
Ask yourself: does your ad attract interest and value in the eyes of the modern consumer? Are you creating content that is easy and convenient for today's audience to consume? Is your branding working?
By the way, our agency has a special offer for those who are just starting their own business or small companies with a limited marketing budget. As part of the Express branding package, we will develop everything you need to quickly start your business.
5. Show interest in the consumer
In the past, companies secured their image and sales by creating the most unusual, trendy, and cool brands on the market. But today, the manifestation of sincere concern for the buyer is much more appreciated.
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| 5 tips for creating advertising campaigns |
For example, a fresh trend for individual and personalized advertising is based on this. Take Coca-Cola's "Share a Coke" marketing campaign, which replaced the brand name on bottles with popular names among millennials. Or any digital platform that tailors content to the user's preferences (like, say, personalized playlists on Spotify). This approach works because it creates a personal connection between the brand and the consumer.
Instead of considering clients as a kind of homogeneous mass, find an individual approach to each of them. This will allow you to build brand loyalty and also serve as a starting point for a more serious dialogue about incorporating innovative and personalized advertising into your brand's marketing strategy.
Today, marketing luminaries are beginning to question the conventional approach to advertising campaigns, and which metrics should be given the most attention. The time-tested methods still work, but the interests of the consumer and brand marketing are undergoing a major change. And brands that fail to step out of their comfort zone in time and move on to more innovative ad campaigns risk being left out—as we've seen over the past few years with some major retailers.
Abandoning traditional marketing and rigorous ROI (return on investment) metrics may seem like a risky proposition, but if you don't, you're even more at risk of losing the interest of today's savvy shoppers. They will go to competitors who are not afraid to go down the beaten path.
Instead of outdated metrics, pay more attention to personal interactions with customers, and they will talk about you. This is the most important thing, because if you manage to give a person an experience that he wants to share with the rest, then this will be the best advertisement for your brand possible.
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