Today we escape:
We know what we want , but we never dare to confirm our needs. Maybe we are afraid of the legend that says "careful what you wish for". Its not up to a preacher to tell you about the DO and what NOT TO DO.
You see for the advertising field, "which is for me a preaching platform", Advertisers tend to preach about their products for the "less fortunate" thinking that OH! Well our prospects are complete idiots and live in the dark ages ! SO ! lets slam the mighty HAMMER OF CLUTTER and let the game begin !
Ever wondered why advertising agencies overcrowd the audience ?
Well the answer is a cliché combination of words that forms the famous sentence :
BUT OUR COMPETITORS !
Well we always know how to point the finger at the reason but never at the actual problem. Like honestly !
let us face the reality and tackle the main issue !
YES ! WE DO HAVE COMPETITORS ! but ever thought about focusing on your message rather than
what our competition is up to ?
I mean examine your options for a moment , well lets say my competitors are going for a certain format
and layout when it comes to their billboards , does that really mean that i have to go for the same format
and layout because it is "trendy" ?
Speaking of trend, why do we always tend to turn into a trend copycat ?
So lets suppose that what is running lately is engaging our audience, we say wow ! great lets go for it
but we tend to forget that we need to distinguish our Ad in order to highlight our product on the shelves.
I read lately a very intresting study that claims : "people tend to remember after paying for a pleasent
experience and forget after paying for a very basic product that didn't come with any cognitive empathy".
What to do ?
1- Research the background of your product and make sure that you know everything about it.
2- Try the product even if you hate how it looks, smells or functions.
3- Try your product's competitors.
4- Look at your competion's advertisments and examine them.
5- Find your product's USP (unique selling proposition).
6- DO NOT spice up your product's mediocre performance, decieving your audience comes in nasty.
7- Decide the mood of your Ad , ( Fun, childish, Serious, Mature, adult +18, casual...etc...etc...etc)
8- NO RULE SAYS YOU MUST START BY SKETCHING OR WRITING RANDOM WORDS
just go with your own flow and dont limit yourself with what others usually do in order to fuel their
lightbulb.
OR you can ignore all these steps and create your own workflow ! again, NO RULE is forced on everything
that has to do with creativity and inovation.
Creativity is relative, what you find creative level out of this world might be lame for others.
Never be afraid of venturing into untamed territory its always worth trying, and remember shining stars
break with their lights the darkness and twinkle, the ones you see them shimmer are those who pierced
an open space.
YES ! WE DO HAVE COMPETITORS ! but ever thought about focusing on your message rather than
what our competition is up to ?
I mean examine your options for a moment , well lets say my competitors are going for a certain format
and layout when it comes to their billboards , does that really mean that i have to go for the same format
and layout because it is "trendy" ?
Speaking of trend, why do we always tend to turn into a trend copycat ?
So lets suppose that what is running lately is engaging our audience, we say wow ! great lets go for it
but we tend to forget that we need to distinguish our Ad in order to highlight our product on the shelves.
I read lately a very intresting study that claims : "people tend to remember after paying for a pleasent
experience and forget after paying for a very basic product that didn't come with any cognitive empathy".
What to do ?
1- Research the background of your product and make sure that you know everything about it.
2- Try the product even if you hate how it looks, smells or functions.
3- Try your product's competitors.
4- Look at your competion's advertisments and examine them.
5- Find your product's USP (unique selling proposition).
6- DO NOT spice up your product's mediocre performance, decieving your audience comes in nasty.
7- Decide the mood of your Ad , ( Fun, childish, Serious, Mature, adult +18, casual...etc...etc...etc)
8- NO RULE SAYS YOU MUST START BY SKETCHING OR WRITING RANDOM WORDS
just go with your own flow and dont limit yourself with what others usually do in order to fuel their
lightbulb.
OR you can ignore all these steps and create your own workflow ! again, NO RULE is forced on everything
that has to do with creativity and inovation.
Creativity is relative, what you find creative level out of this world might be lame for others.
Never be afraid of venturing into untamed territory its always worth trying, and remember shining stars
break with their lights the darkness and twinkle, the ones you see them shimmer are those who pierced
an open space.
Nice indeed, you write impressively, liked your style!
ReplyDeleteAnd you talking about Advertising just reminds me of our shared lectures together :)
Good luck, Sam! Keep me posted with your updates.
~SS~
Thank you so much Sofia for your kind words , well its only the first subject i still have alot more to come later on !
ReplyDelete