Creative ads are about more than just letting an advertiser stretch their imagination. It’s a way to harness that imagination and use it to uniquely engage with your ideal demographics. Just like any form of advertising, creative ads are about creating a relationship between your users and your product. And while truly creative content can’t be produced with a simple formula, there are some steps you can take to develop some solid creative advertising.
Make a Value Proposition
While the most appealing element of a creative ad is usually its presentation, the best ones are driven by a simple value proposition being made to the consumer – a short and sweet pitch for why the consumer needs your product or service. But even more simply, it’s telling the consumer what distinguishes your product or service from all of the other competitors on the market.
That is to say, you can’t force creative advertising, but you can narrow its focus to ensure that creative energy is more narrowly focused on your value proposition. The ultimate goal here is to let your creative advertising campaign develop over time and create a distinct, and unique, sense of brand identity. There’s perhaps no brand better at this sort of focused and creative advertising as Apple.
Since the release of the legendary 1984-inspired advertisement – where they positioned themselves as David to IBM’s technocratic Goliath – they’ve managed to more-or-less steadily represented themselves and each of their products as the vaguely countercultural alternative to staid PC companies – even as their sensibilities have become the status quo in each industry.
Get the Right Talent
Video is one of the more difficult and complicated mediums to work in simply because there are so many creative professionals involved. While making sure you have a strong message delivered by someone with a guiding vision is important, there are teams of people involved in the video production process, and any one of them could mean the difference between an unforgettable ad and a commercial that’s quickly forgotten.
Often, that means enlisting the assistance of someone to handle all the detail work. Chances are that your company is full of people who understand the value of your product or service, but conveying that message to the public requires filtering it through a professional lens.
A quality creative advertising firm like VisCap Media will take your unique perspective to heart, help translate it into a language that will appeal to your audience, and handle everything from storyboarding to casting to shooting. An agency will help clarify your message, but they can also provide long-term support that can transform a single one-off ad into a full-blown brand-building campaign. The scale of your advertising, and the extent of your role in it, is completely your decision.
Don’t Neglect the Numbers
Creativity is critical for effective advertising, but you need to make sure that you’re properly lined up regarding your demographics as well. Knowing who your audience is and understanding what potential audiences might still be untapped can help you better shape the vision for your advertising, and marketing is often a thankless task that requires churning out large amounts of content.
A good creative advertising campaign is one that’s driven by real data. That means bringing in a team that can properly navigate the different social media channels and can understand how to adjust their advertising campaigns to better target these platforms. It means bringing in advertisers who properly read conversion rates and understand the vagaries of different customer end-points.
In short, creative advertising isn’t just about being creative. It’s about contextualizing that content in the complex and rapidly changing online world. And more often than not, making quality creative ads means bringing in someone with the chops to do your brand justice.