“Too much of our advertising is unwanted, uninteresting, uninspiring, and therefore ineffective.” This is what P&G’s chief brand officer, Marc Pritchard had stated in last year’s Cannes Lions International Festival of Creativity.
His statement rings true with what has been happening in recent years, regarding advertising. With the influx of newer media platforms and easier methods for content creation, there is a real need to raise the bar when it comes to creativity. Melbourne PR firms, agencies, content creators, and the like should challenge themselves in creating ads that would indeed make an impact.
Think about your target audience.
The best ads are those that people can relate with. For any product or service, you don’t need to think too much about loading your ad with info after info about how great your product is. Instead, show people how they can benefit from it and what makes yours better than similar products on the market. Show, don’t tell.
Great and relevant visual
While powerful copy is necessary for any ad, it’s also important to make sure you have a strong visual to complement it. After all, it is what most people would see first in your ad. Remember, people will scan and look at your ad first before they read it. Make sure you draw them in from the get-go. Use colours and images that would catch and hold the people’s attention.
Strong brand identification
It won’t matter match if you get the first two right, but you don’t create brand identification for your ad. How will people know what you’re selling? Brand identification should be prominent in all your ads. It does not need always to be too obvious, but it has to be there. It would also be great if the ad features a headline that people can easily remember and, in the long run (think Nike’s Just do it or Coca-Cola’s Open Happiness), will identify with your product.
Creating ads can be quite difficult, but if you keep these three tips in mind, you’ll surely be able to come up with something that will resonate with your target audience for the years to come.