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Relevant, original and impactful: that’s what my friend Creative Director Jim Mountjoy says that effective creative must be. With apologies to Jim, I have my own acronym because I think ROI is only 75 percent of the way there. Effective creative is a RIOT: relevant, impactful, original and true. Let’s say you are a personal injury attorney who represents the people. Do you think that a blue collar worker cares if you have “protected North Carolinians since 1975,” or would a message like “fighting the system for you” resonate more? The first is chest-thumping, the second is more relevant. A campaign we once did for Verbatim data storage products is a great “impactful” example. Everyone else in the industry was doing technical feature ads, but consumers told us they didn’t care how the products were made, they wanted to know their data was safe. We took that relevant message and brought it to life. A comet streaks toward earth and a cartoon bubble from the planet says, “We may not live but at least the data will survive. Verbatim. Your best defense against data loss.” Sales leads increased by more than 300 percent. Impactful? I think so. Original is hard. How many times have you seen lame creative that steals from the successful “Got Milk?” creative? That doesn’t mean you can’t use things from popular culture in an original way. In a branding campaign I worked on for First Federal of Charleston, we took the Hal computer imagery from the movie “2001,” turned it into an ATM, and let it be a surrogate for the big, impersonal banks. Truth, however, is the most important element. What if you had an ad that said: “Remember when a small business had access to the bank president; when you could talk with a loan officer who understood your business and when the bank would actually send a courier to pick up your deposit? No? We don’t either that’s why...” Now, would you believe that ad from Bank of America? I don’t think so. But from my client, the start-up Bank of Commerce, it is true and believable. There you have it. Now, what’s keeping you from starting a creative RIOT? Music & Movie Downloads - Highest Payout. - Top Conversion Ratio, Highest Earnings Per Sale Guaranteed ! - Updated w/New Creative. Lose Weight - 6 Week Body Makeover. - Creative Cooking & Recipes for use with the 6 Week Body Makeover. Now lose weight faster & healthier than ever before! Article Index: | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18 | 19 | 20 | 21 | 22 | 23 | 24 | 25 | 26 | 27 | 28 | 29 | 30 | 31 | 32 | 33 | 34 | 35 | 36 | 37 | 38 | 39 | 40 | 41 | 42 | 43 | 44 | 45 | 46 | 47 | 48 | 49 | 50 | 51 | 52 | 53 | 54 | 55 | 56 | 57 | 58 | 59 | 60 | 61 | 62 | 63 | 64 | 65 | 66 | 67 | 68 | 69 | 70 | 71 | 72 | 73 | 74 | 75 | 76 | 77 | 78 | 79 | 80 | 81 | 82 | 83 | 84 | 85 | 86 | 87 | 88 | 89 | 90 | 91 | 92 | 93 | 94 | 95 | 96 | 97 | 98 | 99 | 100 |
Advice Home Business Technology Online Advertising Motivational Internet Marketing SEO Help Online Games Science Articles Happiness More Articles:1. Database Marketing: Secrets To Skyrocket Your Online Profits Using Database Marketing By I-key Benney What is database marketing?Database Marketing is the gathering and storing of specific information about your prospects or customers.This information is usually stored in a database program on your computer.You would then use the information to market and advertise to them.It can save you time and money because you can target your promotional efforts to your best prospects or customers.The Types Of Information To CollectThe information will var… 2. How To Market Effectively Even If No One Understands What You Do By Debbie LaChusa So how do you effectively market your product or service when one knows anything about them because you're in a new and emerging industry? How can you expect to get customers if no one understands what it is that you do?If this is your situation then a big part of your marketing strategy will need to be educating consumers about what you do. If yours is a field that is relatively new, or perhaps misunderstood, adopting an education strategy ca… 3. Marketing Manual Sample Outline By Lance Winslow The key to success in any business relies a large part in your ability to market your product or service. Often MBA students spend years studying marketing as it encompasses and relates to nearly all business operations. If you own a small business you know the value of marketing, even if you do not have an MBA or a specialized MBA in Marketing.One thing I found helpful in our company was to thoroughly outline what steps we would take to market… 4. Finding Your Niche: What Do You Want To Be Known For? By Erin Banister In my experience, there are two kinds of small business owners: one that knows whom their market niche is and utilize it, and another who tends to waiver or not want to “set in stone” their target market. With the latter group, I always probe for more information: Why don’t you want to choose a specific target for your product/service? Time and time again, the response is the same “I don’t want to limit my profits by only catering to a few.”In … |