It’s really important to get your creative right. It has so many functions other than just standing out to attract people, and it can say a lot about your brand and business. Below are a few top tips on how to get the best out of your creative.
Location of Your Marketing Creative
Firstly, consider where your creative is going. Online? In a paper? On a billboard? You should also consider where this will sit in the marketing funnel – is it intended to make an audience aware of your brand or is it to help drive conversion? When you have answered these questions, you can begin to understand the strategic intention of the creative and set to work. Consider your media planning before you start creating.
Who is Your Audience?
In addition to the above, you need to think about which audience you are talking to. Is it families? Teenagers? Think about who it is you want to really strike the attention of. Then, also consider if your creative is appropriate. For example, you wouldn’t want to use a very dark, scary creative for something that is for targeting a family audience. Find ways of tapping into these audiences with research and understanding how they react to adverts.
Decide on the Message
You’ll also need to ask yourself what message it is you want to get across to the audience. This links quite closely to what the intention of the creative is; if it is brand awareness, how do you convey your brand in a single poster? This is often easier for tangible goods that intangible, but if it’s a brand-new project to market it will still need some great consideration. Also, consider what action you want people to take. Is it to drive them to the website? Is it to convert them to purchase? Make sure you include the appropriate calls to action and wording.
Making it Appropriate
Make sure you build your creative to the place where it is going to be displayed, instead of making an existing one fit a location. This way you can have more control over the messaging. For example, if your advert is going to be placed on an OOH poster on the tube, consider how long people on average dwell on tube platforms. This might make it more appropriate to include more text as the audience may have more time to read it. Short adverts with less text might work better online instead so always consider this.
Finally, and just as importantly, make sure that your creative is on-brand. Make sure you have guidelines with you when working on a creative. Is your logo visible? Does the advert get across what you want to? Great! Get it out there!
Written by Jemma Anderson