Be Imaginative
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What’s the easiest artefact to kill a enthusiastic ad crusade before it even begins? Take it too seriously. Advertising is not rocket science. You shouldn’t requirement a honor in the physical sciences to create or understand an ad.
And you should never, ever, under any circumstances, kill an ad because it is not literal enough. On the contrary, if you find your ads are too literal, you should destroy them all and move fresh.
Are Volkswagens flawed pieces of junk? No, but an ad with the headline “Lemon” gets your attention, doesn’t it? It makes you want to feature the story, which goes on to explain how the portion car shown in the ad would never be unvoluntary because VW cares so such it weeds discover the lemons so you never get a bad car. Think what an possibleness would have been missed if the folks at Volkswagen had taken that headline too literally.
Think most it from this angle. Why do people feature an ad or watch a commercial? The majority do so because they find them diverting and informative. If your ads are all information and no entertainment, you’ve wasted your budget.
This is not to say that an ad should be created purely for entertainment purposes. Again, a enthusiastic ad is both diverting and informative. The entertainment value should be derived from a feature of your product or brand. In other words, what you’re selling should be the star of the show. Sounds simple enough, but it is often hard to strike the right balance. That’s what makes advertising so fun.
How such information does your audience really need? What kind of news will they find entertaining? These are questions that should be asked and answered early on so that when you finally are presented with an ad or a campaign, you can judge the work according to these preordained guidelines.
A good crusade will reach your target audience and talk to them on a personal level. This has a valuable effect on your sales and reputation. A enthusiastic advertising crusade will do more than that. It will create a sound right of your target audience.
Apple Computer’s “1984” advertizement ran only once. But it is still one of the most talked most commercials because it was rebroadcast on every field news show and written most in every field production for weeks and months. And hour of this cost Apple anything more than a single TV buy.
It’s worth noting that Apple’s Super Bowl advertizement helped make the company a household name and created unbelievable demand for the newborn Macintosh computer-yet the ad never showed the product or explained any details most it.
BMW’s Mini Cooper was one of the first cars to be introduced in the United States with no TV advertising. Blasphemy! Instead, they bolted the Minis to the roofs of SUVs and crowd them around field cities. They created tongue-in-cheek billboards, mutual indicant ads and enthusiastic guerrilla promotions. Most importantly, they created a inactivity itemize of customers who couldn’t wait to get a Mini.
Companies that conceive bigger become bigger. It’s a self-fulfilling cycle. If you just conceive like a local operation, you strength miss the possibleness to expand regionally, nationally, or even internationally. Your advertising crusade should reflect the content of your company—even if you’re not yet there.
Challenge yourself and your agency to conceive bigger.•
This article introduced the third of twelve steps. Challenge yourself, your staff and your advertising agency to indoctrinate your ad program. If you missed a preceding step, contact the author for a complimentary copy. And, remember, every revolution begins with just one step.
Jeff Berney is a freelance idealist, brand evangelist and writer. He can be reached at jeff@jberney.com
© 2006
