Strategy at work in creative
There's a lot to be said for a solid marketing strategy, but if you can't execute your strategy through solid creative -- I'm talking about a specific creative approach to your marketing and media -- your strategy will sink. It's like hiring a great architect to design your perfect home, then using a cut-rate contractor or second-rate materials to construct it. It's likely not going to turn out right in the end.
Great creative is a hallmark of effective marketing and advertising. But to be great, it has to hit the mark. So, assuming your strategy is air-tight and your creative is clear, concise and follows the basic rules of design within the chosen media, what it should then do is:
1. Be unique. Now, I'm of the camp that says there's almost nothing new under the sun. Just about everything's been done. However, that doesn't mean you can't still be unique in HOW you communicate your idea. Think of the saying, "It ain't what you do, it's the way that you do it." If it doesn't seem fresh, or if it comes off as derivative, lose it fast.
2. Be compelling. In other words, it should get the attention of the intended target, resonate with her or him in a meaningful way, and elicit some sort of positive response.
3. Ultimately, effectively sell the product or service it is representing by demonstrating its value to the customer. There's truly a difference between being entertaining and being effective.
There's a trend I've witnessed, particularly in TV ads. I call it a sarcastic, funny, entertaining disconnect. The ad type focuses on a particular customer problem, then, through smart humor, tries to get the viewer to laugh at the character who represents the customer experiencing the problem. Finally, the implied resolution of the problem is represented as buying the advertised product to solve the problem or annoyance.
A good example of this is the "This is Peggy" commercials (side note: can you name what company this ad is for and what it's advertising? I got it wrong and had to look it up). I know, they're cute and kind of funny, but that's exactly the point. The creative execution focuses too much on the funny, while NOT really demonstrating the benefit of the product or brand advertised. To top it off, it usually makes the consumer the butt of the joke in the process. Is this effective? Personally, I say no, because it ultimately doesn't build credibility or value. The viewer response I've witnessed is usually, "funny, cute ad... [end of response]." If you doubt it, look here.
At the end of the day, it's about getting the product or service into the hands of the target. Yes, creativity can make your target laugh or even feel good, but if it doesn't motivate them to buy or even to take stock in your brand or product, what is the point? Why spend your ad dollars entertaining? Some of the most effective ads never win a single award.
Don't be fooled. Following strategy down the line sounds simple, but it is rarely easy. It requires a thorough understanding of your marketing strategy, patience and vigilance throughout the creative development process. It also requires talented and experienced creative professionals who understand the value of strategy, and who use it to fuel their creativity, rather than see it as a fence.
By the way, if you're seeking good examples of effective creative that sells, look no further than food advertisers. There are lots of great examples of food marketing that can elicit a palpable response in us (see the photo accompanying this entry.)
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