Chances are that in the next 15 seconds, you will likely stop reading this.
As a matter of fact, 55% spend less time than that reading web page content. So, when marketers have brought in traffic to our content, the question to answer is how they will remain there by the time it will take to tie shoelaces? Answer: creativity.
While being creative is just one piece of the marketing pie, it’s undoubtedly essential to engage your target audience in a way that relates to them. But a stock photo that induces a cringe lacks visual appeal and just won’t suffice. Your visual marketing impact can either make or break your brand message and brand perception.
You require quality creativity following these simple guidelines:
1. Your Creative Should Be a Reflection of Your Brand’s Personality
When you look at the majority of the major brands, you will note there are some consistencies between their creative pieces. That’s not an accident, nor is it an indication they are running low on coffee and creative ideas.
Good creativity cuts across the noise, highlighting the heart of the brand. Good creativity, coupled with the right strategies, culminates in consistently broadcasting this personality across multiple channels.
For instance, Pantone carries with it a muted yet vibrant personality through its marketing. Their advertisements revolve around conveying their colour offerings authenticity. Here and in multiple other ads, they cleverly display the natural hues of daily life scenarios. It’s understandably cheeky since Pantone steps aside, letting the colour talk for itself.
Conversely, Heinz is said to have a little more palpable fun in its marketing. And while fun playfulness takes up a significant portion for the brand, the product appeal and messaging is never lost. The Heinz brand heart is concise and clear and is present throughout its entire campaign. Whenever consistency meets personality, the brand ultimately comes out triumphant.
2. Simplify, Simplify, Simplify
Very long ago, a guy hanging around Walden Pond had this advice concerning life, but it still holds water when it comes to excellent display marketing.
On any given day, consumers get exposure to a considerable amount of content. As marketers, we are consistently looking for an edge that will assist consumers in sieving through the clutter and latching on to our message. After you have injected your brand’s personality, and determined the appropriate behind its creative appeal, ensure to make the underlying message digestible.
Are you aware that the brain can process visual data 600,000 times quicker compared to text? When you want to get your point across, leave the heavy lifting to your images (‘show, and don’t tell’). The quicker the audience understands the message of your brand, the more probable it will be committed to memory.
Usually, to get the most from your creative, less equals more.
3. Tell a Story
Every day, people see a saturated amount of content, which forces marketers to adjust their strategies to cut through by any means continually. A significant portion of this equation entails deploying meaningful creative as part of digital, print, and social campaigns. This marketing agency in Hampshire can help.
Ask yourself this the next time you are finalising a piece of creative: will it be a driving force for engagement, or will it get that 15 seconds of fame?
Quality creative is but a piece of the puzzle.