Creating a good advertising strategy for your products or services
There seems to be a lot of varied opinions on what constitutes a good advert and even within marketing firms opinions and “best practices” vary wildly. This can make the challenge of creating a good advert seem like an absolute nightmare. However, within advertising there are things that actually are best practice and some guidelines that will help you increase sales and product awareness. With that in mind let’s look at the initial steps in creating a good advert.
Understanding your brand and product
When creating a good advert your brand and product are of central importance to making your advert work. Whilst we want people to enjoy our adverts we also need them to create sales. In the creative process don’t lose sight of this aim. So why do you need to understand your brand and product? Basically you need to analyse three core principles:
- Your company values
- Your products value
- Your target market
Your product itself will largely be determining your market but your advert needs to target this market on their terms. What do the customers like? What do the customers want in life? What are their aims and goals and how do your products support this? Your company values and your products value should align closely with your target market. This brand identity needs to form the core focus of your advertisement. A good advert will include a hook to make people in your market interested, it will appeal to their own desires and values and it will make your company seem exactly like your customer as a person. This is crucial to creating a good ad.
Developing an advertising idea
Once you have a clear idea of your brand identity you can start developing an idea for your advertisement. Your advertisement needs to capture the products value and your company’s value in order to engross people. However, it also needs to create a product need. At the simplest level this is playing off the needs and desires you have identified in the previous step. However you then need to creatively integrate them into your advertisement.
So how do we get our brand image to come across in our advertisement? Simply put we can make sure that our ad showcases or highlights how our product will satisfy the need of our target market. For example let’s say we are selling broadband. We can instantly think along these lines; people want fast broadband, they want simple set up, they want reliability. How does your service satisfy these needs? This is a simple way to create a powerful ad – we showcase how our product or service solves a particular problem or is better than the rest. Many adverts rely on nothing more than showcasing these things. However, often you will want to add a new twist to your advertising campaign to attract people’s attention. This entails using humour, originality and quirkiness in your advertisement to draw attention. Humour is a very good tool for creating good adverts but you want to make sure that you don’t detract from the product. Likewise originality and quirkiness are useful tools but if you overdo them people will forget the product itself.
Focusing your advert
Once you’ve started the creative process you will want to make sure that your advert remains focused. When developing advertising ideas the most important thing you can do is mock them up. A mock up can quickly and easily be put in front of your existing and potential customers and you can get direct feedback on whether the advert is enjoyable and what it tells people about the company. Having a variety of mocked up ads will help you create focus for the campaign. Finally when you are focusing your advertisement you will want to pay attention to the fine details. Things like who your actors/actresses are, what the setting is (family, work) etc. are vitally important to determining whether your advert will fit with your customers. Creating a good advert requires that you pay attention to your customers more than anything else and fit your advert exactly with who they are and what they need.