Many small business owners think of an “advertising idea” as a postcard mailer, a radio spot, a website or Facebook page.
To be precise, however, those are not “ideas.” Rather, they are “mediums” to convey a message. And while media selection is important, it is only one part of the creative equation.
If you are a copywriter or an art director at a multinational ad agency then the term “advertising idea” means something quite different. You get paid to think conceptually, so your “ad idea” might be something like this:
– A vivid metaphor to position the product in a crowded market.
– A memorable brand character.
– A “buy one, get one free” direct response offer.
Those are all creative concepts. Or put another way, they are all messages that can be communicated through mediums such as TV or email or social media. And that’s what we feature in this album of 100 creative ads.
What is a brand?
Let’s begin at the beginning, with the most basic questions. What is a brand? And where does it exist?
Almost everyone has an idea, an informal definition of a “brand” floating around inside their heads.
You probably do as well. But it is surprisingly rare to find a marketing practitioner who can say, “This is how my company defines our ‘brand, and this is how we express that brand throughout our organization.”
Go to any marketing meeting, and on one side of the table you’ll find people who think “brand” means “logo and color scheme.” On the other side of that same table you’ll find those who believe that “brand” exists, evolves, in the hearts and minds of the audience.
It is important for client and creative to share a common understanding, a common definition of ‘brand.’ So if you don’t have a clear definition, make that your first step.
This is branding for creative people – for those of you who bring brands to life in print, on TV or social media websites.
How to position a brand, company, product or service.
Positioning is so simple, yet so powerful. It can be:
– The easiest way to revive a failing brand.
– The fastest way to interest readers in a new blog.
– The least expensive way to increase sales.
> Direct Response
Direct marketing generally, and direct response advertising specifically, is the fastest way for most companies to get clicks, calls and customers.
Which means you should be pitching direct response campaigns to clients. And using direct techniques to build your business.
> Advertising techniques
Creative advertising techniques are communication tools – the tools you use to attract attention, engage minds, trigger emotion, and change what people think.
All of which can lead to clicks, calls and customers.
You’ll make stronger ads if you use the techniques that work best for your product or service – in traditional, social and digital media.
> Creative media.
You are no longer the Creative Director, the Art Director, Writer, Designer or Suit.
You have a new hat. It is embroidered, “Problem Solver.” And advertising is just one of the tools you use.
Here’s the deal. Clients come to you because they think they need advertising campaigns and websites. But what they really need are solutions … creative solutions to problems like these:
– Sign-up more customers.
– Get a new product off to a great start.
– Polish the corporate brand, or put a shine on a tarnished reputation.