Creative and Effective Advertising Means Knowing Your Consumers
Knowing your audience is essential, especially when it comes to the message you want to get across. There have been many instances of a company’s message getting lost in presentation, with the most recent one being the Nationwide Super Bowl commercial.
During this particular commercial, a boy states that he’ll never be able to experience certain milestones in life, with the clencher being that the boy is already dead from a preventable accident. The commercial rubbed many potential consumers the wrong way, with tons of people on social media writing how depressing and off-base the commercial appeared to be.
This big example of message-creation is something smaller companies, and even individual entrepreneurs and organizations, can learn from when promoting their events or products. Mike Schoultz for Digital Spark Marketing writes that creating an advertisement that takes hold of the consumer’s attention is great, but it’s also important to “define a value proposition.” “[This] truly discriminates you from your competition,” he wrote. “It is essential that you give your customers reasons to select you.”
Schoultz also states that simple messages that are fast to comprehend and relevancy are highly important when working on promotion, as well as outlining what your customers will want from you in return for their business. “Consider the end state values to your customers,” he wrote.
One of the most effective things to do when advertising your events or products is to find commonality with your customers. “The best advertising campaigns focus on finding common ground with the consumer,” wrote Kate McFarlin in an article featured on Chron. “…Effective advertising messages focus on building that common ground –a link—that binds the company and the consumer together.” You also have to make sure the advertising shows that your event or product can “fulfill a need,” something that the consumer feels like they must have or do in order to feel complete.
Perhaps one of the lessons marketers can learn from the Nationwide ad is to make your consumers feel comfortable. The ad did a great job of alienating viewers, making them feel uncomfortable during a time of jubilation. If there’s anything you want to do when promoting a service or event, it’s to make your audience feel as if they will be welcomed, not ostracized.
Promotion is as much about creativity as it is a science, so don’t feel like you can’t think outside of the box when it comes to making a stellar ad. But it’s very important to keep the consumer in mind. Otherwise, you’ll have a hard time getting your sell to fly.