What is the best way to kill a large advertising campaign before you even start? Take seriously. Advertising is not rocket science. You should not need a degree in the physical sciences to create or understand an ad.
And you should never, ever, under any pretext, and killed one of the ads, because they are not quite literal. Instead, if you find your ads very literal, you must destroy all and start over.
VW is a defective piece of junk? No, but the announcement of "lemon" is the title of your attention, did not it? It makes you want to read this story, which goes on to explain how a private car will not appear in the ad to be driven VW cares a lot for weeds lemon so it is not a bad car. I think it would have been a missed opportunity if people Volkswagen took the letter as well.
Think about it from this angle. Why do people read or watch a commercial? Most do because they are entertaining and informative. If your ads all the information and entertainment you lost your budget.
This does not mean that we must create an ad only for entertainment purposes. Once again, the big announcement is both entertaining and informative. Must be deducted from the value of the entertainment function of the product or the brand. In other words, what you sell is the star of the show. Sounds simple enough, but it is often difficult to find the right balance. This is what makes it so fun advertising.
Amount of information that you really need your audience? What kind of entertaining story and found? These are questions that must be asked and answered at the beginning so that when you finally are displayed with an ad or campaign, you can judge the work based on these guidelines are predetermined.
A good campaign to reach your target audience and speak with them on a personal level. This has an effect on the value of your sales and reputation. And there is a big campaign to do more than that. It will create a buzz out of your target audience.
Ran Apple Computer "1984" only once. But still one of the most talked about advertisements, because it was broadcast all important news and writing in all major newspapers for weeks and months. And none of it costs Apple nothing more than buying a TV.
It should be noted that Apple Super Bowl commercial helped make the company a household name and create an incredible demand for new Macintosh after the announcement was not present in the product or explain the details about it.
BMW Mini Cooper is one of the first car in its class in the United States without television commercials. Blasphemy! Instead, they pulled the clothes on the roofs of SUVs and drove around major cities. Creating a language-in-cheek plates, print and interactive promotions large groups. More importantly, they have created on the waiting list for customers who can not wait to get on the Mini.
Large companies who think more. It is self-fulfilling cycle. If you feel like a local, you may miss the opportunity to expand regionally, nationally or internationally. Campaign must take into account the direction of your business, and even then, if you do not.
Challenge yourself and your agency to think bigger. •
This is the third article feet of twelve steps. Challenge yourself, your employees and advertising agency for the revolution program announcement. If you missed the previous step, please contact the author for a complimentary copy. And remember, every revolution begins with a single step.
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