We all know that the best ads are highly creative and stick in one’s mind long after the actual engagement ends. But what many people don’t know is just how to create those memorable ads. Of course, you want to make your marketing dollars count as much as possible, and there are four ways to make sure you’re doing just that.
The ad slogan dubbing a new product “The cure for the common ” was a fresh, unique idea when it first came out, but it’s so overused by now that it makes nearly no sense to employ it. Taco Bell used it way back in 1986 (“The cure for the common meal”), USA Networks on television re-used it in 1997 (“The cure for the common show”), and Nissan brought it back in 2001 (“The cure for the common car”). The intrigue of the once-innovative new message is gone—replaced with the “been there, done that” feeling that makes the overused idea fall flat and your brand look lethargic. Unless you can update an old slogan with an interesting new spin, it’s important for you to develop a unique new concept for your ad.
Along with the tagline and concept being unique, there should be memorable images and copy to go along with it. People typically don’t want to read several paragraphs of text. Be concise. Make it memorable.
Focus on images that align with what you are advertising. It’s important to use tone that will appeal to the market you are targeting. If you’re a more casual company, don’t use copy that’s strictly professional sounding—adopt a more conversational tone that’s consistent with your brand image.
Chances are, you’re not the only business out there that does what you do. Separate yourself from the competition. Find out what you do differently than other business and run with it. Have you been around a lot longer than your competitors? Are your services less expensive or do you have a faster turn-around? Find something that’s marketable that sets you apart and impart your unique advantages into your ads.
Finally, you need to revisit your ad once you’ve published it. You can always rework copy based on how the ad is performing, and you should be following metrics and analytics to see how effective the campaign is. Follow how effective your campaign is with different markets, and then rework your targeting strategies.
In order to create effective, engaging ad campaigns that resonate with your target audience, you must assess your market and how to reach your audience in a meaningful way. Take the time to rework your campaign once it’s been launched to ensure your efforts pay off.